10 najlepších softvérových platforiem pre marketingovú automatizáciu v roku 2026: hodnotenie a recenzie

Marketing automation software has become table stakes for growth teams — but the definition of what counts as “automation” has shifted dramatically. In 2026, the gap between a basic email sequencer and a true AI-native marketing platform is wider than ever.

This guide ranks the 10 best marketing automation software platforms based on AI capability, automation depth, ease of use, integration ecosystem, and pricing. Whether you’re a lean startup or an enterprise with a global marketing operations team, there’s a clear best choice for your situation.

Quick Comparison Table

What Makes Marketing Automation Software Worth Buying

Traditional marketing automation tools — send email when lead scores X, add tag when link is clicked — are now commoditised. The platforms earning budget in 2026 are doing three things differently:

1. AI-generated personalisation at scale — not mail-merge, but dynamically written messages based on individual signals
2. Cross-channel orchestration — email, SMS, ads, and chat unified under one logic layer
3. Revenue attribution — closing the loop between marketing actions and actual pipeline created

If you’re building out your marketing tech stack from scratch, our guide to best workflow automation tools explains how marketing automation fits into a broader automation strategy.

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1. FlowHunt — Best AI-Native Marketing Automation Platform

FlowHunt is not a traditional marketing automation platform — and that’s exactly why it leads this list. While HubSpot and Marketo automate pre-built sequences, FlowHunt builds AI-driven marketing workflows that can research, write, personalise, and distribute content automatically — without human intervention at each step.

A typical FlowHunt marketing workflow: monitor competitor content → summarise key changes with AI → generate a differentiated blog post → publish to CMS → send personalised email to segmented list → update CRM notes with campaign context. All automated. All connected.

What sets FlowHunt apart:

• AI content generation built into workflows — not a third-party integration
• 1,400+ native integrations including HubSpot, Salesforce, Mailchimp, and Klaviyo
• Multi-agent orchestration for complex research-to-publication pipelines
• Web scraping and monitoring for competitive intelligence built in
• Hosted MCP servers for connecting internal data without custom dev work

Pricing: Free tier with execution credits. Usage-based paid plans.

Pros:

• Handles unstructured data and multi-step reasoning that rule-based tools can’t
• Replaces multiple point tools (research + writing + distribution) in one platform
• Connects to your existing MA stack rather than replacing it

Cons:

• Requires more setup than plug-and-play email tools — it’s building workflows, not templates
• Not the best standalone choice for basic email newsletter sending

Best for: Marketing teams that want AI to handle research, content creation, and campaign personalisation end-to-end. Pairs exceptionally well with traditional MA tools as an AI layer. See solutions for content marketing for specific use cases.

2. HubSpot Marketing Hub — Best All-in-One Platform

HubSpot remains the dominant all-in-one marketing automation platform for SMB to mid-market. Marketing Hub covers email, landing pages, social publishing, SEO tools, ad management, and reporting — all connected to HubSpot CRM. The AI layer (Content Assistant, AI reporting) has matured considerably in 2026.

Pros:

• Truly all-in-one — reduces tool sprawl dramatically
• Best CRM-to-marketing integration in the SMB market
• Strong reporting and attribution dashboards
• Large ecosystem of agency partners and integrations

Cons:

• Expensive at scale — costs escalate sharply with contact volume
• Marketing Hub Professional ($800/mo) required for serious automation
• AI features still lag behind native AI-first tools

Best for: Growing companies that want email, CRM, landing pages, and reporting in one platform, and are willing to pay for the convenience.

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3. ActiveCampaign — Best for Email Automation Depth

ActiveCampaign is the most powerful purely email-and-automation focused platform in the mid-market. Its visual workflow builder handles complex branching logic — goal-based automations, split testing, conditional content — with a level of depth that HubSpot’s lower tiers don’t match at its price point.

Pros:

• Best visual automation builder in the mid-market
• Strong lead scoring and behavioural segmentation
• Built-in CRM (lighter than HubSpot but included in base plans)
• Predictive sending optimises email delivery timing per contact

Cons:

• Reporting is weaker than HubSpot or Ortto
• No native landing page builder at lower tiers
• UI has a learning curve for complex workflows

Best for: SMBs and agencies needing sophisticated email automation without the full HubSpot price tag.

4. Klaviyo — Best for eCommerce Email and SMS

Klaviyo is the undisputed leader for eCommerce brands. Its Shopify integration is best-in-class, and its ability to trigger personalised sequences based on purchase history, browse behaviour, and cart events is unmatched. SMS automation alongside email makes it a true multi-channel eCommerce tool.

Pros:

• Best Shopify and WooCommerce integration in the market
• Predictive analytics for CLV, churn risk, and next purchase date
• SMS automation included natively
• Clear revenue attribution per email and flow

Cons:

• Priced for eCommerce — less compelling for SaaS or B2B
• Costs scale quickly with large contact lists
• Limited landing page and form functionality

Best for: Shopify and WooCommerce brands that need email + SMS automation with direct revenue attribution.

5. Adobe Marketo Engage — Best for Enterprise B2B

Marketo is the gold standard for enterprise B2B marketing automation. Its account-based marketing features, Salesforce CRM integration, and revenue attribution reporting are best-in-class at enterprise scale. The learning curve and cost reflect that positioning.

