If you're running a marketing agency, chances are you've heard of—or even used—HubSpot. As one of the most well-known marketing automation platforms, it's packed with features for lead nurturing, email marketing, CRM, and sales enablement. 

Let’s face it: HubSpot isn’t the perfect fit for every business. Whether it's due to pricing, complexity, or the sheer scale of its toolset, many agency owners find themselves searching for the best HubSpot alternatives that can deliver similar (or better) results—without the enterprise-level price tag. 

This guide explores the 5 best HubSpot alternatives that offer robust marketing automation, CRM functionality, and flexibility, ideal for agencies and businesses of all sizes. Whether you're a solo consultant looking for free HubSpot alternatives for small businesses or managing a growing team in need of affordable CRM alternatives to HubSpot, these tools provide the features you need to streamline your operations, nurture leads, and close deals faster.

Let’s dive in and find the solution that fits your agency’s unique workflow, goals, and budget.

Table of Contents

• What Is a Marketing Platform?
• Top Features Marketing Platforms Must Have in 2025
• The Best HubSpot Alternative #1: Vendasta
• The Best HubSpot Alternative #2: Salesforce's MCAE
• The Best HubSpot Alternative #3: ActiveCampaign
• The Best HubSpot Alternative #4: EngageBay
• The Best HubSpot Alternative #5: Wishpond
• How to Choose the Best HubSpot Alternative
• FAQs

What Is a Marketing Platform?

A marketing platform is an all-in-one solution that helps businesses manage, execute, and analyze their marketing activities across multiple channels to facilitate efficient service delivery and long-term client relationships. 

A solid marketing platform typically includes features such as:

• Email marketing and automation tools.
• CRM functionality to manage leads and client relationships.
• Campaign tracking and performance analytics.
• Landing page and form builders.
• Multi-channel outreach capabilities (email, SMS, social, etc.).
• Integrations with third-party apps and tools.

The best marketing platforms are designed to automate the entire customer journey—from lead generation to nurturing, conversion, and retention. For agency owners, platforms like these can serve as both an internal operations hub and a client portal.

Many agency owners are exploring the best HubSpot alternatives. While HubSpot is a well-known leader in the space, it can be costly and complex, especially for small businesses or growing agencies. That’s why many are seeking more flexible, affordable alternatives to HubSpot that still offer powerful marketing capabilities.

Whether you’re building campaigns in-house or managing them for dozens of clients, having the right marketing platform can be the key to delivering consistent, measurable results, without the overhead or hassle of disconnected tools.

What Is a White-Label Marketing Platform?

A white-label marketing platform is a ready-to-use software solution that agencies can rebrand and offer as their own. Instead of directing clients to external tools like HubSpot, agencies can provide a fully branded platform—complete with their own logo, colors, and domain—while retaining full control over pricing, service packaging, and client relationships. 

At its core, a white-label platform offers the same features you'd expect from a leading CRM and marketing automation tool: email marketing, sales pipelines, contact management, reporting dashboards, and more. The key difference is that all of this operates under your agency's identity, not the software vendor's.

For marketing agency owners, this presents a unique growth opportunity:

• You can expand your service offering with technology-backed solutions.
• You can generate recurring revenue by selling monthly software subscriptions.
• You can increase client retention by becoming the go-to source for both services and tools.

In short, a white-label marketing platform transforms your agency from a service provider into a tech-enabled partner, boosting both credibility and revenue in the process.

While HubSpot is a strong player in the marketing software space, it doesn’t offer comprehensive white-label capabilities, and its pricing may be out of reach for smaller clients. 

Top Features Marketing Platforms Must Have in 2025

As client expectations rise and digital tools evolve, marketing agencies need platforms that go beyond the basics. In 2025, the best marketing platforms don’t just send emails or track leads—they offer integrated, intelligent, and scalable solutions that empower agencies to deliver results across the entire customer journey.

Whether you’re searching for the best HubSpot alternatives, exploring affordable HubSpot alternatives for small businesses, or weighing affordable alternatives to HubSpot that align with your agency’s growth goals, these are the must-have features to look for in a modern marketing platform.

1. Unified CRM and Marketing Automation

A platform that combines CRM and marketing automation eliminates silos between your sales and marketing teams. It should allow agencies to manage contacts, track deal stages, automate follow-ups, and trigger personalized messaging based on behavior—all in one place.

2. Multi-Channel Campaign Management

Today’s clients engage across email, SMS, chat, social media, and even direct mail. A marketing platform must support omnichannel outreach to help agencies build seamless customer experiences and stay relevant in every touchpoint.

