In-Depth
HubSpot
The all-in-one CRM that RevOps teams at SMB and mid-market companies rely on for unified marketing, sales, and service data. Operations Hub gives RevOps dedicated workflow, data sync, and programmable automation tools.
In-DepthActiveCampaign
Affordable marketing automation with a surprisingly capable automation builder and built-in CRM. For SMB RevOps teams that need real automation without enterprise pricing, ActiveCampaign delivers 80% of what Marketo does at 10% of the cost.
How to Choose
- HubSpot is where most Marketo refugees end up. The UX is years ahead, the learning curve is dramatically shorter, and Operations Hub gives RevOps real workflow tools. You'll pay less and ship faster, though enterprise teams may hit reporting ceilings Marketo didn't have.
- Pardot makes sense if your CRM is Salesforce and you don't want to manage a separate MAP sync. It's not as powerful as Marketo for complex nurturing, but the native Salesforce data layer eliminates the sync nightmares that eat up half your Marketo admin's week.
- ActiveCampaign is the budget play for SMB teams that don't need enterprise lead scoring. The automation builder is surprisingly capable, pricing scales on contacts instead of per-seat, and you won't need a certified consultant just to build a drip campaign.
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