Pardot vs HubSpot: B2B Marketing Automation Compared

Overview

Pardot (now officially "Salesforce Marketing Cloud Account Engagement") and HubSpot both serve B2B marketing teams, but from different angles. Pardot is built for Salesforce users, providing deep CRM integration within the Salesforce ecosystem. HubSpot is an independent platform with its own CRM, offering a unified experience without Salesforce dependency.

Your CRM choice often determines this decision: Salesforce users lean toward Pardot; everyone else typically chooses HubSpot.

Key Differences

Salesforce Integration

Pardot provides the tightest possible Salesforce integration. Leads, contacts, opportunities, and campaigns sync bidirectionally. Engagement data flows into Salesforce records. Sales and marketing share a single source of truth. For Salesforce-centric organizations, this integration is Pardot's primary value proposition.

HubSpot integrates with Salesforce through a connector, but it's not native. Sync works but requires configuration and monitoring. Some data doesn't translate perfectly between platforms. For organizations committed to Salesforce as their CRM, this gap matters.

User Experience

HubSpot is significantly more user-friendly. The interface is modern and intuitive. Marketing teams can work independently without heavy admin support. Content creation, email design, and campaign management feel contemporary. Most teams become productive within days.

Pardot has improved but still feels dated compared to HubSpot. The interface reflects its enterprise heritage. Creating emails and landing pages is more cumbersome. Marketing teams often need Salesforce admin support. The learning curve is steeper.

Feature Breadth

HubSpot provides a complete marketing platform: email, landing pages, blogs, social media, SEO, ads, and more. Add Sales Hub, Service Hub, and CMS Hub for a comprehensive business platform. This breadth means fewer tools and more unified data.

Pardot focuses on core marketing automation: email, lead nurturing, scoring, and forms. Landing pages exist but are limited. For broader marketing needs, you'll add other tools. The narrow focus can be a feature (less bloat) or limitation (need more tools).

Pricing Structure

Pardot starts at $1,250/month (Growth tier) and requires Salesforce licensing separately. Professional features need Advanced tier at $2,500/month. Add Salesforce CRM costs and you're looking at significant investment before a single email sends.

HubSpot starts at $50/month for Marketing Hub Starter with free CRM. Professional at $800/month covers most needs. The included CRM means no additional licensing. Total cost is typically 50-70% less than comparable Pardot setups.

Pricing Comparison

When you factor in required Salesforce licensing, Pardot's total cost of ownership is substantially higher than HubSpot.

Who Should Choose What

Choose Pardot if:

• Your organization is committed to Salesforce CRM
• Deep, native Salesforce integration is critical
• Your sales process relies heavily on Salesforce workflows
• Budget allows for premium pricing
• You have Salesforce admin resources

Choose HubSpot if:

• You want an all-in-one platform with included CRM
• User experience and ease of use matter
• Budget is a consideration
• You're not locked into Salesforce
• You want comprehensive marketing tools (blog, SEO, social)

The Bottom Line

Pardot makes sense specifically for Salesforce-committed organizations where native integration outweighs other considerations. The deep connection to Salesforce data and processes is valuable when your entire sales operation runs on Salesforce.

HubSpot is the better choice for most other situations. Superior user experience, broader features, lower total cost, and included CRM make it the practical choice. Even organizations using Salesforce sometimes choose HubSpot and accept the integration trade-offs.

If you're not already deeply invested in Salesforce, HubSpot is almost certainly the right choice. If Salesforce is your organizational standard, evaluate whether native integration justifies Pardot's premium and limitations.