What is a lead nurturing?

The process of developing and reinforcing relationships with buyers at every stage of the sales funnel. It involves using marketing automation to send relevant, personalized content and communications to prospects over time, guiding them towards a purchase.

Who uses one?

Marketing managers choosing marketing automation platforms (HubSpot vs Marketo vs ActiveCampaign vs Klaviyo)

What does it cost?

Pricing varies. The cheapest provider in our Top 11 starts around $97/mo. See the cheapest providers ranked.

How do I pick one?

Read the full methodology for our 9.4-point scoring framework, then look at the canonical The 11 Best Marketing Automation Software (2026). If you want a slice of the ranking by price, fit, or compliance, jump to: cheapest · highest-rated · fastest onboarding.

Source: Top 11 The 11 Best Marketing Automation Software (2026), verified June 7, 2026.