10 Best Enterprise Marketing Automation Tools Reviewed 2025

A decade ago, “marketing automation” meant scheduling emails and maybe a drip campaign or two. 

Now? That definition barely scratches the surface.

For enterprise teams juggling thousands of customer touchpoints, scattered data, and ever-evolving buyer journeys, traditional campaign workflows simply can’t keep up. 

What once worked for smaller teams – e.g., manual emails, siloed CRMs, fragmented tools – starts to break under the weight of scale.

Modern enterprise marketing automation goes far beyond basic workflows. 

It orchestrates personalized and cross-channel experiences at scale, powered by AI, enriched by data, and designed for agility. It’s the silent engine behind predictive campaigns, real-time personalization, and autonomous agents that respond faster than your team could ever type.

But here’s where most businesses go wrong: they confuse “automation” with “enterprise automation.” And that’s a costly mistake.

While small business tools handle repetitive tasks in a single channel, enterprise marketing automation (EMA) is built to navigate complexity. 

It adapts to multi-layered organization structures, integrates across ecosystems, and empowers teams to act as one, even when they’re spread across departments, regions, and time zones.

This article will walk you through what to look for when choosing a solution that transforms your entire marketing engine and our top 10 enterprise marketing automation tool picks.

What to look for in enterprise marketing automation software (and how to actually choose the right one)

Most guides will tell you to “compare features.” 

But let’s be honest: Enterprises don’t just need more features. They need a platform that eliminates bottlenecks, scales with complexity, and plays well with the rest of your tech stack.

So, before you jump into vendor demos and pricing calls, audit your existing marketing ops. Find out: 

1. Where are your teams wasting time on repetitive, manual tasks? 
2. Where are leads getting lost between channels? 
3. What campaigns take way too long to launch?

These are operational hiccups and opportunities to incorporate automation.

Once you’ve mapped those gaps, use the checklist below to evaluate which EMA tool actually fits your enterprise:

1. Cross-platform integration

Keep in mind that this automation tool is the building block for your marketing ecosystem, which means your EMA software should seamlessly integrate with your CRM, CMS, analytics tools, ecommerce platform, and internal workflows.

So look for:

• A high number of native integrations
• Open APIs that let you build custom workflows
• A proven track record of working well with complex enterprise tech stacks

The goal is to get a single and unified view of the customer, without needing 10 browser tabs to find it.

2. Scalability for growth

What works for 10 campaigns won’t cut it for 10,000. Your platform should be able to handle:

• Massive contact databases
• Multi-region campaign management
• Cross-functional team collaboration
• Complex segmentation and personalization rules

Think long-term. Find out if the tool you’re considering still works when your team doubles, your markets expand, and your data triples.

3.   24/7 customer support

Even the best software breaks. Integrations fail. Reports go missing. What matters is how fast you can recover. When comparing platforms, ask:

• Do they offer 24/7 technical support (not just a help center)?
• Will you get a dedicated Customer Success Manager?
• How hands-on is their onboarding and training?

For enterprise teams, good support isn’t a “nice to have.” It’s a safety net.

4.  Powerful, actionable analytics

Reporting isn’t just about pretty dashboards. For an enterprise, you need:

• Real-time performance data
• Predictive analytics that surface trends before they become problems
• ROI-focused reporting that proves what’s working
• The ability to customize reports for different stakeholders
  

Because if you can’t measure it, you can’t optimize it. And if you can’t understand the data, your team won’t be able to use it.

5. Usability and adoption

Most enterprise software fails not because it’s underpowered, but because it’s underused. If your EMA tool feels clunky, your team won’t touch it. Period.
Ask yourself:

• Is the interface clean and intuitive?
• How steep is the learning curve?
• Will it require months of training, OR can teams get value fast?

The bottom line is adoption = ROI. A marketing automation tool only works if your team actually uses it.

Bonus: pricing alignment

Every feature above plays into the cost. 

