HubSpot Alternatives (May 2017)

By: Puranjay Singh   Last updated: 20 Sep 2017

HubSpot has powerful inbound marketing features. When it comes to marketing automation, however, HubSpot lacks some crucial features. If you're looking for HubSpot alternatives with better marketing automation capabilities, the following tools are worth checking out.


1 Marketo

Screenshot of Marketo homepage
Price: $895/month
Best for: Established medium-sized businesses

Marketo is an all-in-one marketing automation that handles every aspect of the automation process, from capturing leads to turning them into buyers.

Marketo is also one of HubSpot's chief competitors - in terms of features, target audience and market size. While it does lack some of the inbound marketing features of HubSpot, it offers substantially better personalization and engagement capabilities.

In terms of pricing, HubSpot might be cheaper on paper, but if you were to do a feature-by-feature comparison, you'll likely end up paying similar prices for both.

The downside is that Marketo isn't nearly as small business-friendly as HubSpot. If you are an agency or a smaller outfit, it might not be right for you. For others, it's a great HubSpot alternative...Full Marketo Review


  • Enterprise-grade analytics and operational features
  • Extensive documentation and strong community
  • Lots of integrations and customization capabilities


  • Expensive, especially with necessary add-ons
  • Not user-friendly; difficult for self-learners
  • Software can be sluggish at times

Other Alternatives

2 Infusionsoft

Screenshot of Infusionsoft homepage
Price: $199/month
Best for: Established small businesses

Infusionsoft is an all-in-one marketing automation platform that aims to handle every stage of your marketing and sales, from lead acquisition to eventual conversion.

In terms of features, Infusionsoft is one of the most feature-rich marketing automation tools on the market. It boasts a powerful CRM, a highly capable automation builder, and extensive integrations. Additional features like payment processing and e-commerce capabilities make it one of the best automation tools on the market. While it does lack some of the inbound features of HubSpot, you can't beat it for automation.

In terms of pricing, Infusionsoft is substantially cheaper than HubSpot when you consider all the features and contacts...Full Infusionsoft Review


  • Complete funnel management, from lead acquisition to conversion
  • E-commerce capabilities complement automation features
  • Top-notch training, support and community


  • Feature bloat is a problem; can be hard to use for some
  • Expensive; all plans require annual commitment
  • No built-in split-testing capabilities

3 Salesforce Marketing Cloud

Screenshot of Salesforce homepage
Price: $400/month
Best for: Established small businesses

Salesforce Marketing Cloud is the marketing automation product from Salesforce. Packed with features, it works perfectly for organizations already using the Salesforce CRM.

If you compare the features, Salesforce has a lot going for it. There are different "packs" or "studios", each of which offers automation for different platforms and channels. Individually, you might find some of these studios to be lacking in features, but combined, they offer some of the best marketing automation features for the price.

The problem is that Salesforce Marketing Cloud is hard - and expensive - to buy. Don't be fooled by the $400 initial price tag; for any meaningful package, you'll spend thousands each month. It can also be hard to use, which makes it not very friendly for small businesses...Full Salesforce Review


  • Powerful automation features spread across different "studios"
  • Works seamlessly with Salesforce CRM
  • In-depth segmentation works great for large contacts lists


  • Missing critical features not available in some packages
  • Expensive; plans are directed at medium to large businesses
  • Steep learning curve. Difficult to get started on your own

How to Choose Your HubSpot Alternative

Finding an alternative to HubSpot can be hard. As the literal founder of the term "inbound marketing", there is no other software that does inbound better than HubSpot.

However, HubSpot does have a weakness: it's marketing automation features aren't nearly as good as you'd expect. For HubSpot, marketing automation is just another feature; not the heart of the software.

So if marketing automation is important for you, pick a software that places automation front and center with its offerings. Ignore HubSpot's Discovery stage features (blogging, lead capture, etc.) and focus more on a strong CRM + automation combination. If the software has personalization capabilities as well, you're gold.

Based on this criteria, I recommend the following:

  • Marketo, if you want a comprehensive automation platform with a focus on personalization.
  • Infusionsoft, if you want only marketing automation features
  • Salesforce, if you want enterprise-grade marketing automation

Need help finding the right alternative to HubSpot? Get in touch with us on our contact page to get personalized recommendations.