Keap vs ActiveCampaign: Which Is the Best CRM Tool in 2025?

Choosing the right CRM can feel like trying to navigate a maze blindfolded.

You know it’s important for your business, but which one fits your needs?

Keap and ActiveCampaign are two popular options, both promising to streamline your sales and marketing.

But which one comes out on top?

In this post, we’ll break down the key differences between Keap vs ActiveCampaign, helping you decide which CRM tool is the best for your business.

Overview

To give you the most accurate comparison, we’ve spent weeks testing both Keap and ActiveCampaign.

We built email sequences, set up automation, and even ran a few test campaigns to see how each platform performed in a real-world setting.

What is Keap?

Keap wants to make things easier for small businesses.

They combine sales and marketing tools in one place.

Think of it as your all-in-one platform for growth. You can send emails, organize contacts, and track your sales.

Also, explore our favorite Keap alternatives…

Key Benefits

Keap’s strengths lie in its automation capabilities and e-commerce integrations. Here are some of its best features:

• Visual campaign builder: Easily create automated email sequences and workflows to nurture leads and close sales.
• E-commerce integrations: Connect your online store and automate order processing, fulfillment, and customer follow-up.
• Sales pipeline management: Track deals, manage your sales process, and identify bottlenecks.
• Appointments and scheduling: Schedule meetings and appointments with ease, eliminating back-and-forth emails.
• Detailed reporting and analytics: Track your progress, identify areas for improvement, and make data-driven decisions.

Pricing

Pricing: Starts at $299/month and chat with them to get their features.

What is ActiveCampaign?

ActiveCampaign is a powerful tool.

But don’t let that scare you. It’s actually pretty easy to use. They focus on helping you automate your marketing.

This means less work for you!

You can send the right message to the right people at the right time. Sounds cool, right?

Also, explore our favorite ActiveCampaign alternatives…

Key Benefits

• Visual automation builder: No coding needed! Design complex workflows with easy drag-and-drop tools.
• Advanced segmentation: Go beyond basic lists—target contacts based on behavior, interests, and more.
• Built-in CRM: Organize your contacts, track interactions, and score leads for better follow-up.
• Over 850+ integrations: Connect with your favorite tools and streamline your workflow.
• Personalized email marketing: Send emails that feel like a one-on-one conversation.

Pricing

• Starter: Starts at $15/month for 10x Email sends, 1 User, and and Multi-step marketing automation.
• Plus: Starts at $49/month for 10x Email sends 1 User, Multi-step marketing automation, Automation triggers & actions.
• Pro: Starts at $79/month for 12x Email sends, 3 Users, Multi-step marketing automation, and Unlimited actions.
• Enterprise: Starts at $145/month for 15x Email sends, 5 Users, Multi-step marketing automation, Email campaigns & newsletters.

Feature Comparison

Now for the head-to-head matchup! Let’s see how Keap and ActiveCampaign stack up in terms of features.

Both are strong contenders, but each has its own strengths and weaknesses.

1. Marketing Automation Features

Both Keap and ActiveCampaign offer robust marketing automation features.

They both qualify as marketing automation tools and include email marketing tools that can help marketing and sales teams streamline tasks and improve efficiency.

However, ActiveCampaign takes the lead with more advanced marketing automation capabilities.

You can build complex marketing campaigns with intricate automation workflows that go beyond basic email sequences.

2. Customer Relationship Management (CRM)

Keap and ActiveCampaign both include customer relationship management (CRM) functionality.

This means you can manage your contacts, track interactions, and segment your audience for targeted campaigns.

Keap’s CRM is more streamlined and easier to navigate, while ActiveCampaign’s CRM offers more advanced features for sales teams.

3. Ease of Use

Keap is generally considered more user-friendly, especially for beginners.

Its interface is simpler and easier to grasp.

ActiveCampaign, with its wider range of features, has a slightly steeper learning curve.

However, both platforms offer helpful resources and support to get you started.

4. ActiveCampaign vs Keap: Automation Builder

Both ActiveCampaign and Keap provide visual automation builders.

Keap’s builder is more basic, with a simple drag-and-drop interface.

ActiveCampaign’s automation builder is more robust, allowing for more complex workflows with conditional logic and branching paths.

5. Ecommerce Features

Keap shines when it comes to e-commerce features.

It offers built-in integrations with popular platforms like Shopify and WooCommerce.

This allows you to easily segment customers based on purchase history, trigger automated email sequences, and track sales performance.

ActiveCampaign requires third-party integrations for e-commerce functionality.

6. Sales Tools

ActiveCampaign provides a wider array of sales tools than Keap.

Features like lead scoring, deal tracking, and sales pipeline management are more robust in ActiveCampaign.

Keap’s sales tools are more basic, focusing on contact management and simple pipeline visualization.

7. Supporting the Entire Customer Lifecycle

While both platforms offer tools to support the entire customer lifecycle, ActiveCampaign’s comprehensive suite of features gives it an edge.

From initial contact to post-purchase engagement, ActiveCampaign provides the tools to nurture leads and build lasting customer relationships.

Hopefully, this detailed comparison gives you a clearer picture of how these marketing automation platforms differ.

What to Look for When Choosing a CRM Platform?

• Your budget: Pricing models vary. Some CRMs charge per user, others per contact.
• Your business size: A small business has different needs than a large enterprise.
• Your industry: Some CRMs cater to specific industries.
• Your tech skills: How comfortable are you with learning new software?
• Your current tools: Make sure your CRM integrates with what you already use.
• Scalability: Can the CRM grow with your business?
• Support options: What kind of help is available when you need it?

