Marketing automation Used by UK SaaS Companies: Market Share (2026)

Updated June 2026

Detected marketing automation market share across 867 UK SaaS companies, with HubSpot accounting for 56.5% of detected use.

Among 39,965 trading UK SaaS companies, 867 have a detectable marketing automation system. HubSpot accounts for 56.5% of detected use, or 490 companies, ahead of Mailchimp at 10.8% (94), Pardot at 7.4% (64) and Marketo at 5.5% (48).

HubSpot leads every headcount band shown: 55.2% of 504 detected companies under 10 employees, 58.8% of 325 in 10–50, and 55.3% of 38 over 50. That pattern suggests SaaS teams often keep the same broad marketing stack as they grow, rather than shifting cleanly to a separate large-company system.

The long tail is sizeable but fragmented: 16 further systems cover 88 companies. Customer.io (3.8%, 33), Salesloft (3.7%, 32), Brevo (2.9%, 25) and ActiveCampaign (2.5%, 22) sit between the main four and the smaller systems.

867

SaaS with detected Marketing automation

Of 39,965 UK SaaS

2.2%

Detection rate

2026

Systems detected

In this category

56.5%

Leader share

HubSpot

UK SaaS Marketing automation market share

HubSpot

Mailchimp

Pardot

Marketo

Customer.io

Salesloft

Brevo

ActiveCampaign

Other (16 systems)

Share of the 867 UK SaaS with a detectable system. As of June 2026.

Marketing automation compared

System	UK SaaS	Share	Median headcount	London share	Typical profile
HubSpot	490	56.5%	7	46.1%	Small SaaS teams, broadest share
Mailchimp	94	10.8%	7	33%	Small SaaS teams, second-largest share
Pardot	64	7.4%	8	48.4%	Eight-headcount teams, London skew
Marketo	48	5.5%	—	—	View these companies in Firmbase →
Customer.io	33	3.8%	—	—	View these companies in Firmbase →
Salesloft	32	3.7%	—	—	View these companies in Firmbase →
Brevo	25	2.9%	—	—	View these companies in Firmbase →
ActiveCampaign	22	2.5%	—	—	View these companies in Firmbase →
MailerLite	17	2%	—	—	View these companies in Firmbase →
Eloqua	14	1.6%	—	—	View these companies in Firmbase →
Klaviyo	13	1.5%	—	—	View these companies in Firmbase →
ClickDimensions	12	1.4%	—	—	View these companies in Firmbase →
HighLevel	11	1.3%	—	—	View these companies in Firmbase →
GoHighLevel	10	1.2%	—	—	View these companies in Firmbase →
Dotdigital	10	1.2%	—	—	View these companies in Firmbase →
WonderPush	8	0.9%	—	—	View these companies in Firmbase →
Airship	4	0.5%	—	—	View these companies in Firmbase →
Privy	4	0.5%	—	—	View these companies in Firmbase →
AWeber	3	0.3%	—	—	View these companies in Firmbase →
Omnisend	3	0.3%	—	—	View these companies in Firmbase →
SharpSpring	3	0.3%	—	—	View these companies in Firmbase →
Hextom	1	0.1%	—	—	View these companies in Firmbase →
Linkfire	1	0.1%	—	—	View these companies in Firmbase →
Herefish	1	0.1%	—	—	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 SaaS with under 10 employees, HubSpot leads at 55.2% of the 504 with a detectable system; among UK SaaS with 10–50 employees, HubSpot leads at 58.8% of the 325 with a detectable system; and among UK SaaS with over 50 employees, HubSpot leads at 55.3% of the 38 with a detectable system.

Under 10 employees

HubSpot

55.2% of band

Under-10 SaaS companies form the largest detected band, with 504 companies. HubSpot leads at 55.2%, leaving a mixed set of other marketing automation systems behind it.

10–50 employees

HubSpot

58.8% of band

Companies with 10–50 employees account for 325 detected marketing automation users. HubSpot has the highest share in this band at 58.8%, slightly above its overall 56.5% share.

Over 50 employees

HubSpot

55.3% of band

Over-50 usage is based on 38 companies, so the band is smaller than the under-10 and 10–50 groups. HubSpot still leads, with 55.3% of detected companies.

How Marketing automation usage is detected

Methodology

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.

Sources

All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.

UK SaaS by Marketing automation

SaaS Companies Using HubSpot in the UK SaaS Companies Using ActiveCampaign in the UK SaaS Companies Using Mailchimp in the UK SaaS Companies Using Pardot in the UK

Related directories

Most-Used Marketing automation by UK Companies (2026)Marketing automation Used by UK B2B Companies: Market Share (2026)Marketing automation Used by UK B2C Companies: Market Share (2026)CMS Used by UK SaaS Companies: Market Share (2026)CDN Used by UK SaaS Companies: Market Share (2026)SaaS in the UK

Frequently asked questions

What is the most-used Marketing automation among UK SaaS companies?

HubSpot is the most-detected Marketing automation among UK SaaS companies, with 56.5% share (490 of 867 companies with a detectable system), ahead of Mailchimp (10.8%) and Pardot (7.4%).

How many UK SaaS companies have a detectable Marketing automation?

867 of 39,965 actively-trading UK SaaS companies (2.2%) have a Marketing automation detectable from their public website. The remainder either run systems with no public web footprint or none at all, so detected share figures are a conservative floor.

What is a Marketing automation?

A marketing automation system helps UK SaaS companies manage campaigns, lead capture, nurturing workflows and sales hand-off. For SaaS operators, it usually sits between website demand, email activity and sales follow-up, helping teams track prospects before and after trials or demos.

How is Marketing automation usage detected?

Firmbase crawls the public website of every actively-trading company in this scope and fingerprints the technologies present — scripts, widgets, booking and checkout flows. A company is attributed to a system when that system's signatures are found; systems with no public web footprint are not attributable, which is why every share figure on this page means share of companies with a detectable system.

Which has more UK SaaS companies, HubSpot or Mailchimp?

HubSpot: 490 detected companies versus 94 for Mailchimp, of the 867 UK SaaS companies with a detectable Marketing automation.

What is the best Marketing automation for UK SaaS companies?

This page publishes usage data rather than product recommendations: the right choice still depends on sales motion, campaign complexity and budget. HubSpot leads every band shown, with 55.2% of 504 detected under-10 companies, 58.8% of 325 companies with 10–50 employees and 55.3% of 38 companies over 50 employees; across all 867 detected companies, HubSpot has 56.5% (490), followed by Mailchimp at 10.8% (94) and Pardot at 7.4% (64).

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