Choosing the right Marketing CRM is essential for turning customer data into personalized campaigns, automating tasks, and driving growth. Different CRM platforms serve different needs, so it's important to find one that aligns with your business requirements.
In this guide, we’ve divided the top Marketing CRMs of 2025 into four categories, each tailored to specific use cases. We’ll help you navigate the options and find the best fit for your team.
What is a marketing CRM?
A marketing CRM is a specialized software system designed to help organizations manage and analyze customer interactions throughout the marketing and sales funnel. Its core functions include:
Centralizing customer data: Consolidating contact information, interaction history, and preferences.
Campaign management: Assisting in the planning, execution, and tracking of marketing campaigns across various channels.
Marketing automation: Automating repetitive tasks such as email sequences, lead scoring, and audience segmentation.
Analytics and reporting: Providing data on campaign performance, customer behavior, and marketing ROI.
By integrating these functions, a marketing CRM enables more targeted, personalized, and efficient marketing strategies.
The importance of CRM in marketing
Implementing a marketing CRM offers significant advantages for modern marketing teams:
Enhanced personalization: Utilize detailed customer profiles to tailor messaging and offers effectively.
Increased operational efficiency: Automate routine marketing tasks, allowing teams to focus on strategic initiatives.
Improved customer journey management: Provide a unified view of customer interactions across departments (marketing, sales, service) for a consistent experience.
Better lead management: Qualify and prioritize leads more effectively based on engagement and profile data.
Data-driven decision making: Track campaign results and ROI accurately to inform future strategies.
Streamlined team communication: Centralize campaign assets and progress tracking for better team alignment.
Our evaluation methodology
To provide reliable recommendations, we evaluate marketing CRMs based on criteria crucial for marketing effectiveness:
Marketing-specific functionality: We assess the depth and usability of features like email marketing, automation builders, segmentation capabilities, lead scoring, and analytics dashboards.
Hands-on testing: We use each platform to simulate common marketing workflows, such as creating campaigns, segmenting audiences, and testing automation rules.
Ease of use: We evaluate the user interface intuitiveness and the overall learning curve for marketing professionals.
Built-in features and integrations: We examine the CRM's feature set and its capacity to connect with other third-party tools.
Pricing and value: We analyze the cost relative to the features offered, considering different business sizes and needs.
Customer support: We assess the responsiveness and quality of available support resources.
Instead of simply providing a long list of CRM tools, we’ve first identified the common use cases and priorities for marketing CRMs. Only the top 3 platforms performing well across the criteria above are included in our detailed reviews, so you can easily pick the one that best suits your needs.
Top marketing CRMs at a glance
Here is a summary of the leading marketing CRMs categorized by their primary strengths:
Category | Top 3 Platforms | Primary Strength |
All-in-one solution | 1. Lark | Integrated CRM, collaboration, & project management |
Strong automation features | 1. ActiveCampaign | Sophisticated marketing automation capabilities |
Excellent for small business | 1. Zoho CRM | Strong value, usability, and features for SMBs |
Robust integration options | 1. Salesforce | Extensive connectivity with other business systems |
Top marketing CRMs in 2025
All-in-one solution
These platforms combine CRM with communication, collaboration, and project management tools.
Lark
Lark is a fully integrated super app that brings together messaging, calendars, email, documents, video meetings, task tracking, and a powerful data management platform called Base. With these tools working seamlessly together, Lark becomes an ideal platform for building a flexible, scalable Marketing CRM tailored to your unique business needs.
Marketing and sales teams can use Base to build custom CRM workflows with ease. Whether it’s tracking leads, managing campaigns, or analyzing engagement, you can configure Base to capture exactly the metrics you need. Simply add fields for contact information, lead status, campaign source, or custom KPIs—everything is customizable. Automation can then be easily set up for reminders, repetitive tasks, status updates, lead assignments, and follow-ups, helping teams save time, reduce manual errors, and stay focused on high-value work.
