8 top alternatives to Pardot

Automation has transformed the marketing industry, and Pardot by Salesforce is one of the more popular marketing automation software programs. While Pardot offers many benefits, it might not be the right fit for your business. If that’s the case, there are plenty of other software programs to choose from. 

Marketing automation programs can do everything from optimizing your campaigns to streamlining your marketing for greater efficiency. These eight marketing automation programs are full of helpful tools.

1. Marketo Engage

Marketo Engage (now part of Adobe Experience Cloud) is a scalable option that’s suitable for many businesses. Features include consumer engagement tools, lead management tools, behavior tracking, content personalization, marketing impact analysis, and more. These tools can ensure your business gets the most out of its marketing. 

Many industries, including healthcare, higher education, manufacturing, and financial services, use Marketo Engage.

Marketo Engage
Marketo Engage

2. SharpSpring

With its ease of use and versatile tools, SharpSpring is a sales and marketing automation platform that appeals to many businesses. It provides detailed analytics about email marketing, integrates with your customer relationship management (CRM) system, helps you track website leads, and more. 

The visual workflow builder makes it easy to automate your marketing, with options like branching logic, information syncing with your CRM, and the ability to create buyer personas for more targeted messaging. SharpSpring’s monthly contracts are a low-risk option for businesses that want to give the platform a try.


3. HubSpot

HubSpot’s marketing software automates marketing in one central platform. With features like social media management, ad tracking and management, live chat, SEO strategy and optimization, and more, this platform is plenty powerful. Many features are available with the free version, allowing small businesses to scale up with premium plans as they grow.


4. Jotform

While Pardot is known for its form-building features, you can get more robust and customizable form-building capabilities with Jotform. Jotform even integrates with Salesforce, automating the process of adding leads, contacts, and accounts to your CRM. 

If you want to save time creating a form, you can choose from over 10,000 form templates. If you want something more customized, you can adjust a form to your needs or design your very own from scratch. Jotform is extremely versatile, and it even allows you to collect subscription fees and donations or easily sell products online.

5. Keap

Keap, formerly InfusionSoft, is a comprehensive marketing platform that not only streamlines your marketing, but also includes solutions like invoice creation and quote management features. 

Designed for small businesses, Keap helps you generate and sort quality leads, convert clients, and create a better customer experience with tools like customized landing pages, SMS broadcasts, and targeted emails. 

Using either your phone or your laptop, you can send emails, make calls, and send texts directly from the CRM contact record, saving you time and keeping your work centralized.


6. ActiveCampaign

Designed for small business marketing, ActiveCampaign boasts an easy-to-use design full of helpful tools. Its built-in CRM and sales automation capabilities can help you save time. It integrates with more than 840 apps, so you can customize it to your specific business needs. 

Suitable for e-commerce, digital businesses, and B2B companies, ActiveCampaign offers predictive content, event tracking, contact and lead scoring, subscription forms, automation goals and maps, and much more.


7. Autopilot

Autopilot takes a visual approach to marketing automation with a user-friendly interface. It lets you automate tasks like assigning leads and scheduling appointments. 

Businesses can use the platform to send customized correspondence, beautiful newsletters, and more. It integrates with a wide range of apps, including Salesforce, and helps businesses customize the customer experience for memorable interactions.


8. LiveSession

LiveSession takes a slightly different approach from other marketing automation software programs, mainly in how it allows you to evaluate customer behavior. The software records the customer journey on your website or app so you can review it to improve your site’s performance and enhance the customer experience. 

Additional features — like the ability to segment your customers, filter website sessions, analyze funnels and campaigns, and review the data that matters most to you — can enhance and streamline your marketing. 

The platform also offers user engagement tracking and conversion rate optimization to help you get the most out of your marketing while saving time.


Choosing the right software for your needs

These Pardot alternatives are available at different price points, but price shouldn’t be the deciding factor in choosing the marketing automation tool that’s right for your business. Instead, think about the types of repetitive tasks you spend the most time on as well as the areas in your marketing that could use improvement or better analytics. 

Look for software that integrates with your CRM and the apps that you use most frequently. The software highlighted above is suitable for many different industries and business sizes, so finding the right software is really a matter of determining which option is best for your specific needs and the problems you’re looking to solve.

Business photo created by tirachardz – www.freepik.com

A journalist and digital consultant, John Boitnott has worked for TV, newspapers, radio, and Internet companies for 25 years. He’s written for Inc.com, Fast Company, NBC, Entrepreneur, USA Today, and Business Insider, among others.

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