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Top 3 Marketing Software: Comparison of HubSpot Marketing, Pardot and SharpSpring

Category: B2B News
What is the top marketing software?
The top marketing software is HubSpot Marketing, a tool that helps companies unify all their marketing processes while increasing lead conversions. Businesses can also use the tool to make changes in their websites even without the assistance of IT personnel. This results in highly interactive landing pages that are ideal for use in marketing campaigns. Marketing workflows can be streamlined using the system, which also helps users import data and generate content.

Having problems attracting and retaining customers? This is a common problem that most businesses and marketers face even in this era of multiple channels and online markets. However, there are other aspects of marketing that you can tweak to up your game. You can automate your processes, streamline your marketing efforts, and make client management much easier. All these, of course, can be done with the help of marketing software providers.

Marketing tools are a boon for most companies. Making previously taxing tasks easier to accomplish through automation. Top marketing software benefits stem from functionalities such as sending out emails, keeping client records and content posting scheduling. They likewise help analyze the performance of your marketing campaigns and lead conversions while minimizing human error. And where before advanced features were accessible to companies with deep pockets only, marketing software tools work for small business now, driven by shared economy, cloud scalability and cash flow-friendly price tiers.

To help you learn more about these systems, we have compiled three of the top marketing software currently available in the market. Their features, unique selling points and benefits will be discussed extensively. This marketing software comparison will guide you on how these apps work and give you insights on what makes a system the ideal tool.

top 3 marketing software tools

What are the top 3 marketing software?

Given the said benefits of marketing software, you are definitely missing a lot if you have yet to use one. The tools that come with these systems have been benefiting businesses in a variety of ways, the most prominent of which is marketing automation. Another benefit scenario is the fact that some apps now allow the use of videos on landing pages. As a result, 87% of marketing professionals use videos as a marketing tool, resulting in an 86% increase in conversions. This only shows how new marketing software features could boost your campaign efforts and ultimately, sales.

Another useful feature that these applications have is search engine optimization. SEO has become the order of the day when it comes to online marketing. Most companies with websites have a better chance of having a good ranking in Google search results if they use SEO. In fact, a study by HubSpot has revealed that 61% of marketers are focusing on SEO improvement. As it goes, the higher your Google ranking, the more chances of capturing leads and closing sales. All these and more make up marketing automation software. Check out our top three tools and see if one of them fits the bill.

1. HubSpot Marketing

HubSpot Marketing dashboard example

First on our top marketing software list is HubSpot Marketing. This robust solution is designed to help businesses unify all their marketing efforts, foster growth among teams and boost lead conversions. It can help users design and modify their websites to be responsive to any visitor’s device without being assisted by IT professionals.

Prominent among HubSpot Marketing features is the creation of visually pleasant and personalized landing pages, which can be utilized for campaigns and are able to distribute dynamic and static HTML messages. HubSpot can likewise help streamline marketing workflows, create content for publication and import data from other systems.

To further assist you in your marketing drives, HubSpot Marketing offers different SEO and social recommendations that can be used to share content with specific audiences and influencers. Users can come up with calls-to-action and personalized messages to individual visitors. Strategies for generating leads can be easily created with the software’s contact forms and A/B texts as they are able to determine leads with real potential.

To know more about what the system can do for your business, you have to experience using it for yourself. You can easily sign up for HubSpot Marketing free trial here.

HubSpot Marketing

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What’s even better about the platform is that it can ensure proper recording and examination of all customer interactions owing to its integrations with Salesforce or HubSpot CRM. These integrations result in data centralization, which makes for quick and accurate generation of reports that allow you to view how your marketing efforts are impacting your profits.

Key Features of HubSpot Marketing

  1. It can be used to modify business websites to make them more interactive. This contributes to positive visitor experience.
  2. Landing pages created using the software can be used in handing out static and dynamic HTML messages.
  3. It can generate content and streamline marketing workflows while being able to import data from outside systems.
  4. The app gives social and SEO recommendations for use in content sharing.
  5. It records and analyzes all interactions with customers using Salesforce or HubSpot CRM integration.

2. Pardot

Pardot dashboard example

Lead management and marketing automation software Pardot is a powerful tool that helps marketing teams in the setting up, deployment and management of campaigns, resulting in better efficiency and more revenues. It is a cloud-deployed system that helps users boost their sales pipelines, resulting in more closed sales.