2. Built-In Analytics and ROI Tracking

Agencies must prove the value of their efforts. Platforms with customizable client dashboards, campaign tracking, and AI-powered client reporting tools make it easy to measure success and optimize strategies in real time. 

4. AI-Powered Automation

AI marketing tools are no longer a future trend. They are a core component of any platform built for 2025. From predictive lead scoring to automated campaign triggers and content suggestions, artificial intelligence helps agencies save time and make data-driven decisions at scale. It’s essential for customer journey automation. 

The Best HubSpot Alternative #1: Vendasta

Vendasta stands out as a top HubSpot alternative not only for its marketing automation and AI capabilities but also for its comprehensive white-label infrastructure.

Designed specifically for marketing agencies, local media companies, MSPs, and marketing consultants, Vendasta is more than just a CRM or marketing automation platform. It’s a full-service ecosystem that helps you scale client acquisition, fulfillment, and digital product reselling under your brand. 

Overview of Main Features

Vendasta offers a robust suite of tools to help you streamline operations, deliver results, and grow recurring revenue. Its core features include:

• A fully integrated CRM with sales pipeline tracking and contact management.
• White-label platform branding for complete customization.
• Marketing automation for emails, workflows, campaigns, and reminders.
• AI employees to automate tasks, predict customer behaviors, and take action.
• Snapshot Report for instant prospect audits and lead generation.
• Task Manager to assign and track internal and external fulfillment tasks.
• Client-facing Business App for ongoing communication and transparency.
• Access to a Marketplace with over 250 resellable digital products and services.
• Built-in invoicing, billing, and subscription management tools.

These capabilities allow agencies to manage leads, automate outreach, fulfill services, and even resell software—all in one platform.

The CRM is seamlessly integrated with Vendasta’s comprehensive suite of AI-powered products, making it a true end-to-end platform for client acquisition and retention.

Pros

• Fully white-labeled platform, ideal for agencies looking to build their own SaaS offerings.
• Combines CRM for agencies, marketing automation, sales enablement, and fulfillment tools in one place. 
• Designed specifically for agencies serving small and medium-sized businesses.
• Built-in social media management tools for scheduling, monitoring, and reporting across multiple networks.
• AI tools to help generate new leads, close deals, and provide ongoing client support.
• AI chatbot for website to capture leads, engage visitors in real time, and improve client conversion rates. 

Here's a quick visual breakdown of Vendasta's CRM:

And social marketing tool:

Cons

• The platform’s extensive feature set may feel overwhelming to very small or highly specialized agencies with limited client needs.
• Some of the most powerful features, such as AI employees, are only available on higher-tier plans.
• Agencies focused solely on service delivery might not fully leverage the platform's capabilities.

Best For

Vendasta is best for growing marketing agencies, local marketing consultants, and digital service providers who want to go beyond traditional marketing services. It’s a strong option for those looking for white-label capabilities, making it one of the best HubSpot alternatives for building a recurring revenue model. It's also a smart choice for agencies looking for HubSpot alternatives for small businesses that can scale as client needs grow.

Vendasta is also ideal for agencies looking to start AI adoption without the overwhelm. With built-in AI-powered tools like automated content generation, email recommendations, prospect intelligence, and AI employees, the platform makes it easy for teams to explore the benefits of artificial intelligence without needing deep technical expertise. It gives agencies a practical, scalable entry point into AI while keeping their workflows efficient and client-focused. 

Pricing

Vendasta offers four pricing plans: Starter at $79/month, Professional at $399/month, Premium at $799/month, and custom Enterprise plans. The plans vary in features such as team member seats, the number of Snapshot reports you can generate, access to marketplace vendors, and support levels. Onboarding is required for Professional, Premium, and Custom Enterprise plans.

Each plan includes white-label capabilities, giving agencies full control over branding, client experience, and service delivery. For those seeking affordable alternatives to HubSpot that offer powerful features and growth potential, Vendasta is a top pick.

The Best HubSpot Alternative #2: Salesforce’s MCAE

Formerly known as Pardot, Salesforce Marketing Cloud Account Engagement (MCAE) is a powerful marketing automation platform designed for B2B marketers and agencies looking to scale their lead generation and nurturing efforts. It’s part of the Salesforce ecosystem, making it a natural choice for businesses already using Salesforce CRM or those ready to invest in an enterprise-grade solution. 

