ActiveCampaign vs HubSpot Comparison: Which Marketing Tool?

Nov 13, 2023 | Latest, Email Marketing Strategy, Funnel Marketing Strategy, Marketing Tips, Marketing Tools

ActiveCampaign vs HubSpot Comparison: Which Marketing Tool?

Are you a business owner trying to decide between two popular marketing tools, ActiveCampaign and HubSpot? It’s an important decision where choosing the right tool can make or break your marketing strategy. To help you make an informed choice, we’ve taken a deep dive into both platforms and share key highlights from our research so that you can make the best decision for your business. Let’s dive into learning more about these CRM tools with our ActiveCampaign vs HubSpot comparison. 

Why You Need ActiveCampaign or HubSpot?

The need for a comprehensive CRM platform (Customer Relationship Management) tool like ActiveCampaign or HubSpot comes from the increasing complexity of modern marketing.

With the demand of consumers looking for solutions to their problems 24/7, more than ever we need to get in front of our ideal audience.

activecampaign vs hubspot

With so many incredible tools available to us we have the power to reach more people and automate our entire sales funnel.

These tools assist in streamlining marketing tasks, powering up lead management, and optimising audience engagement strategies, to help you with your entire marketing funnel.

ActiveCampaign is a powerful tool known for its superior email marketing capabilities and CRM, making it a perfect choice for businesses focusing on email-driven marketing campaigns.

On the other hand, HubSpot excels in its all-in-one platform, providing a range of marketing, sales, and service tools. The choice ultimately depends on your specific business needs and goals.

Overview of ActiveCampaign 

ActiveCampaign is a powerful and comprehensive marketing automation tool that allows businesses to streamline their marketing processes, automate their sales funnels, and optimise audience engagement strategies.

This platform stands out due to its impressive email marketing tool and capabilities. This includes features such as email marketing automation, contact segmentation, and extensive data analysis.

ActiveCampaign also offers a robust CRM system that assists with nurturing leads, improving customer relationships, and closing the loop of your sales funnel. Helping turn leads into paying customers, more easily.

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Its user-friendly interface combined with advanced features such as site tracking, event tracking, and predictive sending, makes it a preferred choice for businesses that are heavily reliant on email marketing.

It is an ideal platform if you need a system that can do all of the heavy lifting for you.

What we love most about ActiveCampaign is its flexibility to grow with your business. With its advanced features and integrations with other popular tools, it truly can grow with your business.

Giving you everything that you need in a marketing system. This means it will be less likely that you will need to change systems, which can be a taxing process.

However, it’s worth noting that it may not be the ideal choice if you are seeking an all-in-one solution, as some advanced features are only available with higher-tier plans.

So when it comes down to choosing the right tool for you, you need to consider what you need the tool to do for you now and potentially in the future.

activecampaign vs hubspot

Overview of HubSpot

HubSpot is a comprehensive, all-in-one inbound marketing, sales, and service platform designed to improve lead generation and client retention. 

It’s renowned for its robust marketing automation functionalities, well-integrated CRM, and high-quality analytics.  It’s a powerful tool to consider if you are looking for an all-in-one solution.

HubSpot offers a wide range of features for content creation, social media sharing, and in-depth analytics, all under one umbrella.

This level of integration can lead to more streamlined processes and better alignment between your marketing, sales, and teams.

activecampaign vs hubspot

Although HubSpot is an excellent choice, its extensive features can seem overwhelming to beginners, and its pricing is higher compared to ActiveCampaign, making it a more significant investment.

But you need to weigh this up in terms of the features that it offers and whether you would need any additional systems outside of the platform.

For example, the pricing of ActiveCampaign may be cheaper in some circumstances, yet there may be certain key features you need that ActiveCampaign does not offer. Meaning you would need to pay for additional tools to make up for what is lacking.

Ultimately, HubSpot is ideal for businesses seeking comprehensive, integrated solutions to manage their marketing, sales, and customer service processes.

activecampaign vs hubspot

ActiveCampaign Vs HubSpot Comparison

1. Marketing Automation

When it comes to marketing automation, both ActiveCampaign and HubSpot stand out with their advanced features.