With Pardot, you can better engage your customers using personalized campaigns while being able to capture accurate marketing returns-on-investment. The app’s marketing automation capabilities are anchored on features like email marketing, Lead generation and management, and powerful reporting. You can come up with programs that help generate leads while speeding up your sales cycle. However, there are top email marketing tools that are also worth looking into if you prefer using such systems.

The vendor offers a comprehensive free trial to get you up to speed with the features. You can sign up for Pardot free demo here.

Furthermore, Pardot’s B2B marketing analytics offers total visibility over the performance of your campaigns. It also has an AI-powered, account-based marketing tool while making use of Salesforce Engage automates the sales process. These features make it possible for you to identify problem areas and make improvements and determine variables that make up successful campaigns. You can read our standalone Pardot reviews if you want to know more about the platform.

Key Features of Pardot

  1. It offers insights gleaned from Salesforce CRM data for use in creating marketing campaigns.
  2. The system can map out and test all touchpoints in your campaigns, resulting in a better understanding of the customer experience.
  3. Its analytics allows users to drill down into data and derive insights into the performance of their marketing efforts.
  4. It can be accessed anytime, anywhere from any device.

3. SharpSpring

SharpSpring dashboard example

Finally, rounding up our top marketing software list is SharSpring, a robust email marketing software ideal for small businesses. It is an affordable system that has all the online marketing features that you need. You don’t have to sign annual contracts to enjoy its benefits, with the vendor requiring users only to sign up on a month to month basis.

You can rest assured that SharpSpring benefits will yield positive results from your marketing efforts. For instance, the app is built for agencies, allowing them to charge their clients to their liking. It can be used by anyone in your organization, from managers to rank-and-file personnel. For managers, SharpSpring offers sales and prospect tracking. Its CRM and email functionalities, on the other hand, can be of use to creative staff, allowing them to communicate with clients.

Should you want to investigate the platform firsthand, you can easily do so when you sign up for SharpSpring free demo here.

The system also speeds up your workflows by keeping all critical and marketing and sales materials in a common repository. SharpSpring plays well with any existing business system and third-party applications as it comes with an open API, enabling you to add to its already massive functionalities.

Key Features of SharpSpring

  1. It can start conversations using emails, paving the way for lead conversions. Personalized messages can also be created using the system.
  2. SharpSpring’s visual workflow builder simplifies marketing automation. Leads can be engaged with the use of branching logic.
  3. You can create landing pages and funnels that are highly-customized. Capturing leads from site visitors also becomes easier.
  4. The software can come up with customized forms that include reordering fields. Forms modification is easily accomplished with the app’s drag and drop functionality.
  5. SharpSpring uses powerful analytics that allows users to make intelligent decisions based on insightful reports generated by the platform.
  6. Lead identification is made simple as the tool can identify more website visitors. A behavioral tracking functionality, on the other hand, can help determine prospect motivation.

Comparison of HubSpot Marketing, Pardot and SharpSpring

Comparison of Marketing Features

Albeit not an exclusive marketing platform, Hubspot Marketing offers businesses a wide array of benefits, making it a total marketing solution and then some. This is why it is regarded as a total solution for businesses that require marketing, sales and CRM functionalities. As it is an inbound marketing software, the tool is very useful in lead generation. It can also be viewed as a pre-defined marketing funnel that lets you score leads and even distribute personalized content. You can likewise analyze the performance of your marketing efforts as you are able to access traffic data.

Comparing Hubspot vs. Pardot, the latter is designed to handle marketing campaigns and lead management. It assists marketing teams in the creation, deployment, and monitoring of online campaigns. Essentially a marketing automation platform, the app is able to handle email marketing, lead generation, and sales. These functionalities allow you to create information-driven marketing campaigns that help increase your revenues.

SharpSpring, meanwhile, is an email marketing solution targeted at SMBs. Its strengths lie in online marketing features that include prospect and sales tracking. An equally reliable system, the software is capable of initiating conversations using email, which eventually results in conversions.

Overall, HubSpot stands out in terms of marketing features. What makes it even better is that it also has CRM and sales functionalities that every marketing professional needs. But this is not to say that Pardot is a far lesser tool as it focuses on marketing campaigns, which by the way, is how every marketer reaches out to customers. As for SharpSpring, it trails the two in terms of marketing features. However, it excels in email marketing, which is popular among many small businesses, for whom the software was made for in the first place.

