A Marketing Automation Report conducted by Hamburg University highlights that automation can help you increase the overall marketing performance by up to 58,2%, with data management and analytics seeing the most significant benefits. It’s hard to argue with this information, especially considering the growing adoption of marketing automation among enterprise-level businesses. 

Investing in an integrated Customer Relationship Management (CRM) and marketing automation platform seems like the logical path forward, but how do you choose the right solution for your needs? If you’re struggling to answer this question, we’re here to help – we’ll review the top 10 CRM and marketing automation platforms to consider in 2025 (and beyond).

How do you choose the best enterprise-level marketing automation software?

Here are the factors we’ve considered when choosing the CRM and marketing automation software for our list: 

• Automation features – Why would you need a marketing automation platform that doesn’t automate well? You wouldn’t, which is why these capabilities are essential.
• Integrations – No system works in isolation. Integration options and toolkits are essential to maximizing the potential of your solution.
• Ease of use – A rich feature set won’t be of much use if people have to spend months learning the platform. An intuitive UI and well-designed UX are a must.
• Reporting and analytics – A marketing automation platform must have extensive reporting and analytics capabilities to allow you to evaluate the effectiveness of your marketing efforts. This lets you optimize your future campaigns.

Top CRM and marketing automation platforms

Now, let’s discover the top ten CRM and marketing platforms for your needs.

Loadstone

Loadstone is a comprehensive, modular martech ecosystem built from six complementary products and a CDP that provides valuable customer data for the entire marketing system. It provides just the right tools for your needs. We designed it for growing e-commerce and offline businesses, allowing them to merge advanced AI, personalization and omnichannel strategies into a single, easily scalable platform. In contrast to competitors, it offers seamless cross-functional composable commerce platform features that remove the necessity for various third-party tools, allowing businesses to enhance customer journeys from acquisition to loyalty.

Key features

• Modular marketing system – Choose whichever Loadstone modules you need and configure your system however you like without coding.
• Omnichannel communication – Offer a consistent, on-brand communication experience across various channels (messengers, chatbot, email, SMS).
• Flow editor – Configure cross-channel communication based on transactional and behavioral data using a drag-and-drop editor.
• Smart message scheduling – Schedule your communication efforts to improve their effectiveness and reduce communication noise.
• AI content tools – Quickly create accurate, personalized content thanks to Loadstone’s AI capabilities.
• Scalability – Scale the system with your business thanks to Loadstone’s enterprise-friendly and modular nature.
• Full GDPR compliance – Protect the privacy of your users by choosing a GDPR-compliant marketing platform.
• AI analytics – Access AI-powered audience insights and cross-channel data analytics. Export your data (CSV, XLS etc.) and share it with stakeholders.
• A/B testing – Run pre-launch and live A/B tests to check which of your marketing approaches offers the best results. 
• Targeted advertising – Easily implement “buy with” and “buy similar” advertisements in mobile apps, offline points of sale and self-service devices.  

However, that’s not all. Loadstone’s extensive architecture makes it very easy to enhance its CRM capabilities with other solutions – each being tailor-made to specific customer needs. For example, your Loadstone CRM system is automatically enhanced with a comprehensive CDP (Customer Data Platform). Here are some additional features and capabilities this gives you:

• Data centralization – Consolidate zero- and first-party customer data from everywhere you interact with your clients in one easily accessible and well-organized place.
• Enhanced personalization – Personalize communication experiences across all channels to make your customers feel unique with detailed customer data and behavior-based marketing customization.
• Near real-time segmentation – Segment your audience dynamically (based on tags, purchases and more) to ensure your messages always reach the correct people at the right time.
• Insights for optimization – Tailor and personalize the content for your customers to make your communication strategies more effective with the help of scheduled reports featuring key metrics like opens, clicks and more.

Not sure what you need? Don’t worry! Our regional customer success teams help with anything from implementing and integrating solutions to unlocking their full value.

Contact us now to build your own marketing solution with Loadstone.

Integrations

Loadstone provides an easy integration toolkit with an open API and webhooks. Use our drag-and-drop editor to connect it to any tool you need.

User ratings

Loadstone has a 4.3 rating on G2. Some of our clients have described it as “Probably the best automation platform for your website” and “Powerful tool with easy implementation of automation.”

Here’s a more detailed review from Xavier Salvat, E-commerce Specialist at Eurofred S.A.:

“The possibility of monitoring the tools and actions performed with them and the platform's ease of use makes it a perfect ally in any website's marketing strategy. In addition, it has fast, professional and efficient support that facilitates any task beyond the user's possibilities.”

Review collected by and hosted on G2.com.

