ActiveCampaign VS HubSpot: Which Tool is Better

ActiveCampaign VS HubSpot: Which Tool is Better

In the fast-evolving world of digital marketing, automation tools have become indispensable for businesses aiming to streamline their marketing efforts and enhance efficiency. Marketing automation platforms, like ActiveCampaign and HubSpot, offer a suite of services designed to assist businesses in automating their marketing processes, thus significantly improving campaign management and customer engagement. These tools help manage email campaigns, social media posts, lead generation, and customer relationship management—all under one roof. Choosing the right marketing automation tool is crucial for the success of your business. The ideal tool should not only align with your marketing goals and business size but also adapt seamlessly to your operational workflows and customer engagement strategies. With the right platform, companies can expect increased lead conversions, improved customer relationships, and a significant return on investment, marking a clear path toward sustained business growth. In this comparison, we delve into two of the leading platforms in the marketing automation landscape: ActiveCampaign VS HubSpot. Both tools are renowned for their robust feature sets and scalability but cater to different user needs and business sizes. ActiveCampaign is widely appreciated for its advanced email marketing and automation capabilities, making it ideal for businesses focused on intricate marketing workflows. On the other hand, HubSpot offers a comprehensive all-in-one marketing suite that includes content management, SEO tools, and CRM capabilities, appealing to businesses seeking a holistic marketing solution. This article will explore each platform’s features, usability, pricing, and much more, providing you with the necessary insights to make an informed decision tailored to your business needs.

History and Background: ActiveCampaign VS HubSpot

ActiveCampaign’s Journey: ActiveCampaign began its journey in 2003, founded by Jason VandeBoom. It started as a software consulting firm before pivoting to the cloud-based marketing services it is known for today. This shift was driven by a vision to make powerful automation tools accessible to businesses of all sizes, without requiring them to invest in complex, enterprise-grade software. ActiveCampaign has grown significantly over the years, focusing heavily on customer experience automation, which combines email marketing, marketing automation, sales automation, and CRM into a seamless platform. The tool is designed to help businesses nurture customer relationships more deeply and effectively.

HubSpot’s Evolution: HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah at the Massachusetts Institute of Technology. It was born from the recognition of a shift in the way people shop and buy, which called for a less aggressive marketing approach. HubSpot pioneered the ‘inbound marketing’ concept, which focuses on attracting customers through relevant and helpful content, adding value at every stage in the customer’s buying journey. With its comprehensive suite that includes marketing, sales, service, and website management products, HubSpot stands out as a complete CRM platform that assists businesses in growing better by engaging leads, connecting with customers, and building lasting relationships.

Core Philosophies and Market Positioning: ActiveCampaign’s core philosophy centers around accessibility and customization, allowing users to tailor its automation tools to their specific needs, thereby making sophisticated marketing technology accessible without a steep learning curve or high cost. This philosophy has positioned it as a favorite among small to medium-sized enterprises (SMEs) looking for powerful, yet affordable automation solutions.

Conversely, HubSpot has always been about providing an all-in-one platform that serves not just marketers but sales teams, customer service managers, and web developers. Its philosophy of ‘inbound marketing’—creating meaningful, lasting relationships with customers through content that genuinely helps them—has shaped its tools and services, making it ideal for businesses that emphasize content-driven customer acquisition strategies. HubSpot’s market positioning is geared towards growing businesses that value a comprehensive, integrated approach to CRM and marketing automation, making it a prevalent choice for medium to large-sized businesses.

Core Features Comparison: ActiveCampaign VS HubSpot

Overview of Key Features: ActiveCampaign and HubSpot both offer a range of features designed to streamline various facets of marketing, sales, and customer relationship management. However, their core strengths lie in different areas of the marketing automation spectrum.

  • ActiveCampaign excels in detailed email campaign management, advanced segmentation, and personalized customer experiences. Its features include email marketing, marketing automation, sales automation, and a built-in CRM system. A standout feature is its machine learning capabilities, which predict the optimal timing to send emails to customers for increased engagement.
  • HubSpot, on the other hand, provides a more comprehensive, all-in-one marketing suite that includes content management (CMS), SEO tools, email marketing, marketing automation, CRM, and social media marketing. It’s particularly known for its powerful inbound marketing features, which help users attract visitors, convert leads, and close customers.