Need to assign leads to sales reps? Use the “person” field to tag team members and send real-time notifications via Messenger. Want to track lead progression? A single option field can visually indicate the stage of each lead in your funnel. Whether you're managing a simple contact list or a detailed marketing pipeline, Lark lets you decide how complex your CRM needs to be.
Unlike traditional CRMs that require constant app-switching, Lark brings all your marketing operations into one platform. When a lead is updated in Base:
The responsible rep gets notified instantly in Messenger. Follow-ups can be discussed right within the chat.
Emails can be drafted and sent through Mail.
Related documents and proposals can be created in Docs.
Team member’s schedules can be checked through Calendar and Meetings can be started directly in the app.
This tight integration significantly boosts productivity by reducing friction between tools, helping your team stay focused on high-impact marketing activities.
Key Features:
Integrated Environment: Manage contacts, track deals, collaborate on campaign documents, and communicate with team members within a single interface.
Diverse Data Visualization: Visualize your data through multiple project views—including Gantt, Kanban, grid, and dashboards—for clearer insights and better tracking.
Highly Customizable: Everything can be customized to track and visualize exactly what you need, from sales pipelines and contact management to activity tracking and marketing campaigns.
Collaboration Suite: Features real-time document co-editing, integrated chat/video, shared calendars, and approval workflows beneficial for marketing team coordination.
AI Assistance: Incorporates powerful AI features for tasks like meeting summaries, translation, content generation support, and data analysis.
Pricing:
- Free forever plan for up to 20 users
- Pro plan: $12/user/month
- Enterprise: Contact Sales
2. Monday.com
Image source: Monday.com
Monday.com is a versatile Work Operating System (Work OS) renowned for its visual project management features. While it primarily serves as a project management tool, it offers robust Customer Relationship Management (CRM) functionalities that enable marketing teams to manage leads, campaigns, and customer interactions seamlessly.
Key Features:
Customizable Pipelines: Monday.com allows teams to create and manage multiple sales and marketing pipelines, providing a clear overview of each stage and facilitating efficient lead tracking.
Automation Workflows: Automate repetitive tasks such as sending follow-up emails, updating lead statuses, and assigning tasks, allowing marketing teams to focus on strategic activities.
Centralized Communication: Integrate communication tools within the platform to centralize customer interactions, ensuring that all team members have access to up-to-date information.
Analytics Dashboards: Utilize customizable dashboards to track key performance indicators (KPIs), measure campaign effectiveness, and make data-driven decisions.
Seamless Integrations: Connect with various third-party applications, including email marketing platforms and social media tools, to streamline marketing efforts.
Pricing:
- Free: $0
- Basic: $9/user/month
- Standard: $12/user/month
- Pro: $19/user/month
- Enterprise: Custom pricing
3. ClickUp
Image source: Clickup.com
ClickUp is a highly customizable productivity platform offering features for task management, documents, goals, and CRM. Its flexibility allows teams to configure workspaces precisely to their needs.
Key Features:
High Customizability: Adapt fields, statuses, and views to manage marketing workflows, leads, and content creation processes.
Task Management Integration: Link marketing tasks directly to specific campaigns, contacts, or projects.
Multiple Views: Visualize information using lists, boards, calendars, Gantt charts, and more.
Workflow Automation: ClickUp offers robust automation features that allow you to streamline repetitive tasks. With over 50 actions, triggers, and conditions, you can set up automations to assign tasks, update statuses, send notifications, and more, reducing manual effort and increasing efficiency.
Comprehensive Dashboards: ClickUp's customizable dashboards provide a centralized view of your projects, tasks, and key performance indicators. This feature enables teams to monitor progress, track metrics, and make data-driven decisions, enhancing visibility and collaboration across projects.
Pricing:
- Free forever: $0
- Unlimited: $7/user/month
- Business: $12/user/month
- Enterprise: Custom pricing
Platforms with strong automation features
These CRMs excel at building and managing automated marketing workflows and personalized communications.
