⚡ Kort oordeel:
- Prijzen: ActiveCampaign starts at $15/month with automation included. HubSpot has a free plan but paid Marketing Hub tiers climb fast.
- Het meest geschikt voor: ActiveCampaign suits kleine bedrijven focused on email marketing. HubSpot fits teams wanting one all in one platform for sales and marketing.
- Belangrijkste verschil: ActiveCampaign is a marketing automation platform built around email. HubSpot is a complete CRM with sales, service, and content tools.
- Onze keuze: ActiveCampaign for most users. You get a visual automation builder and predictable pricing without enterprise overhead.
HubSpot and ActiveCampaign both promise to grow your bedrijf.
But they were built for two different jobs.
HubSpot is a full customer relationship management system.
ActiveCampaign is a marketing automation platform that lives and breathes email marketing.
This ActiveCampaign vs HubSpot guide breaks down pricing, features, and fit.
By the end, you will know which one matches your sales process and budget.
Overzicht
This HubSpot vs ActiveCampaign comparison covers pricing, automation, CRM depth, and reporting.
We also break down which marketing tools fit which kind of team.
Our writers signed up for both ActiveCampaign and HubSpot directly.
Die bevindingen staan in de onderstaande secties onder 'Wat ons team heeft opgemerkt'.
We also pulled from each platform’s documentation and public pricing pages.
Wat is ActiveCampaign?
ActiveCampaign is a dedicated marketing, email, and behavioral automation platform.
It is best known for powerful email marketing software with deep automation.
The platform focuses on segmentation, personalization, and behavior-based triggers.
You can run email campaigns as one-off blasts, autoresponders, or A/B tests.
It also tracks customer behavior to fire the next-step email automatically.
That makes it a strong fit for marketing-led growth on a budget.
Watch the quick walkthrough below to see the automation builder in action.
🏆 Winner: ActiveCampaign
A marketing automation platform built around email. Automation is included on every plan. Pricing scales predictably with your contact list.
ActiveCampaign-prijzen
Here is what ActiveCampaign costs in 2026. Pricing scales by contact volume and features.
| Plan | Prijs | Het beste voor |
|---|---|---|
| Starter | $15/maand | Small businesses sending email campaigns |
| Plus | $49/maand | Growing teams needing the CRM and landing pages |
| Pro | $79/maand | Marketers wanting predictive content and deeper automation |
| Onderneming | $145/maand | Grotere teams met geavanceerde rapportagebehoeften |
Pricing verified June 2026.
Gratis proefperiode: Yes. ActiveCampaign offers a 15-day free trial with no credit card needed to start.
Geld-terug-garantie: No long lock-in. Plans are monthly or annual, and annual billing lowers the per-month cost.
📌 Opmerking: Automation is included on every tier. The published Starter rate covers 1,000 contacts, and the price rises as your list grows.
⚠️ Waarschuwing: Higher contact counts push you into pricier bands. Check the live calculator before you commit to a yearly plan.
Belangrijkste voordelen van ActiveCampaign
Here is what makes ActiveCampaign worth considering:
- Visuele automatiseringsbuilder: Drag and drop steps to create custom workflows. You can map email, SMS, and CRM actions in one view.
- Email marketing depth: Strong deliverability plus ready-made email templates. Good for businesses focused on inbox resultaten.
- Behavior tracking: The platform watches customer behavior and triggers the right follow-up. This powers smart automation workflows.
- Built-in landing pages: Create forms and landing pages without extra tools. You can add multiple email addresses to a list fast.
- Voorspellende inhoud: Higher tiers add predictive content and send-time tools. These help you deliver relevant content automatically.
- Mobile optimization: Emails and pages adjust to phones out of the box. Mobile optimization keeps your campaigns readable everywhere.
- Free onboarding: Free migration and onboarding help you switch in without losing customer data.
Wat ons team opmerkte
Ons schrijver signed up for ActiveCampaign and built a few automation workflows. Here is what stood out from that hands-on time:
Voordelen en nadelen van ActiveCampaign
✅ Voordelen
- Automation is included on every plan, even the cheapest
- Visual drag-and-drop automation builder is easy to learn
- Strong email deliverability and ready email templates
- Unlimited pipelines at all tiers plus free onboarding
❌ Nadelen
- The CRM is lighter than a full sales platform
- Pricing rises as your contact list grows
- Fewer native app integrations than HubSpot
Wat is HubSpot?
