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Affordable Marketing Automation Software: Marketo and Pardot Alternatives

Category: B2B News

Are you looking for affordable Marketo and Pardot alternatives? A marketing automation tool is essential for marketing teams and sales departments of all business size. For small and medium-sized businesses that are looking for alternatives of Marketo and Pardot with similar features at more affordable price points, plenty of robust choices are available.

Affordable Marketing Automation Software

What are affordable marketing automation software similar to Marketo and Pardot?

  1. HubSpot Marketing
  2. Exponea
  3. HasOffers
  4. Moz
  5. bpm’online marketing
  6. ActiveCampaign
  7. UpCity
  8. iContact Pro
  9. Wishpond
  10. EngageBay

Marketo and Pardot are big players in the marketing automation software industry. In the category, Pardot ranks 7 based on market share while Marketo is positioned at the 8th spot according to Datanyze. Both are full-featured and robust which make them a popular choice for medium to large businesses. While their price points are known to be on the higher end, Marketo and Pardot are actually used by companies of all sizes—small, medium, and large enterprises.

Pardot and Marketo’s position in the marketing automation category. (Source: Datanyze)

Marketo is used by many B2B and B2C brands. Its target market also includes fast-growing businesses and companies looking to upscale. Meanwhile, Pardot is a go-to marketing automation tool by users of Salesforce CRM due to their deep integration.

In a report by VB Insight, a majority of users think the cost of marketing automation tools is worth the price. Forty-seven percent found marketing automation tools fairly priced while 22% find them pricey yet worth it.

Marketing automation is worth the price according to 47% of users. (Source: VB Insight)

Budget is one of the biggest factors that impact buying decisions. For the 11% of users who find these tools too expensive, finding affordable marketing automation software solutions while not comprising features is a challenge. You may read this comparison of pricing plans based on how much marketing automation software costs for an in-depth analysis of its pricing range.

There’s also the size of your team and their experience in marketing automation software tools to consider. For instance, Marketo offers full-functionality yet it has a steep learning curve for beginners. Hence, looking for Pardot and Marketo alternatives is more reasonable to ensure you can maximize the tool effectively.

Before proceeding with the examples of inexpensive marketing automation software solutions, let’s first discuss the key features of Pardot and Marketo. This helps you comprehend which Marketo and Pardot alternatives are worth checking out based on similar features offered.

Key Features of Marketo and Pardot

Marketo and Pardot are both dominant cloud-based marketing automation platform designed to work with any business size for marketers to create, automate, and track advertising campaigns. Viewed as a “premium” marketing automation products by many, they offer a broad range of solutions for almost every marketing need.

The two made it to the top of their niche because of their functionality and robust features. To get a better understanding, here’s an overview of their key features:

  1. Lead Management. Lead nurturing and lead scoring are only some of the features offered by Pardot and Marketo. Both are effective enabling companies to monitor their prospect behavior and individualize engagement and interaction. They manage thousands of leads at a time to eliminate this overwhelming task for marketers.
  2. Email Marketing. Marketo uses a WYSIWYG (what you see is what you get) editor with a visual interface for its email builder and built to scale. Pardot’s tools, meanwhile, are geared towards automation and drip campaigns. Both lets you build your own emails from scratch which is preferred by experienced marketers but may be challenging for beginners.
  3. Landing Pages and Form Builders. Pardot and Marketo’s landing page builders and lead capture forms are intuitive. Lead forms and progressive profiling provide a clear view of users. They help in tracking the customer’s movement through your funnel and gaining insight into customer behavior and movements.
  4. Reporting. Pardot and Marketo have marketing-focused reports and analytics that help you improve ROI by determining most effective campaigns and channels. Marketo also has a unique feature that lets you attribute opportunity pipeline and revenue back to its relevant marketing program. Meanwhile, Pardot also has full-funnel reporting showing a customer’s entire lifecycle.
  5. Integrations. Since Pardot is built on the Salesforce platform, it has the most seamless integration with the CRM system and robust interoperability. Both integrate with major platforms such as eCommerce, CRM, CMS, and web conferencing. Some examples include Salesforce, Sugar CRM, Wordpress, GoToWebinar, Shopify, Magento, and WooCommerce.