Overview of Main Features

Salesforce MCAE offers a wide array of features tailored for data-driven marketing teams:

• Advanced lead scoring and segmentation for more precise targeting.
• Multi-step automation workflows to guide leads through the funnel.
• Native Salesforce CRM integration for seamless sales handoffs.
• Dynamic content personalization across email and landing pages.
• Real-time analytics and campaign performance dashboards.
• A/B testing, drip campaigns, and responsive templates.

The platform shines when it comes to aligning marketing and sales under one data-driven roof, making it a compelling contender among the best HubSpot alternatives for agencies.

Pros

• Deep integration with the Salesforce ecosystem.
• Highly customizable automation workflows.
• Excellent for B2B lead nurturing and account-based marketing (ABM).
• Robust reporting and ROI tracking features.
• Strong data governance and compliance tools (ideal for regulated industries).

Cons

• Steeper learning curve than some other CRMs.
• Can become expensive with added features or larger contact lists.
• Not as intuitive for small businesses or solo marketers.
• Limited third-party integrations outside of Salesforce's ecosystem.

Best For

Salesforce MCAE is best suited for medium to large marketing agencies, especially those serving enterprise clients or already using Salesforce CRM. It’s a great fit for B2B marketers needing deep automation and reporting features. However, it may not be the best choice for agencies looking for free HubSpot alternatives for small businesses due to its cost and complexity.

Pricing

Salesforce MCAE starts at $1,250/month for the Growth edition, which includes basic automation and lead management features. Pricing scales based on contacts and feature tiers (Plus, Advanced, and Premium plans). While it isn’t among the most affordable alternatives to HubSpot, its feature depth makes it worth considering for high-volume marketing agencies ready to invest in powerful automation.

The Best HubSpot Alternative #3: ActiveCampaign

If you’re seeking a powerful yet cost-effective marketing automation platform, ActiveCampaign stands out as one of the best HubSpot alternatives, especially for small to mid-sized marketing agencies.

It blends intuitive marketing automation tools with a robust CRM, making it a popular choice for agencies that want deep personalization, high deliverability, and excellent value without the complexity or price tag of enterprise platforms.

Overview of Main Features

ActiveCampaign is known for its marketing automation-first approach, offering a range of features that rival much more expensive platforms:

• Visual automation builder for easy email and workflow creation.
• Built-in CRM to manage deals, track contact activity, and automate sales tasks.
• Behavior-based email targeting sends the right message at the right time.
• Lead scoring and tagging to segment and prioritize contacts.
• Integrated landing pages, forms, and web tracking to boost conversions.
• Over 900 integrations, including Shopify, WordPress, and Salesforce.

Pros

• User-friendly interface with a shallow learning curve.
• Excellent automation capabilities and advanced segmentation.
• High deliverability rates and strong email performance.
• Competitive pricing for the features offered.
• Scales well from solo marketers to growing teams.

Cons

• Reporting capabilities can be somewhat limited in the lower-tier plans.
• No built-in social media scheduling or ads management.
• CRM functionality, while solid, isn’t as advanced as dedicated CRM platforms.
• Custom reporting and phone support are only available on higher-tier plans.

Best For

ActiveCampaign is ideal for small to mid-sized marketing agencies seeking affordable CRM alternatives to HubSpot that don’t sacrifice quality. It’s also a smart choice for agencies focused on email marketing, automation, and personalized client journeys.

For budget-conscious teams or those managing clients with modest marketing needs, it’s one of the best free HubSpot alternatives for small businesses (with a free trial, though not a permanent free plan). 

Pricing

ActiveCampaign offers various plans, including Starter ($15/mo), Plus ($49/mo), Pro ($79/mo), and Enterprise ($145/mo), to suit different business needs. Key features cover AI-driven automation, CRM, campaigns, analytics, and integrations with platforms like Shopify, Salesforce, and more. They provide free services like training, tutorials, and support to help users maximize their investment. 

The Best HubSpot Alternative #4: EngageBay

EngageBay is a rising favorite among agencies and small businesses looking for an all-in-one marketing, sales, and service platform at an accessible price. Designed with simplicity and affordability in mind, EngageBay brings together essential tools—CRM, email marketing, automation, landing pages, and customer support—into a single, user-friendly solution.

For those seeking affordable alternatives to HubSpot without sacrificing functionality, EngageBay offers exceptional value. 

Overview of Main Features

EngageBay combines powerful automation tools with a lightweight CRM, making it ideal for small teams and agencies that want a centralized platform. Key features include:

• Free all-in-one CRM with contact management and sales pipelines.
• Marketing automation tools include email sequences, workflows, and triggers.
• Built-in landing page and form builders.
• Help desk and live chat functionality for client support.
• Social media management tools and scheduling.
• Drag-and-drop email builder with templates and A/B testing.
• Integrations with tools like Zapier, Xero, and Mailgun.