Comparison of Email Marketing Capabilities:

  • ActiveCampaign is known for its robust email marketing tools. It offers a wide variety of customizable templates, autoresponders, and split testing features. Users can create highly targeted campaigns based on user behavior, geographical location, and other specific criteria. Its advanced segmentation capabilities allow for highly personalized emails, which can significantly improve open and conversion rates.
  • HubSpot also offers strong email marketing capabilities but integrates these more closely with its other tools like the CRM and CMS. This integration allows for seamless transitions between marketing channels. HubSpot’s email tools are designed to work within broader digital marketing campaigns and are bolstered by extensive analytics and A/B testing options. Emails can be optimized not just for reader engagement but also for SEO and conversion tracking within the same ecosystem.

Analysis of Automation and Workflow Features:

  • ActiveCampaign’s marketing automation is highly sophisticated, allowing users to build complex, automated workflows that are triggered by specific actions or behaviors. These workflows can incorporate email marketing, lead scoring, and even third-party tools and services, providing a very tailored approach to automation that suits advanced users.
  • HubSpot offers a user-friendly visual board for creating automation workflows, which can include email sequences, social media actions, and tasks within the CRM. Its workflows are deeply integrated with all HubSpot tools, ensuring that data flows seamlessly between marketing, sales, and service departments. While it may not offer as deep customization in automation as ActiveCampaign, it provides exceptional usability and integration, making it ideal for teams looking for an all-encompassing tool.

Both platforms cater excellently to their target audiences with these features, but the choice between them often boils down to the specific needs and scale of a business’s operations. ActiveCampaign is particularly powerful for businesses that prioritize email marketing and deep segmentation, whereas HubSpot is suitable for those who require a broad range of marketing tools integrated into a single platform.

User Interface and Ease of Use: ActiveCampaign VS HubSpot

ActiveCampaign: ActiveCampaign’s user interface (UI) is designed with the intent to accommodate both newcomers and advanced users, though it leans more towards those with a technical bent due to its rich feature set and customization capabilities. The dashboard presents a clean and organized view, with a primary focus on automation features. Users can access various tools from a simple sidebar menu, including contacts, campaigns, lists, and reports.

For beginners, the initial setup and campaign creation processes are guided with helpful tooltips and a logical step-by-step approach. However, the depth of options available in automation and email segmenting can be somewhat overwhelming for those new to marketing automation. ActiveCampaign offers a library of pre-designed templates and workflows, which can significantly ease the learning curve for new users.

For experts, ActiveCampaign is a powerhouse, offering detailed analytics, complex automation builders, and advanced tagging and segmentation features. These functionalities are robust and flexible, allowing seasoned marketers to tailor almost every aspect of their campaigns and workflows to meet specific business needs.

HubSpot: HubSpot’s interface is widely acclaimed for its user-friendliness and intuitive design, which makes it ideal for beginners and advanced users alike. The platform offers a holistic view of all its tools on a clean, straightforward dashboard that simplifies navigation across various features, including marketing, sales, service, and content management systems.

Beginners can benefit greatly from HubSpot’s streamlined setup process, which includes interactive tutorials and onboarding guides to help users understand the fundamentals of inbound marketing and lead management. The drag-and-drop editors for emails and landing pages, combined with easy-to-use form builders and simple CRM tools, allow even novices to start executing effective marketing strategies with minimal prior experience.

Experts will find value in HubSpot’s comprehensive integration capabilities and the seamless way in which data flows across different functions. While it may not offer the granularity in automation that ActiveCampaign does, it still provides powerful tools for managing large-scale marketing operations, advanced reporting features, and the ability to customize workflows extensively.

Conclusion: In summary, ActiveCampaign offers a more specialized interface that caters excellently to users with a need for deep automation and customization. It is ideal for those who already have a background in email marketing and wish to leverage advanced features. On the other hand, HubSpot’s interface is exceptionally user-friendly, making it an excellent choice for businesses that require an all-in-one solution with an emphasis on content and inbound marketing strategies. Its approachability does not come at the expense of functionality, making it suitable for experts looking for an integrated marketing solution.

