HubSpot Alternatives for Marketing Automation 2018

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HubSpot is known as the king of marketing software, and it has taken its place on the throne after a decade of existing and continuously improving. 

The company itself regarded as one of – if not the – leading source for content marketing strategies.

Over 15,000 companies use HubSpot’s marketing, Sales, and CRM platform and hundreds of thousands of people read their blog regularly.

When it comes to market share, HubSpot easily takes the cake, and it's not even close – HubSpot alone gains over 49% of marketing automation market.

But Why?

What HubSpot offers, is an "inbound marketing and sales platform." Their product made with the specific goals of helping their customers attract interest, capture leads, and nurture their leads into business opportunities. 

HubSpot is an all-in-one solution that gets companies all the features they needed in one package for one price only. The fact that it's an integrated cloud suite adds to the convenience of it all.

SEEL ALSO: HubSpot Vs. Salesforce 2018 Comparison: Which is Right for Your Business?

Some of the features you get with HubSpot are:

  • Social Marketing
  • Social Media and Web analytics
  • Content Management/Blogging
  • Landing Pages
  • SE tools
  • Lead and List management
  • Built-in CRM database
  • A/B Testing
  • Autoresponders
  • Analytics and Reporting

Of course, they offer many more tools and features – depending on the tier you go for (Basic, Pro, or Enterprise)

HubSpot is, clearly, a great platform. There are reasons why it’s hailed as the king and the market leader, but this doesn’t mean it suits everyone. Just because it works for a large number of businesses doesn’t necessarily mean it’s the one for you. Choosing the right software for your company can make a huge difference in your company’s performance.

Maybe you are a small business and don't need this many features? Perhaps you are looking for a specific function that HubSpot lacks? Whatever your reason may be,  HubSpot may not be the marketing platform for you. 

That's why you should look at other options and compare them to HubSpot to see if there's another option out there that might suit you better.

Best 8 HubSpot Alternatives for Marketing Automation:

1- Pardot

Pardot is a B2B marketing automation tool that is very popular. , and so it feels very familiar to those already using Salesforce CRM.

Companies using Salesforce software will also find the UI of Pardot to be very familiar and so interact with Pardot’s User Interface will feel very intuitive to them.

Pardot is compact and feature-rich. It has almost everything you need from a marketing automation platform – from form design to landing pages and more.

For a full comparison, check out this HubSpot VS Salesforce detailed comparison.

Why use Pardot?

  • Simple

Using Pardot is pretty simple due to its clean, intuitive, and beautiful interface.

  • Instructions

Pardot wants to help you, and they provide step-by-step instructions for creating new content.

  • B2B friendly

Pardot offered as a B2B platform, and so it acts like one.

  • Feature-rich

Pardot offers robust features that help companies with lead nurturing, qualification, and segmentation.

Pros – or why you should get it

  • Beautiful UI
  • Template, custom design, and A/B testing email features
  • WYSIWYG Email Building
  • Smooth, Native Integration with Salesforce
  • Visually-appealing reporting and analytics tools
  • You can quickly analyze reports for full campaign life cycles and individual channels
  • Custom URL for landing pages
  • CRM integration
  • Integrated with 3rd party apps and services such as Gmail, Wistia, etc.

Cons – Or Why you should consider other options

  • Some important features are available only to the expensive ‘Pro’ and ‘Ultimate’ plans (which cost $2,000/mo. And $3,000/mo.) – A/B testing, dynamic emails, and AdWords integration
  • No built-in CMS option
  • Building landing pages with no /CSS knowledge is hard
  • Limited Social Media Scheduler
  • Some users have complained about their Customer service
  • Some users are when it comes to the accuracy of form views


 Pardot offers three pricing plans that range from 1,000/mo. To $3,000/mo.


2- Marketo

Marketo may or may not be the number 2 after HubSpot, but it is the one marketing automation software that most frequently compared to HubSpot.

Why? Because both are very popular with high customer satisfaction scores, strong reputation, and an abundance of features. Both are used by big names, with Marketo scoring big clients like Panasonic and General Electric.

With that evidence, Marketo not marketed as an "Inbound Marketing and sales platform" like HubSpot. It was initially created as a B2B enterprise solution, despite it being by many B2C and mid-level companies currently. 

Marketo is also not for those still learning as it requires more IT knowledge and experience to be able to unlock its advanced features and capabilities and use the software to its maximum potential.

Marketo is an advanced tool that is on the cutting-edge of targeted social media advertising, smart list subscriptions, and, of course, Mobile Marketing Engagement.

The software allows its users to mix and match by offering Pre-package bundles that the customers can choose one or more from, and those include Email Marketing, Consumer Marketing, Lead Management, Customer Marketing, and Mobile Marketing.

