Marketing automation tools can save agencies time, cut costs, and boost results. But how much do they actually cost? Here’s a quick breakdown of five popular platforms:
- HubSpot Marketing Hub: Plans start at $1,250/month. Enterprise features cost $3,600/month. Onboarding fees range from $3,000 to $7,000.
- Adobe Marketo Engage: Pricing starts at $1,000/month. Implementation costs can go up to $99,000.
- ActiveCampaign: Affordable plans start at $19/month, with advanced features at $145/month. Add-ons like SMS and custom reports may increase costs.
- Salesforce Pardot: Pricing begins at $1,250/month. Advanced tiers can cost $15,000/month. Requires Salesforce CRM, which is billed separately.
- GoHighLevel: Budget-friendly plans start at $97/month. Advanced features like white-label apps cost $497/month.
Quick Comparison Table
| Platform | Starting Cost | Enterprise Cost | Key Features | Contract | Trial Period |
|---|---|---|---|---|---|
| HubSpot | $1,250/month | $3,600/month | CRM integration, advanced reporting | Annual | 14 days |
| Marketo | $1,000/month | $3,000+/month | B2B focus, predictive audiences | Annual | Demo only |
| ActiveCampaign | $19/month | $145+/month | AI tools, e-commerce features | None | 14 days |
| Salesforce Pardot | $1,250/month | $15,000/month | Salesforce integration, Einstein AI | Annual | Demo only |
| GoHighLevel | $97/month | $497/month | White-label tools, unlimited accounts | None | 14 days |
Each platform has additional costs like onboarding, add-ons, or usage-based fees. For small agencies, GoHighLevel offers a low-cost starting point. Mid-size agencies might prefer HubSpot or ActiveCampaign for their balance of features and pricing. Larger enterprises benefit from Marketo or Salesforce Pardot for their scalability and advanced tools.
Choosing the right platform depends on your agency’s size, budget, and specific needs. Dive into the full article for detailed pricing, features, and tips to maximize your investment.
Marketing Automation Software Price Comparison Guide
1. HubSpot Marketing Hub Pricing
HubSpot Marketing Hub offers two pricing tiers for agencies: Professional and Enterprise. The Professional plan starts at $1,250 per month, while the Enterprise plan begins at $3,600 per month. Both plans require an annual commitment [4].
Professional Plan ($1,250/month)
- Includes 3 user seats (additional seats are $50/month each)
- Comes with 2,000 marketing contacts
- Supports up to 50 connected social media accounts
- Allows for 1,200 active lists and 1,200 static lists for segmentation
- Provides 25 dashboards, each with up to 30 reports
- One-time onboarding fee: $3,000 [2]
Enterprise Plan ($3,600/month)
- Includes 5 user seats (additional seats are $75/month each)
- Comes with 10,000 marketing contacts
- Supports up to 300 connected social media accounts
- Allows for 2,000 active lists and 2,000 static lists
- Provides 50 dashboards, each with up to 30 reports
- One-time onboarding fee: $7,000 [2]
| Feature Comparison | Professional | Enterprise |
|---|---|---|
| Email Send Limit | 10x contact tier | 20x contact tier |
| Ad Retargeting | 5 audiences | 15 audiences |
| Custom Reports | 100 reports | 500 reports |
| Teams Support | Up to 10 teams | Up to 300 teams |
Additional Costs to Keep in Mind
- Extra Contacts: $250/month for every 5,000 additional contacts (Professional plan)
- API Add-On: $500/month for up to 1,000,000 API calls per day
- Custom Reporting Add-On: $200/month [3]
Consulting Services
HubSpot also offers optional consulting services, which include:
- Inbound Consulting: $500–$1,750 per month
- Technical Consulting: $1,800 per month
- Premium Consulting: $3,200 per month [3]
All-in-One Platform and Advanced Features
HubSpot’s platform integrates sales, marketing, and service tools. The Professional Customer Platform, which includes Marketing, Sales, Service, Content, Operations, and Commerce Hubs, starts at $2,952 per month [4]. Enterprise users gain access to advanced tools like multi-touch revenue attribution (tracks up to 10,000 logged interactions per contact), custom objects (up to 10 object definitions), and a standard sandbox account for testing [2].