Integration Capabilities: ActiveCampaign VS HubSpot

Both ActiveCampaign and HubSpot excel in their ability to integrate with other software and platforms, though they do so with slightly different emphases and strengths. The ability to seamlessly connect with other tools is crucial for maximizing the efficiency and effectiveness of marketing automation platforms.

ActiveCampaign: ActiveCampaign offers a robust integration ecosystem designed to enhance its core functionalities of email marketing and automation. It supports integration with over 850 apps and services through its native integrations and a Zapier connection, which bridges ActiveCampaign with hundreds of additional tools. Popular integrations include:

  • Salesforce: For those requiring a more powerful CRM solution, integrating Salesforce with ActiveCampaign allows for the synchronization of sales data and marketing automation, creating a unified view of customer interactions.
  • Shopify: This integration enables e-commerce businesses to automate personalized marketing campaigns based on customer shopping behavior and purchase history.
  • WordPress: Connecting ActiveCampaign with WordPress allows users to capture leads through forms and manage their email marketing directly from their website.

These integrations are particularly beneficial for businesses looking to tailor their marketing tools to specific workflows, adding a layer of customization that can significantly enhance user experience and campaign effectiveness.

HubSpot: HubSpot’s integration capabilities are built around its all-in-one philosophy, ensuring that its tools work well with a broad range of software used across marketing, sales, and customer service. With more than 500 native integrations available in its App Marketplace, HubSpot facilitates extensive connectivity with other platforms. Key integrations include:

  • Slack: This integration helps streamline communication within teams, allowing notifications and data from HubSpot to be accessible directly within Slack channels.
  • Microsoft Dynamics 365: For enterprises using Microsoft’s CRM solutions, integrating with HubSpot can enhance marketing automation capabilities and provide deeper analytics insights.
  • Zoom: By integrating with Zoom, HubSpot users can manage and analyze virtual events and meetings, syncing data with customer records to improve engagement tracking and follow-up marketing.

HubSpot also offers integrations with various web service providers, social media platforms, and email service providers, enhancing its functionality as a comprehensive marketing suite.

Conclusion: Both platforms provide substantial integration capabilities that cater to a wide array of business needs. ActiveCampaign is particularly strong in customizing specific marketing operations and enhancing email automation with third-party tools. In contrast, HubSpot shines in its ability to offer a seamless, integrated experience across all facets of business operations, making it ideal for businesses looking for an expansive, all-encompassing marketing solution. The choice between the two often depends on the specific integration needs of the business and how these tools can complement existing workflows.

Customer Support and Resources: ActiveCampaign VS HubSpot

Effective customer support and comprehensive educational resources are critical components of any software platform, especially in the complex arena of marketing automation. Both ActiveCampaign and HubSpot recognize the importance of support and training in helping users maximize the value of their tools.

ActiveCampaign: ActiveCampaign offers a variety of support options designed to cater to different user needs. Their customer support includes email support, live chat, and one-on-one training sessions. The live chat is particularly notable for its quick response times, often providing real-time assistance during business hours. For more detailed inquiries, email responses are typically thorough, although they may take longer.

In terms of educational resources, ActiveCampaign excels with a rich repository of self-help materials. This includes:

  • ActiveCampaign University: A comprehensive learning platform offering courses and webinars on how to effectively use ActiveCampaign’s features.
  • Community forums: These allow users to connect with other marketers, share experiences, and gain insights into best practices.
  • Extensive online documentation and FAQs: These are meticulously maintained and provide answers to a wide range of questions about both basic and advanced functionalities.

HubSpot: HubSpot provides exceptional customer support, with multiple tiers of service depending on the user’s subscription level. All users have access to community support and extensive online resources, while premium users enjoy the benefits of 24/7 phone support and dedicated account management. HubSpot’s support is renowned for its effectiveness and the expertise of its staff, ensuring that users receive the guidance they need to troubleshoot issues or optimize their use of the platform.

