How Much Does Marketing Automation Software Cost? 2021 Pricing Guide

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Pricing is an important factor for companies investing in marketing automation software. Companies want to reach potential leads in the most cost-effective way.

Although some vendors offer pricing details publicly, others need to be contacted directly for a quote.

We’ve developed this marketing automation software pricing guide with info on pricing types, additional costs to consider and specific pricing plans from well-known vendors.

What Is Marketing Automation Software?

Marketing automation software helps companies manage marketing campaigns and convert leads into sales. Businesses can use automation and tracking tools to reach high volumes of prospects, analyze their behavior and nurture relationships through the sales funnel. The software supports email, social media, web and multichannel marketing strategies.

Marketing automation solutions have several standard features, including:

Email marketing – Email marketing delivers blast emails, such as promotions and newsletters, to multiple contacts simultaneously. The contact list usually contains subscribers or people who’ve opted in to receiving emails.

Triggered email marketing – Companies can define specific prospect behavior to trigger email marketing. For example, if a customer purchases a company’s product, a triggered email can be sent to promote additional products or services as a means to upsell.

Forms and landing pages – Custom forms and landing pages allow marketers to capture lead info (name, email address, qualifying questions, etc.) when people sign up for offers or download an asset from a website.

Lead management – A lead management system, also known as customer acquisitions management, generates new customers to increase revenue and business development.

Lead nurturing – Companies can create and automate lead nurturing workflows that send relevant messages to prospects based on their behaviors or predefined campaign parameters.

Lead scoring – Lead scoring prioritizes potential customers based on how much interest they show in the company or products, which reduces the risk of chasing down dead-end leads.

Campaign reporting and analytics – Reporting and analytical features help companies measure the success of advertising campaigns. Tools include dashboards and built-in or customizable reporting templates.

Customer relationship management (CRM) system integration – Integration with a CRM solution lets marketing and sales work together. Both departments can access relevant prospect and customer data to generate effective leads and convert them into customers.

B2B vs. B2C Marketing Automation Needs

Companies will likely have different marketing automation needs depending on whether their customers are individual consumers or other businesses.

Business-to-business (B2B) – Companies market to other companies. In this case, purchase sizes are generally large and buyers are more knowledgeable. B2B marketing usually requires a long sales cycle, as relationships need to be nurtured and developed.

Because converting leads into customers can be difficult, B2B companies should look for marketing automation software with lead management, nurturing and scoring features. In addition, buyers will want CRM integration, so that info can be transferred seamlessly from marketing to sales.

Business-to-consumer (B2C) – Companies sell products to consumers. Although B2C companies have shorter sales cycles than B2B companies, they need to reach high volumes of prospects, who usually make smaller purchases.

B2C companies will want marketing automation software that can manage a large database of customer data, as well as analytics and segmentation tools to define the target audience and automate marketing for leads.

Marketing Automation Software Pricing Plans

Marketing automation vendors generally use a software-as-a-service (SaaS) pricing plan. Companies pay a monthly subscription fee to access software through the cloud. Here are two common ways vendors price marketing automation software:

Per month subscription plan – Many vendors offer per month subscription plans with tiers based on the level of features and maximum number of contacts. The highest tier plans often include integrations with sales platforms and the ability to segment target audiences and nurture leads.

This pricing plan is best for companies that need advanced functionality to analyze their target market, convert leads or cross-sell products.

Per contact, per month subscription plan – In a per contact, per month subscription plan, vendors provide full functionality and only charge for the number of contacts in a company’s marketing database. Some vendors provide an online calculator where companies can input their number of contacts and receive an immediate quote. The minimum number of contacts is usually 1,000.

This pricing model works best for B2C companies that need to reach high volumes of prospects with email marketing campaigns.

Additional Costs to Consider

Investing in marketing automation software includes other costs beyond subscription pricing. Here are several additional expenses to consider:

Implementation and onboarding – A few vendors require companies to purchase an implementation and onboarding package at sign-up. This may include data migration, training sessions, dashboard and reporting setup, and post-implementation check-ins.

Add-on features – Although some solutions offer advanced features in their per month subscription plans, others provide specific features or integrations for an extra fee. For example, companies can often purchase a dedicated IP address as a separate add-on.

Support – Most vendors include basic support with their subscription plans. However, priority support, 24/7 responses and a dedicated customer service manager typically require paying for an upgraded support plan.