Salesforce

Salesforce is a suite of enterprise-grade products designed for industries such as retail, media, finance, education and more. The platform offers a comprehensive CRM system, extensive automation and marketing capabilities, workflow automation tools and AI-driven insights. It’s also scalable and easy to integrate with other tools. 

Key features

• Contact management – Organize key information about existing and potential customers. Use a calendar, notes and reminders to make the most of the data.
• Automation, workflows and approvals – Build workflows and automate repetitive tasks in response to specific, defined actions. 
• Journey orchestration – Create comprehensive, cross-channel customer relationship journeys to segment users and create personalized content.
• Content management – Generate or improve content with AI-powered tools and aggregate it to make it easily accessible to anyone who needs it. 
• Email and mobile marketing – Create personalized email and mobile messages to scale campaigns and reach users wherever they are.
• AI insights and alerts – Score leads and accounts via data-driven insights. Use prospect engagement alerts on Slack or in the CRM system to notify sales agents. 
• Analytics – Generate AI-powered insights and use predictive analytics to drive awareness and close deals easier.

See also: Salesforce competitors

Integrations

Salesforce uses a proprietary Muleforce technology to enable third-party integrations, including well-known tools such as Slack, Google Cloud, MailChimp, DocuSign and Atlassian Jira.

User reviews

Salesforce has a 4.5 rating on G2.

Mailchimp

Mailchimp is a marketing platform that specializes in email marketing and automation. It doesn’t focus on the enterprise segment (it lacks enterprise-grade depth in CRM and full-scale marketing orchestration) but instead targets small-to-midsized businesses. The solution offers audience segmentation tools, email marketing automation and campaign analytics.

Key features

• Email marketing – Create customized email campaigns (use templates or design your own). Brand messages and tailor them to a customer segment or scenario.
• Website – Design landing pages directly within Mailchimp to capture leads or promote specific products without additional web development resources.
• Social media marketing – Manage accounts and create ads directly within Mailchimp.
• Customer journeys – Use a customer journey builder to test automation strategies and find new ways to engage your customers.
• Marketing automation – Automate email sequences based on user behavior (welcome emails for new subscribers, follow-ups for abandoned carts etc.).
• Reporting and analytics – Track the performance of your campaigns, including open rates, click-through rates and conversions.
• Audience management – Organize and categorize your contacts based on various criteria, ensuring you send the correct message to the right people.
• AI marketing and content creation tools – Generate insights and create personalized content at scale using AI-powered tools.

See also: Mailchimp alternatives

Integrations

MailChimp integrates with over 300 solutions, including CRM systems and e-commerce platforms, e.g., Shopify, Wix, Salesforce, WooCommerce and Canva.

User reviews

This CRM and marketing automation platform is rated 4.4 by G2 reviewers.

HubSpot

HubSpot is a CRM platform that also provides various marketing tools, such as email campaign planning, customer journey mapping and analytics. It’s designed for enterprises, helping them streamline their marketing efforts and improve communication with potential and existing customers.

Key features

• CRM – Manage interactions with current and potential customers, track leads, monitor sales pipelines and organize customer data in one place.
• Marketing hub – Use email marketing, social media management, content creation and SEO optimization tools to create targeted campaigns.
• Automation – Automate repetitive tasks like email follow-ups or lead nurturing processes to save time and increase efficiency.
• Content management – Create and manage content easily with AI tools, customizable templates and SEO recommendations.
• Reporting and analytics – Generate reports on performance metrics (such as conversion rates or open rates) that inform strategic decisions and optimize your efforts.
• Sales hub – Access email tracking, meeting scheduling, pipeline management and reporting to help marketing and sales teams find and close deals more efficiently.
• Service hub – Optimize customer service with ticketing, knowledge bases and live chat options. Collect customer feedback using several methods.

See also: HubSpot alternatives

Integrations

You can integrate HubSpot with third-party solutions, including Gmail, Zoom, Slack, Calendly, Canva, Shopify, Hotjar and more.

User reviews

HubSpot has a 4.4 rating on G2.

Marketo Engage (Adobe)

Marketo Engage is a marketing automation platform that helps businesses automate their marketing efforts and optimize customer engagement. It has tools for campaign management, personalizing customer interactions and analyzing performance metrics. Marketo allows advanced marketing automation with features such as behavioral tracking or AI-enabled segmentation.