HubSpot is an all in one platform for marketing, sales, service, and content.
At its core sits a native customer relationship management system.
That CRM ties every email, call, and deal to one contact profile.
The HubSpot Marketing Hub adds email, landing pages, and smart content blocks.
It is built to track the full customer journey across many channels.
That makes it a complete crm solution for teams that want one hub.
The video below shows how the Marketing Hub and CRM fit together.
🥈 Runner Up: HubSpot
A native CRM with marketing, sales, and service in one place. Best for teams tracking the whole customer journey.
HubSpot-prijzen
HubSpot uses a hybrid model based on seats and marketing contacts. Here are the headline plans.
| Plan | Prijs | Het beste voor |
|---|---|---|
| Gratis tools | $0/maand | Testing the CRM and basic email |
| Marketing Hub Starter | $15 per stoel per maand | Small teams starting marketing automation |
| Startersklantenplatform | $15 per stoel per maand | Bundling marketing, sales, and service |
| Marketing Hub Professional | $800 per stoel per maand | Geavanceerde automatisering en rapportage |
Pricing verified June 2026.
Gratis proefperiode: HubSpot offers a free plan rather than a timed trial. The free plan is limited in features but never expires.
Geld-terug-garantie: Paid tiers usually require annual contracts. Read the terms before you upgrade past the free plan.
📌 Opmerking: The figures above come from the canonical pricing in our data set. HubSpot also sells a Sales Hub Starter near $20/seat/month, so your total depends on which hubs you bundle.
⚠️ Waarschuwing: HubSpot charges onboarding fees on Professional and Enterprise tiers. Advanced automation is gated behind those higher plans, so costs climb steeply.
Key Benefits of HubSpot
Here is what makes HubSpot worth considering:
- Native CRM core: Strong crm functionality ties marketing to every deal. The same record powers sales and support.
- Deal and lead management: Built-in deal management and lead management keep your sales pipeline tidy. Reps see the full history per contact.
- HubSpot reporting: A custom report builder pulls from contacts, companies, and deals. You get detailed analytics and cross-channel attribution.
- Smart content: Smart content blocks and predictive content show each visitor relevant content based on their profile.
- Wide integrations: A large app marketplace adds advanced tools, email tracking, and connections for any sales team.
- One workspace: Marketing, sales, service, and website content live together. That cuts the gaps between customer interactions.
Wat ons team opmerkte
Our writer set up a free HubSpot workspace and explored the CRM and Marketing Hub. Here is what stood out:
The short clip below captures more of that hands-on walkthrough.
HubSpot Pros & Cons
✅ Voordelen
- Native CRM connects marketing, sales, and service
- Powerful custom report builder and cross-channel dashboards
- Large app marketplace with wider integrations
- Free plan lets you start at no cost
❌ Nadelen
- Pricing scales steeply on professional and enterprise plans
- Onboarding fees and annual contracts at higher tiers
- A steep learning curve for new users
Functievergelijking
Ready to see how ActiveCampaign and HubSpot stack up feature by feature?
We will walk through ten key features so you can match each one to your sales process.
| Functie | ActiveCampaign | HubSpot |
|---|---|---|
| Startprijs | $15/maand | $0 free, paid $15/seat/mo |
| Gratis plan | ❌ (15-daagse proefperiode) | ✅ |
| E-mailmarketing | ✅ Core focus | ✅ |
| Visual Automation Builder | ✅ | ✅ |
| Native CRM | ✅ Lighter | ✅ Volledig |
| Multiple Pipelines | ✅ Unlimited, all tiers | ✅ Limited by tier |
| Custom Report Builder | ✅ Basis | ✅ Geavanceerd |
| Telefonische ondersteuning | ❌ | ✅ Hogere niveaus |
| App-integraties | ✅ Marktplaats | ✅ Wider library |
| Het beste voor | Email-led marketing | All-in-one CRM |
1. E-mailmarketing
ActiveCampaign: Email marketing is the core of the platform. You can run one-off blasts, autoresponders, and A/B tests from one place. Deliverability is high, which is why many businesses focused on the inbox pick it as their email marketing software.
HubSpot: Email lives inside the broader Marketing Hub. You get solid email campaigns and email templates, plus easy email tracking tied to the CRM. It is capable, but email is one piece of a much larger platform.