Consulting – Some vendors provide consulting services for marketing and sales. This may come in the form of one-on-one sessions, training webinars or feedback on specific advertising campaigns.

Marketing Automation Software Vendor Pricing

We’ve researched pricing for several popular marketing automation solutions. Note that some vendors don’t list pricing info on their websites, so you’ll need to contact them directly for a quote.

366 Degrees integrates with Salesforce and has three subscriptions plans that include email, landing page and social media functionality, and video embedding and analytics.

The Ignite plan costs $125 per month for 50,000 contacts and has a 14-day free trial. The Grow plan is $366 per month and offers free training and 100,000 contacts. The Expand plan costs $745 per month and adds 250,000 contacts.

Act-On is a cloud-based platform offering two pricing plans (billed annually) for at least 2,500 contacts.

The Professional plan starts at $900 per month and includes basic functionality, three marketing users, 50 sales users and 30,000 automatic phone calls daily. The Enterprise plan starts at $2,000 per month and also provides advanced reporting functionality, account-based marketing, integration with CRM systems, six marketing users and 100 sales users.

ActiveCampaign is a comprehensive marketing solution that has four pricing plans.

The Lite plan is $15 per month ($9 if billed annually) for up to 500 contacts, three users, unlimited sending, email marketing, newsletters, marketing automation, and chat and email support.

The Plus plan costs $70 per month ($49 if billed annually) and offers up to 1,000 contacts, 25 users, CRM integration, contact and lead scoring, custom domain and branding, SMS marketing and one-on-one training.

The Professional plan is $159 per month ($129 if billed annually) for up to 2,500 contacts, 50 users, site messaging, attribution, predictive sending and win probability features.

The Enterprise plan is $279 per month ($229 if billed annually) and includes unlimited users, custom reporting, a custom mailserver domain, free design services, free social data, a dedicated account rep, in-depth onboarding and phone support.

ActiveDemand provides four solutions for both digital marketing agencies and corporate marketers.

The Small Business Marketing Automation Solution starts at $90 per month ($69 if paid annually) for 100 contacts, one user account, unlimited emails, landing pages, form submissions and image hosting. Upgrading to 5,000 contacts costs $194 per month ($149 if billed annually).

The Corporate Marketing Solution starts at $259 per month ($199 if billed annually) for 100 contacts, multiple users, event and multistep campaigns, lead scoring, webinar and protected asset integrations, and custom reports. Upgrading to 5,000 contacts costs $714 per month ($549 if paid annually).

The Email Marketer Solution is designed for companies that only want email marketing features. Pricing options include: 100 contacts for $20 per month ($15 if paid annually), 1,000 contacts for $33 per month ($25 if paid annually), and 5,000 contacts for $85 per month ($65 if paid annually). Companies with over 5,000 contacts should contact the vendor directly.

The Call Tracker Solution is priced at $2.75 per month and $0.04 per minute for local numbers, and $3.50 per month and $0.05 per minute for toll-free numbers. The solution includes lead scoring, social media campaigns, SMS campaigns, robo call campaigns, lead distribution workflows, and integration with Google Analytics and Google AdWords.

Autopilot has a free plan that includes up to 2,000 contacts, a single playbook, email marketing and other basic marketing automation features, a knowledge base, API and integration with Google Suite. Then, there are three pricing tiers: Campaign, Pro and Business.

The Campaign plan costs $29 per month and includes all of the features of the basic plan, plus up to three playbooks, geo targeting, audience retargeting, up to two seats and email support. The Pro plan costs $99 per month and adds on advanced campaign management features, up to 5,000 contacts and the ability to customize a default footer. Finally, the Business plan costs $299 per month and accommodates up to 20,000 contacts. It includes all of the features of the other three plans, plus outbound activity streams, roles and permissions, a sandbox account and priority support.

AWeber includes unlimited emails, automation, integrations, image hosting, 6,000+ stock photos and 600+ templates with all its plans. Companies only pay for the number of contacts they use:

  • Up to 500 contacts – $19.99 per month
  • Up to 2,500 contacts – $29.99 per month
  • Up to 5,000 contacts – $49.99 per month
  • Up to 10,000 contacts – $69.99 per month
  • Up to 25,000 contacts – $149.99 per month

Companies with over 25,000 contacts should contact the vendor directly for a quote.

