8 Hubspot Alternatives for Marketing Automation

HubspotHubspot is good at what they do, that’s why they are one of the most well known marketing automation platforms on the Internet. But, they are not the only tree in the forest. There’s actually quiet a few of them that offer core functionality a business needs to successfully generate leads and automate their marketing.

Let’s look at the 8 Hubspot alternatives for marketing automation and see how they compare. To be fare, here’s a list of features that are imperative to successfully implement inbound marketing strategy for your business and are offered at the lowest pricing plan:

  • Blog/Content Management System
  • Landing Pages with Lead Capture Forms
  • Lead Nurturing/Autoresponders
  • Email Marketing/Email Blasts
  • Social Media Updates/Monitoring
  • SEO Tools and Optimization

All other features and functionality are an added bonus. Please note, the order is random and is not indicative of quality or recommendation.

1. Optify – B2B Marketing Software – Basic – $250/mo

OptifyOptify is a good contender to rival Hubspot. They offer comprehensive features to automate marketing and are good at educating their customers through a blog and webinars.

Quick overview:

  • Up to 10,000 page views
  • 1 active landing page
  • Contact manager included
  • Email marketing and lead nurturing not included
  • No CMS or Blog
  • Basic social media tools included
  • Basic SEO – Track 50 keywords and 5 competitors

The biggest thing to consider with Optify is that they do not offer website hosting, like Hubspot. Their own website and blog uses WordPress. For $250/mo their list of features is quiet unimpressive, they charge a lot but offer little.

You would have to cough up a lung every month on Optify and a bundle of other services to effectively engage in inbound marketing.

Update: Optify has shut down

2. InfusionSoft – Small Business CRM – Standard – $199/mo

InfusionSoftInfusionSoft offers a most features that you would need for marketing automation, with limits higher than Hubspot and at the same price as Hubspot’s lowest plan. But, like Optify, InfusionSoft does not offer website hosting and management.

Quick overview

  • Send unlimited emails
  • 5,000 contacts
  • Landings pages and lead capture forms
  • Email autoresponders & lead nurturing campaigns
  • CRM
  • Analytics for the above features

For an additional $100 (Plus plan and above) you also get sales automation and e-commerce store. But, beware, when you become a customer you HAVE TO pay $2,000 for “quick-start services,” which covers educational resources and training.

Visit InfusionSoft’s Pricing Page

3. Act-On – Marketing Automation Software – Starts at $500/mo

Act-OnAct-On seems to offers very good features, and offers all the features to all pricing levels. They charge based on how many active contacts you have in your CRM with them.

Unfortunately, their website is  next to impossible  to understand. They lack clear features page, and their pricing page is just a block of text you need to comb through. They really need to improve their copywriting to  facilitate  scanning, and it definitely improve their lead conversions.

Quick overview

  • Landing pages and lead capture forms
  • Lead nurturing
  • Webinar management
  • Syndicate content to your remote sales team
  • Lead management and scoring

If they offer any other features, they did not mention anything on their website. Pretty poor copywriting, a lot of inflated language without concrete examples. They “tell us, not show us” how their product is better from the competition.

Visit Act-On’s Pricing Page

4. Genius – Marketing Automation – Small Business – Free

GeniusGenius is quiet a nice small package that will fit many small businesses. They offer very basic features for free, with an opportunity to upgrade to the Pro account. Unfortunately, as expected, email marketing is not included in the free plan, as well as no website hosting.

Quick overview

  • Web analytics
  • Lead capture forms
  • 1 on 1 emails
  • Some sort of automation

The marketing information is very superficial, it’s really hard to understand what is free and what you need to pay for. It shouldn’t be this hard trying to understand what product features are included in what pricing plan.

Their cheapest plan is $220/mo for 10,000 emails.

Update: No longer active.

5. LoopFuse – Marketing Automation – FreeView – Free

LoopFuseThey are not very well known, but they do pack a good set of feature to help businesses automate marketing. Especially, with their free basic offer. It’s great for small businesses and self-employed professionals to get started. They do not offer website hosting or landing page creation or SEO.

Quick Overview

  • 500 contacts
  • 1,000 emails
  • 10,000 pageviews
  • Standard SalesForce integration
  • Lead capture forms
  • Lead nurturing emails
  • Lead management and scoring
  • Marketing reports and analytics

If you need more contacts, you’ll be in for $450/mo and get up to 10,000 contacts and everything else unlimited. It’s a good option for very small businesses and self-employed professionals that do not deal with high volumes of clients and leads.

Update: LoopFuse acquired by Salesfusion.

6. Marketo Spark – Marketing Automation Software – Small Business – $750/mo

Marketo SparkMarketo’s small business plan Spark is heavily focused on email marketing, with limited functionality for everything else. It’s really one of the least appealing alternatives to Hubspot.

Quick overview

  • Up to 30,000 emails
  • Lead nurturing programs
  • Email marketing
  • Landing pages and lead capture forms
  • Marketing analytics and reports
  • Social media integration

What’s really gets me is that they charge you an additional $300/mo for increased email deliverability functionality (spam check, better IP address, etc.). What that tells me is that their regular plan has a pretty bad deliverability rates, if they charge premium to improve deliverability.

Visit Marketo Spark’s Pricing Page

7. Pardot – Marketing Automation – Professional – $1,200/mo

PardotWe’re in some premium territory now, over one thousand dollars, and they do offer some good enterprise features for power users. They do not offer website hosting, though.

