Act-On vs. Pardot vs. HubSpot Comparison White Paper

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1 Act-On vs. Pardot vs. HubSpot Comparison White Paper Published 018 Battle of the Best: Integrated Marketing Tools About BrainSell Ready? Set. Grow! BrainSell engineers smart growth with business savvy, technology, and consulting services for clients of all sizes across North America. We guaranteed unbiased business advice. We use a proven process to help growing businesses identify the clearest areas of potential growth and improvement in their processes. If software will help those processes, then our team of technology experts can advise on choosing the best platforms for the job. Ready? We listen. What is your business struggling with? We help you see through the ever-changing list of priorities and issues to drill down to the best areas to improve and move the needle yes, we are driven to find ways to make your business more profitable. We can help your business by understanding what your end goals are first. Set. BrainSell analysts can help document current and proposed processes, and even help select software (CRM, ERP, marketing automation, BI platforms, to name a few). Grow! BrainSell software analysts and engineers can help design, engineer, build, test and train your team on the selected software. We work with you to assess the readiness of your team so that the adoption of your new software is successful. We re here to help! Please call us any time or sales@brainsell.net 8 Boston Street, Suite 1, Floor, Topsfield, MA. 0198, USA Toll Free: sales@brainsell.net

2 CRITERIA Minimum cost per month based on 1k contacts with full-feature version $1,080+ $1,100+ $1,00+ Content Management System (Hosts your website) Dynamic SEO/Keyword Monitoring Integrates well with non-salesforce CRM Systems Realized ROI in the first months? (G Crowd Data) Full Automation Software Comparison Points: Cost based on 1,000 contacts Does the Automation tool act as a CMS (does it host your website?) Integration Capabilities With Non-Salesforce CRMs Realized ROI in Months Landing Page Builder Details Typical Company User Size SEO / Keyword Tool Features Overview: The best marketing automation software incorporates many of the same elements List building, CRM integration and /Drip campaigns just to name a few. How smoothly and how tightly incorporated the elements are will cause one software to be better than another. Building landing pages, reporting on analytics and executing campaigns is another very important comparison point when reviewing potential marketing automation software. 018 BrainSell LLC. 8 Boston Street, Suite 1, Floor, Topsfield, MA. 0198, USA Toll Free:

3 1Cost Other than Net-Results (more on that later), Act-On is the most affordable option that can be scaled. Cost is one of the areas that set Act-On apart. Best of all, there is no price increase ($1,080 / per month) until you arrive at,000 contacts from 10,000. Acts as a CMS? Because Act-On is strictly marketing automation, it relies on CRM software to bring a lead fully through the funnel. Act-On will need to be coupled with your existing website (i.e. a WordPress site) to present a fully automated sales and marketing machine. Typical Company User Size Act-On users are primarily small businesses (8% according to G Source), yet their software is scalable enough to support enterprise-level implementations. According to Brandee Johnson, Marketing Manager at LEGO, I needed something that had a low floor and a high ceiling. For this reason, and unlike HubSpot, Act- On is great software to grow with. SEO / Keyword Tool Features? Act-On has SEO friendly landing pages that can be created. Act-On landing pages rely on a different URL than your normal website, so you may just want to embed Act-On forms into your existing webpages for maximum SEO effect. Still, Act-On lets you analyze the SEO of any given page, not just your websites. This means that their tool does not automatically crawl your pages, but you can manually check on the SEO health of any given page, on any given website. Integrates Well With Non-Salesforce CRMs Act-On, unlike HubSpot and Pardot, integrates extremely well with almost any CRM system (Infor, SugarCRM, Saleslogix, etc.), not just Salesforce. Act-On puts in a lot of effort into its CRM integrations, because it doesn t have any native CRM system. Realized ROI According to G Source, Act-On was the only Marketing Automation Tool that gave the majority of user companies a ROI within six months (%). Pardot came in second (7%) and HubSpot came in last (%). Act-On is fantastic marketing software to grow and scale with. It is not a true All-in-one tool as in HubSpot, and it is not a CRMfirst tool as in Pardot. Act-On provides a super-solid platform to market off of and comes at a great value. You will have to end up footing the bill for a CRM system with Act-On (any CRM) and with Pardot (Salesforce), but the benefits are typically worth it as HubSpot CRM is not very sales oriented. Act-On is also much easier to get out of than HubSpot. You have to move your whole website off HubSpot to leave. We think Act-On is the best solution for most businesses out of these three, unless your website is brand new. 018 BrainSell LLC. 8 Boston Street, Suite 1, Floor, Topsfield, MA. 0198, USA Toll Free:

4 1 Cost Pardot s $1,100 package does not include any level of support. This number can be misleading. To get in-person call support, you have to spend at least $,000 per month to get into Pardot s Ultimate package. For this reason, the price is a real gotcha for people looking for an affordable marketing automation system. Acts as a CMS? Pardot does not act as a CMS (your website) and therefore it relies on Salesforce to bring a lead fully through the funnel. This means you have to pay for Salesforce just to be able to use Pardot. Pardot will need to be coupled with your existing website (i.e. a WordPress site) to present a fully automated web presence. Typical Company User Size Pardot aims for Mid-market to Entprise-level companies (0-10,000+). SEO / Keyword Tool features? Like many of their features, this feature is not available in Pardot s basic package. Pardot does an okay job with keyword research, but doesn t prompt you when to do research like HubSpot does. Integrates well with Non-Salesforce CRMs Keep in mind that Pardot is brought to you by Salesforce. For that reason, the most seamless integration comes from Salesforce s software suite. Unlike HubSpot, Pardot does integrate with any other CRM, making you essentially stuck with Salesforce if you want to use it. Realized ROI 7% of Pardot users reported an ROI in months, which really isn t that bad. That being said, most companies who use Pardot have a marketing team (because they have a larger user size) which can really help get the ROI started from an Automation system. Like all automation systems, they are only as good as the people who use them. Pardot is a great marketing system that works at an enterprise-level. Pardot s super-tight integration to Salesforce makes it a no-brainer for Salesforce users, but Act-On does basically every single thing Pardot does plus way more, and is way cheaper. Bottom line is, you can get a lot of the same functionality as Pardot for less money with Act-On, but Pardot s brand recognition keeps them in the game. If you don t care how much you spend on an automation tool and know you are going to stick with Salesforce, Pardot is your tool. 018 BrainSell LLC. 8 Boston Street, Suite 1, Floor, Topsfield, MA. 0198, USA Toll Free:

5 1 Cost As you can see on our chart, the more contacts you add in HubSpot, the more expensive it becomes. It costs an additional $0/1,000 contacts at the Professional version of HubSpot. Most people who don t have a need for website hosting do not get as much value out of HubSpot. Acts as a CMS? One of the biggest differentiators between HubSpot and Act- On is its ability to host your website. We find that this is especially useful for startups who are looking to get their first spark of inbound traffic. Truthfully, most fully-fledged websites end up eventually moving out of HubSpot. Typical Company User Size Because HubSpot s customer list is densely populated with small businesses (%), they make much of their money adding on costs/contact. HubSpot is a templated content management system (CRM) and many companies with their own web designers outgrow HubSpot s tools and landing page builders. SEO / Keyword Tool features? HubSpot does a really nice job of carrying leads through the marketing funnel. We at BrainSell wouldn t recommend HubSpot for bulk ing (more than 10,000 contacts), but HubSpot does a nice job of letting you marketing directly to your converted leads once you get them. HubSpot does much more than the other companies in teaching you inbound marketing tactics, and forces you to create calls-to-action and other marketing features during the software training period. Integrates well with Non-Salesforce CRMs HubSpot s best integration is with Salesforce CRM, but also merges seamlessly with SugarCRM and their own native HubSpot CRM. HubSpot does a great job of merging marketing data with sales data and automatically provides metrics that SugarCRM and Salesforce CRM can t provide (such as traffic sourcing). Realized ROI According to G Source Data, only % of folks received an ROI in their first year. HubSpot s$,00 / month package is their best value, but for that much money, you can get much more out of Act-On. 7 Landing Page Builder Like Pardot and Act-On, Hubspot has a templated landing page builder, unlike tools like Net-Results, that has a drag and drop mechanism. Sometimes spacing things the way you want them is difficult in HubSpot, but the pages are SEO friendly and behave responsively. HubSpot is still one of the best all-in-one marketing platforms available on the market. If you want an easy-to-use, template website builder integrated with your marketing efforts, HubSpot is the best available. HubSpot will perform this migration to get you into HubSpot, but will not perform the migration to get you out. If you are a startup or a content-centric marketing organization, HubSpot is still a solid choice. 018 BrainSell LLC. 8 Boston Street, Suite 1, Floor, Topsfield, MA. 0198, USA Toll Free:

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