HubSpot also shines in its educational offerings, which are among the best in the industry:

  • HubSpot Academy: An industry-leading educational platform that provides certifications, detailed courses, and practical tutorials not only on HubSpot’s tools but also on broader topics in marketing, sales, and customer service.
  • Community forums: A vibrant community where users can discuss strategies, ask questions, and share advice.
  • Knowledge Base: An extensive library of articles, how-to guides, and video tutorials designed to help users navigate through all aspects of the HubSpot software.

Conclusion: Both ActiveCampaign and HubSpot provide robust customer support and educational resources, but their approaches differ slightly. ActiveCampaign is highly focused on providing direct support and specialized knowledge through its educational content, making it excellent for users who prefer self-guided learning combined with the option for direct assistance. HubSpot, in contrast, offers a broader educational scope that extends beyond its own platform, ideal for users who are looking to not only understand HubSpot’s tools but also gain a broader education in digital marketing practices. This makes HubSpot particularly appealing to businesses that value continuous learning and professional development in the marketing field.

Pricing and Plans: ActiveCampaign VS HubSpot

The pricing structures of ActiveCampaign and HubSpot are designed to cater to businesses of varying sizes, from small startups to large enterprises. Each platform offers a range of plans that scale in features and price, accommodating growth and changing business needs.

ActiveCampaign: ActiveCampaign’s pricing is structured around four main tiers: Lite, Plus, Professional, and Enterprise. Each tier offers increased features, support, and scalability options, making it easier for businesses to choose a plan that fits their current needs while allowing room to grow.

  • Lite Plan: Starts at $15 per month for up to 500 contacts. This plan includes basic email marketing, marketing automation, and customer support via email. It’s ideal for small businesses or startups just beginning with automation.
  • Plus Plan: Begins at $70 per month for up to 500 contacts and includes everything in the Lite plan, plus advanced features like CRM, lead scoring, and deep data integrations. Suitable for growing businesses that need more sophisticated marketing tools.
  • Professional Plan: Starting at $187 per month for up to 500 contacts, this plan introduces machine learning capabilities, predictive sending, and attribution for a more advanced marketing strategy.
  • Enterprise Plan: Custom pricing for large-scale operations requiring a high level of customization, dedicated support, and advanced features like custom reporting and an unlimited number of users.

ActiveCampaign’s scalability is one of its strong points, offering businesses the flexibility to upgrade as their needs evolve without switching platforms.

HubSpot: HubSpot offers a slightly different pricing model that starts with a free plan and scales up through several tiers: Starter, Professional, and Enterprise. Additionally, HubSpot categorizes its services into hubs—Marketing Hub, Sales Hub, Service Hub, and CMS Hub—each available in different tiers to suit various business needs.

  • Free Plan: Offers basic features such as CRM, email marketing, and contact management. Perfect for businesses just getting started with CRM and inbound marketing.
  • Starter Plan: Starts at $45 per month, offering everything in the Free plan plus additional marketing tools like ad management and basic automation.
  • Professional Plan: Starting at $800 per month, this plan is designed for mid-sized businesses that require more advanced features like marketing automation, custom reporting, and A/B testing.
  • Enterprise Plan: Starts at $3,200 per month and is aimed at large businesses needing robust capabilities such as revenue attribution reporting and advanced team management.

HubSpot is designed for scalability, allowing businesses to start with basic features and gradually add more sophisticated tools as they grow. The platform also offers the flexibility to mix and match different hubs to tailor services to the specific needs of the business.

Conclusion: Both ActiveCampaign and HubSpot offer flexible pricing structures that can accommodate a wide range of business sizes and needs. ActiveCampaign is generally more affordable and offers a deep level of customization and automation in its higher tiers, making it suitable for businesses focused heavily on email marketing and automation. HubSpot, while more expensive, provides an extensive suite of tools across its hubs, making it ideal for businesses seeking an all-in-one solution that grows with them. The decision between the two will largely depend on the specific needs of the business, the desired level of integration, and the budget available for digital marketing tools.

Pros and Cons: ActiveCampaign VS HubSpot

Both ActiveCampaign and HubSpot are powerful tools in the marketing automation landscape, each with its unique strengths and potential drawbacks. Understanding these can help businesses decide which tool is more suited to their specific needs.