Platforms that offer deeper integrations, smarter analytics, and stronger support will often come at a premium, but for good reason. The trick is finding the right value match for your business goals, team size, and expected ROI.

Top 10 enterprise marketing automation tools you need to check 

When every vendor promises to “streamline campaigns” and “personalize at scale”, evaluating enterprise marketing automation tools gets overwhelming. 

That’s why we compiled a list of the top 10 enterprise-grade marketing automation tools and ordered them based on their core functionalities, strengths, and limitations. 

Keep reading to see which one fits you best.

Tool	Core functionalities	Strengths	Limitations
Insider	Cross-channel marketing automation, AI-powered personalization, workflow automation, dynamic pricing, real-time social proof	Very user-friendly drag-and-drop interface, advanced personalization, multi-channel campaigns, strong analytics	Pricing on request, primarily strong in retail ecommerce, may need demos for exact pricing
Braze	Real-time customer engagement, cross-channel messaging, journey orchestration, AI-powered experimentation	Intuitive UI, strong real-time triggers, powerful segmentation, great for lifecycle marketing	Reporting depth can be shallow, some advanced features need external tools, can become complex
Salesforce Marketing Cloud	Complex campaign orchestration, advanced CRM integration, AI insights, cross-channel automation	Highly customizable, excellent analytics, robust CRM ecosystem, ideal for large enterprises	Steep learning curve, high cost, performance can lag during peak loads
Emarsys	Email marketing automation, customer segmentation, AI-powered recommendations, multi-channel campaigns	User-friendly UI, comprehensive customer view including offline data, strong automation center	Some feature requests take long to implement, additional costs for minor customizations
ActiveCampaign	Email marketing, marketing automation builder, CRM, advanced segmentation, integrations	Flexible automation without coding, built-in CRM, numerous integrations, good deliverability	Pricing rises quickly with contacts, limited native SMS, clunky editor, basic A/B testing
HubSpot Marketing Hub	Marketing automation, CRM, personalized email campaigns, lead nurturing, reporting	Comprehensive suite, strong CRM integration, excellent reporting, great for midsize to large businesses	High price, automation is limited outside the Enterprise tier, lacks some advanced event tracking features
Klaviyo	Unified customer data platform, real-time segmentation, AI-powered insights, multi-channel campaigns	Exceptional customer data consolidation, easy flow setup, AI-driven predictions, strong segmentation	Primarily focused on eCommerce, pricing scales steeply with contacts
Iterable	Cross-channel lifecycle marketing, real-time data integration, A/B testing, campaign orchestration	Clean interface, strong scalability, good customer support, multi-channel messaging	Steep learning curve for beginners, pricing custom and opaque
Oracle Marketing Cloud	Enterprise-grade marketing automation, data management platform, AI analytics, cross-channel marketing	Deep data integrations, strong predictive analytics, robust compliance features	Complex interface, expensive, requires significant training & setup
Adobe Experience Cloud	Comprehensive marketing, analytics, customer journey management, and AI-driven personalization	Powerful data-driven marketing, advanced customer journey analytics, and great for large enterprises	High cost, complexity, steep learning curve, best for organizations with substantial resources

1. Insider

Insider brings together the most extensive set of personalization capabilities for websites, mobile apps, email, SMS, WhatsApp, push notifications, and more.

Our platform’s flexibility and broad channel support help marketers at 1200+ enterprise companies (including Adidas, AVON, Toyota, CNN, and many more):

• Work more efficiently and save money by consolidating their marketing stack. Insider enables you to build, manage, and automate campaigns across all your channels from a single place instead of using a bunch of channel-specific solutions with different credentials and UIs.

• Maximize their digital marketing budget with advanced personalization across every touchpoint. Insider helps you make the most out of every interaction by delivering individualized content, messaging, and product recommendations to the right audiences, on the right channels, at the right times.

• Overcome data silos and get accurate, 360-degree profiles of all customers. Insider’s Actionable Customer Data Platform (CDP) can be your single source of truth for all customer data. Using CDP, you can ensure you are not manually stitching together disconnected systems and basing your campaigns on accurate customer data.

