As we mentioned, HubSpot, Pardot and Act-On each provide their users with an all-in-one solution. Inbound tactics like lead management and nurturing are the binding ties that bring them all in such close conflict and proximity with each other. These features include lead scoring, email campaign management, social media integration and landing page creation.
The truth is, every one of these software systems is going to have excellent lead generation capabilities. Lead generation activities, per our article, include:
- Content offers like ebooks, whitepapers and case studies
- Inbound marketing content on your website
- Paid advertising that targets customers in social media or organic
- Advertising and remarketing
- Live events like hosting or attending summits or conferences
The differences, then, lie in the more advanced capabilities.
Compare Marketing Automation Software Pricing & Costs with our Pricing Guide
HubSpot, a famous content creator in its own right, specializes in content creation tools. They provide a ton of tools for creating and optimizing blogs, landing pages, web content, CTAs and SEO. Where HubSpot falters a little, however, is that the automation of any of these features, including email and goal-based nurturing, isn’t available in its Starter package. HubSpot’s middle and top packages (“Pro” and “Enterprise”) do, however, offer a plethora of dynamic features, the most noteworthy of these being A/B testing for CTAs and emails, dynamic content and predictive lead scoring.
Pardot has features like lead scoring, lead nurturing and email/landing page creation available in all three of its packages. But it lacks CTA, blog and SEO tools. Similarly to HubSpot, Pardot’s middle package includes A/B testing, dynamic content, and social media. The product has built-in AdWords integrations, which it shares with HubSpot with and Act-On.
Act-On offers the most features of all three systems in its least expensive package (“Professional”). Providing lead nurturing, lead scoring, segmentation, social media and more, Act-On’s less expensive package fulfills most companies’ marketing needs. Unlike HubSpot and Pardot, the Act-On platform includes A/B testing in both packages, not just the more expensive one. In addition, webinar management is a feature available only to Act-On users.
Both Pardot and Act-On also offer ABM (account-based marketing) with their marketing automation tools. ABM has become quite the popular strategy in the last couple of years, so B2B businesses especially should keep this feature in mind when evaluating vendors.