Comparison of Analytics

HubSpot Marketing has robust analytics that offers critical insights that enable users to come up with comprehensive reports, analyze customer behavior and monitor how their marketing campaigns are doing. They can likewise identify key market trends by analyzing reports in their CRM. These tools are not only beneficial, but they are also more importantly easy to use so that marketers can focus on what they really are supposed to do.

Pardot, meanwhile, comes with B2B analytics that helps you stay on top of your marketing game by providing insights into the performance of your campaigns. It likewise identifies campaign pain points, enabling you to rectify weak areas. The system may not be as powerful as those of HubSpot’s, but it can hold its own when it comes to marketing campaigns.

For SharpSpring, analytics come in the form of tools that allow you to create data-rich reports gleaned from critical data gathered by the system. it can follow email opens, bounces, deliveries, and clicks So that you are constantly updated on the status of your email marketing efforts.

Comparison of Customer Support

For customer support, HubSpot is the clear winner, providing phone, email and live chat that is available 24/7. It allows for self-service through a knowledge base that can provide answers to commonly asked questions. The platform offers training programs, user guides and platform certifications to help customers achieve mastery of the solution.

For its part, Pardot offers similar support, minus the knowledge base. Customers who are having issues with the product can contact support anytime as a team of competent agents are always on standby to address their concerns. The same goes for SharpSpring, albeit, it offers tickets. This ensures that all client concerns are addressed on time, every time.

Of the three, HubSpot and SharpSpring have the edge in terms of support as both can easily be contacted while offering additional support channels. Pardot comes in last with somewhat limited but nevertheless considerable support.

Comparison of Integrations

As HubSpot Marketing is touted as a complete solution, it is not surprising that it has myriad integrations under its belt. Depending on what a business needs, a suitable integration is bound to be available. For instance for analytics, HubSpot integrates with databox, Hotjar, Klipfolio, DataHero, and Lucky Orange. For advertising, the platform integrates with AdRoll, Perfect Audience and Brix, among a host of other applications. A software with integrations as comprehensive as this is bound to benefit any business.

Although providing lesser integration options, Pardot can work with a number of third-party systems through connectors, providing additional functionalities. These include Google Analytics, Twitter, Google Ads, LinkedIn and Facebook. As you can see, these integrations are very useful to those engaged in email marketing.

SharpSpring, meanwhile, integrates with third-party apps such as Salesforce, Facebook, GotoWebinar and Gmail, to name a few. It also has an open API that allows the system to play nice with other systems. As you’ll notice, these integrations are also very useful in marketing, allowing for communication, CRM and social media functionalities.

The obvious choice in terms of integrations is again HubSpot, with its ability to integrate with just about any system–all on its own. It is followed by SharpSpring with its open API and finally, Pardot, which has connectors for specific apps.

Comparison of Pricing Plans

HubSpot Marketing is being offered on a variety of pricing models. These include a free plan, which comes with all the basic functionality of the program. It is limited in features but is generally recommended for new users and compact teams. But let us focus on its Starter plan, which comes for $50/month (all packages are billed annually). It comes with all the basic features such as lead tracking and customization. What’s good about HubSpot’s pricing plans is that they can all be scaled according to your needs. This way, you pay for only what you need.

For its part, Pardot is a bit pricey for such a tool, with its Growth plan coming in at $1,500 per month. This package includes B2B marketing analytics and Salesforce Engage. SharpSpring comes close to HubSpot in terms of pricing, with the app being offered at $450/month for 1,500 contacts. Prices increase depending on the number of contacts allowed.

Of the three, HubSpot gives you the most value for your money, with its extensive sales and marketing features. The scalability of its plans is a plus but its free version really brings the house down. SharpSpring, although not as feature-rich comes in second owing to its affordability.

Comparison of Mobile Support

All three platforms are ideal for use by remote and decentralized marketing teams as they support mobile devices. However, HubSpot again tops the list owing to its support of all mobile devices, including those running on Android, iOS and Windows Mobile. Meanwhile, desktop versions are also an area where HubSpot Marketing stands out, supporting every type of machine currently in the market. Pardot and SharpSpring share the same spot, with both systems supporting machines running on Linux, Mac and Windows and Android and iOS devices. They are also web-based, allowing them to run on popular browsers.