Insider also ranks as the best and easiest-to-use personalization software for all business sizes in G2’s rankings. It’s also a leader across other key marketing categories, including mobile marketing software, marketing automation software, and more.

Here’s how you can also use Insider to unify your marketing stack, make the most out of your marketing budget, build high-converting cross-channel marketing campaigns, and more.

Unify your marketing channels (and explore new ones)

Enterprise marketing teams typically interact with customers over a variety of channels, like email, push notifications, SMS, WhatsApp, Facebook Messenger, and so on. Many of them use a plethora of solutions to set up and execute their campaigns across these touchpoints, including;

1. Push notification tools.
2. Email marketing platforms.
3. Dedicated marketing automation platforms.
4. And more.

From our experience, we know this approach produces three big problems for enterprise teams:

• The whole marketing stack becomes very expensive.
• Important customer data gets siloed in disconnected systems.
• Workflows get unnecessarily complex as teams use five or more solutions, each with separate credentials, UIs, and management needs. 

This also means that coordinating campaigns across channels is very difficult and time-consuming.

Insider helps you avoid all these issues by bringing 12+ native channels under one platform. These include email, SMS, WhatsApp, Facebook Messenger, on-site, mobile apps, and online ad networks (like TikTok and Instagram, for example).

Put simply, you can use Insider to consolidate your marketing stack into a single platform. 

This can drastically simplify your workflows and reduce the time and effort your team spends on various marketing tasks. The more channels and capabilities you can aggregate with Insider, the more you can lower the total cost of ownership (TCO) for your marketing stack as a whole.

At the same time, you don’t have to use the entirety of the Insider platform right away. You could start with a specific channel (like WhatsApp) or set of capabilities (like website personalization) while connecting the platform to the rest of your marketing stack. In short, you have complete flexibility to include any Insider tools and features into your workflow.

Scale personalization across every customer touchpoint

Insider’s broad channel support and powerful personalization features enable you to tailor every interaction customers have with your brand to their preferences and interests.

For example, here are some of the touchpoints you can personalize with Insider:

1. Email and SMS. You can coordinate your efforts across these popular channels to achieve the best possible results and maximize your marketing spend. 

For instance, fashion brand NA-KD used our email and SMS capabilities (alongside other channels) to increase their customer lifetime value by 25% and achieve a 72x ROI in 12 months of working with Insider.

2. WhatsApp. As a Meta-verified Business Solution Provider, Insider can help you take advantage of WhatsApp’s full marketing potential. This includes sending personalized promo messages, price drop alerts, event reminders, and cart recovery prompts. For more advanced companies, Insider supports WhatsApp’s conversational commerce i.e., the ability to design an end-to-end shopping experience in WhatsApp.

3. Push notifications.  Insider supports a huge variety of web and mobile app push notifications. These enable you to target both known customers and unknown visitors with personalized offers that catch their attention and help you bring them back to your site in a cost-effective way. 

FOX tripled their traffic in less than six months by sending personalized push notifications to various website visitor segments.

4. On-site and in-app personalization. Insider can tailor every element of your site or mobile app – including content, messaging, and product recommendations – to each customer’s preferences. This can help you increase conversion rates which is crucial for making the most of your marketing budget. 

Adidas used Insider’s web personalization suite to tailor their website’s categories, product recommendations, and coupon codes. This resulted in a 259% AOV increase and a 50.3% increase in mobile conversions.

Orchestrate personalized journeys with enterprise-level automation capabilities

Personalizing individual touchpoints in the customer journey is a valuable functionality to have in your arsenal. 

However, it’s also not enough if you want to deliver a truly consistent customer experience. Customer journeys aren’t static. People lose interest in some products, get excited about new ones, change their preferred channels, and much more.

That’s why Insider empowers you to bring all customer touchpoints together into a cohesive experience using Architect – our versatile customer journey builder.

