Marketing Automation Pricing: How Much Do Vendors Charge?

Marketing Automation PricingWith many industry vendors, marketing automation cost spans a wide range. Of course, the cost of the software is only one component.

First, there’s an upfront investment in developing a marketing automation strategy. Second, many, but not all vendors have an additional mandatory fee for what is variously called onboarding, Kickstart or implementation. Third, once a marketing automation system is in place, there are ongoing costs to execute on the strategy.

This post will focus on the top 10 vendors according to G2 Crowd’s G2 Score as of the date of this blog post.

The records in a marketing automation database are variously referred to as leads, contacts and subscribers. We’ll use the word “contacts” for consistency.

Also for consistency, we’ll base the pricing comparison on the cost for 10,000 contacts. Let’s look at three tiers of marketing automation pricing.

Low Tier Vendor Marketing Automation Pricing


Wishpond’s Everything You Need plan costs $1,188 per year. Here is Wishpond’s full pricing.


For 10,000 contacts, ActiveCampaign’s Professional version costs $2,856 per year when paid monthly. For annual prepayment, there’s a 15% discount. Here’s ActiveCampaign’s current pricing.


iContact’s midrange Pro Automation version costs $2,268 per year if paid monthly. Pricing goes down for annual prepayment.


LeadSquared’s Standard plan, which includes up to 25,000 contacts, costs $3,600 per year. Pricing for other plans can be found here.


InfusionSoft costs $4,548 per year for the Complete plan. Here are all of InfusionSoft’s pricing tiers. All plans have an annual contract and are billed monthly.

Mid Tier Vendor Marketing Automation Cost

The three mid tier vendors all have a minimum one year commitment. Of the three, only HubSpot has a free trial.


Act-On’s Professional plan costs $13,800 per year. This price is based on 10,000 “active contacts”. There can be more contacts in the database, but this price holds as long as no more than 10,000 of them receive emails in a given month. Other Act-On pricing levels are here.


HubSpot’s midrange Pro package costs $15,000 per year for 10,000 contacts. Complete pricing is here.

Salesforce Pardot

Salesforce Pardot’s midrange Pro edition costs $24,000 per year. Here’s the complete Salesforce Pardot pricing.

Top Tier Vendor Marketing Automation Pricing

Oracle Eloqua

Oracle Eloqua’s midrange Standard package costs $48,000 per year. The full pricing page is here.


Marketo does not publish pricing on its pricing page. However, one of Marketo’s sales representatives would be happy to speak to you.

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