SEE ALSO: The Best Marketo Alternatives for Marketing Automation

Pros – or why you should get it

  • Deep Analytic Options that you can’t find in most competitors’ options
  • More Robust A/B Testing than that of the competitors
  • Mobile Marketing Engagement Platform with location-based features
  • Ad Bridge offering which allows businesses to connect behavioral data to Google, Facebook, and for a more personalized experience
  • An Engaged “Marketing Nation” user community that is extremely useful for troubleshooting
  • Intelligent forms that recognize existing contacts that will offer existing contacts content to download automatically (instead of asking them to fill out a form)
  • Detailed website tracking and landing pages
  • Mobile app available for Windows phone

Cons – Or Why you should consider other options

  • Can be costly due to the bundled pricing options
  • The software's more advanced features and capabilities require someone with IT knowledge (this could be an issue for smaller companies)
  • Not as user-friendly as HubSpot


Currently, the pricing not listed on their website. However, the last published figures ranged from $895/mo. to $3,195/mo.



Eloqua is a top-notch cloud-based marketing automation solution from Oracle. Everything you may need to execute to first-class marketing activities can be found on Eloqua, including real-time data collection, feature-rich campaign building, and multiple lead scoring models.

Eloqua’s strongest point is its more-than-excellent dynamic capabilities. It also integrates smoothly with Oracle Business Intelligence for even more functionality and effectiveness.

Eloqua allows its users to analyze campaign management, identify the channels that are generating the highest interest, engagement, and conversion levels.

Eloqua also integrates smoothly with 3rd party apps and services, in fact, the program has over 700 integrations, which provides a level of flexibility that is very hard to compete with it. 

Pros – or why you should get it

  • Real-time insights which allow for timely customized sales responses
  • Predictive analytics that it possible to score accounts based on intent and actions
  • Drag-and-drop campaign-builder
  • Advanced Listener framework that lets users listen to changes in lead score models
  • Synchronization with over 500 partners, including Salesforce.

Cons – Or Why you should consider other options

  • Users have reported it behaving “buggy” at times
  • Not very user-friendly and requires HTML knowledge to handle and get the best out of it
  • Setting up reporting could be challenging


Pricing ranges from $2,000 to $4,000. Scaling features are available.


4- Active Campaign

If you are looking for an affordable alternative to HubSpot but don’t want to settle for a less-powerful option, Active Campaign should be on the top of your list.

Active Campaign initially started as a simple e-mail marketing platform, but over time, marketing automation and CRM features offered.

The Automation campaigns in Active Campaign allows users to automate marketing activities – such as e-mails, SMS, etc. –, Sales, and productivity.

Another advantage of ActiveCampaign is that you will be able to share email templates and automation campaigns with others via unique URLs so that others can import into their accounts.

ActiveCampaign also offers “deep data” integration for e-commerce platform so they could import orders into their accounts.

ActiveCampaign may not be a complete marketing automation software, but it is an excellent value for money when you consider how cheaply-priced compared to its competitors. 

Pros – or why you should get it

  • Affordable (or, as I like to say it: The best Bang For your Buck)
  • Simple CRM with user-friendly Marketing Automation System
  • Simple and intuitive interface (you can start using it with no need for training)
  • Various options for controlling details of email sales funnels
  • The ability to Share e-mail templates
  • Deep Data integration
  • Sales and Productivity automation in addition to the Marketing Automation

Cons – Or Why you should consider other options

  • Only for E-mail Marketing
  • Doesn’t include land page creation
  • No Social Media integration, Blogging, or ad management
  • No Native integrations with 3rd party tools
  • Doesn’t offer a lot of e-mail templates


There are four price tiers offers, and they range from the very low $17/mo. To $149/mo.


5- Act-On

If you are looking for something very similar to HubSpot and offers everything one might need for Marketing Automation such as Lead Management and scoring, Forms, landing pages, email marketing, lead nurturing, visitor tracking, social media management, and more, then Act-on is probably for you.

The platform also comes with comprehensive SEO tools that allow you to manage an existing website.

With Act-On Anywhere you will be able to connect Act-On with everything – such as Gmail, Hootsuite, WordPress, Salesforce, and much more. Act-On Anywhere will bring data into these apps, and it comes with tools to help you create and manage your content. 

With that, it should be noted that Act-On doesn't offer website/blog hosting. Act-On Customer support and service also regarded as the best-on-the-business.

Act-on generates user-friendly data reports and real-time conversion funnels. Speaking of conversion, you will be able to define your conversion steps that will be generated into the reports.

Pros – or why you should get it

  • Intuitive User Experience makes getting the team on board an easy task
  • Excellent Customer Service and support
  • Comprehensive SEO tools
  • Flexible pricing (Pricing is based on active contacts)
  • API functionality
  • Integration with Webex
  • More users with the basic plan that competitors (up to 50 sales users)

Cons – Or Why you should consider other options

  • Kind-of-Unstable and a bit-finicky landing page builder
  • Can’t segment contacts based on informational data with their entry-level plan
  • Can’t provide social media insights or stats
  • Template forms included are dated and not as visually-appealing when compared with what the competition is offering


Their professional plan starts at $600/mo. With a $500 one-time setup fee.