Constant Contact has two monthly pricing plans with a 60-day free trial and a 15% discount if companies pay annually. The Email plan includes basic features and starts at $20 per month for up to 500 contacts.

The Email Plus plan adds multiple users, subject line A/B testing, surveys and polls, event marketing, coupons and dynamic content. It starts at $45 per month for up to 500 contacts.

There’s also a website builder plan that costs $10 per month, as well as a separate eCommerce Pro plan that includes AI-driven email marketing automation functionality and other advanced features. Its pricing tiers start at $195 per month for 2,500 contacts.

ConvertKit offers a free account for companies that manage up to 1,000 contacts and includes features such as unlimited landing pages and forms, send email broadcasts, sell digital products and subscriptions and email support.

There are two paid plans. First, there’s the Creator plan that starts at $29 per month for up to 1,000 contacts. It includes all of the features of the free account, plus free data migration, automated funnels and sequences, over 70 direct integrations and API and priority support.

Then, there’s the Creator Pro plan that starts at $59 per month for up to 1,000 contacts. It includes all of the features of the Creator plan, plus Facebook custom audiences, a newsletter referral system, subscriber scoring, advanced reporting and premium support.

Drip is a B2C marketing automation solution that includes unlimited email sends and 24/7 chat and email support. It starts at $19 per month for up to 500 contacts, and it offers pay-as-you-go plans for the SMS functionality starting at $15 for 1,000 sends.

GetResponse offers four monthly plans with variable pricing based on the number of contacts. Customers can access a 30-day free trial, and save 18% by paying annually or 30% by paying for two years in advance.

The Basic plan offers email marketing features and ranges from $15 per month (1,000 contacts) to $450 per month (100,000 contacts).

The Plus plan add automation builder (up to five workflows), autofunnels, contact scoring, webinars (up to 100 attendees) and team management (up to three users). Prices fall between $49 per month (1,000 contacts) and $499 per month (100,000 contacts).

The Professional plan include advanced automation features, web push notifications, paid webinars, unlimited webinar and sales funnels, webinars for up to 300 attendees and team management (up to five users) from $99 per month (1,000 contacts) to $580 per month (100,000 contacts).

The Max plan offers an unlimited number of contacts, campaign consulting, single sign-on, an account manager and a dedicated IP address. Pricing is based on a custom quote.

Hubspot is a comprehensive CRM and marketing automation platform with four monthly pricing options that are billed annually. A free version is available with basic functionality.

The Starter plan costs $45 per month and has email marketing and lead tracking features for 1,000 contacts. An extra 1,000 contacts can be added for $50 per month.

The Professional plan is $800 per month and offers marketing automation, landing pages, reporting and content creation tools for 2,000 contacts. Companies must pay a one-time onboarding fee of $3,000 and can add an additional 5,000 contacts for $250 per month.

The Enterprise plan is priced at $3,200 per month for 10,000 contacts, advanced features and unlimited site visits. There’s a mandatory one-time onboarding fee of $6,000 and a $100 per month charge for each extra 10,000 contacts added.

Available add-ons include custom SSL ($100 per month), reporting ($200 per month), ads ($100 per month), dedicated IP addresses ($300 per month), transactional emails ($600 per month) and application programming interface (API) integration ($500 per month).

Premium services include inbound consulting ($400 per month), technical consulting ($850 per month) and marketing fundamentals training ($1,000 for a three-day, in-person course).

Keap has three pricing plans with CRM functionality, email marketing, business phone line and text messaging, appointments, and quotes, invoices and payments.

  • Lite starts at $79 per month for 500 contacts and accommodates a single user.
  • The Pro plan starts at $159 per month and has all the features of the Grow plan, plus marketing automation, recurring payments, landing page builder and smart forms and reports.
  • The Max plan starts at $199 per month and offers additional features, such as lead scoring and advanced reporting.

Each pricing plan includes expert coaching for a one-time payment of $499. It entails one-on-one coaching, daily training webinars and personalized support.

Leadfwd has two pricing plans that’s based on usage rather than database size:

The Essentials plan ranges from $49 per month for up to 1,000 contacts to $599 per month for up to 100,000 contacts. It accommodates unlimited team members and sent emails and includes a single landing page/form, A/B testing, flexible email scheduling, the ability to track click and open rates, email personalization, bounce and opt-out handling, unlimited inbox previews and a deliverability suite.