Key features

• Profiles and audiences – Segment your audience and access drag-and-drop data filters and audience syncing. Use AI to enrich your segments (suggest additional leads, identify unsubscribe predictions etc.).
• Email and marketing – Create personalized campaigns and reach your audience through mobile-optimized emails and SMS campaigns.
• Omnichannel customer engagement tools – Offer a cohesive, on-brand communication experience across various platforms, including email, social media and web.
• Dynamic content and personalization – Use customer data and behavior insights to create tailored messages that resonate with individual preferences. AI predicts what kind of content will help achieve the best conversion rates.
• Campaign operations and workflows – Plan, execute and analyze marketing campaigns, automate repetitive tasks and streamline marketing processes and collaboration.
• Sales intelligence and engagement – Collect insights regarding customer interactions and behaviors to prioritize leads and tailor outreach strategies.
• Marketing impact analytics – Track campaign performance in real time and generate reports on metrics, such as engagement rates, conversion rates and ROI.

See also: Adobe Commerce (Magento) competitors

Integrations

Marketo Engage provides many native and third-party integration options, including tools like Salesforce CRM, Zoom, Outreach and Vertify.

User reviews

Adobe Marketo Engage is rated 4.1 on G2 by its users.

Microsoft Dynamics 365

Microsoft Dynamics 365 is a platform that combines various tools, such as CRM, ERP, marketing, ERP, sales automation and field service management. The result is one comprehensive, AI-powered package. It’s part of the Microsoft ecosystem, which could be a plus if you want to integrate with other Microsoft solutions.

Key features

• CRM capabilities – Manage customer interactions, track sales activities and analyze customer data for better decision-making.
• ERP system – Integrate financials, supply chain management and operations into a unified system, improving resource planning and allocation.
• Customer segmentation – Segment customers and identify new audiences using real-time data and AI-powered tools (Copilot can build segments based on natural language descriptions).
• Marketing tools – Build multichannel customer journeys and optimize them with A/B testing. Use AI to engage with customers via email, text or push notifications and personalize experiences.
• Sales automation – Automate sales processes, such as lead management, opportunity tracking and sales forecasting.
• Content creation tools – With the help of Copilot, you can quickly create personalized content (emails, headlines and even images).
• Analytics – Monitor team performance and get business insights through customizable dashboards and reports to make informed decisions based on real-time data. TheCopilot generates summaries and lets you search through data.

Integrations

Microsoft Dynamics integrates with many other tools within and outside the Microsoft software ecosystem. Some examples include Slack, Asana, Azure, Excel and GitHub.

User reviews

G2 users rate Microsoft Dynamics 365 at 4.0.

Oracle NetSuite CRM

NetSuite is a comprehensive platform that automates business processes and enhances customer relationships. The solution provides marketing and sales automation, marketing management and customer service tools. It’s part of the Oracle cloud infrastructure (OCI).

Key features

• Sales automation – Automate sales processes to track leads and performance, forecast revenue, manage opportunities and monitor sales pipelines.
• Marketing automation – Create targeted campaigns based on customer data and behavior (demographics, purchase trends etc.). Manage email marketing and lead nurturing efforts across multiple channels on the same platform.
• Customer service management – Handle customer interactions and support requests using the same software you use to oversee marketing efforts.
• Partner relationship management – Manage partner accounts, track performance metrics and share resources easily to strengthen partnerships and drive growth.
• Mobile – Access critical CRM functions from anywhere at any time.
• Reporting and analytics –  Generate actionable insights into customer behaviors and business performance to identify trends, measure campaign effectiveness and inform strategic decisions based on real-time data analysis.

See also: Oracle competitors

Integrations

The NetSuite Connector lets you integrate with e-commerce, marketplace, point-of-sale (POS) and logistics systems, such as BigCommerce, eBay, Walmart, Salesforce, ShipStation, Shopify (plus Shopify POS) and Oracle Simphony POS.

User reviews

NetSuite has a 4.0 G2 rating.

SAP Customer Experience

SAP Customer Experience is an integrated suite of solutions designed to help businesses personalize, manage and enhance customer interactions throughout the entire journey. It includes various industry-specific CRM solutions that integrate e-commerce, sales and marketing tools to create a seamless experience across multiple channels.

Key features

• Customer data – Centralize customer information and create a single view of each customer to uncover insights and create personalized interactions more efficiently.
• Marketing automation – Create cross-channel, targeted marketing campaigns with tools that allow segmentation, automated messaging and performance tracking. There are multiple prebuilt tactics (campaign templates) designed for various scenarios.
• Sales automation – Streamline the sales process with features like lead management, opportunity tracking and sales forecasting.
• E-commerce – Access online shopping capabilities, including product catalog management, order processing and payment integration for seamless transactions.
• Customer service – Enhance support operations with case management tools, knowledge base integration and multi-channel support.
• AI and automation – Allow your e-commerce, sales, service and marketing teams to automate repetitive tasks, generate content and access AI-generated customer data insights.

Integrations

SAP Customer Experience integrates with other SAP tools and many third-party solutions, such as Qualtrics, ServiceNow and MindTouch.