  • Advanced Email Marketing: ActiveCampaign offers one of the most powerful email marketing platforms, with extensive customization, automation, and segmentation capabilities.
  • Highly Customizable Automation: Users can create complex, multi-step automation workflows that are finely tuned to specific customer behaviors and preferences.
  • Affordable Pricing: The entry-level plan is reasonably priced, making it accessible for small businesses and startups.
  • Integrations: Extensive integration options with other tools and platforms enhance its functionality and flexibility.


  • Complexity: The depth of features and customization options can be overwhelming for beginners or businesses with simpler needs.
  • Limited CRM Features in Lower Plans: While ActiveCampaign includes CRM functionality, it is not as comprehensive as some competitors, especially in the lower-priced plans.
  • No Native Social Media Tools: Unlike HubSpot, ActiveCampaign does not have built-in social media management tools, which might require additional software for those specific needs.

Potential Deal-Breakers:

  • Businesses looking for an all-in-one marketing solution might find ActiveCampaign less appealing due to the absence of certain features like CMS and social media management, which are available in HubSpot.



  • All-in-One Platform: HubSpot provides a comprehensive suite of tools that cover marketing, sales, service, and CRM. This integration makes it easier to manage all aspects of a business’s interaction with customers.
  • Ease of Use: HubSpot is known for its user-friendly interface, making it suitable for beginners and those who appreciate streamlined operations.
  • Extensive Training and Support: HubSpot Academy is an excellent resource for learning not only about HubSpot’s tools but also about broader business and marketing strategies.
  • Strong Analytics: HubSpot offers powerful analytics and reporting tools that help businesses track their success and make data-driven decisions.


  • Cost: HubSpot can be significantly more expensive than ActiveCampaign, especially as businesses scale and add more advanced features.
  • Less Advanced Email Automation: While HubSpot offers robust email marketing tools, its capabilities in automation are generally considered less advanced compared to ActiveCampaign’s.
  • Performance Issues with Larger Databases: Some users report slowdowns when working with very large datasets or extensive contact lists in HubSpot.

Potential Deal-Breakers:

  • Startups or smaller businesses with tight budgets might find HubSpot’s higher-tier plans prohibitively expensive. Additionally, businesses that need highly sophisticated email automation might find HubSpot’s offerings a bit lacking compared to ActiveCampaign.

Conclusion: Choosing between ActiveCampaign and HubSpot will depend largely on specific business requirements, budget constraints, and the desired depth of marketing automation features. ActiveCampaign is ideal for those who need detailed, customizable email marketing and automation at an affordable price. In contrast, HubSpot is better suited for businesses looking for an integrated, all-in-one platform that covers a wide range of marketing and CRM functions, albeit at a higher cost.

Read ActiveCampaign Review 2024

Read HubSpot Review 2024

Conclusion and Recommendations: ActiveCampaign VS HubSpot

In this detailed comparison between ActiveCampaign and HubSpot, we’ve explored various facets of each platform, including their user interfaces, pricing structures, integration capabilities, and more. ActiveCampaign shines with its advanced email marketing and automation features, making it highly suitable for businesses that need sophisticated, customizable marketing tools on a budget. Conversely, HubSpot stands out as an all-encompassing, user-friendly platform that integrates CRM, marketing, sales, and customer service tools into one comprehensive suite, ideal for businesses looking for holistic growth strategies.


  • Small to Medium Businesses: ActiveCampaign is recommended if the primary need is for detailed email marketing and automation at a cost-effective rate. Its scalability also makes it a great option as businesses grow.
  • Large Businesses or Enterprises: HubSpot is the better choice for larger organizations that require an integrated suite of marketing tools and can allocate a larger budget for this purpose. Its all-in-one nature simplifies management and enhances alignment across different departments.
  • Industries Focused on Content and Inbound Marketing: HubSpot’s strong suite of content creation, management tools, and inbound marketing strategies make it particularly appealing to industries like blogging, education, and professional services.

We encourage our readers to engage with us through comments, sharing their experiences or queries about either platform. Such interactions can provide valuable insights and help others make more informed decisions.

Share This Post

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Articles