ActiveCampaign excels in email marketing automation with its robust visual automation editor that provides flexibility in personalising the customer journey.

It offers comprehensive automation workflows that trigger based on various factors such as email opens, site visits, and audience segments.

There is nothing that ActiveCampaign can’t handle when it comes to marketing and sales automation.

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This marketing automation software has incredible features and integrations, helping you achieve almost everything that you need, under one roof.

It also offers a full CRM system on the higher-tiered plans. You can create email campaigns in a matter of minutes, design the layout and branding that blends with your business, and set up email automation quickly.

On the other hand, HubSpot also offers email marketing automation, but it also extends to social media, content marketing, CRM, and sales.

The workflows are easy to use, and you can automate tasks like internal notifications and lead scoring. It is a great all-in-one CRM software suited to businesses of all sizes.

However, the level of sophistication and visibility into customer journeys that ActiveCampaign provides can be more appealing to businesses with a focus on email marketing.

Again it comes down to the features that you need and are looking for.

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2. Email Marketing Features

Both ActiveCampaign and HubSpot offer extensive email marketing capabilities. ActiveCampaign excels with its easy email campaign builder and segmentation capabilities.

This helps you easily email your list based on customer preferences, tags, links clicked, and the entire customer journey and user behaviour.

It also offers split testing and comprehensive reporting to help refine your email strategy.

HubSpot, on the other hand, offers a more holistic approach, integrating email marketing with other aspects of your digital marketing strategy.

It provides tools for personalisation, segmentation, and automation, all under one roof.

Its built-in analytics also allow for in-depth tracking and reporting, making it easier to evaluate your email marketing success.

activecampaign vs hubspot

3. CRM and Sales Funnels

ActiveCampaign has a built-in CRM system designed to help businesses manage their contacts efficiently, track deals, and nurture relationships.

It contains features like lead scoring, sales automation, and contact segmentation. It is a powerful marketing automation platform.

However, the CRM functionality is not as extensive or seamless as HubSpot’s.

HubSpot’s CRM is one of its strongest features. It’s comprehensive and deeply integrated with its marketing automation, content management, and customer service features.

This allows for a unified view of the customer, facilitating more personalised and efficient interactions.

HubSpot also provides advanced sales features like pipeline management, meeting scheduling, and advanced analytics.

This may be more attractive to businesses looking for in-depth sales functionalities. Making it a great all-in-one sales hub.

Both platforms offer unique strengths and weaknesses in their marketing automation and CRM features, so the choice between ActiveCampaign vs HubSpot largely depends on your specific business needs and budget.

activecampaign vs hubspot

4. Integration Capabilities

Integration capabilities are another essential factor to consider. Both platforms integrate with popular third-party applications such as Slack, Shopify, WordPress, and more.

ActiveCampaign integrates with over 870+ applications. This extensive range allows businesses to connect ActiveCampaign with their existing tech. It also has many integration capabilities via Zapier as well.

On the other hand, HubSpot has an ecosystem of over 500 integrations. These include CRM systems, email marketing tools, social media platforms, content management systems, and eCommerce platforms.

HubSpot’s API also allows businesses to create custom integrations, offering the flexibility to tailor the tool according to their specific needs.

While both ActiveCampaign and HubSpot provide incredible integration options, your choice between the two will depend on the existing systems that you already have in place and your needs.

activecampaign vs hubspot

5. Landing Page Capabilities

When comparing ActiveCampaign vs HubSpot in terms of landing page capabilities, both offer features to create impactful landing pages.

ActiveCampaign provides a user-friendly interface that allows you to create highly customisable landing pages without needing extensive technical skills. Making it great for beginners.

Additionally, you can create personalised experiences for different audiences based on their interaction with your website.

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On the other hand, HubSpot’s landing page tool is more comprehensive and sophisticated. It not only allows customisation but also provides A/B testing options to optimise your pages for better conversions.