6- SharpSpring

SharpSpring is marketing automation created on the belief that in-time delivery and streamlined communication are the main assets to drive conversion and growth for any business. The solution focuses more on building relations that can stand the test of time.

This is done by offering excellent features at affordable prices and without compromising simplicity and ease of use. SharpSpring can help your business distribute the right message to the right audience at the right timing.

Keeping up with the trends, the solution is also fully optimized for mobile usage and can be easily integrated into your already-existing workflow, even if you don’t have much knowledge or experience.

SharpSpring tries to stand from the crowd with some features that can prove useful and effective in growing your business, such as marketing automation trends and tips, powerful customer insights, social assistance, dynamic lead capturing, and end-to-end mobile CRM.

Pros – or why you should get it

  • Simplified email automation
  • Personalized email marketing experience
  • Dynamic forms for lead capturing
  • Quick Lead Identification
  • Custom Landing Pages
  • Lead Engagement
  • Affordable custom pricing
  • Integration with third-party CRMs
  • Social Media Integrations
  • Excellent Customer Support for all users
  • Free Demo available

Cons – Or Why you should consider other options

  • Not as powerful campaign tracking
  • Customer Journey Design needs some work
  • Insights not as deep and advanced users will not be satisfied
  • The Email Design interface could use some work to make it easier to use


SharpSring offers six pricing packages, all of which are on a month-to-month billing basis. These plans start at $450 per month, and that’s not including that $1,800 one-time onboarding fee. All plans include unlimited users and unlimited support and training. Agencies can contact the vendor for a custom quote-based plan.


7- iContact Pro

iContact Pro is an affordable marketing automation system that aims to provide users with the experience of a premium targeting system and offers plenty of marketing automation features without the hefty price tag that similar solutions.

The core functionality of iContact Pro is the modern campaign management that enables users to adjust and tweak their subscribers’ end-to-end experience, and then it allows them to distinguish the more relevant leads and nurture them correctly.

iContact Pro will also help you with social media posting and monitoring and will make sure you are up to date with the latest trends on social media. The solution also offers a robust analytics suite that will provide useful insights to you, and a lead scoring mechanism that will help you come as close as possible to gauge the full sales potential of your contacts.

Pros – or why you should get it

  • Easy to use
  • In-time management of marketing campaigns
  • Individualized workflows
  • Social Media Management Tools
  • Excellent Salesforce Integration for strategic planning
  • Seamless integration with other marketing automation tools
  • Offers outstanding marketing automation features such as email marketing, sales, landing pages, and more

Cons – Or Why you should consider other options

  • Can’t use more than once client subaccount at the same time
  • No unsubscribe surveys
  • The Interface could be a bit quirky at times
  • Marketers for large corporations might find the solution lacking in advanced features (such as Geolocation targeting).


iContact has three pricing plans available with options of monthly or annual payment. Prices vary depending on the number of subscribers and the pricing plan you choose.


8- Constant Contact

Constant Contact is an email marketing solution that provides users with the features and functionalities that can keep contacts engaged and interested. The solution helps users discover leads and engage prospective customers so you can lead them into their customer journey smoothly and efficiently.

Constant Contact makes the service more personalized, and it does so by offering configurable templates that you can tweak and use in your customized emails. You will also be able to set up automated triggers for important events so you can automate specific actions to save time and energy for other business matters.

Constant Contact also monitors your campaigns and provides you with real-time data to help you understand how your campaign is doing and allows you to make smarter decisions based on actual results.

Pros – or why you should get it

  • Affordable pricing
  • Easily import contacts from different databases
  • Configurable email templates
  • Advanced features such as batch scheduling, bulk sending, and event management
  • PLUS features that allow users to build custom connections through different ways
  • End-to-End Contact Management

Cons – Or Why you should consider other options

  • Newsletters are costly for what they offer
  • The Knowledgebase is excellent, but some links do not work
  • Customer Support is sub-par
  • Needs more automation features


Constant contact has a simple pricing scheme that consists of only two pricing plans with no contracts or obligations. The pricing plans start at $20/month, and they offer a 60-day free trial so you can test out the solution and its features to decide if it’s a good fit for your business.

I hope this article was helpful to you, and if it was, feel free to share it with friends and family.

If you are in the process of setting up your small business, we can still help, take your time to choose the right CRM software for your business and the HubSpot Vs. Salesforce 2018 Comparison: Which is Right for Your Business?

As always, if you have any questions or comments, feel free to leave them below, and we will get back to you.

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One thought on “HubSpot Alternatives for Marketing Automation 2018

  1. I have tried Marketo and hubspot as well but for me, hubspot has been much easier to learn and implement. Another point where hubspot steals the cake is the pricing options. Hubspot is much cheaper than Marketo in most of the cases.

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