7 Best Marketo Alternatives for B2B Marketing in 2026

Adobe Marketo Engage is a capable enterprise tool, and plenty of teams should stay on it. This list is for the teams that are pricing a renewal, moving CRM, or deciding whether they need an enterprise platform at all. Every option below captures leads, nurtures them by email and passes them to sales, and offers lead scoring on at least some plans or add-ons.

Why teams look for Marketo alternatives

The reasons are usually practical, and you can check most of them on Adobe's own pages.

• No published prices. Adobe lists Growth, Select, Prime and Ultimate packages, each with a "Get pricing" button, so budgeting starts with a sales conversation.
• Package limits. Growth includes 10 users and 20,000 API calls a day; the other packages include 25 users and 50,000 calls.
• An operator is assumed. Programs, scoring rules, partitions and CRM sync need an owner, and smaller teams often do not have one.
• A separate CRM. Marketo keeps its own lead database and connects to Salesforce, Microsoft Dynamics or Veeva for the sales side, so you run two systems.

If none of these apply, stay put. If one or two do, the alternatives below are the ones worth a demo. Our head-to-head on HubSpot vs Marketo goes deeper on the most common switch.

How we picked these alternatives

Each product had to support lead capture, lead scoring, automated email nurture and a hand-off to a CRM for B2B teams, and be sold to new customers in October 2026. We read each product page, pricing page and help documentation on the vendor's own site in October 2026 and quote prices only where the vendor publishes US dollar prices. We did not run campaigns on these platforms. The order runs roughly from the closest replacement for a Marketo-sized program to lighter tools.

At-a-glance comparison

The best Marketo alternatives

1. HubSpot Marketing Hub: marketing and CRM in one place

HubSpot Marketing Hub runs marketing on its own CRM, so marketing and sales share the same contact, company and deal records. Marketing Hub covers email, social, ads, WhatsApp and SMS, website personalization and multi-touch attribution, with Breeze Assistant and AI agents for content, nurture emails and campaign planning. Its ABM tools and its Salesforce integration come with Professional and Enterprise.

Pricing (as of October 2026): Free at $0; Starter from $20 a month per seat; Professional from $890 a month with 3 seats; Enterprise from $3,600 a month with 5 seats, all billed monthly in USD. Professional includes 2,000 marketing contacts. Strengths: prices on the page, a free plan and a 14-day trial. Limits: the bill grows with contacts and seats, and the features that match Marketo start at Professional.

2. Salesforce Marketing Cloud Account Engagement: for Salesforce CRM teams

Account Engagement is the product Salesforce used to call Pardot. It is built on Salesforce CRM and covers lead generation, nurturing, scoring and grading, and account-based marketing. Every edition now includes a Marketing Cloud Next edition, and Salesforce lists Agentforce campaign creation among the edition features. See the Account Engagement product page.

Pricing (as of October 2026): Growth+ $1,250, Plus+ $2,750, Advanced+ $4,400 and Premium+ $15,000 per org per month, billed annually on an annual contract. The first three include 10,000 contacts and Premium+ includes 75,000. Strengths: no sync layer between marketing and Salesforce sales data. Limits: SMS and WhatsApp are add-ons, and it only makes sense if Salesforce is your CRM. Our Pardot alternatives list covers the other direction.

3. Oracle Eloqua: enterprise B2B automation

Oracle Eloqua is Oracle's B2B marketing automation product. It runs multistep campaigns across email, native SMS, display, search, web, video and social, with several lead-scoring models running at once, account engagement scores, Guided Campaigns for non-technical marketers, and sales tools that push engagement data to reps. Oracle's help center lists a Salesforce Integration app, an Oracle CX Sales Integration app and a native Microsoft Dynamics integration.

Pricing (as of October 2026): Oracle does not show Eloqua prices on its product page and points buyers to a demo or sales. Its Marketing Cloud global price list (dated June 2025) sells Eloqua Basic, Standard and Enterprise platforms by contact band, with add-ons such as advanced lead scoring. Strengths: scoring and data handling built for large databases. Limits: an enterprise purchase with enterprise setup, closer to Marketo than to a lighter tool.

4. Microsoft Dynamics 365 Customer Insights: for Microsoft shops

Dynamics 365 Customer Insights combines a customer data platform with journey orchestration. It unifies profiles, scores and hands qualified leads to sellers, and sends email, text and push messages, with Copilot for segments, content and journeys.

