Best Marketo Alternatives in 2026
Teams leave Marketo for predictable reasons. The platform is powerful but expensive, complex to administer, and slow to set up. Implementation takes months. You need a dedicated admin just to keep things running. And when your contract renews, the price goes up while your negotiating power goes down. If you're a mid-market team that doesn't need multi-touch attribution models or complex branching nurture logic, you're overpaying for capability you won't use. These alternatives cover the range from full marketing automation replacements to focused tools that handle specific pieces of what Marketo does, often faster and at a fraction of the cost.
At a Glance
| Tool | Price | Best For | Key Difference |
|---|---|---|---|
| HubSpot Marketing Hub | $0 - $3,600/mo | Mid-market teams that want marketing automation, CRM, and CMS in one platform without hiring a dedicated admin | HubSpot is the opposite of Marketo's philosophy. It trades depth for usability. A marketing coordinator can build workflows, landing pages, and reports without specialized training. The free CRM means you're not paying for a connector, and the ecosystem of native integrations is the largest in the category. |
| Salesforce Marketing Cloud | $1,250 - $4,200/mo | Enterprise teams already deep in the Salesforce ecosystem that need B2C-grade email volume alongside B2B automation | Marketing Cloud handles massive email volumes and complex journey orchestration that Marketo can match, but with native Salesforce CRM integration that's tighter than any third-party connector. If your CRM is Salesforce and you're sending millions of emails per month, this is the natural fit. |
| Apollo.io | $0 - $119/user/mo | Sales-led teams that need prospecting, email sequences, and basic automation in one tool at a fraction of Marketo's cost | Apollo combines a contact database with email sequencing and a basic CRM, which means you can replace Marketo's outbound email function plus your data provider in one subscription. It doesn't do inbound marketing automation, but for outbound-heavy teams, it covers 80% of what they used Marketo for. |
| Instantly | $30 - $77.6/mo | Teams running high-volume cold outbound that need deliverability infrastructure Marketo can't provide | Instantly is built for cold email at scale. It manages sender reputation across multiple domains and inboxes, which is something Marketo wasn't designed for. If your primary Marketo use case was cold outreach to prospects who haven't opted in, Instantly does it better and cheaper. |
| Lemlist | $32 - $129/user/mo | Teams that want personalized multi-channel outreach across email, LinkedIn, and phone without managing separate tools | Lemlist's multi-channel sequencing is what sets it apart. You can build sequences that move between email, LinkedIn connection requests, LinkedIn messages, and manual call tasks in a single workflow. Marketo's LinkedIn integration is limited by comparison. |
| Make (formerly Integromat) | $0 - $82.50/mo (based on operations) | Teams that want to replicate Marketo's automation logic across multiple tools without being locked into one platform | Make isn't a marketing automation platform. It's an automation engine that connects your tools. Teams leave Marketo and build the same workflows using Make to connect their email tool, CRM, forms, and analytics. You get more flexibility and pay less, but you're building it yourself. |
1. HubSpot Marketing Hub
Coverage & Capabilities
Email marketing, marketing automation, landing pages, forms, blog/CMS, social media scheduling, ad management, basic ABM tools, reporting dashboards, and a built-in CRM. The Enterprise tier adds custom objects, adaptive testing, and revenue attribution.
The best all-around Marketo replacement for teams under 100K contacts that prioritize speed and simplicity over enterprise customization.
2. Salesforce Marketing Cloud
Coverage & Capabilities
Journey Builder for multi-channel automation, Email Studio for high-volume sends, Audience Builder for segmentation, Advertising Studio for paid media, and Analytics Builder. Pardot (now Marketing Cloud Account Engagement) handles the B2B-specific lead scoring and nurturing.
Choose this if you're a Salesforce shop first and need enterprise-scale marketing automation. Skip it if you're trying to simplify your stack.
3. Apollo.io
Coverage & Capabilities
275M+ contact database, email sequences with A/B testing, dialer, LinkedIn integration, lead scoring, basic workflows, deal tracking, and intent data signals. The free tier is surprisingly functional for small teams.
The best option for outbound-focused teams that were only using Marketo for email sequences and lead management. You'll save $20K+ annually.
4. Instantly
Coverage & Capabilities
Unlimited email accounts, automated warmup, smart sending across inbox rotation, campaign analytics, A/B testing, and a lead database. It doesn't do landing pages, forms, or inbound nurture sequences.
Ideal for replacing Marketo's cold outbound function. Don't expect it to handle your inbound marketing automation.
5. Lemlist
Coverage & Capabilities
Multi-channel sequences (email, LinkedIn, calls), personalized image and video embedding, email warmup, A/B testing, CRM integrations, a 450M+ lead database, and AI-powered personalization for outreach copy.
Pick Lemlist if multi-channel outbound is your priority and you want it consolidated in one tool instead of stitching Marketo to LinkedIn to a dialer.
6. Make (formerly Integromat)
Coverage & Capabilities
Visual workflow builder with 1,500+ app integrations, conditional logic, data transformation, HTTP/API modules, scheduling, error handling, and webhooks. It can orchestrate almost any marketing workflow Marketo runs, but you'll assemble the pieces from different tools.
Best for technically comfortable teams that want to decompose Marketo into best-of-breed tools connected by automation. Not for teams that want a single platform they can hand to a marketing coordinator.
How We Chose These Alternatives
We evaluated each alternative based on five criteria: total cost of ownership over two years (not just license price), time from purchase to first campaign launched, depth of email and automation features, CRM integration quality, and how much dedicated admin time the platform demands. We weighted cost and time-to-value highest because those are the primary reasons teams move off Marketo.
Frequently Asked Questions
What's the most common Marketo replacement for B2B companies?
HubSpot Marketing Hub. It's the most frequent switch because it covers the widest range of what Marketo does, the learning curve is manageable, and the pricing is transparent. Teams with under 100K contacts and no need for advanced attribution typically find HubSpot covers everything they used in Marketo, often with less admin overhead.
Can I migrate my Marketo data and workflows to another platform?
You can export contact lists, lead scores, and email templates. Workflows and nurture programs don't transfer directly because every platform structures automation differently. Budget 2-4 weeks for a basic migration and 2-3 months for a complex one. Some consulting firms specialize in Marketo-to-HubSpot migrations and charge $5K-$25K depending on complexity.
Is it worth switching from Marketo mid-contract?
Rarely. Marketo contracts are annual with no early termination option. Most teams start evaluating alternatives 4-6 months before renewal, run a pilot of the replacement during the overlap period, and switch at contract end. The one exception is if Marketo is actively costing you deals through poor deliverability or broken integrations. In that case, eating the remaining contract cost might be worth it.
Do any of these alternatives match Marketo's revenue attribution?
Not natively at the same depth. Marketo's Bizible acquisition gave it strong multi-touch attribution. HubSpot's attribution is improving but still simpler. For deep attribution, most teams moving off Marketo add a dedicated attribution tool like HockeyStack or Dreamdata alongside their new marketing platform. That combined cost is often still less than Marketo plus Bizible.