Plus, with HubSpot’s integrated analytics, you can easily track the performance of your landing pages and make data-driven decisions.

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6. E-commerce Capabilities

Both tools offer impressive e-commerce features. ActiveCampaign provides a seamless integration with shopping platforms like Shopify, WooCommerce, or BigCommerce enabling you to create personalised customer journeys based on purchase history, site visits, and more.

This feature helps you to automate follow-up emails, and create abandoned cart sequences. recommend products, and target customers based on their behaviour. All helping to increase the potential for conversions.

Alternatively, HubSpot seamlessly integrates with multiple platforms like Shopify, Magento, and WooCommerce.

With HubSpot, you can use features like abandoned cart recovery, segmentation based on purchase history, and personalised product recommendations.

Both ActiveCampaign and HubSpot can be a valuable addition to your e-commerce strategies with their integrations and unique features. The final decision would depend on your specific e-commerce needs and the platform you are using.

activecampaign vs hubspot

7. Social Media Capabilities

ActiveCampaign’s social media integration capabilities allow you to track your audience’s activity on various platforms and use this data to create highly targeted campaigns.

You can easily integrate with Facebook and add your Facebook pixel. Helping you to seamlessly track your ads and actions that customers take when they join your email list.

This data can then be used to create highly targeted marketing campaigns.

With ActiveCampaign’s built-in social media automation, scheduling posts, monitoring mentions, and engaging with followers is also a powerful feature.

It can even help with creating Facebook audiences to provide personalised social media marketing.

HubSpot allows marketers to manage all their social accounts in one place, making it more efficient to monitor, publish, and analyse social content.

What sets HubSpot apart is its ability to integrate social data with other tools on its platform.

activecampaign vs hubspot

This means you can track clicks, interactions, and conversions from social posts all the way through to a sale, enabling a deeper understanding of social ROI.

Additionally, HubSpot’s social listening feature allows you to monitor online conversations about your brand and competitors, providing a wealth of actionable insights.

And it’s social media tool is integrated with its CRM, allowing for seamless synchronisation of contact information across all platforms.

What’s powerful is you can tailor your social media marketing strategies based on your audience’s interactions with your brand across multiple touchpoints.

If you need a social media scheduling tool as well as a CRM tool, then HubSpot may be your preferred choice, as it offers both under the same platform.

You need to weigh up the systems that you are currently using, what you need, and whether the price point will work for you.

Alternatively, if you are already using a social media scheduling tool like Metricool, you can opt for ActiveCampaign to handle all your marketing automation and customer nurturing needs.

activecampaign vs hubspot

8. Support and Training

Both ActiveCampaign and HubSpot offer a variety of support and training resources.

ActiveCampaign provides 24/7 live chat and email support, while HubSpot offers phone support and a vast library of educational materials.

ActiveCampaign also offers one-on-one training, while HubSpot provides certification courses as part of their HubSpot University.

Both offer you the ability to connect with their support team, however depending on whether you prefer a phone chat over email, could be a deciding factor in choosing HubSpot.

activecampaign vs hubspot

9. Learning Curve

When it comes to the learning curve, both ActiveCampaign and HubSpot have their challenges. ActiveCampaign has a relatively steep learning curve due to its extensive customisation options and complex automation capabilities.

However, once you learn the system it’s incredibly easy to navigate with all of the features you need in one system,

You also have access to its comprehensive knowledge base and customer support to help you navigate through its features.

activecampaign vs hubspot

HubSpot, on the other hand, is known for its user-friendly interface and intuitive design, making it a preferred choice for beginners.

Its platform is designed around a “drag-and-drop” concept, which simplifies the process of creating marketing campaigns. 

HubSpot also provides incredible resources, including courses, webinars, and certifications through HubSpot Academy, to help users understand its functionalities better.

If you’re a beginner, HubSpot might be easier to get started with due to its intuitive design and extensive educational resources.

However, if you’re willing to invest the time into learning ActiveCampaign’s more complex features, then it is well worth it!