These features help agencies manage the full customer lifecycle from acquisition to support within a single platform.

Pros

• Free-forever plan available for small teams and startups.
• Intuitive interface that’s easy to learn and use.
• Offers full-stack functionality: marketing, CRM, and support in one place.
• Great automation capabilities for lead nurturing and email marketing.
• Affordable upgrade tiers compared to most HubSpot alternatives.

Cons

• Fewer native integrations than more established platforms.
• Customization options are more limited compared to enterprise CRMs.
• Reporting and analytics tools are basic unless you're on higher-tier plans.
• Some advanced features require jumping to paid tiers quickly as you scale.

Best For

EngageBay is best for small to midsize marketing agencies, solopreneurs, and startups that want a cost-effective, user-friendly platform. It’s an excellent fit for those seeking HubSpot alternatives for small businesses with limited budgets or early-stage growth goals. Agencies working with multiple small clients will appreciate its affordability and breadth of features.

Pricing

EngageBay offers competitive pricing with plans suited to small agencies:

• Free Plan: Includes basic CRM, email marketing, and support tools for up to 250 contacts.
• Basic: Starts at 12.74 USD/month, expanding contact limits and automation capabilities.
• Growth: Starts at 55.24 USD/month with advanced automation, A/B testing, and more storage.
• Pro: Starts at 101.99 USD/month, adding custom reporting, phone support, and role management.

All plans are modular—available separately for marketing, sales, and support, or bundled as an all-in-one package. EngageBay’s pricing makes it one of the most affordable alternatives to HubSpot, especially for agencies working with lean budgets or value-conscious clients.

The Best HubSpot Alternative #5: Wishpond

Wishpond is a powerful marketing platform designed for small businesses and marketing agencies that want to generate leads, automate campaigns, and build high-converting landing pages—all without technical expertise. Its strength lies in simplicity, affordability, and a service-first model that also offers hands-on marketing support for those who want more than just software.

For agencies looking for a practical solution that balances usability with results, Wishpond stands out as one of the best HubSpot alternatives, especially when working with local businesses or startups. 

Overview of Main Features

Wishpond provides a range of tools tailored for lead generation and campaign automation. Core features include:

• Drag-and-drop landing page builder with built-in templates.
• Popups and forms to capture leads and drive conversions.
• Email marketing automation with customizable workflows.
• Lead management with scoring and segmentation tools.
• Social contests and promotions to boost engagement.
• Integration with platforms like Mailchimp, Salesforce, Shopify, and more.
• Optional managed services where Wishpond’s team runs your campaigns for you.

The platform emphasizes ease of use, enabling small teams or solo marketers to launch effective campaigns without needing a full tech stack.

Pros

• Very easy to set up and use, even without marketing or design experience.
• Excellent for agencies focusing on lead generation and conversion optimization.
• Includes tools for landing pages, popups, and social campaigns in one place.
• Offers managed services for agencies that want help executing campaigns.
• Competitive pricing, especially for the feature set and support offered.
  

Cons

• CRM and sales tools are limited compared to more comprehensive platforms.
• Reporting and analytics are not as advanced as enterprise-level solutions.
• Less suited for complex B2B pipelines or multi-touch sales journeys.
• Limited customization options compared to platforms like Salesforce.

Best For

Wishpond is best for small to midsize marketing agencies that want an easy-to-use platform focused on generating leads and automating basic campaigns. It’s an ideal solution for agencies working with local businesses, service providers, or startups, and a strong choice among HubSpot alternatives for small businesses. It’s also well-suited for agencies seeking affordable alternatives to HubSpot that don’t require a steep learning curve or large upfront investment.

Pricing

Wishpond’s pricing is quote-based and tailored to the client’s needs. Pricing increases depending on feature access, contact list size, and whether you opt for their managed marketing services.

Agencies interested in both tools and execution support can explore Wishpond’s all-inclusive marketing service plans, which combine software access with expert-led campaign management.

How to Choose the Best HubSpot Alternative

With so many marketing platforms on the market, selecting the best HubSpot alternative for your agency can feel overwhelming. Whether you're looking to reduce costs, simplify your tech stack, or offer a white-labeled solution to your clients, the right platform depends on your agency’s goals, resources, and client base. 

