ActiveCampaign vs HubSpot: which should you choose?
Quick answer: ActiveCampaign is built for automation-heavy workflows, while HubSpot suits growing b2b teams. For most users ActiveCampaign is the stronger default, but HubSpot can be the better fit depending on your budget and use case. HubSpot has the lower entry price.
ActiveCampaign versus HubSpot comes down to which trade-offs you can live with. Below we compare them on pricing, strengths and the use cases each one fits, then give a clear verdict.
Side-by-side
| ActiveCampaign | HubSpot | |
|---|---|---|
| Category | Marketing Automation | CRM |
| What it's known for | Advanced marketing automation and CRM with deep segmentation, conditional logic and predictive features. | Full CRM platform with marketing, sales and service hubs; email marketing inside a broader suite. |
| Pricing | No permanent free plan; Starter from ~$15/mo; Plus, Pro and Enterprise tiers scaling with contacts. | Free CRM + free Marketing tools; Marketing Hub Starter from ~$15-20/mo/seat, scaling to Pro and Enterprise. |
| Best audience | Automation-heavy SMBs and B2B teams that want email, CRM and sales automation in a single platform. | Growing B2B teams that want CRM, sales and marketing automation unified rather than a standalone email tool. |
| Best for | Automation-heavy workflows, SMBs needing CRM + email, B2B nurture sequences | Growing B2B teams, All-in-one CRM + marketing, High-ticket affiliate payouts |
| Entry price | from $15/mo | $0 |
| Biggest strength | Among the most powerful automation logic in the SMB price range. | Free CRM and free marketing tools to start. |
| Main caveat | Steep learning curve; overkill for simple newsletters. | Professional tier is expensive ($890/mo) with a one-time ~$3,000 onboarding fee. |
Features compared
The feature sets only partly overlap. Here is what each one actually gives you:
ActiveCampaign key features
- Visual automation builder with unlimited actions (Plus+) and conditional/branching logic
- Built-in CRM with deal pipelines and sales automation
- Advanced segmentation and site/event tracking
- Predictive sending and predictive content (Pro tier)
HubSpot key features
- Full CRM with marketing, sales, service, content and operations hubs
- Email marketing inside a broader automation suite
- Omni-channel workflows (email, social, ads, chat) on Professional+
- Lead scoring, campaigns and AI-powered email (Professional)
Pricing tiers side by side
ActiveCampaign plans
| Plan | Price | What's included |
|---|---|---|
| Starter | from $15/mo | basic automations limited to 5 actions, contact-based |
| Plus | from $49/mo | unlimited automation actions, landing pages, AI content |
| Pro | from $79/mo | predictive sending, conditional content, advanced reporting |
| Enterprise | from $145/mo | premium CRM, custom reporting, dedicated support |
HubSpot plans
| Plan | Price | What's included |
|---|---|---|
| Free | $0 | free CRM + basic marketing tools (email, forms, landing pages) |
| Marketing Starter | ~$20/seat/mo annual (1,000 contacts) | removes branding, simple automation, email/chat support |
| Marketing Professional | ~$890/mo annual (2,000 contacts, 3 seats) | omnichannel automation, lead scoring, AI email; ~$3,000 onboarding fee |
| Marketing Enterprise | ~$3,600/mo annual (10,000 contacts, 5 seats) | advanced controls and reporting |
Tiers compiled from the vendors' published plans and independent reviews; prices are approximate and change often, so confirm current figures (and your region's taxes) on each vendor's site.
Strengths compared
Where ActiveCampaign wins
The go-to when you need genuinely advanced marketing automation plus a built-in CRM without enterprise pricing.
- Among the most powerful automation logic in the SMB price range.
- Email + CRM in one tool, good for B2B nurture and sales handoff.
That makes it the stronger pick for automation-heavy SMBs and B2B teams that want email, CRM and sales automation in a single platform.
Where HubSpot wins
Email marketing embedded in a best-in-class CRM, so data and automation stay unified as a B2B team grows.
- Free CRM and free marketing tools to start.
- Email lives inside a complete CRM, ideal as you scale.
That makes it the stronger pick for growing B2B teams that want CRM, sales and marketing automation unified rather than a standalone email tool.
Verdict: choose by fit
Pick by fit rather than by an overall score.
- Choose ActiveCampaign if you fit its core audience — automation-heavy SMBs and B2B teams that want email, CRM and sales automation in a single platform.
- Choose HubSpot if you fit its core audience — growing B2B teams that want CRM, sales and marketing automation unified rather than a standalone email tool.
FAQ
Is ActiveCampaign better than HubSpot?
ActiveCampaign is the stronger default for most users, but HubSpot can be the better fit depending on your budget and use case.
What is the main difference between ActiveCampaign and HubSpot?
ActiveCampaign is the go-to when you need genuinely advanced marketing automation plus a built-in CRM without enterprise pricing. HubSpot is email marketing embedded in a best-in-class CRM, so data and automation stay unified as a B2B team grows.
Which is cheaper, ActiveCampaign or HubSpot?
Entry pricing differs: ActiveCampaign starts at from $15/mo, while HubSpot starts at $0. Compare the tiers above against your usage.
Sources
Facts above are drawn from these independent reviews and the vendors' own pages for ActiveCampaign and HubSpot: