Pardot alternatives: What B2B marketers are choosing now
B2B marketers are migrating from Pardot due to limited development, reporting constraints, and revenue attribution challenges, with HubSpot emerging as the leading alternative.
Pardot, now branded as Marketing Cloud Account Engagement, has faced criticism for stagnant development and inflexible reporting, prompting users to seek alternatives. Consultant Tom Ryan notes that discontinuation fears and persistent pain points in revenue attribution and reporting are driving the exodus. The platform’s lack of customizable reports and reliance on Salesforce sync further complicate its use for many teams.
HubSpot has become the most common destination for Pardot users, offering architectural similarities and a unified platform that addresses Pardot’s siloed design. The tool provides multi-step B2B nurture workflows, native CRM integration, and a modern interface, with pricing starting at $10 per month per seat. Users highlight ease of use and intuitive design as key strengths, though some cite a learning curve and missing features.
Salesforce Marketing Cloud Next, the platform Salesforce recommends for Pardot users, runs natively on Data Cloud but is suited only for teams deeply embedded in the Salesforce ecosystem. Priced at $1,500 per organization per month, it is a large-scale tool that may not align with teams seeking reduced Salesforce dependency. Many customers use the transition as an opportunity to reassess their entire tech stack rather than defaulting to Marketing Cloud Next.
Marketo and ActiveCampaign are also considered alternatives, with Marketo catering to enterprise users who prioritize advanced features over ease of use. ActiveCampaign offers native Salesforce sync and a lightweight CRM, while Marketo’s AI-driven conversational interface appeals to teams comfortable with complexity. Pricing for Marketo is undisclosed, requiring direct consultation with Adobe.