Final Verdict

For us, Keap emerges as the winner.

While ActiveCampaign is a great option for beginners, Keap’s advanced marketing automation tools & comprehensive feature set make it the better choice for businesses.

It offers greater flexibility, deeper customization, and more powerful automation capabilities.

We’ve walked you through the key differences between Keap and ActiveCampaign, comparing their features, pricing, and ease of use.

Remember it, the best choice depends on your specific needs and budget.

But if you’re looking for a platform that can truly elevate your marketing and sales efforts, Keap is the way to go.

More of Keap

Here’s a comparison of Keap with various alternatives:

• Keap vs GoHighLevel: Keap is strong for small business automation and CRM. GoHighLevel offers a more comprehensive all-in-one platform for agencies, with broader marketing and sales tools.
• Keap vs Pipedrive: Keap excels in marketing automation and integrated sales. Pipedrive focuses more on visual sales pipeline management and deal tracking.
• Keap vs HubSpot: Keap integrates CRM, marketing automation, and e-commerce for small businesses. HubSpot offers a broader suite of hubs for sales, marketing, service, and content, suitable for various business sizes.
• Keap vs ClickFunnels: Keap offers CRM, marketing automation, and e-commerce. ClickFunnels is primarily a sales funnel and landing page builder with some lead collection functionality.
• Keap vs Folk: Keap provides robust sales and marketing automation with deep customization. Folk offers a simpler, user-friendly interface focused on collaborative contact management.
• Keap vs Instantly: Keap is a comprehensive CRM and automation platform for sales and marketing. Instantly specializes in outbound sales outreach and lead generation.
• Keap vs ClickUp: Keap is a dedicated CRM with strong sales and marketing automation. ClickUp is a versatile project management tool that can be configured as a CRM.
• Keap vs Monday CRM: Keap is a dedicated CRM focused on small business sales and marketing automation. Monday CRM is a flexible work OS with strong customizable CRM capabilities for collaborative workflows.
• Keap vs Capsule CRM: Keap offers advanced marketing automation and integrated business solutions. Capsule CRM is designed for simplicity and affordability, ideal for small—to medium-sized businesses.
• Keap vs Insightly: Keap focuses on robust marketing automation and lead management. Insightly provides contact and project management with workflow automation, suitable for small—to mid-sized businesses.
• Keap vs Freshsales CRM: Keap offers strong automation and is geared towards small businesses. Freshsales CRM is known for its affordability, user-friendly interface, and broad integrations.
• Keap vs Salesforce: Keap is tailored for small business CRM and marketing automation. Salesforce is a highly customizable, scalable, industry-leading CRM for businesses of all sizes, especially enterprises.
• Keap vs Zendesk: Keap excels in sales and marketing automation and e-commerce. Zendesk is primarily a customer service and support platform with robust ticketing and collaboration features.

More of ActiveCampaign

Here’s a comparison of ActiveCampaign with its alternatives:

• ActiveCampaign vs GoHighLevel: ActiveCampaign focuses on advanced email marketing and customer journey automation. In contrast, GoHighLevel provides an all-in-one suite for agencies, including funnels, websites, and extensive sales/marketing tools.
• ActiveCampaign vs Pipedrive: ActiveCampaign excels in marketing automation and lead nurturing with integrated CRM. Pipedrive, however, is a sales-centric CRM that emphasizes visual pipeline management and efficient deal tracking.
• ActiveCampaign vs HubSpot: ActiveCampaign is a leader in email marketing automation and customer engagement. HubSpot provides a more comprehensive, all-in-one platform covering marketing, sales, service, and content management.
• ActiveCampaign vs ClickFunnels: ActiveCampaign is ideal for email marketing automation and lead nurturing within a CRM context. ClickFunnels specializes in building sales funnels and landing pages for direct conversions.
• ActiveCampaign vs Folk: ActiveCampaign is known for sophisticated marketing automation and detailed customer segmentation. Folk offers a simpler, collaborative CRM for contact management, email campaigns, and basic sales pipelines.
• ActiveCampaign vs Instantly: ActiveCampaign delivers advanced marketing automation and a comprehensive CRM. Instantly focuses more on cold email outreach and lead finding with basic CRM features for simplified sales.
• ActiveCampaign vs ClickUp: ActiveCampaign excels in marketing-specific automation and customer relationship management. ClickUp is a versatile work management platform that can be customized for CRM and emphasizes project management.
• ActiveCampaign vs Monday CRM: ActiveCampaign provides powerful marketing automation and email campaigns with strong CRM integration. Monday CRM emphasizes visual collaboration and customizable boards for lead and deal management.
• ActiveCampaign vs Capsule: ActiveCampaign offers robust email marketing and advanced automation for sales and customer journeys. Capsule CRM provides straightforward contact management and sales pipeline features, ideal for basic CRM needs.
• ActiveCampaign vs Insightly: ActiveCampaign focuses on deep marketing and sales automation with lead scoring and tracking. Insightly combines CRM with project management, suiting teams needing both sales and project delivery.
• ActiveCampaign vs Freshsales CRM: ActiveCampaign provides comprehensive marketing automation and email with integrated CRM functionalities. Freshsales CRM focuses on sales management and streamlining sales processes with AI-powered insights.

Frequently Asked Questions