Why HubSpot Takes the No. 1 Spot

As marketing tools, all three solutions have been found to perform well, showcasing robust marketing automation benefits. However, our experts conclude that HubSpot shines the brightest in terms of marketing functionality. Although Pardot is designed to manage sales and marketing campaigns, HubSpot is still the one with the tools needed to automatically generate leads, which is a must for any such software. As for SharpSpring, its handicap rests on its limitation to email marketing.

In the area of analytics, HubSpot also dominates. Pardot, although having the same feature, is confined to marketing campaign monitoring. But what clinches it for the former is its ease of use. Users do not necessarily have to have solid IT backgrounds to be able to efficiently operate the system. Pardot offers analytics, which is very useful although a bit limited compared to HubSpot. SharpSpring’s analytics, meanwhile, is confined to the creation of reports based on customer information and email monitoring.

When it comes to customer support, HubSpot still reigns among the three, offering support by phone, live chat, and email. But what sets it apart is the user guides and training programs that it offers, along with a knowledge base. These additional offerings are meant to help users maximize their use of the platform. Meantime, if we match Hubspot vs. Sharpspring, the latter comes in second place providing similar support channels.

Pardot, despite the fact that it offers similar support, lacks the additional services that HubSpot provides. But the thing is the vendor can be contacted at any given time, providing good access to its support services.

Of the three, HubSpot and SharpSpring have great customer support in terms of accessibility with Pardot getting the last spot due to its somewhat limited support channels.

For mobile support, HubSpot once again tops the list, supporting virtually any device such as Windows Mobile, iOS and Android, Windows and Mac and is also. For their part, Pardot and SharpSpring support all iOS and Android devices, Windows and Linux machines and can be accessed through popular browsers.

We highly recommend that you sign up for free HubSpot Marketing trial here and the two other tools in this list first just to see how each they fare in the real world.

Marketing Tech: Where to Now?

The benefits of marketing software are undeniably real. This is why sooner or later, it won’t come as a surprise if you find yourself utilizing these tools as well. Now, these apps are constantly changing, with new features and benefits being constantly added. These are seen to stem from the continued integration and consolidation of technologies. The following are but some of the trends that are seen to impact marketing in the coming years.

Use of Chatbots and AI

Artificial intelligence (AI) and chatbots continue to make their mark in marketing, helping professionals with otherwise tedious tasks. AI helps users determine customers’ preferred content and even automatically send emails using triggers. They also make welcome emails possible, greeting new subscribers, a way to improve customer engagement. The same goes for live chat, improving customer engagement by enabling site visitors and customers to instantly connect with businesses.

Personalized Content

As customer demand for personalized content continues to rise, companies have no choice but to give it to them. Such content are proven to filter out target audiences, leading to more conversions. There are numerous tools that are able to collate and interpret customer data such as purchase history and behavior. Engaging customers and prospects can be accomplished more easily by providing personalized content.

Predictive Lead Scoring

Many marketing tools are now able to tell whether or not a lead is qualified. This is done by taking into consideration different factors, including behavioral information, and demographic and social data concerning a company. From this information, a score can be assigned to a particular organization that will allow it to qualify leads. Predictive lead scoring helps prevent sharing content with the wrong customers. These developments highlight the need for companies to choose the right lead management solution.

Human Factor

Despite the onset of new technologies, the human factor remains a key consideration in marketing. AI and bots are still confined to basic marketing tasks and therefore, still unable to contribute to customer experience.

And that’s about it. Having read our top 3 marketing software list, you should now be ready to pick out the perfect solution for your business. But before doing so, it would be wise to go for trials first as they would give you a clear picture of what a system has to offer. Or better yet, give our top tool a shot and see firsthand if it fits your needs. You can easily sign up for free HubSpot Marketing trial here.

Jenny Chang

By Jenny Chang

Senior writer at FinancesOnline who writes about a wide range of SaaS and B2B products, including trends and issues on e-commerce, accounting and customer service software. She’s also covered a wide range of topics in business, science, and technology for websites in the U.S., Australia and Singapore, keeping tabs on edge tech like 3D printed health monitoring tattoos and SpaceX’s exploration plans.

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