The Pro plan ranges from $99 per month for up to 1,000 contacts to $879 per month for up to 100,000 contacts. It includes all of the features of the Essentials plan, plus unlimited landing pages and forms, automated email journeys, the ability to track site visits, smart segments, snooze email option, and sub-account support.

MailChimp provides four pricing plans.

The Free plan includes one audience, 2,000 contacts, 10,000 monthly emails, seven marketing channels, one-click automations, basic templates and a marketing CRM.

The Essentials plan offers three audiences, 500,000 monthly emails, email templates, A/B testing, custom branding and 24/7 support. Prices start at $9.99 per month (500 contacts).

The Standard plan provides five audiences, 100,000 contacts, 1.2 million monthly emails, automation, retargeting ads, custom templates and advanced audience analytics. Prices start at $14.99 per month (500 contacts).

The Premium plan plan includes unlimited audiences, over 200,000 contacts, over three million monthly emails, advanced segmentation, multivariate testing and phone support. The price starts at $299 per month (10,000 contacts).

Maropost has three pricing tiers that include unlimited contacts, unlimited users and unlimited lists. Maropost also offers specialized packages for clients with complex needs.

The Essentials tier starts at $500 per month and includes five journeys, 50 custom fields, 10 concurrent API calls and many basic features, such as marketing and transactional emails, SMS campaigns, email templates, dynamic content, surveys, custom reports, A/B testing, landing pages and a mobile app. Its variable Cost Per Messaging (CPM) starts at $1.25 per 1,000 messages.

The Professional tier includes all of the features of the Essentials tier, plus 20 journeys, 100 custom fields, up to 5 GB of relational table data storage, cross-channel journeys, data journeys, web tracking, cart abandonment, relational data, content feeds, SQL queries, send time optimization, conversion time optimization, product and revenue tracking, coupon management and live content. Pricing for this tier is available by quote only, but the variable CPM starts at $1 per 1,000 messages.

The Enterprise tier includes all of the features of the Professional tier, plus unlimited journeys, 150 custom fields, up to 10 GB of relational table data storage, journey maps, an acquisition builder, content recommendations, product recommendations, pivot table reporting, bulk messaging via FTP and brand management. Pricing for this tier is available by quote only, but the variable CPM starts at $0.80 per 1,000 messages.

Moosend offers a free plan for companies with less than 1,000 subscribers that includes unlimited email campaigns and other features. It has two pricing plans that’s based on the number of subscribers: Pro and Enterprise. The Pro plan includes additional features like landing pages, transactional emails and phone support. It starts at $8 per month for up to 2,000 subscribers. The Enterprise plan adds more features, such as custom reporting, single sign-on, an account manager, onboarding and a service-level agreement. Pricing for this plan is only available as a custom quote.

Salesforce Pardot has three monthly pricing plans (billed annually) that include up to 10,000 contacts.

The Growth plan is $1,250 per month and provides 50 forms and landing pages, email marketing, lead scoring, marketing training and CRM integration. The Plus plan costs $2,500 per month and adds advanced email testing and analytics, dynamic content, Google Adwords integration and up to 25,000 calls per day. The Advanced plan is $4,000 per month for custom user roles, a dedicated IP address and 100,000 calls per day.

There’s also a Premium plan that supports up to 75,000 contacts for $15,000 per month. It adds on the B2B Marketing Analytics Plus functionality (optional on the Plus and Advanced plans).

There are also three add-on features: Salesforce Engage for Pardot ($50 per user, per month, billed annually), the B2B Marketing Analytics Plus ($3,000 per month, billed annually) and Engagement History Dashboards ($300 per user, per year).

SharpSpring offers several pricing plans with full features, unlimited users and free support. For example, companies pay $550 per month for 1,500 contacts, $850 per month for 10,000 contacts or $1,250 per month for 20,000 contacts. There’s also an onboarding fee for $2,399.

There’s also a plan designed for marketing agencies and an Enterprise plan for companies with millions of contacts. The vendor doesn’t publicly provide pricing for those last two plans, so contact them directly for a quote.

Bottom Line

The software automation vendors listed here charge companies based on a per month or per contact, per month subscription plan.

Companies should compare the features they need and the number of contacts in their database against software offerings.

If you’d like more info on these solutions, check out our reviews of over 25 marketing automation software vendors.

Download This Pricing Guide As a PDF