1. ActiveCampaign
Image source: G2.com
ActiveCampaign is recognized for its powerful marketing automation capabilities combined with an integrated sales CRM. Its visual builder simplifies the creation of complex customer journeys.
Key Features:
Visual Automation Builder: Design sophisticated, multi-channel automation sequences using a drag-and-drop interface.
Advanced Segmentation: Segment audiences based on behavior, engagement, demographics, custom fields, and more.
Multi-Channel Marketing: Supports automation across email, SMS, and site messages.
Lead Scoring & CRM: Includes tools for scoring lead engagement and managing sales pipelines.
Pricing: Pricing is primarily based on contact list size and feature tier. For 1,000 contacts and key features:
- Starter: $15/month
- Plus: $49/month
- Pro: $79/month
- Enterprise: $145/month
2. HubSpot Marketing Hub
Image source: G2.com
HubSpot offers a broad suite of marketing, sales, and service tools built on a free CRM foundation. The Marketing Hub provides robust automation, particularly in its paid tiers, facilitating seamless alignment between marketing, sales, and service teams.
Key Features:
Workflow Automation: Create automated sequences for email nurturing, task assignment, lead rotation, and data updates.
Integrated Toolset: Includes native tools for landing pages, forms, email, blogging, social media, and analytics.
User Experience: Generally considered user-friendly with extensive learning resources.
Comprehensive Analytics and Reporting: Gain insights into campaign performance through detailed analytics and customizable dashboards, enabling data-driven decision-making and strategy refinement.
Pricing:
- Free: $0/month
- Starter: $20/month per seat
- Professional: $890/month (3 seats included)
- Enterprise: $3,600/month (5 seats included)
3. Keap
Image source: Capterra.com
Keap is a CRM and automation platform tailored for small businesses, offering a comprehensive suite of tools to manage customer relationships, automate marketing and sales processes, schedule appointments, and handle invoicing and payments. Its user-friendly interface and robust automation capabilities make it a valuable asset for service-based businesses aiming to streamline operations and foster growth.
Key Features:
Campaign Builder: Design automated follow-up sequences for lead nurturing and client management.
Sales Pipeline Management: Integrates marketing activities with sales processes.
Business Tools: Includes features for appointment scheduling and basic invoicing/payments.
Appointment Scheduling: Keap includes a built-in appointment scheduling feature that syncs with calendars, allowing clients to book meetings directly. Automated reminders reduce no-shows, and the seamless integration with the CRM ensures that scheduling is part of the broader customer management workflow.
Pricing:
- $249 for two users and 1,500 contacts
Excellent choices for small businesses
These platforms offer a strong balance of essential features, usability, and value for SMBs.
1. Zoho CRM
Image source: G2.com
Zoho CRM provides extensive functionality at competitive price points, including a capable free version. It integrates seamlessly with the wide array of other Zoho business applications.
Key Features:
Comprehensive CRM Basics: Robust tools for lead, contact, account, and deal management.
Workflow Automation: Automate standard processes like email follow-ups and record updates.
Reporting & Analytics: Offers a range of standard reports and customizable dashboards.
Pricing:
- Free for up to 3 users
- Standard: $14 per user/month
- Professional: $23 per user/month
- Enterprise: $40 per user/month
- Ultimate: $52 per user/month
2. Freshsales
Image source: Capterra.com
Freshsales, a component of the Freshworks suite, is a cloud-based CRM solution designed to streamline sales and marketing activities. It offers an intuitive interface and robust features that cater to businesses aiming to enhance customer engagement and drive revenue growth.
Key Features:
User-Friendly Interface: Designed for ease of navigation and quick adoption.
AI Assistance: Provides predictive lead scoring and insights via "Freddy AI".
Communication Tracking: Built-in phone and email capabilities log interactions automatically.
Workflow Automation: Enables automation of basic tasks, alerts, and field updates.