As a side note, if you find either of these systems too overwhelming, then be sure to check out MailerLite or Convertkit.

These are two other systems we recommend to our clients who are absolute beginners and need basic functionality. Both offer great simple features to get you started with email marketing and automation.

activecampaign vs hubspot

10. Pricing

ActiveCampaign’s pricing starts at a much lower point, making it a more accessible choice for smaller businesses or those on a stricter budget.

HubSpot, while offering a broader range of features and functionality, comes at a higher price point, particularly for advanced features like sales forecasting and detailed reporting.

ActiveCampaign’s pricing tiers are categorised into Lite, Plus, Professional, and Enterprise.

The Lite plan, starting at around $28 US per month for 1,000 email contacts, includes basic features like email marketing, marketing automation, site and event tracking, API and webhooks, and email/chat support.

As you move up the tiers, additional features become available, including CRM, lead scoring, and advanced reporting.

The Professional plan is around $142 US per month for 2,500 email contacts and provides full access to all features.

Pricing increases with ActiveCampaign based on the number of email contacts that you have in your database.

You can also save between 20% and 26% when you choose the yearly plan, over the monthly plan.

If you start with the monthly plan you can always upgrade to a yearly plan later on, once you have fully decided that it’s the system for you.

You can trial ActiveCampaign for 14 days for free to see whether it’s the right fit for you and your business. Click here to activate your free trial.
activecampaign vs hubspot

HubSpot, on the other hand, offers a suite of products that can be purchased separately or bundled together, including Marketing Hub, Sales Hub, Service Hub, and CMS Hub. 

They have different pricing depending on whether you are a small business/individual vs a larger business or enterprise.

Each of these is segmented into its Starter and Professional tiers. Their pricing starts at $14 US per month/per seat. This includes everything in the free plan plus:

  • Email marketing
  • Landing pages
  • Live chat
  • Forms
  • Email and in-app chat support
  • HubSpot payments (U.S. only)

From there it’s quite a jump to $1080 US per month for all of their comprehensive marketing software including automation, reporting, social media and campaigns.

What’s also great about HubSpot is that they have a free plan that offers marketing, sales, service, CMS, operations and commerce tools. This allows you to test drive the system and see whether it’s the right fit for you.

activecampaign vs hubspot

Deciding between ActiveCampaign vs HubSpot from a pricing standpoint requires a deeper understanding of your business’s specific needs and financial capacity.

Knowing what features are essential to your operations will help determine which platform offers the best value for your investment.

How to Choose the Right Platform for Your Needs

When choosing between ActiveCampaign and HubSpot, it’s essential to consider your specific marketing needs and objectives.

The key is to remember there is no one-size-fits platform, and that each platform has its pros and cons.

The right platform for you will come down to your specific needs, preferences and which system just feels right to you.

Start by outlining your core requirements – this could range from lead management to social media marketing, to e-commerce functionalities.

activecampaign vs hubspot

If your focus is on social media interactions and building robust customer relationships across multiple touchpoints, HubSpot may be more suitable with its integrated CRM and social listening feature.

When it comes to ActiveCampaign love it for its ability to track customer behaviour and send personalised content catering to these interactions.

Its incredible automation features and easy integrations, make this system one of our favourites. Remember, no one-size-fits-all solution exists in digital marketing.

Your choice will depend on which platform aligns better with your marketing strategy, goals, budget and your skill level.

activecampaign vs hubspot

Next Steps

If you jump into these systems and find them difficult to navigate or need help with your email marketing and automation ecosystem, then be sure to reach out to us.

At Haymes Digital Marketing, we offer a range of services tailored to your specific needs and objectives.

We can build the systems for you, automate your sales process and manage your email marketing campaigns.

We provide guidance and support on all aspects of your digital marketing journey, from choosing the right platform to implementing effective marketing strategies.

Book a free discovery call with us to help you with your digital marketing to scale and grow your business.

Disclosure: Some of the links in this post are ‘affiliate links.’ This means if you click on the link and purchase the item, we will receive an affiliate commission.


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