Here is how the marketing platforms explored so far stack up:

Here are a few key considerations to guide your decision:

1. Define Your Agency’s Core Needs

Start by identifying which features are essential to your operations. Do you need robust CRM and sales tools, or is marketing automation your top priority? Are you looking for something that includes social media management, client reporting, or landing page builders?

If you're working with startups or local service businesses, prioritize platforms that deliver on ease of use and lead automation. 

For larger agencies or those managing complex pipelines, look for tools with deeper automation, audience segmentation, and analytics. 

2. Consider Budget and Scalability

HubSpot is powerful but often cost-prohibitive, especially for smaller agencies or clients with lean budgets. That’s why many are turning to more affordable alternatives to HubSpot that offer flexible pricing and room to grow.

If you're a new agency or targeting small business clients, explore platforms like EngageBay or Wishpond that offer free or low-cost entry points. For growing teams, tools like ActiveCampaign or Vendasta provide excellent value with features that scale as your business expands.

3. Look for White-Label and Custom Branding Options

If you want to generate recurring revenue and differentiate your agency, consider a platform that supports white labeling. Solutions like Vendasta allow you to resell marketing and CRM tools under your own brand, giving you control over pricing, positioning, and client experience.

This is especially valuable if you're serving clients who want all-in-one solutions but don't want to juggle multiple tools or providers.

4. Evaluate Ease of Use and Support

A feature-rich platform is only valuable if your team can use it effectively. Look for intuitive interfaces, clear onboarding, and responsive customer support. If you're planning to onboard clients to the platform, make sure training resources and client dashboards are easy to navigate. 

5. Prioritize Integration and Flexibility

Your marketing platform should integrate smoothly with the tools you already use—like email marketing providers, ad platforms, ecommerce systems, and analytics tools. Choose a solution with robust native integrations or reliable API access to future-proof your tech stack.

The Right HubSpot Alternative Is Closer Than You Think

HubSpot has long been a go-to solution for marketing automation, but it’s not the only option, nor is it the most budget-friendly or flexible for every agency. Whether you’re running a lean team, scaling your client base, or looking for more control through white-label tools, there are excellent platforms that offer the features you need without the enterprise-level price tag.

From powerful all-in-one solutions like Vendasta and ActiveCampaign, to user-friendly and affordable alternatives to HubSpot like EngageBay and Wishpond, there’s a platform to match your agency’s workflow, goals, and growth stage. If your clients are small businesses, tools like Zoho CRM and Wishpond provide simple, scalable systems that deliver real value, making them some of the top HubSpot alternatives for small businesses.

The key is to choose a platform that aligns with your agency’s needs today, but also has the flexibility to support your long-term vision. Whether you prioritize automation, affordability, white-label capabilities, or ease of use, the right alternative is out there—and it may just help you grow faster, work smarter, and serve your clients better.

Ready to make the switch? Request a demo today!

FAQs

What is the best HubSpot alternative for small businesses?

The best HubSpot alternatives for small businesses are marketing platforms like Vendasta, EngageBay, Wishpond, and Zoho CRM. These tools offer essential marketing automation and CRM capabilities at a much lower cost than HubSpot, making them ideal for small teams, startups, and local marketing agencies.

Are there any free alternatives to HubSpot?

Yes, platforms like EngageBay and Zoho CRM offer free plans with limited but useful features, making them excellent HubSpot alternatives for small businesses on a tight budget. Vendasta also offers free access for agencies exploring white-label CRM and automation solutions.

What makes a platform a good HubSpot alternative?

A good HubSpot alternative should offer core features like CRM, email marketing, workflow automation, and analytics, while also being more affordable, easier to use, or more flexible. For agencies, white-label capabilities and client management tools are also key differentiators.

Which HubSpot alternative is best for agencies?

Vendasta is often considered one of the best HubSpot alternatives for agencies due to its white-label features, CRM, marketing automation, and built-in marketplace. It’s especially well-suited for agencies looking to resell software, streamline fulfillment, and grow recurring revenue.

How do I choose the most affordable alternative to HubSpot?

Look for platforms that offer pricing based on your agency's size and needs. ActiveCampaign and EngageBay are among the most affordable alternatives to HubSpot, offering great automation tools at a fraction of the cost. Be sure to evaluate what's included in each plan to avoid hidden costs as you scale.

Do any HubSpot alternatives offer white-label CRM?

Yes. Vendasta stands out for its white-label CRM and full-platform rebranding capabilities. This allows marketing agencies to offer their own branded software solutions to clients while maintaining control over pricing and customer experience.

This article was originally published in May 2020 and was updated in May 2025  to include the latest information and insights.