Next, we’ll explore how Marketo’s pricing compares for agencies.
2. Marketo Cost Structure
Marketo, designed for enterprise-level marketing, starts at $1,000/month, with annual costs ranging from $40,000 to $200,000 depending on the number of contacts and selected features [5].
Core Pricing Tiers
Marketo offers four pricing plans to suit various needs:
| Plan Level | Key Features | Contact Limit | User Limit |
|---|---|---|---|
| Growth | Email, segmentation, automation | Basic | Up to 10 users |
| Select | Includes events, webinar tools, ROI dashboards | Expanded | Higher limit |
| Prime | Adds account management, predictive audiences | Advanced | Custom |
| Ultimate | Includes Marketo Measure attribution | Enterprise | Custom |
The next step involves examining deployment costs through certified partners.
Implementation Costs
Certified partners provide the following implementation packages [6]:
- Bronze Package: $18,000 for a 2-month setup
- Silver Package: $60,000 for a 4-month setup and optimization
- Gold Package: $99,000 for a 6-month setup and optimization
Additional Costs to Consider
Other expenses include:
- Onboarding Fee: A one-time setup cost of $4,500 [7]
- Support Hours: Limited to 15 hours before extra charges apply [7]
- CRM Integration: Requires purchasing separate CRM software for full functionality [7]
These factors contribute to the overall cost assessment.
Cost Breakdown Example
For 20,000 contacts, the estimated annual costs are:
- Base Platform Cost: $27,000 [8]
- Implementation: Starting at $18,000 [6]
- Total First-Year Cost: Around $45,000
Scaling for Large Enterprises
The Enterprise tier is designed for agencies managing over 200,000 contacts. Pricing depends on contact volume, chosen modules, implementation complexity, and integration needs [5].
Marketo also integrates seamlessly with other Adobe products, which can streamline workflows and potentially reduce some costs for agencies already using Adobe tools [9].
3. ActiveCampaign Price Plans
ActiveCampaign provides four pricing options tailored to different contact levels and feature requirements.
Core Plan Overview
| Plan | Starting Price | Key Features |
|---|---|---|
| Starter | $19/month | Basic automation and email campaigns |
| Plus | $49/month | Landing pages and advanced automation |
| Pro | $79/month | Predictive sending and conditional content |
| Enterprise | $145/month | Custom reporting and dedicated support |
Features by Tier
The Pro plan includes three user seats, predictive sending, and generative AI tools. The Enterprise plan goes further, offering premium CRM integrations and dedicated account management.
Extra Costs to Consider
Some features come with additional fees:
- SMS Marketing: $21/month base fee, plus charges for message credits
- Custom Reports: Starting at $159/month
- Dedicated IP Address: One-time fee of $750 (only available with the Enterprise plan)
- Email Overage Fees: $5 for every additional 5,000 emails sent [10]
Contact-Based Pricing Adjustments
Pricing adjusts based on the number of active contacts:
- Starter and Plus plans allow for 10× the contact limit.
- Pro offers 12×, and Enterprise allows 15× the contact limit.
ActiveCampaign sends automated alerts 15 days before you exceed your contact limits. If limits are surpassed, campaigns are paused. Only active contacts are counted toward these limits.
Competitive Pricing
ActiveCampaign is competitively priced compared to similar platforms. For instance, the Starter plan at $19/month offers more value than Mailchimp‘s Essentials plan, which costs $26.50/month for lists under 1,000 subscribers [10]. These rates also include tools for managing usage effectively.
E-commerce Features
If you’re focused on e-commerce, note that these features are available only in the Plus plan and higher. This may result in a higher initial cost compared to platforms like Klaviyo, which specialize in e-commerce [10].
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4. Salesforce Pardot Costs
Salesforce Pardot, now called Marketing Cloud Account Engagement (MCAE), provides four pricing tiers tailored to different business needs.