User reviews

SAP has a 4.4 score on G2.

Zoho CRM Plus

Zoho CRM Plus is an all-in-one customer relationship management solution that enhances how businesses manage customer interactions. It has tools for supporting sales and support teams, marketing features, omnichannel capabilities, analytics and an AI assistant.

Key features

• 360-degree customer view – Consolidate data from different touchpoints and allow your teams to access comprehensive customer profiles, including personal details, interaction history, preferences, feedback etc.
• Omnichannel engagement – Create personalized emails and experiences. Communicate with customers across multiple channels (email, social media, live chat, WhatsApp and phone). Gather customer feedback via surveys.
• Team collaboration – Let team members collaborate using milestone tracking, shared calendars, notifications, screen sharing, group chats, feeds, forums, calls etc.
• Process management – Simplify complex workflows by automating repetitive tasks, such as lead generation and follow-ups, allowing teams to focus on higher-value activities.
• AI-powered analytics – Generate insights into sales performance and customer behaviors through customizable reports, dashboards and visualizations, which you can share with other people and departments.
• AI capabilities – Use the Zia AI assistant to monitor lead activity, search through customer information, offer recommendations for client interactions, identify upselling or cross-selling opportunities and answer support queries.
• Mobility – Manage customer relationships, convert leads and analyze marketing insights with mobile applications.
• Unified administration – Control the systems and tools your business uses through one interface.

Integrations

Zoho CRM Plus integrates with tools like Google Suite, Microsoft 356, Mailchimp, Shopify, QuickBooks and Slack.

User reviews

Zoho CRM Plus is rated 4.3 on G2 by its customers.

Zendesk 

Among other tools, Zendesk offers a product named Sell, a CRM system that optimizes customer interactions. It provides one source of client information and includes email marketing capabilities, sales engagement and sales workflow automation tools. There’s also a solid analytics module​.

Key features

• Centralized platform – Use one system to manage and access all key customer information to easily get the details you need before significant interactions.
• Email integration – Sync your email with Zendesk to send messages in bulk and set up customized email sequences for your outreach campaigns.
• Sale triggers – Configure triggers and set up what actions they should activate to automate key workflows and never miss an important opportunity.
• Sales engagement – Access prospecting features that help you find points of contact and lead enrichment tools to build a more complete customer profile. 
• Collaboration tools – Improve team collaboration with features such as mentions, a team document repository or the ability to assign collaborators to tasks.
• Analytics – Use deal volume and revenue growth forecasting, conduct pipeline analysis and monitor activity reports and key metrics (recurring revenue, subscription or ticket numbers etc.).
• Mobile app – Track contact visits and communicate with your leads and prospects using a mobile application with geolocation.

Integrations

Zendesk Marketplace provides many ready-made integrations, including popular tools such as Slack, Mailchimp, Notion, Trello and Dialpad.

User reviews

The Zendesk CRM scores 4.2 on G2.

Top 10 CRM and marketing automation tools: Comparison table

Elevate your CRM and marketing automation with the right platform

Integrated CRM and marketing automation solutions can significantly impact your company’s success. These platforms help to improve overall operational efficiency and deliver personalized experiences to your customers.

However, selecting the right tool that fits your needs and scales with you isn’t an easy task. If you want to take your business to the next level, Loadstone will help you every step of the way. We have a holistic approach to customer relationship management and marketing automation. Our comprehensive, modular system with powerful AI analytics and omnichannel capabilities grows with you and ensures you always pay only (and exactly) what you need.

Interested? Contact us to schedule a demo and see what Loadstone can do for you.

FAQs

What is CRM in marketing automation?

In the context of marketing automation, CRM systems integrate with marketing tools to facilitate data collection and analysis. This allows businesses to track customer behavior, preferences and engagement across multiple channels. The unified data helps companies create personalized marketing campaigns that resonate with their audience.

What is a marketing automation platform?

Marketing automation apps are software solutions that automate marketing tasks and workflows. These platforms help companies manage their marketing campaigns more efficiently by automating repetitive tasks like email marketing, social media posting, lead generation etc.

What is the most popular marketing automation platform?

One of the best marketing automation software options on the market is Loadstone. It has powerful automation capabilities and AI features, combining CRM with a Customer Data Platform that updates in near-real time. Our customers particularly enjoy the ease of use and specific segmentation functionalities.

Is HubSpot a CRM or marketing automation platform?

It’s both. As a CRM, HubSpot provides tools for managing customer interactions, tracking sales pipelines and maintaining detailed records of customer relationships. However, if you are looking for more extensive, enterprise-level CRM connected with CDP and advanced marketing automation, Loadstone is a solid alternative.

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