Continuing our series of articles on automation platforms, in this article we will evaluate the features, functions, advantages and disadvantages of HubSpot versus ActiveCampaign .videocamVideo version of this post play_circle_outline WATCH VIDEO list_altIndex of contents On the origins of HubSpot and Active Campaign HubSpot vs ActiveCampaign according to the stages of inbound marketing HubSpot vs Active Campaign according to other comparison variables For the development of this content we are based on our comparative guide of marketing automation tools (PDF format), in which we analyze in depth the following platforms: Active Campaign Eloqua (Oracle) HubSpot Design Directors Managers Email Lists Cloud (Salesforce) Marketo (Adobe) Pardot Salesforce)RD Station Marketing On the origins of HubSpot and ActiveCampaign HubSpot was developed by Brian Halligan and Dharmesh Shah, the creators of the inbound marketing methodology. They defined the idea of inbound marketing in 2005, and by 2006 they were already creating a tool that was 100% adapted to this methodology: HubSpot .Because of this, the platform completely revolutionized the martech industry, since. Although other automation tools existed to date, this was the only one that satisfied all the needs of the inbound marketing methodology , which was beginning to cause a sensation in the sector. ActiveCampaign had its beginnings in 2003 as an on-premise tool, which allowed automating only some marketing and contact management processes. However, in 2013 the platform began operating in the cloud as a software as a service (SaaS). Thanks to this migration in its service delivery model, the scalability and power of ActiveCampaign increased, allowing its users to automate many more marketing and sales processes, making the tool increasingly popular in the industry. Do you like what you are reading? Subscribe to the blog! EMAIL * your email I have read and accept the Privacy and Cookies Policy .HubSpot vs ActiveCampaign according to the stages of inbound marketing If you use or plan to use the inbound marketing methodology, before deciding on an automation tool you must identify the strengths and weaknesses offered by the different platforms in terms of the 4 stages of said methodology.For this reason, in our marketing automation tools comparison guide we make a detailed review on the capabilities that HubSpot and ActiveCampaign have to effectively address the following stages:Attraction Conversion Education (maturation) Closure and loyalty Attraction stage HubSpot has an internal CMS for creating web pages and blogs. ActiveCampaign lacks similar functionalities. Therefore, your user must search for an external CMS.HubSpot has tools with SEO functions that help structure content to better position it in search engines, as well as identify which elements on the web page should be optimized.
ActiveCampaign , on the other hand, does not have any option for SEO, so the user must look for other tools or plugins for optimization and content positioning.HubSpot offers direct connection to social media profiles (Facebook, Instagram, Twitter, LinkedIn, and YouTube). ActiveCampaign does not have options for social media marketing. New Call-to-Action Conversion stage HubSpot offers quite versatile features as an automation platform for the conversion stage. For example, with this tool you can create advanced forms, landing pages, chatbots, pop-ups and customizable call to action, and it also has web analytics modules.If you want to learn more about Hub Spot’s chatbots feature, we recommend reading our article Chatbot in Spanish: how to create one for free with HubSpot .ActiveCampaign , for its part, does not have many options necessary for conversion (landing pages, CTAs, pop-ups, etc.), but it does allow creating forms of different types, which can be integrated into external pages. Active Campaign Active Campaign forms Education stage (maturation)Both HubSpot and Active Campaign have their strongest points in the lead education or maturity stage. This is where both tools bring out their greatest competitive advantages.On the one hand, in HubSpot you can execute and customize all the processes of an inbound marketing strategy associated with lead education. Both its functionalities for scoring the database and for the entire automation part have multiple options and allow the development of strategies, from the simplest to the most complex, without any difficulty for the user. From the creation of lists to the assignment of properties, as well as the attribution of channels of origin of the lead, HubSpot does not miss any type of information that can help you educate your contacts.On the other hand, ActiveCampaign provides the necessary functions to execute and automate all the important lead nurturing and lead scoring processes . For example, with this tool you can automate the sending of emails and SMS, and you can create workflows quickly with “drag and drop” actions. On the other hand, in terms of the organization of lists, properties and attribution, it is somewhat more complex. Closing and