Pros:

• Best ABM (account-based marketing) capabilities in the market
• Deep Salesforce and Microsoft Dynamics integration
• Advanced lead lifecycle management and revenue modelling
• Robust API for custom enterprise integrations

Cons:

• Implementation is complex and often requires consultant support
• Enterprise pricing — typically $1,000–$5,000+/month
• UI is dated compared to newer platforms

Best for: Enterprise B2B marketing ops teams running multi-touch ABM programmes at scale.

6. Brevo — Best Budget-Friendly Multi-Channel Option

Brevo (formerly Sendinblue) packs email, SMS, WhatsApp, and live chat automation into plans starting at free. For small businesses and startups that need multi-channel marketing automation without the HubSpot price tag, Brevo is the strongest value proposition in 2026.

Pros:

• Generous free tier (300 emails/day)
• Multi-channel: email + SMS + WhatsApp + push + chat
• Pay-per-email sending pricing (not per-contact) is cost-effective for large lists
• Simple, clean interface accessible to non-marketers

Cons:

• Automation depth is limited compared to ActiveCampaign
• Reporting and analytics are basic
• Less suitable for complex B2B funnel management

Best for: Startups and small businesses that need multi-channel automation at an accessible price.

7. Mailchimp — Best for Getting Started

Mailchimp is where most teams begin their marketing automation journey — and for good reason. The free tier supports up to 500 contacts, the interface is the most user-friendly in the market, and basic automation sequences are easy to build without training. The AI features added in 2025 (subject line optimiser, content blocks) make the free tier more useful than ever.

Pros:

• Easiest onboarding of any platform on this list
• Strong free tier for early-stage businesses
• Built-in landing page and form builder
• AI subject line and send-time optimisation

Cons:

• Automation depth plateaus quickly — not suitable for complex sequences
• Pricing becomes uncompetitive at larger contact volumes
• CRM functionality is very basic

Best for: Very early-stage businesses and creators who need simple email automation to start.

8. Salesforce Marketing Cloud — Best for Salesforce-Centric Enterprises

Salesforce Marketing Cloud (including the former Pardot, now Marketing Cloud Account Engagement) is the default choice for enterprises already running Salesforce CRM. The Einstein AI layer adds predictive scoring, content recommendations, and journey optimisation. The platform is vast, complex, and expensive — justified by the depth of CRM integration.

Pros:

• Unmatched integration with Salesforce Sales Cloud and Service Cloud
• Einstein AI for lead scoring, content recommendations, and send-time optimisation
• Powerful journey builder for B2C multi-channel campaigns at scale

Cons:

• Significant implementation effort and ongoing admin overhead
• Cost is prohibitive for all but enterprise buyers
• Marketing Cloud and Account Engagement are separate products with separate UIs

Best for: Enterprise organisations with Salesforce as the system of record for sales.

9. Ortto — Best for CDP-Integrated Automation

Ortto combines a customer data platform (CDP), journey automation, and analytics in a unified interface. The result is tighter data cohesion than platforms that bolt on a CDP as an afterthought. Ortto’s Journeys builder is visually clear and its reporting is among the strongest in the mid-market.

Pros:

• Unified CDP + automation + analytics removes data sync headaches
• Strong reporting and funnel visualisation
• Good Shopify, Stripe, and HubSpot integrations

Cons:

• Starting price ($509/mo) is high for the market it’s targeting
• Smaller integration library than HubSpot or ActiveCampaign
• Less well-known — fewer resources, partners, and community

Best for: SaaS and eCommerce teams that want a unified data and automation platform without enterprise complexity.

10. Drip — Best for eCommerce Revenue Attribution

Drip positions itself as the eCommerce CRM with built-in email and SMS automation. Its revenue attribution dashboard connects marketing actions directly to Shopify and WooCommerce revenue, making ROI reporting straightforward. The workflow builder is clean and purpose-built for eCommerce journey logic.

Pros:

• Clear revenue attribution tied to specific automations and emails
• Clean, eCommerce-specific workflow templates
• Good Shopify and WooCommerce native integration

Cons:

• Limited beyond eCommerce use cases
• SMS only available in US and Canada
• Less automation depth than Klaviyo for complex segmentation

Best for: Shopify and WooCommerce brands that prioritise clear revenue attribution from marketing automation.

How to Choose the Right Marketing Automation Software

Use this decision framework:

By company stage:

• Early-stage → Mailchimp (free) or Brevo (free multi-channel)
• Growing SMB → ActiveCampaign or HubSpot Starter
• Scaling mid-market → HubSpot Professional or Ortto
• Enterprise B2B → Marketo or Salesforce Marketing Cloud

By channel focus:

• Email-first → ActiveCampaign or Klaviyo
• eCommerce → Klaviyo or Drip
• Multi-channel → Brevo or HubSpot
• AI-driven workflows → FlowHunt

By budget:

• Free → Mailchimp, Brevo
• Under $100/mo → ActiveCampaign, Drip, FlowHunt
• $100–$500/mo → HubSpot Starter, Klaviyo, Ortto
• Enterprise → Marketo, Salesforce Marketing Cloud

For teams looking to layer AI automation on top of their existing marketing platform, see our guide to workflow automation for beginners .

The Bottom Line

No single platform wins every use case. HubSpot wins on breadth. ActiveCampaign wins on automation depth per dollar. Klaviyo wins for eCommerce. Marketo and Salesforce win at enterprise scale.

But if your team wants AI to drive marketing workflows — automatically researching, writing, personalising, and distributing — FlowHunt delivers capabilities that traditional marketing automation platforms aren’t designed for. Use it alongside your existing stack to unlock the AI layer your current tools are missing.