Quick overview

  • Unlimited users and prospects
  • Custom lead scoring
  • 30,000 emails
  • 50 lead nurturing campaigns
  • 50 landing pages
  • 50 forms
  • 100 custom fields
  • Custom URL for landing pages
  • CRM integration

They offer some nice features, but there’s no SEO functionality and you still need your own website to be able, which adds to the expenses. Frankly, $1,200 for 30,000 emails is a joke. MailChimp offers up to 50,000 for $240. It’s doubtful that $1,200 would justify itself, especially for small businesses.

Visit Pardot’s Pricing Page

8. WordPress – Lead Generating Machine

WordPressSaved best for the last. You might not consider WordPress to be marketing automation software and lead generating machine, but I beg to differ. Out of the box, WordPress is an excellent CMS, and with excellent plugins it can be extended to pretty much anything you heart desires.

That’s what I do for my clients, either help them convert their Hubspot website to WordPress or create lead generating website based on WordPress, with many automated features you find in other platforms.

Quick overview

  • Easy to use CMS
  • Advance SEO with plugins
  • Landing pages with custom post types
  • Lead capture forms with plugin
  • Social medai integration with plugins
  • CRM integration with plugins
  • Email marketing
    • WordPress plugin to send out emails and autoresponders
    • MailChimp integration with plugin (additional price)
  • Freedom to customize anything you want

WordPress is the best and most affordable alternative to Hubspot for small businesses. Once the initial setup is complete, you don’t have to pay huge monthly premium that doubles when you get more clients and leads into the pipeline. My clients absolutely love it after moving from HubSpot, and I love it too and will continue recommending it. For more information check out my free guide WordPress: A FREE Alternative to Hubspot for more in-depth review.

Contact me if you’re looking to convert HubSpot to WordPress (we do that quite a lot at ProjectArmy).

To conclude, any of these options will offer you some sort of marketing automation. You just need to know exactly what features you need and what you’re trying to accomplish. Don’t forget, it’s not really automatic. The system needs an operator to function correctly, that means at least 5-10 hours per week dedicated to inbound marketing to make it work for your business. None of these systems are set and forget, they all require tweaking to get better and generate more leads.

New Version10 HubSpot Alternatives for Marketing Automation Under $100

Viktor Nagornyy, Host

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157 Comments on "8 Hubspot Alternatives for Marketing Automation"

Lucila Anahí
November 12, 2015

I like Datacrush (www.datacrush.la), our company is based in Latam and they have local support and better payment options (and it’s cheaper). Still, they have a very robust platform, you should give it a try.

October 30, 2015

Hi Viktor

You should check us out at http://www.whoisvisiting.com/ we are B2B IP Tracking tool and a much cheaper alternative to the above software companies starting at only £29 a month, Many of our customers use us to identify there profile customer and improve their B2B Marketing strategy.

We identify up to 98% of the businesses visiting your website giving you the ability to chase up sales you may have previously lost.

Let me know what you think.

October 13, 2015


What about Wishpond? I know they’re free now.

August 30, 2015

What about inboardnow for wordpress .

July 20, 2015

I think Optify (#1) in the article shut up shop a while ago, also it would be worth checking out Jumplead (https://jumplead.com/) which has a WordPress plugin and includes live chat, visitor identification, conversion forms (with progressive profiling), landing pages, email broadcasts and autoresponders, CRM, SEO keywords etc. and comes with a free plan.

Grover Downs
June 5, 2015

There are a lot of good web design helpers out there, including web dot com, Wix, Godaddy Builder, and they all have the functions that qualify them to be called a COS, but there is no shortcut for branding and good content. By using WordPress as a foundation, you have flexibility and options. I think it’s a waste of time to try to save time on the front end with some magic short cut. If you can’t afford a full time content manager, you better do it yourself until you can. Otherwise your marketing will be as shallow as a parking lot puddle, and the public will pass you up.

Lorraine Ball
January 22, 2015

We have been a WordPress shop for 7 years. You are absolutely right, we can do many of the same things Hubspot offers for much less. We do suggest Constant contact for the auto responders instead of Mail chimp and either Formstack or WuFoo for the lead capture.

David Hurley
January 14, 2015

Shameless plug: I’d recommend you check out the newly released Mautic (https://www.mautic.org) which is a completely free open source marketing automation platform. You can download and set it up on your own server or you can sign up for a free hosted version.

August 14, 2015

Looks wonderful but set-up is complex.

January 14, 2015

Thanks David. Looks interesting. Will check it out.

The Original JZ
December 31, 2014

Hello, I currently use hubspot and am not happy with their prices.
I have a wordpress site.
I want to be able to schedule my blog posts and have the go to my social media, schedule social media posts to different sites (facebook, google plus, twitter, pinterest, instgram, linkedin) do email marketing, and track the success of my posts.
How do I do all of that in wordpress?
Thanks for the article.

January 2, 2015

It’s a bundled approach to do it with WordPress. Buffer app will take care of your scheduling and posting to social media once it’s published to WordPress and your RSS feed, for some lead intelligence go with Leadin plugin, Google Analytics will provide traffic data, and email marketing depends on exactly what you need. You can simply go with Mailchimp for automation and blasts, but if you want lead tracking and more features, go with ORBTR and integrate it with Mailchimp. That’s a very rough, simple outline.

The Original JZ
January 2, 2015

Thanks so much. Very helpful.
Happy New Year

Syed Wajahat Ali
December 23, 2014

Does any of them offer free certifications as well like Hubspot? If not, it would be great if you can do a piece addressing such a concern :)

January 2, 2015

Hi Syed, are you talking about general inbound marketing certifications or platform specific?