Below are top 10 affordable marketing automation tools that are good alternatives to Pardot and Marketo.

Top 10 Alternatives to Marketo and Pardot 

1. HubSpot Marketing

HubSpot Marketing is the most optimal and cost-effective alternative solution in the market that’s similar to Pardot and Marketo in terms of offerings but with a more SMB-friendly pricing. It is known as one of the leaders in inbound marketing for the promotion of useful, relevant and original content. It’s best to test drive the software’s feature first to determine if it matches your marketing requirements. You can sign up for HubSpot Marketing free trial here to start.

HubSpot Marketing

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HubSpot Marketing won our Expert's Choice Award for 2018

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Since HubSpot Marketing is more consumer-focused, it packs its features and functionalities in a single system. Furthermore, it has free add-ons for sales and CRM applications for a complete solution without burning a hole in your pocket. With that, functionality is seamless and packed in a single unit for convenience.

Some similarities between these products include a multi-channel functionality (web, social media, and email, among others) for building marketing strategies. It has A/B testing, event-based triggers, lead nurturing, built-in email campaigns, and web traffic monitoring and analysis.

HubSpot is a robust and scalable solution for bringing visitors to your website and nurturing leads for small and mid-sized businesses. Not only is it more affordable (it starts at $50/month), but it also has a shorter learning curve compared to Pardot and Marketo.

2. Exponea

At its core, Exponea is a customer experience and data management platform used by marketing teams. The product is geared towards fashion brand leaders and fast-growing online retailers. Its AI-powered engagement automation helps marketing teams be more independent when it comes to data and analytics. The vendor has a comprehensive test-drive offer if you want to check
the features first. You can sign up for a Exponea free trial here.

You can conduct marketing activities by using this tool such as creating and tracking emails campaigns. Features similar to Marketo and Pardot include the omnichannel 1:1 personalized campaigns. This enables you to create timely and personalized messages to your customers throughout their entire lifecycle. Furthermore, it has ads management integrations with Facebook Ads, Google AdWords, and Analytics, among others.

It also has customer segmentation for campaigns based on customer behaviour—a feature essential for effective marketing campaigns. With its AI-powered algorithm, it also increases open rates by identifying ideal time for delivering emails to customers based on factors such as email-opening habits. You can sign up for Exponea free demo here to see if it suits your marketing needs.

3. HasOffers

HasOffers is a performance marketing platform used by advertisers and advertising networks. The platform is highly customizable to suit your needs for publisher relationships, digital marketing campaigns, and creative assets. You can use the platform or its developer tools and API for building your own solutions.

What makes it a good alternative to Pardot and Marketo is its instant visibility to campaign performance tracking. Making timely decisions is possible with access to actionable data. Its other features include email and newsletter communication, banner and commission management, and advertiser interface. Pricing of this system starts at $279/month.

4. Moz

If search engine optimization (SEO) is your marketing focus, Moz is a reliable alternative to choose. It prioritizes driving traffic to your website and improving your search rankings. This is a unique inclusion in the list for variety considering SEO as a crucial component of today’s marketing efforts.

Moz offers various products depending on your specific needs. It has an all-in-one website SEO solution (Moz Pro) and an SEO-integrated business listing solution (Moz Local). The prior lets you understand your visitors based on how they search services and products using keywords. Meanwhile, the latter helps small business and enterprises with scalable solutions for completing business listings. Both products start at a cost of $99/month.

5. bpm’online marketing

bpm’online marketing is a cloud-based CRM solution with a marketing automation platform. It connects marketing, sales, and customer service as a unified solution to completely manage customer journey. Marketing teams use it to streamline and automate marketing activities as it eventually devolves into sales.