Pricing:
- Growth: $9/user/month
- Pro: $39/user/month
- Enterprise: $59/user/month
3. Insightly
Image source: G2.com
Insightly is a cloud-based CRM platform tailored for small to mid-sized businesses, offering a comprehensive suite of tools to manage customer relationships, sales pipelines, and projects. Its user-friendly interface and robust feature set make it a valuable asset for businesses aiming to streamline operations and enhance customer engagement.
Key Features:
Integrated Project Management: Track marketing campaign tasks and milestones linked to CRM records.
Relationship Linking: Map connections between contacts, organizations, and projects.
Optional Marketing Module: Offers Insightly Marketing (typically separate pricing) for advanced email automation and journey building.
Pricing:
- Plus: $29/user/month
- Professional: $49/user/month
- Enterprise: $99/user/month
Platforms with robust integration options
These CRMs excel in environments requiring extensive connectivity with other business systems.
1. Salesforce Sales Cloud
Image source: Capterra.com
A leading enterprise CRM platform known for its power, scalability, and the extensive AppExchange marketplace for integrations. Often used with Marketing Cloud or Account Engagement (Pardot) for advanced marketing.
Key Features:
AppExchange: Vast marketplace for connecting to thousands of third-party business applications.
Customization & Scalability: Highly configurable to meet complex business requirements.
Advanced Marketing Suites: Offers dedicated marketing platforms (Marketing Cloud/Account Engagement) for sophisticated automation and analytics.
Sales Engagement Cadences: Automate and personalize outreach sequences across email, calls, and social channels using Sales Engagement cadences. These structured workflows guide sales reps through consistent follow-ups, enhancing prospect engagement and improving conversion rates.
Pricing:
- Starter Suite: $25/user/month
- Pro Suite: $100/user/month
2. Pipedrive
Image source: Capterra.com
A sales-focused CRM praised for its simplicity and visual pipeline management. While light on native marketing features, it offers excellent integration capabilities via its marketplace and API.
Key Features:
Ease of Use: Intuitive interface centered around the sales pipeline.
Integration Marketplace: Strong selection of integrations with popular marketing automation, email, and lead generation tools.
API Access: Allows for custom integrations.
Sales Automation: Automate repetitive sales tasks such as sending follow-up emails, scheduling activities, and updating deal stages, allowing your team to focus on closing deals and building relationships.
Pricing:
- Essential: $14 per user/month
- Advanced: $34 per user/month
- Professional: $49 per user/month
- Power: $64 per user/month
- Enterprise: $99 per user/month
3. NetSuite CRM
Image source: netsuite.com
Part of Oracle NetSuite's integrated business management suite (ERP). Its strength lies in providing a unified view of the customer across marketing, sales, finance, and operations within the NetSuite ecosystem.
Key Features:
Unified Business Data: Links marketing campaigns directly to sales orders, revenue, and customer lifetime value within NetSuite.
Integrated Campaigns: Manage campaigns with visibility into financial impact.
Leverages ERP Data: Utilize purchase history and operational data for targeted marketing.
Pricing: Complex, quote-based pricing, typically part of a larger NetSuite ERP investment. Positioned for mid-market to enterprise companies.
Conclusion
Choosing the right marketing CRM requires evaluating your team's specific needs regarding collaboration, automation complexity, budget, business size, and integration requirements.
For unified workflows combining CRM and collaboration, consider Lark.
For advanced marketing automation, evaluate ActiveCampaign or HubSpot.
Small businesses often find strong value in Zoho CRM or Freshsales.
For extensive integrations within complex environments, Salesforce or Pipedrive (depending on focus) are key contenders.
Use free trials, demos, or free plans to test your top choices against your real-world marketing scenarios. The best platform is one that aligns with your processes and empowers your team effectively. Lark, in particular, offers a generous free forever plan that comes with 11 powerful apps. This means teams can dive straight into their marketing efforts, without the hassle of integrations or complex setups.