Core Pricing Structure
| Edition | Monthly Cost | Contact Limit | Key Features |
|---|---|---|---|
| Growth | $1,250 | 10,000 | Basic email marketing and lead management |
| Plus | $2,750 | 10,000 | Advanced automation and custom roles |
| Advanced | $4,400 | 10,000 | Salesforce Einstein integration and business units |
| Premium | $15,000 | 75,000 | Advanced analytics, predictive lead scoring, and premium support |
Additional Costs
There are a few extra charges to consider:
- Additional contacts: $100 per 10,000 per month
- B2B Marketing Analytics Plus: $3,000 per user per month
- Sales Emails and Alerts: $50 per user per month
- Custom object integration (Plus): $400 per month
- Custom user access and roles (Plus): $500 per month
Implementation Costs
Implementation services can vary widely depending on your needs:
- Basic setup: $2,000–$7,000
- Standard setup: $5,000–$9,000
- Premium setup: $8,000 or more
API Limitations
Daily API call limits differ by tier:
- Growth: 25,000 calls
- Plus: 50,000 calls
- Advanced and Premium: 100,000 calls
Real-World Performance
“We had been using Pardot [Marketing Cloud Account Engagement] for a few years, but it had no product evolution. It was five or six years behind the current marketing technology… A campaign that used to take four different team members and six web-based tools can be done by one person with HubSpot. That operational efficiency just scales incredibly.” – Chris Gefvert, Director of Marketing and eCommerce, Allied Wire and Cable [13]
Key Considerations
Pardot is one of the pricier marketing automation tools, so it’s important to weigh the following:
- Annual contracts: All plans require a yearly commitment.
- Salesforce CRM dependency: Pardot requires Salesforce CRM, which is billed separately.
- Training and support: Included across all pricing tiers.
- Advanced features: Tools like Einstein AI integration are exclusive to higher-tier plans.
For example, one electronics manufacturer reported a 27% boost in lead generation and a 12% increase in email conversions after implementing Pardot professionally [12].
Technical Support
Every plan includes:
- Access to user forums
- Weekly live training sessions
- Extensive training videos
- Dedicated success specialists
Businesses managing multiple clients may find the Advanced and Premium tiers appealing due to their business units feature. However, these tiers come with a hefty price tag compared to other options [11].
While Pardot delivers enterprise-grade features, its cost positions it as a better fit for larger businesses already using Salesforce. Up next, we’ll dive into GoHighLevel’s pricing structure.
5. GoHighLevel Price Guide
Here’s a detailed breakdown of GoHighLevel’s pricing structure for agencies.
Core Subscription Plans
| Plan | Monthly Cost | Annual Cost (16.6% savings) | Key Features |
|---|---|---|---|
| Agency Starter | $97 | $970 | Basic CRM, up to 3 sub-accounts |
| Agency Unlimited | $297 | $2,970 | Unlimited sub-accounts, white-label web app |
| Agency Pro | $497 | $4,970 | SaaS mode, advanced API, split testing |
Additional Costs for Communication and Email Services
Some features, like phone and email services, come with extra charges:
- Phone Services
- Local numbers: $1.15/month
- Toll-free numbers: $2.15/month
- Outbound calls: $0.014/minute
- SMS messaging: $0.0079 per segment
- Email Marketing
- Standard emails: $0.675 for every 1,000 emails sent
- Dedicated IP: $59/month per domain
- Email verification: $2.50 for 1,000 checks
AI and Automation Costs
GoHighLevel’s AI tools follow a pay-as-you-go pricing model:
- Content AI: First 500 words are free, then $0.09 per 1,000 words
- Workflow AI: Includes 100 free executions, then:
- GPT-4 Turbo: $0.03 per execution
- GPT-3.5 Turbo: $0.015 per execution
- Review AI Responses: $0.08 per response
Enterprise Features
For agencies requiring advanced tools, GoHighLevel offers these options:
- White Label Mobile App: $497/month or $1,491/quarter
- Priority Support: $300/month
- HIPAA Compliance: $297/month
- WordPress Hosting: $10/month per site or $350/month for unlimited sites
Implementation Services
GoHighLevel provides setup services for agencies:
- Basic Setup: $299
- Advanced Setup: $1,000
- Eliza Agent Platform: $500/month (includes 5 agent accounts)
Real Cost Example for a Mid-Sized Agency
A typical agency managing 10 clients might spend:
- Agency Unlimited Plan: $297/month
- Local phone numbers: $11.50/month
- Email services: Approximately $40/month for 60,000 emails
- Basic AI usage: About $25/month
- WordPress hosting: $100/month
Total estimated monthly cost: $473.50, excluding optional features or upgrades.