For example, you can use Architect to build all sorts of journeys and flows, like:

• Simple transactional email flows.
• Cart recovery prompts across email, SMS, and push notifications.
• Automated omnichannel campaigns that start on your website or mobile app and expand to external channels like SMS and WhatsApp.
• And many more.

The key is that every step along these journeys can be personalized based on how customers reacted to the previous ones (as well as their other interactions with your brand). This results in truly individualized cross-channel experiences.

Architect is also very user-friendly, as you can use a simple drag-and-drop editor to select how each journey starts and unfolds. For example, journeys can be triggered by:

• Events (which can be any actions on your site or app).
• Restocking of popular items.
• Attribute changes.
• Dynamic dates.
• Price drops. 
• And more. 

Redefine product discovery, support, and marketing insights with Agent One™  

Marketers and customer engagement teams have long struggled with disconnected data, rushed campaigns, and superficial interactions. This left opportunities untapped and customer journeys feeling incomplete and impersonal.

Agent One™ transforms this by embedding autonomous & purpose-built AI agents directly into the fabric of your customer engagement workflows.

Imagine bringing together autonomous & purpose-built AI experts (aka agents) trained with deep knowledge to tackle the biggest challenges in customer engagement.

These experts deliver superior, personalized, and high-impact interactions at scale. This helps you reach exceptional outcomes faster and accelerate your growth.

That’s not all. Agent One™ introduces three specialized AI agents designed to transform customer experiences and drive better outcomes:

• Shopping agents to drive shoppers to buy
• Support agents for faster resolutions
• Insights agents to fuel precision and performance

Learn more about how Agent One™ reshapes the way we discover, support, and connect.

Lean on a global, experienced support team and versatile templates for fast implementation

Implementation and management are always big concerns when purchasing enterprise software. No one wants to spend months on unnecessarily complex deployments, followed by a steep learning curve, and other management hurdles that slow down the time to value.

To help mitigate these issues, Insider has  built a global and experienced support team that can:

• Always answer your questions quickly. Being an enterprise-grade solution provider with over 1000 employees in 26 offices across six continents allows us to provide fast and high-quality support to customers all over the world. 

• Guide you through the implementation process (with no extra setup costs). Our team will help you connect to all relevant data sources and involve the right stakeholders in the process, depending on your marketing and business needs.

• Ensure you start seeing value from our platform as fast as possible. Our experts will look at your website and analytics data to give you ideas for implementing various marketing strategies. They will also migrate any flows or journeys you may have in other solutions, like purchase confirmation emails, upsell campaigns, or cart recovery tactics, to our platform. So, you don’t have to rebuild them from scratch.

This focus on customer convenience has led to Insider being ranked as a top solution in terms of ease of use, ease of setup, and quality of support.

Insider also built a massive template library for various channels and use cases. For example, there are templates for generating new leads fast via gamification, celebrating customers’ birthdays, automating cross-channel cart abandonment journeys, and lots of other scenarios.

This combination of excellent support, flexible setup options, and a rich template library enables Insider customers to drastically reduce the time to value and speed up their ROI. For example:

• Vodafone increased conversion rates by 159% and saw a 6x ROI within three months.
• Slazenger achieved a 700% increase in customer acquisition and 49x ROI in two months.
• Adidas experienced a 259% increase in AOV and a 13% increase in conversion rates in just one month.

For more details on how Insider can help you maximize your marketing spend, personalize all customer touchpoints, and automate cross-channel campaigns, book a live demo with our team.

2. Braze

Braze is a comprehensive customer engagement platform. It supports a range of channels, including email, SMS, WhatsApp, and push notifications. It further offers basic on-site and in-app personalization features. In terms of automation, Braze has a tool called Canvas Flow that comes with many features for building and automating cross-channel campaigns. 

