Pricing Comparison: Marketing Automation Software

By: Puranjay Singh   Last updated: 31 May 2017

A close look at the pricing for leading marketing automation software. Our comparison looks at the pricing for the cheapest plans and recommended plans, as well as the pricing per 5k, 10k and 25k contacts. We've also considered onboarding fee (if any) and shown you the actual minimum price you'll be required to pay for the software based on monthly/annual contracts.

Pricing Comparison

Here's a look at how our top rated marketing automation tools compare on this metric.

Software Cheapest Plan Recommended Plan Onboarding Fee Contract Term Min. Price
ActiveCampaign Cheapest
  • For 5k Contacts
  • For 10k Contacts
  • For 25k Contacts
$9/month
$540/year
$840/year
$1,620/year
$99/month
$1,848/year
$2,856/year
$5,520/year
None Monthly $9
ConvertKit
  • For 5k Contacts
  • For 10k Contacts
  • For 25k Contacts
$29/month
$948/year
$1,428/year
$2,388/year
$29/month
$948/year
$1,428/year
$2,388/year
None Monthly $29
Eloqua
  • For 5k Contacts
  • For 10k Contacts
  • For 25k Contacts
$2,000/month
$24,000/year
$24,000/year
N/A
$4,000/month
$48,000/year
$48,000/year
N/A
None Annual $24,000
HubSpot
  • For 5k Contacts
  • For 10k Contacts
  • For 25k Contacts
$200/month
$8,400/year
$14,400/year
$32,400/year/div>
$800/month
$12,000/year
$15,000/year
$24,000/year
$600 to $5,000 Annual $3,000
Infusionsoft Best Value
  • For 5k Contacts
  • For 10k Contacts
  • For 25k Contacts
$199/month
$3,588/year
$4,548/year
$7,188/year/div>
$379/month
$4,548/year
$4,548/year
$7,188/year
$999 to $2,999 Annual $3,387
Marketo
  • For 5k Contacts
  • For 10k Contacts
  • For 25k Contacts
$895/month
$10,740/year
$10,740/year
N/A
$1,795/month
$21,540/year
$21,540/year
N/A
None Annual $10,740
Ontraport
  • For 5k Contacts
  • For 10k Contacts
  • For 25k Contacts
$79/month
$2,136/year
$2,136/year
$2,136/year
$279/month
$3,348/year
$3,348/year
$3,348/year
None Monthly $79
Salesforce
  • For 5k Contacts
  • For 10k Contacts
  • For 25k Contacts
$400/month
$4,800/year
$4,800/year
N/A
$3,750/month
$45,000/year
$45,000/year
N/A
None Annual $4,800
Sharpspring
  • For 5k Contacts
  • For 10k Contacts
  • For 25k Contacts
$400/month
$4,800/year
$7,200/year
$9,600/year
$800/month
$9,600/year
$9,600/year
$9,600/year
None Monthly $400

As you can see, pricing varies a lot from software to software. The cheapest marketing automation software starts at just $9/month. The most expensive ones can go for as much as $50,000+ per year.

While pricing obviously varies by feature availability, software that targets enterprise customers is definitely overpriced. Software that focuses on solopreneurs and bloggers, on the other hand, is substantially cheaper.

Pricing in this software category tends to be complicated. There are a number of variables you need to keep in mind such as:

  • Onboarding Fee: Several marketing automation tools charge a mandatory onboarding fee. This can be as high as five-figures.
  • Annual Contracts: Some tools are billed on an annual basis. Meaning if you aren't satisfied with the software, you have no way to get your money back before the contract ends.
  • Contact-Based Pricing: A number of tools charge on the basis of your total contacts. A large number of contacts can greatly inflate your bill.
  • Add Ons: Some tools offer a number of add-ons such as premium support, additional functionality or extra users for a price. This can add to your bill.

Because of these factors, the pricing can often be misleading. ActiveCampaign, for instance, starts at $9/month, but this plan has severely limited features and contacts. Similarly, HubSpot starts at $200/month, but this plan gives you just 100 contacts, with each additional 1,000 contacts costing $100/month extra.

Keep these facotrs in mind when comparing pricing.

Based on this criteria, we chose Infusionsoft as our "best value" software. It gives you all the features you'll want at a (relatively) affordable and transparent price.

For a blogger-focused automation tool, consider ConvertKit. Enterprise customers can consider Salesforce or HubSpot.


Need personalized recommendations based on your business needs? Or need help choosing the right marketing automation software? Use the Contact Page to get in touch with us.