Pricing (as of October 2026): $1,700 per tenant per month, paid yearly, with unlimited users, 100,000 Unified People and 10,000 Interacted People; extra capacity is sold in packs. Organizations with a qualifying Dynamics 365 app (minimum 10 users) can buy the Attach version at $1,000 per tenant per month. A free trial is available. Strengths: unlimited users are included. Limits: it works with Microsoft Dataverse records (contacts, leads, accounts), so teams running Salesforce CRM should plan how data will move.

5. Act-On: pay for the contacts you email

Act-On is a lifecycle marketing automation platform covering email, web, SMS, social and events, with journey orchestration, website visitor tracking, scoring, AI predictive lead scores and reporting dashboards. Its pricing is based on active contacts, the people you actually email in a month, rather than your whole database.

Pricing (as of October 2026): Professional is shown from $900 a month at 2,500 active contacts on Act-On's calculator; Enterprise is custom. An annual contract is required. CRM integration (Salesforce, SugarCRM, NetSuite, Dynamics and more) and account-based marketing are included in Enterprise and are add-ons on Professional. Strengths: a large inactive database does not raise the bill. Limits: the CRM integration you probably need costs extra below Enterprise.

6. ActiveCampaign: automation for smaller budgets

ActiveCampaign offers email marketing and multi-step automation, landing pages, segmentation and an AI layer it calls Active Intelligence, with optional WhatsApp plans and more than 1,000 integrations.

Pricing (as of October 2026): Starter from $15, Plus from $49, Pro from $79 and Enterprise from $145 a month, billed annually, with prices rising as your contact count grows. A free trial is available. Strengths: a low published entry price. Limits: its Salesforce and Microsoft Dynamics integrations are premium CRM integrations on Enterprise, lead scoring comes only with the Pipelines CRM add-on (offered on Plus, Pro and Enterprise, not Starter), and Starter caps automations at 5 actions.

7. Zoho Marketing Automation: for Zoho CRM users

Zoho Marketing Automation covers sign-up forms, landing pages, multichannel nurture across email, SMS, WhatsApp and social, lead scoring and lead attribution. Its site lists integrations with Zoho CRM, Salesforce and HubSpot.

Pricing (as of October 2026): Standard (10 users), Professional (15 users) and Enterprise (25 users), priced by the number of contacts, billed monthly or yearly, with a 14-day free trial. Prices are shown in local currency, with a currency switcher, so check the page from your country. Strengths: a 14-day free trial and a listed Zoho CRM integration from the same vendor. Limits: lead scoring and landing pages start on Professional, and lead attribution is on Enterprise.

How to choose

Start with your CRM, because it narrows the list fast. Salesforce teams should compare Account Engagement with HubSpot (using its Salesforce integration) and Eloqua. Microsoft Dynamics teams should look at Customer Insights first. Teams willing to change CRM can buy marketing and CRM from one vendor: HubSpot, or Zoho Marketing Automation with Zoho CRM.

Then price the shortlist against the same three numbers: contacts you will hold in 12 months, contacts you email each month, and people who need logins. Act-On rewards a large but quiet database; Dynamics 365 rewards many users; HubSpot rewards small teams. Our guide to email marketing automation explains the core features, our marketing automation software for SaaS list covers product-led tools, and our ABM platforms roundup covers dedicated account-based advertising and intent tools.

One honest note: if you are a small SaaS team that looked at Marketo because you need marketing done rather than a platform to operate, Questera (our product) offers an AI marketing team with a free Starter plan and a Growth plan at $49 a month. It is not a like-for-like Marketo replacement.

Frequently Asked Questions

What is the best alternative to Marketo?
For most mid-size B2B teams it is HubSpot Marketing Hub, because it publishes prices and includes its own CRM. Salesforce-centred teams should look at Marketing Cloud Account Engagement, enterprise teams at Oracle Eloqua, and Microsoft shops at Dynamics 365 Customer Insights. Act-On, ActiveCampaign and Zoho Marketing Automation are lighter options for smaller teams.

How much does Marketo Engage cost?
Adobe does not publish Marketo Engage prices. Its pricing page lists four packages (Growth, Select, Prime and Ultimate) with a Get pricing button on each, so cost depends on a quote.

Which Marketo alternatives publish their prices?
As of October 2026, HubSpot, Salesforce Account Engagement, Microsoft Dynamics 365 Customer Insights, Act-On and ActiveCampaign show USD prices on their own sites. Zoho Marketing Automation shows its prices in local currency. Oracle prices Eloqua by contact band through sales.

Is there a free alternative to Marketo?
HubSpot has a free Marketing Hub plan, but the features that compare with Marketo, such as the Salesforce integration and ABM tools, need Professional or Enterprise. Zoho Marketing Automation, ActiveCampaign and Dynamics 365 Customer Insights offer free trials.