Learn more: Top 12 Braze competitors and alternatives for cross-channel marketing

3. Salesforce Marketing Cloud

Salesforce Marketing Cloud combines various products for:

• Customer data aggregation (i.e., a CDP).
• Cross-channel campaign orchestration.
• Data visualization and reporting.
• Marketing and sales automation.
• Content management.
• Loyalty management.
• Account engagement (powered by Pardot).
• And more.

These tools can be used to automate routine tasks and campaigns across channels like email, SMS, social media, and push notifications.

4. Emarsys

Emarsys is a cloud-based omnichannel customer engagement platform that was acquired by SAP in 2020. The platform still continues to exist as a standalone product under the SAP umbrella. While it doesn’t support use cases like site search personalization or WhatsApp marketing, Emarsys still helps marketers set up SMS and email marketing automations, personalize web and mobile app content, unify their data, and orchestrate customer journeys.

Learn more: 9 Best Emarsys competitors and alternatives (detailed review)

5. ActiveCampaign

ActiveCampaign offers customer experience personalization, email marketing, and sales automation. While marketers can operate primarily from its dashboard, the platform does require third-party integration for some of its more advanced functionalities.

6. HubSpot Marketing Hub

Marketing Hub is HubSpot’s main offering for marketing teams. While it does have a free plan (as well as a few cheaper ones), its complete automation capabilities are available on the more expensive Pro and Enterprise plans. As a marketing automation solution, Marketing Hub offers:

• A visual board for creating conditional workflows.
• Various email, live chat, and on-site automation features.
• Workflow automation capabilities via integrations with their internal sales tools (like their CRM) and third-party solutions.

7. Klaviyo

Klaviyo specializes in ecommerce focused marketing, leveraging data for highly targeted campaigns. It only operates across email and SMS, so it may not suit marketers looking to encompass a wider range of channels. 

Learn: 11 Best Klaviyo Competitors and Alternatives

8. Iterable

Iterable is a comprehensive cross-channel marketing automation platform with a huge range of capabilities to automate processes and decrease campaign launch times. However, the platform lacks the template customization options that would enable marketers to tailor campaigns more precisely.

Learn: 10 Best Iterable Competitors and Alternatives

9. Oracle Marketing Cloud

Oracle Marketing Cloud is a collection of marketing solutions for use cases like data unification cross-channel marketing, automation, lead generation, and customer support. Similar to Salesforce Marketing Cloud, this platform is also primarily made up of products that weren’t built in-house by Oracle but acquired over the years. Like:

• Eloqua, which is a marketing automation solution.
• Maxymiser, which is an A/B testing and optimization tool.
• Infinity Behavioral Intelligence, which is a platform for unifying and analyzing customer data.

10. Adobe Experience Cloud

Adobe Experience Cloud brings together 20+ products for enterprise marketing teams. These cover use cases like data unification, automation, personalization, landing page creation, lead scoring, and more. Some of the most popular products in this stack are:

• Adobe Target is an A/B testing, personalization, and marketing automation solution.
• Marketo Engage is an automation and lead management solution for B2C and B2B marketing and sales teams.
• Adobe Campaign is a campaign management software that runs email campaigns and coordinates marketing efforts across various channels.

Check out how Adobe compares to Insider.

Get started with Insider for your enterprise automation needs

Insider is the perfect enterprise marketing platform if you’re looking to:

• Unify your marketing stack, streamline workflows, and make the most out of your time, efforts, and budget.
• Increase conversions, engagement, and revenue by personalizing all messages and sending them to the right people, on the right channels, at the right times.
• Use a versatile platform that supports lots of channels natively, like on-site, email, SMS, WhatsApp, Facebook Messenger, and push notifications. 
• Work with an experienced global support team that can help you set up the platform and ensure you’re making the most out of its features.
• Easily connect to the rest of your marketing stack and even use a new platform as a single source of truth for all customer data.
• Use proven templates to get started quickly with any use case from generating leads with the help of gamification to automating cross-channel cart abandonment journeys or cross-sell campaigns.

Book a demo with our team and learn how Insider can help you reach your business goals.

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