Who’s who in B2B Marketing Automation: The vendor landscape

Here’s an overview of the financing, recent mergers, and acquisitions of B2B marketing automation providers.

The B2B market for automated marketing automation is concentrated in a number of cloud providers, including Salesforce, Oracle, and Adobe. In 2018 in particular, there was a series of acquisitions by Adobe and Salesforce that sought to consolidate their position at the top of the market and expand their offering to B2B companies.

Adobe’s Largest Company in 2018 Acquired Competitive Marketing Automation Platform Marketo for $ 4.75 Billion in September; the company also bought Magneto Commerce for $ 1.68 billion in May. Meanwhile, Salesforce acquired the Mulesoft integration platform for $ 6.5 billion in May, analytics provider Datorama for $ 800 million in July, as well as interactive email devices Rebel in October and CloudCraze in May for cash. unknown (see chart below).

Recently, in May 2019, we witnessed the acquisition of Mautic through the open-source cloud platform Acquia for an undisclosed amount, after which the parent company was acquired by Vista Partners for $ 1 billion in September. In May, SugarCRM incorporated Salesfusion and named it Sugar Market, in an agreement in which the terms were not disclosed.

There was less activity among providers serving the SMB market in 2018, although Infusionsoft, which focuses on small growing businesses, received $ 20 million in Series E funding in October before moving on to January. 2019 (for sale) was renamed and a new CRM tool was introduced.


Campaign active

ActiveCampaign is used by more than 90,000 small businesses and is one of the best marketing automation platforms. They were also the first to create a series generator for visual automation.

At Venture Harbor, we have decided to transfer all of our operations to ActiveCampaign in 2016. As a team of six with nine companies, you can imagine how important automation is. Therefore, our standard in evaluating tools was very high. automation. Surprisingly, ActiveCampaign’s pricing makes it one of the most affordable automated marketing tools on the market. And unlike tools like Hubspot, which start cheap and are incredibly expensive, ActiveCampaign remains accessible as you grow.


Sendinblue was initially considered a loser in the world of transactional email tools before launching its automated marketing product.

Sure, Sendinblue’s visual marketing automation builder might not be as visually appealing as ActiveCampaign’s, but it’s no less powerful. In fact, Sendinblue’s automation generator is so free of bells and whistles that it’s inspiring enough to use some of the tools that require support contact or documentation to perform basic tasks.

What are the main benefits?

Price – Sendinblue is one of the most affordable email marketing tools, and it offers free marketing automation if you have less than 2000 clues. While most businesses are more into automation marketing, their prices are still reasonable and it usually depends on the amount of email.

2. Delivery – 

After using SendinBlue for one of our businesses, I can guarantee that Sendinblue delivery speed is very good and has one of the fastest delivery speeds in the industry according to recent research reports.

The biggest drawback we find when using SendinBlue is the controls. While it’s probably a downside that your delivery speed is so good, Sendinblue limits the number of emails you can send. While it may seem like a monthly limit, it is actually a daily limit (the monthly limit is divided by 30). This caused several issues that exceeded our quota, and eventually, emails were suspended until the next day.

3. Engine management

When I first tried the pilot, my expectations were very low. I was hoping it was just another marketing automation tool, without adding anything new.

But that all changed when I saw the best-designed screen for setting up an email automation package that I found.

If you’ve already set up an email automation package, you know how fast it can get complicated. Autopilot solves this problem in a unique way, allowing you to record your automation sequences with emojis, stickers, and explanations, making it easier for teams to collaborate online.

While a year after assembly may seem a bit confusing, this feature can rethink some automations and keep you updated on what’s going on.

4. Hubspot

We will not spoil ourselves, Hubspot is on top.

Almost everything Hubspot has to offer can be found elsewhere for a much lower cost. And yes, although Hubspot offers a free version of its software, it doesn’t include any automation features. To use Hubspot for marketing automation, you need to raise a minimum amount of $ 800 per month (paid annually), plus an additional $ 3000 onboard. In other words, if your marketing automation budget is less than $ 12,600 per year, you can move on to our next proposal.

But to be fair, their software is very intuitive and easy to master, which can make all the difference for a small non-tech company. The analytics is incredibly good, making it very easy for businesses to know what’s working and what’s not.

I can see how many small businesses will be impressed with your offering, but I’d be shocked not to point out that Hubspot’s pricing can be expensive if you go up.

5. ConvertKit

ConvertKit is the simplest marketing automation tool in this guide. Primarily designed for bloggers and content creators, it’s an excellent tool for beginners looking for basic automation software.

Don’t Call and Beep – ConvertKit doesn’t even have email templates as it encourages users to send plain text emails to increase engagement.

If you’re just getting started, ConvertKit is an excellent option that’s also very affordable, but it’s actually just a viable option for individual content-based businesses.

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