Pardot Alternatives

HubSpot Marketing Hub appears in every Pardot alternatives guide we read. It covers forms, landing pages, email nurture, lead scoring, campaign reporting and a CRM in one account (multi-touch revenue attribution is on Enterprise). You can keep Salesforce and sync with it, or move sales onto HubSpot's own CRM. Professional, the tier that matches Pardot, costs $800 a month billed annually or $890 paid monthly, with an annual commitment either way. It includes 3 Core Seats (extra seats from $45 a month on annual billing) and 2,000 marketing contacts. A one-time onboarding fee of $3,000 is required. Enterprise costs $3,600 a month with 5 Core Seats, 10,000 marketing contacts and a $7,000 onboarding fee. Starter starts at $20 per seat per month at list price, with new-customer discounts.

How the price reads against Pardot: year one on Professional is $9,600 plus $3,000 of onboarding, so $12,600, but that covers 2,000 marketing contacts. At Pardot's 10,000, you need the 12,000-contact tier: $1,250 a month billed annually, or $18,000 in year one with onboarding, against $15,000 for Growth+. Two traps. The Salesforce connector is available on Professional and Enterprise only, and it needs a Salesforce edition with API access or Salesforce Professional; Group Edition is not supported. And HubSpot bills marketing contacts, not all contacts. Only contacts you flag as marketing contacts count toward your tier and can receive marketing email. Non-marketing contacts stay in the CRM without counting toward it. Pardot Growth+ includes 10,000 contacts, HubSpot Professional 2,000, so decide who is a marketing contact before you import. By default, anyone who submits a marketing form is set as marketing, and going one contact over your tier moves you to the next one. Read our HubSpot review for the full breakdown, and our HubSpot alternatives if you want to compare it further.

Brevo is an email, SMS and CRM platform priced by the number of emails you send each month, not by an enterprise edition. Each email tier has its own cap on marketing contacts. Starter costs $9 a month on monthly billing or $8.08 a month billed yearly, from 5,000 emails per month. Standard adds unlimited automated multi-step workflows, A/B testing and advanced email reporting. It costs $18 monthly or $16.17 a month billed yearly, with one marketing seat and up to 2 more at $12 a month each ($129.60 a year billed yearly). Professional costs $499 monthly or $449.08 a month billed yearly, from 150,000 emails per month, with 10 seats, and Enterprise starts at $2,499 a month. You choose a monthly or yearly commitment when you sign up.

How the price reads against Pardot: Professional billed yearly is about $5,389 a year, a third of Growth+. Standard costs less than Pardot's Sales Emails and Alerts add-on for a single user. The trap is scoring. Contact scoring, the feature a Pardot team relies on to hand leads to sales, sits on Professional, not on Standard. A team that copies its Pardot setup on the $16.17 plan discovers it has workflows but no scores. Second trap: the $16.17 price is the 5,000-email tier, which holds 500 marketing contacts. A Pardot database of 10,000 contacts needs the 20,000-email tier, which raises the limit to 500,000: $69 a month, or $745 a year billed yearly. The Brevo app for Salesforce syncs leads and contacts in both directions and lets you turn each direction on or off. Brevo's contact scores are based on engagement, purchases and behaviors, so rebuild Pardot's fit grade as segments on company size, industry or job title. See our Brevo review and the plan-by-plan Brevo pricing breakdown. If its contact caps don't fit, our Brevo alternatives list the other options.

Adobe Marketo Engage is the platform Pardot has always been measured against in the enterprise. It handles multi-touch nurture programs, layered lead scoring and account-based marketing, and it is built for teams that run many programs across regions and business lines. Adobe sells it on quote, and the contract fixes the size of your person database. Its Salesforce sync runs all day, pauses for 5 minutes after each run, then starts again, and covers leads, contacts, accounts, users, opportunities, Salesforce campaigns, custom objects and activity. The sync is bidirectional only for leads, contacts and Salesforce campaigns; the other objects flow from Salesforce to Marketo.

How the price reads against Pardot: there is no public list price to compare, so ask for a quote sized on your current contact count and on next year's. The trap is the database limit. A Marketo user wrote in 2023, in Adobe's own community, that the database size included in the contract is not visible to admins in the interface. A team may not know it is near the limit until it has passed it. Ask for the limit in writing, build a monthly count of person records, and purge inactive records before renewal. If you go this way, our guide to leaving Marketo lists what makes these migrations hard, which is useful reading before you sign.

ActiveCampaign is an email and marketing automation platform known for its visual automation builder: triggers on page visits, form fills, email clicks and custom events, with goals and conditional branches. Prices scale with your contact count. At 1,000 contacts, billed yearly, Starter costs $15 a month, Plus $49, Pro $79 and Enterprise $145. At 10,000 contacts they become $149, $189, $375 and $589 a month. Starter and Plus include 1 user seat, Pro 3 and Enterprise 5, and there are no setup costs.