What makes it a good alternative to Pardot and Marketo? The following features: website behavior tracking, lead management, mobile marketing automation platform, personalized email marketing, and automated lead nurturing campaigns. It has a comprehensive suite of tools that leverage a business’ efficiency such as 360-degree customer view, collaboration tools, and marketing campaign management.

The pricing is calculated based on the number of users and active contacts with a custom number of email per contact. Its website has a calculator to give you an estimate of how much the annual cost is based on your needs.

6. ActiveCampaign

Sixth on the list is ActiveCampaign. It’s a marketing automation platform with solutions for marketing, sales, and customer success. One of its top features is compiling customer information from email addresses. It fetches information such as a customer’s age, gender, location, interests, and social profiles. These can then be used to generate leads for your campaigns.

Like Pardot, ActiveCampaign has drip campaigns that are valuable for new customer onboarding and for educational series. It also has automated workflows, email marketing, sales, and CRM. Pricing is for its Lite plan is only at $17/month paid yearly for 1,000 contacts. This already includes marketing automation and email marketing, among others.

7. UpCity

UpCity is a good platform for streamlining the SEO and inbound marketing strategies of digital marketing professionals. At its core, it’s an online marketplace built to connect agencies and proven digital marketing service providers. Some of its praised features include its in-depth yet simple-to-understand reports. It also has an intuitive user experience with basic building blocks of SEO broken down for users to easily understand.

The pricing tiers of UpCity are scalable based on your agency. For a start, a free marketplace profile is available for Top Local Agency lists. Meanwhile, the cost of an UpCity Certified Partner starts at $100/month.

8. iContact Pro

iContact Pro is a simple yet robust marketing automation solution for generating custom emails and analyzing customer preferences. The feature that includes this product among top Pardot and Marketo alternatives is its advanced email marketing tools where you can create high-converting landing pages for getting the attention of your target market and capturing new email subscribers. It also segments contacts for lead nurturing using personalized emails.

It automates marketing through its easy-to-use workflows that simplifies how you target customers based on factors such as customer type, activity, and geographic location. Furthermore, it has advanced tracking and reporting, and social posting and monitoring, among others. Priced at $14 for up to 500 list size for a start, it’s one of the most affordable marketing automation tools available.

9. Wishpond

Wishpond is a tool that helps you create marketing funnels to find leads and customers online. Before anything else, it provides you two options: using the platform’s all-in-one suite of marketing tools on your own or having the Wishpond marketing experts to build and run marketing campaigns for generating leads and sales.

While Wishpond is a CRM tool at its core, it has features that are similar to Marketo and Pardot. Some examples include email marketing, landing pages, online forms, and leads database, among others. It also integrates with plenty of apps ranging from e-commerce, CRM, email marketing, and help desk. As for its price, the product can cost you from $49/month for its Starting Out plan.

10. EngageBay

EngageBay is an intuitive and easy to use marketing software that provides users with all essential features for lead acquisition, engagement, and nurturing on a single platform. This all-in-one marketing software features a wide range of tools for sales and CRM to quickly convert your leads into paying customers. It features email marketing, social media engagement, contact management, autoresponders, triggers, A/B testing, web forms, and much more.

Despite being a feature-complete marketing software, EngageBay is one of the most affordable solution for sales and marketing. This makes it an ideal platform if you wish to automate your processes and marketing funnels at an affordable price point. Pricing starts from $9.99 with a set amount of contacts and emails per month.

By Nestor Gilbert

Senior writer for FinancesOnline. If he is not writing about the booming SaaS and B2B industry, with special focus on developments in CRM and business intelligence software spaces, he is editing manuscripts for aspiring and veteran authors. He has compiled years of experience editing book titles and writing for popular marketing and technical publications.

Best Marketing Automation Software of 2019

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