Marketing automation Used by UK B2B Companies: Market Share (2026)
Detected marketing automation usage across 5,882 UK B2B companies, with Mailchimp ranking first on 36.6% of detections.
Of 112,345 trading UK B2B companies, 5,882 have a detectable Marketing automation system, across 27 systems. Mailchimp is the largest named system at 36.6% (2,153), ahead of HubSpot at 24.2% (1,423).
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Mailchimp leads every employee band: Under 10 employees at 38.1% of 3,604 companies, 10–50 employees at 34.5% of 2,009 companies, and Over 50 employees at 32.3% of 269 companies. HubSpot remains the main second system overall, while Klaviyo at 6.9% (405), GoHighLevel at 6.0% (350) and HighLevel at 5.2% (303) form the next cluster.
The long tail is visible rather than dominant. MailerLite accounts for 4.0% (237), Brevo for 3.9% (227), Pardot for 3.5% (206), and 19 further systems cover 948 companies between them.
5,882
B2B with detected Marketing automation
Of 112,345 UK B2B
5.2%
Detection rate
2026
27
Systems detected
In this category
36.6%
Leader share
Mailchimp
UK B2B Marketing automation market share
Share of the 5,882 UK B2B with a detectable system. As of June 2026.
Marketing automation compared
| System | UK B2B | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Mailchimp | 2,153 | 36.6% | 6 | 19.7% | Six-person micro-company teams |
| HubSpot | 1,423 | 24.2% | 7 | 34.1% | Seven-person London-skewed teams |
| Klaviyo | 405 | 6.9% | 6 | 20.5% | Six-person UK-wide small teams |
| GoHighLevel | 350 | 6% | 7 | 19.1% | Seven-person small B2B operators |
| HighLevel | 303 | 5.2% | 7 | 20.1% | Seven-person small B2B teams |
| MailerLite | 237 | 4% | 7 | 15.2% | Seven-person outside-London small teams |
| Brevo | 227 | 3.9% | 6 | 16.7% | Six-person outside-London small teams |
| Pardot | 206 | 3.5% | 6 | 36.4% | Six-person London-skewed teams |
| ActiveCampaign | 198 | 3.4% | 6 | 26.3% | Six-person London-leaning teams |
| WonderPush | 186 | 3.2% | 6 | 16.7% | Six-person outside-London small teams |
| Herefish | 180 | 3.1% | 10 | 28.9% | Ten-person London-leaning teams |
| Marketo | 102 | 1.7% | 6 | 40.2% | Six-person London-heavy teams |
| ClickDimensions | 85 | 1.4% | 9 | 31.8% | Nine-person London-leaning teams |
| Dotdigital | 72 | 1.2% | 8 | 27.8% | Eight-person London-leaning teams |
| Salesloft | 51 | 0.9% | 5 | 47.1% | Five-person London-heavy teams |
| Eloqua | 48 | 0.8% | — | — | View these companies in Firmbase → |
| SharpSpring | 38 | 0.6% | — | — | View these companies in Firmbase → |
| Customer.io | 37 | 0.6% | — | — | View these companies in Firmbase → |
| Hextom | 31 | 0.5% | — | — | View these companies in Firmbase → |
| AWeber | 26 | 0.4% | — | — | View these companies in Firmbase → |
| Privy | 24 | 0.4% | — | — | View these companies in Firmbase → |
| Linkfire | 24 | 0.4% | — | — | View these companies in Firmbase → |
| Swym | 20 | 0.3% | — | — | View these companies in Firmbase → |
| Omnisend | 19 | 0.3% | — | — | View these companies in Firmbase → |
| Airship | 13 | 0.2% | — | — | View these companies in Firmbase → |
| Attentive | 12 | 0.2% | — | — | View these companies in Firmbase → |
| Wheree | 2 | 0% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading Marketing automation system shifts with company size: among UK B2B with under 10 employees, Mailchimp leads at 38.1% of the 3,604 with a detectable system; among UK B2B with 10–50 employees, Mailchimp leads at 34.5% of the 2,009 with a detectable system; and among UK B2B with over 50 employees, Mailchimp leads at 32.3% of the 269 with a detectable system.
Under 10 employees
38.1% of band
Under 10 employees is the largest band, with 3,604 companies and Mailchimp at 38.1%. The remaining usage is spread across HubSpot and the wider field of smaller systems.
10–50 employees
34.5% of band
10–50 employees contains 2,009 companies, with Mailchimp still first at 34.5%. The band has enough volume for several systems to compete, although no other system is shown as the band leader.
Over 50 employees
32.3% of band
Over 50 employees is the smallest band, at 269 companies, and Mailchimp leads with 32.3%. The rest of the market is split across alternatives rather than a single named challenger.
How Marketing automation usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.
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