loyalty stage Both HubSpot and ActiveCampaign are very powerful platforms for the closing and loyalty stage because they have functionalities that go beyond marketing:HubSpot , in addition to addressing end-of-the-funnel processes very well, has also developed sales automation and service and after-sales solutions that support sales closing and customer loyalty. ActiveCampaign offers a solution called Customer success , which is focused on optimizing loyalty and after-sales processes. Also, within your CRM, there is a “churn probability” option that analyzes the probability of customer loss or churn.New call-to-action HubSpot vs ActiveCampaign according to other comparison variables When choosing an automation platform, not only the strategic point of view is important, but also the operational and cost point of view. Therefore, in addition to the analysis criteria on the 4 stages of inbound marketing, it is necessary to compare HubSpot and ActiveCampaign with the following variables:Usability Price Scalability Medium In our comparative guide to marketing automation tools we explain how we have defined these comparison criteria at a methodological level. Usability HubSpot and ActiveCampaign are two very easy to use tools. Both have user interfaces that are easy to understand and configure. This allows users who are not experts in the platforms to quickly adapt to them. However, the downside to ActiveCampaign is that for almost most processes the user has to go through more additional steps for something that can be done more directly in HubSpot .Price In principle, HubSpot prices are cheap when working with a small or medium contact database, but they become expensive when the database becomes large.HubSpot pricing pricingHubSpot pricing If you want more information, visit our article HubSpot pricing: updated price guide for 2020 .The prices ActiveCampaign are highly valued within the community, as they are affordable considering the quality and power of the tool in terms of automating the lead nurturing, a fundamental aspect in inbound marketing.Scalability HubSpot’s scalability is characterized by being very powerful thanks to options such as, for example, modifying a landing page or email template and then massively applying that change to all landing pages or emails associated with that template in question.
Active Campaign’s scalability is good, but it has serious limitations. For example, email templates must be designed by the IT team or by an expert in the field, and the changes applied to them cannot be replicated in bulk to all associated emails. Also, you have to make sure that you classify the contacts and their properties well from the beginning, if not, later it can be a problem to reorganize them. Medium HubSpot and ActiveCampaign customer support is excellent. Of both tools we can highlight the following: HubSpot offers, among other elements: a 24/7 customer service in Spanish, a very complete knowledge base, downloadable and quite detailed user guides, and certified courses that are well valued within the industry.Active Campaign also has multiple support resources such as: tutorials and guides, knowledge base, individualized training sessions, online seminars, blog, Facebook and Twitter ticketing system or chat, among others. The problem is that the support content and customer service via chat are mainly available in English, on very few occasions we can find direct help in Spanish. As for response times, they are usually 2 days on average through the ticketing system. HubSpot ActiveCampaignIn conclusion, HubSpot and ActiveCampaign are quite powerful tools that can be more or less useful compared to the other depending on the type of work you want to do. Therefore, choosing between one platform and another will depend on the needs of each company and its Forex Email List department.In this sense, we can say that HubSpot is well suited to small and large organizations with B2B business models or to those companies with small and medium databases. Following the same line, ActiveCampaign is also suitable for SMEs due to its value for money, although it tends to be more efficient for B2C models than for B2B.Finally, we recommend that you read the HubSpot vs. Marketing Cloud and download our marketing automation tools comparison guide , in which you can see a much more in-depth analysis of the ActiveCampaign , Eloqua , HubSpot , Marketing Cloud , Marketo , Pardot and RD Station Marketing platforms .You can also access the presentation made at Inbound Leaders 2019 , in which our colleagues Neus Sánchez and Manel Bassols made the public presentation of the comparative guide in the marketing industry in Spain.Interview with Neus Sánchez and Manel Bassols at Inbound Leaders 2019 And if you plan to start using a different automation platform than the one you already have, we recommend you consult our article How to migrate from your marketing tool to another?Let us know in the comments if these comparisons have been useful to you and tell us which is your favorite automation tool and why. I would like to know your experience.