If you’re trying to pick the right tool for B2B go-to-market automation, you already know the problem: every vendor claims they’re the answer to your “customer journey” prayers. But half those claims are fluff, and the other half might not even apply to the way you work. This guide is for folks who need to actually run customer journeys—operations leaders, marketers, or product folks—who want to compare Customer.io to other options without drowning in sales pitches.
Let’s get into how to make a real, apples-to-apples comparison, so you don’t end up with a fancy tool that just sits there.
Step 1: Get Clear on What “Customer Journey Automation” Means—for You
Before looking at feature checklists, nail down what you actually want to automate. “Customer journey” is a squishy phrase. For some, it means onboarding emails. For others, it’s multi-channel sequences, sales handoffs, or even automated product nudges.
Ask yourself: - Are you mostly sending triggered emails? Or do you want SMS, push, or in-app messages too? - Do you need to sync data from your product, CRM, or other business systems? - Do you care about things like lead scoring or account-level tracking? - How technical is your team? Will non-developers be building automations, or do you have dev resources?
Pro tip: Write down your top three “must-haves” and three “nice-to-haves.” This will save you hours chasing shiny features you’ll never use.
Step 2: Shortlist the Real Competitors
Let’s be honest: there are way too many tools out there. Don’t fall into the trap of comparing Customer.io to every platform that claims to “automate journeys.” Focus on a few that are built for B2B, have actual automation power, and fit your scale.
Typical contenders: - Customer.io (we’ll get into the details) - HubSpot (Marketing Hub) - Marketo - Pardot (now Salesforce Marketing Cloud Account Engagement) - ActiveCampaign (sometimes) - Intercom (for product-led motions)
Ignore: - Tools that are just fancy email blasters (Mailchimp, Constant Contact) - Platforms built for e-commerce (Klaviyo, Omnisend) if you’re not e-commerce - Overpriced “enterprise” suites unless you actually have 100+ users or deep customization needs
Step 3: Compare on the Stuff That Actually Matters
Here’s where most comparison charts go off the rails—they list 50 features, but most teams only use a handful. Focus on what will move the needle for your customer journeys.
1. Data Integration & Flexibility
- Can you sync all the data you need—from your product, CRM, support tools?
- Does it support custom attributes, events, and account-level data (not just contacts)?
- How hard is it to connect? (Native integrations vs. “Zapier and pray”)
Customer.io is strong here: flexible data model, robust API, and good support for custom events and data imports. Marketo and HubSpot are okay but can get clunky with complex data.
2. Automation Builder
- Can you set up multi-step, multi-channel workflows, or just simple sequences?
- Is the builder visual and easy to use, or does it require a PhD in “drag and drop”?
- Any limits on triggers, conditions, or A/B testing?
Customer.io offers a visual workflow editor that’s powerful but not overwhelming. HubSpot is friendly but can get expensive as you add complexity. Marketo is flexible but has a steeper learning curve.
3. Channels Supported
- Email is table stakes, but what about SMS, push, in-app messages, or even Slack?
- Can you orchestrate messages across channels in the same workflow?
Customer.io does well with email, SMS, and push. If you want in-app messaging, Intercom is stronger. HubSpot and Marketo have some multi-channel, but often as add-ons.
4. Personalization & Segmentation
- Can you target users based on any data point (product usage, firmographics, etc.)?
- Is real-time segmentation possible, or is it batchy and slow?
- How easy is it to build dynamic content?
Customer.io is flexible and supports real-time data. Marketo and HubSpot are fine, but things can slow down with large lists or complex rules.
5. Reporting & Attribution
- Can you see which journeys actually move the needle (not just open rates)?
- Is attribution just last-touch, or can you get multi-step insight?
- Does reporting make sense, or do you need to export everything to a spreadsheet?
Most B2B tools are mediocre here. Customer.io does basic reporting, but you’ll probably still want to use an external BI tool for deep dives. HubSpot has decent built-in reports if you’re all-in on their ecosystem.
6. Pricing That Matches Your Stage
- Is pricing based on contacts, messages, or something else?
- Are there hidden costs (setup fees, required add-ons, API access)?
- Can you start small and scale, or do you have to commit big upfront?
Customer.io is mid-range: fair for startups, but can get pricey if your list balloons. HubSpot is notorious for locking key features behind higher tiers. Marketo is expensive and can be hard to get out of.
Step 4: Go Beyond the Demo—Test the Ugly Stuff
Don’t trust the demo. Every tool looks great in a sales deck. The real test is what happens when you hit an edge case or try to do something weird.
- Set up a proof-of-concept: Try to build your most complex journey in each tool. How long does it take? Where do you get stuck?
- Test integrations: Actually sync real data. Do things break? Is support helpful, or do they just send you docs?
- Check deliverability: For email, this still matters. Does the tool have a good sender reputation? Are your emails ending up in spam?
- Experiment with permissions: If your team has different roles, can you control who edits what? Or is it the Wild West?
Pro tip: Ask for references from customers like you (same size, same industry). Not the ones cherry-picked by sales.
Step 5: Ignore the Hype—Watch for These Red Flags
When you’re weighing options, watch for common traps:
- Shiny dashboard syndrome: If a tool’s best feature is its UI, dig deeper. Pretty charts don’t get results.
- Overpromising on AI: Most “AI” in automation is just glorified if/then logic. If you don’t see practical, usable features (like predictive send times or real content suggestions), don’t pay extra.
- Locked-in data: If it’s hard to export your data, or integrations are “coming soon,” run.
- Opaque pricing: Any tool that won’t give you a clear quote in writing is probably hiding something.
Step 6: Make the Call—But Don’t Overthink It
After all this, you’ll probably find that no tool is perfect. That’s normal. The key is to pick the one that fits your real needs, not the theoretical ones, and know that switching later is possible if you outgrow it.
Quick decision checklist: - Does it do what you need today—not just what you might want in two years? - Can your team actually use it, or will you need to hire specialists? - Is the pricing predictable as you grow? - Are you happy with their support and documentation?
If you can answer “yes” to most of these, you’re probably safe to move forward.
Keep It Simple and Iterate
Customer journey automation can be a rabbit hole. Don’t try to automate everything at once. Start with the basics—like onboarding or key renewal reminders—see what works, and improve from there. The best tool is the one your team will actually use, not the one with the longest feature list.
Pick your tool, set up your first journeys, and get feedback fast. You can always add complexity later if you need it. Don’t let the sales decks fool you—what matters is what gets done, not what could be done.
Good luck, and keep it real.