Key Points to Consider
- No Contracts: Cancel anytime.
- 14-Day Free Trial: Test the platform risk-free.
- Annual Discounts: Save 16.6% with yearly billing.
- All-in-One Tools: Reduce the need for third-party apps.
Technical Constraints
Each plan has specific limits:
- Starter Plan: Maximum of 3 sub-accounts
- Unlimited Plan: Basic API access only
- Pro Plan: Required for advanced features like split testing
While GoHighLevel’s pricing is competitive, agencies should assess their needs carefully. The modular structure offers flexibility but requires close monitoring of add-ons to avoid unexpected costs [14].
Platform Comparison Chart
This chart simplifies the decision-making process by providing a clear side-by-side comparison of key platforms and their features.
Platform Features and Costs
| Feature/Platform | GoHighLevel | HubSpot Marketing Hub | Marketo | Salesforce Pardot | ActiveCampaign |
|---|---|---|---|---|---|
| Base Price | $97/month | $45/month | $1,000/month | $1,250/month | $129/month |
| Enterprise Price | $497/month | $3,200/month | $3,000/month | $4,000/month | Custom |
| Contract Type | None | None | Annual | Annual | None |
| Trial Period | 14 days | 14 days | Demo only | Demo only | 14 days |
| Sub-accounts | Unlimited | Limited | Limited | Limited | Yes |
| White-label | Full | None | None | Basic | Basic |
Value Analysis by Agency Size
Different platforms cater to varying agency sizes and budgets. Here’s how they stack up:
| Agency Size | Platform | Reasoning | Monthly Cost |
|---|---|---|---|
| Small (1–5 clients) | GoHighLevel Starter | Affordable and scalable essentials | $97–$297 |
| Mid-size (6–20 clients) | HubSpot Professional | Comprehensive tools with flexible pricing | $800–$1,600 |
| Large (20+ clients) | Pardot/Marketo | Advanced features for enterprise needs | $2,500–$4,000 |
Platform Highlights
- GoHighLevel: Combines multiple tools into one, reducing reliance on third-party apps.
- HubSpot: Flexible pricing tiers, complete marketing suite, and free CRM.
- Marketo: Built for B2B with sophisticated lead management and scoring.
- Pardot: Ideal for Salesforce users, offering seamless integration and enterprise-level options.
Things to Keep in Mind
Beyond subscription costs, consider additional expenses like onboarding, training, and ongoing support. These factors, along with your agency’s goals and growth plans, will influence the total cost of ownership.
“The best marketing automation software is not limited to one or two features; it provides opportunities for marketers to reach prospects, leads, and customers at every stage of the funnel through any channel.” [15]
Conclusion
Marketing automation tools can be a game-changer for agencies of all sizes, but the right choice often depends on how many clients you manage. Here’s a breakdown of solutions tailored to different agency sizes:
- Small agencies (1-5 clients): GoHighLevel’s $97/month Starter plan is a solid option. It offers essential automation tools without the complexity of enterprise-level software. This aligns with findings that 35% of marketers use automation to streamline marketing and sales efforts [17].
- Mid-sized agencies (6-20 clients): ActiveCampaign, starting at $15/month, stands out for its advanced AI and workflow automation features. It strikes a balance between robust functionality and reasonable costs [16].
- Enterprise agencies (20+ clients): Premium platforms like HubSpot Marketing Hub ($800/month) and Salesforce Pardot are worth the investment. These tools offer extensive integrations and advanced features designed for large-scale operations.
Keep in mind that initial setup costs can range from $2,000 to $10,000 [1]. When budgeting, factor in both setup and monthly fees to understand the total cost of ownership.
Currently, 75% of companies use at least one marketing automation tool [17]. The key is to pick a platform that fits your current needs but can also grow with your agency.
“The best marketing automation software is not limited to one or two features; it provides opportunities for marketers to reach prospects, leads, and customers at every stage of the funnel through any channel.” [15]