How the price reads against Pardot: this is the trap to know before you shortlist it. ActiveCampaign gives two answers. On the pricing grid, Salesforce is a premium CRM integration, included on Enterprise only and not included on Pro, Plus or Starter. Its Salesforce setup article lists the connector on all four plans, with account-field sync on Enterprise. Get the answer in writing before you sign. If the vendor confirms the grid, a Pardot team with 10,000 contacts that keeps Salesforce pays $589 a month, or $7,068 a year. Plus would cost $189: that is $400 a month more. Lead scoring is included in the Pipelines add-on on Plus and above, not on Starter. The Salesforce app is bi-directional: it sends marketing qualified leads to Salesforce and pulls new leads and contacts into ActiveCampaign. Our ActiveCampaign review covers the add-ons, and the ActiveCampaign pricing page breakdown shows every contact tier. Torn between the two budget picks? Our ActiveCampaign vs Brevo comparison goes plan by plan. If Enterprise is out of budget, see our ActiveCampaign alternatives.

Zoho Marketing Automation runs email, SMS, WhatsApp and web journeys, landing pages and forms, with lead scoring and lifecycle stages. Its pricing page prices plans by the number of contacts you manage. At 1,000 contacts, billed annually, Standard costs US$14 a month, Professional US$22 and Enterprise US$44; on monthly billing they are US$19, US$29 and US$59. Users are generous: 10 on Standard, 15 on Professional, 25 on Enterprise. There is a 14-day free trial with no credit card required, and onboarding is listed as free.

How the price reads against Pardot: at 10,000 contacts, Professional billed yearly is US$71 a month, or $852 a year, against $15,000 for Growth+ at the same 10,000 contacts. The trap is the plan cut. Standard includes basic contact management (lists and life cycle stages), while scoring sits in Professional's complete contact management; so the plan to compare with Pardot is Professional, not Standard. For Salesforce users, the native sync pulls contacts, leads or custom modules from Salesforce into Zoho on a schedule you set; it fits best when Salesforce stays the master record. Our other figures are the 1,000-contact default, so check your own count on the slider. If you are weighing the whole Zoho suite, our Zoho review covers the CRM side.

Dynamics 365 Customer Insights is Microsoft's marketing product: it combines customer journeys and campaigns with a customer data platform that unifies profiles from several systems. The standard license costs $1,700 per tenant per month, paid yearly, with unlimited users, 100,000 Unified People and 10,000 Interacted People. The Attach license costs $1,000 per tenant per month for organizations with a qualifying Dynamics 365 application. They need a minimum of 10 users of Customer Service, Sales, Field Service, Finance, Supply Chain Management or Commerce. Extra Interacted People come in packs of 5,000, from $250 per pack per month, paid yearly, in tier 1. Going from 10,000 to 20,000 people costs $500 a month, where Pardot charges $100 for the same 10,000.

Two units to learn before you compare. Unified People are uniquely identified individuals built from your data sources, the profiles in the data platform. Interacted People are Microsoft Dataverse records you interact with, outbound or inbound (a form filled on your website counts), the closest match to Pardot's contacts. So the standard license includes 10,000 people you can market to, the same count as Pardot Growth+, at $20,400 a year against $15,000. The case for it is the Attach price and the Microsoft stack: a company already paying for Dynamics 365 Sales gets journeys and data unification at $1,000 a month. For a Salesforce shop it makes little sense; for one leaving Salesforce entirely, it is the coherent choice. Our guide to leaving Salesforce covers the CRM half of that decision.

Act-On is a B2B marketing automation platform in the same family as Pardot. It offers forms, landing pages, email nurture programs, lead scoring and CRM integration, plus account-based marketing (add-on on Professional, included on Enterprise). What sets it apart is the billing unit. Act-On prices on Active Contacts, the contacts you engage within a given month, not on the size of your database. The pricing calculator shows Professional at $900 per month for 2,500 active contacts; Enterprise is quoted. Act-On says anticipated pricing starts at the figure shown and can vary with add-ons, configuration and implementation, and it answers yes when asked whether an annual contract is required.

How the price reads against Pardot: Professional is $10,800 a year at 2,500 active contacts, below the $15,000 of Growth+. A team that stores 40,000 contacts but emails 2,500 a month is billed on 2,500. The trap is the CRM link. On Professional, CRM Integration is marked as an add-on; the Enterprise plan lists CRM integration with Salesforce, SugarCRM, NetSuite, Dynamics and more. A Pardot team that needs its Salesforce sync should get the add-on price in the quote, or compare with Enterprise from the start. Count your active contacts over the last 12 months, not just last month, because a large event or a re-engagement campaign pushes one month up.