⚠️ Waarschuwing: If email marketing is your main channel, ActiveCampaign gives you more depth per dollar than HubSpot’s entry tiers.
2. Marketingautomatisering
ActiveCampaign: For granular marketing automation ActiveCampaign gives you a visual builder. You drag and drop steps to create custom workflows across email, SMS, and CRM actions. The automation builder is intuitive, so you can visualize every connection in a workflow.
HubSpot: HubSpot splits automation features into Workflows, Sequences, Chatflows, and Surveys. The setup is more rigid than ActiveCampaign’s canvas. In return you get wider app integrations that extend your automation workflows beyond email.
💡 Tip: Both tools ship templates and common workflow ideas. Use them to launch your first automation tools fast, then customize later.
3. CRM & Pijplijnbeheer
ActiveCampaign: The CRM is an automation-led contact layer. It tracks engagement to fuel the next email or push a deal in a basic sales pipeline. You also get unlimited pipelines at every tier, which helps lean teams with simple pipeline management.
HubSpot: HubSpot is built around a native CRM that ties every interaction to a deal and contact profile. It adds enterprise-grade lead scoring that grades prospects across multiple touchpoints. The crm capabilities and deal management run deeper, though the number of pipelines is limited by your tier.
4. Landing Pages & Forms
ActiveCampaign: You can build custom landing pages and create forms without a separate tool. It is easy to create custom fields and add multiple email addresses to a segment. This keeps lead capture close to your automation.
HubSpot: HubSpot arranges content, landing pages, and custom forms inside the same workspace as the CRM. Pages connect directly to contact records, so form fills update your customer data direct. Content arrangement is one of its stronger areas.
5. Dynamic & Predictive Content
ActiveCampaign: Dynamic content swaps blocks based on each subscriber’s data. Higher tiers add predictive content and predictive sending. Together they help you deliver relevant content without building a version for every segment.
HubSpot: HubSpot relies on smart content blocks linked to its core CRM data. Pages and emails change based on a contact’s lifecycle stage or list. Both platforms also offer extensive dashboard customization to track how that content performs.
6. E-Commerce & Sales Tools
ActiveCampaign: Sales features here center on email-driven follow-up and a light deal pipeline. The goal is to boost sales by moving engaged contacts to the next step. It is enough for a small sales team but not a full revenue suite.
HubSpot: HubSpot manages e-commerce and sales processes inside the same platform. Quotes, payments, and the sales pipeline connect to the CRM record. The sales automation features and deal tracking make it the stronger pick for revenue teams.
7. AI & Smart Tools
ActiveCampaign: Integrated AI helps write subject lines, suggest send times, and shape automation. These advanced features sit inside the builder you already use. They speed up sales and marketing efforts without a separate AI-tool.
HubSpot: HubSpot layers AI automation across content, chat, and forecasting. Because it reads the whole CRM, its AI can act on richer customer behavior. These advanced tools shine most on higher plans.
8. Segmentatie en targeting
ActiveCampaign: Segmentation and targeting are key features here. You slice lists by tags, behavior, and customer data, then trigger tailored automations. This precision is a big reason marketing automation, ActiveCampaign style, feels so flexible.
HubSpot: HubSpot segments using the same CRM data that powers its reporting. Lists update in real time as customer interactions change. It is reliable, though list logic can feel less hands-on than ActiveCampaign’s canvas.
9. Rapportage en analyses
ActiveCampaign: Reporting covers email open rates, click-through metrics, and link-tracking automation. A Marketing Revenue report links your marketing efforts directly to revenue. You can create custom reports, though the depth stays focused on campaigns.
HubSpot: HubSpot reporting is built on a custom report builder that pulls from contacts, companies, and deals. It adds cross-channel revenue attribution dashboards and detailed analytics. You can create tailored reports and use custom reporting to map the full revenue journey.
💡 Tip: Both platforms let you build custom dashboards. Pick the one whose reporting features match how your team measures success.
10. Content Creation
ActiveCampaign: Content creation tools help you draft emails and pages inside the builder. AI assists with copy and layout so your marketing campaigns ship faster. It keeps creation and automation in one workflow.
HubSpot: HubSpot ties content creation to its CMS and CRM. Blog posts, pages, and emails share one library and feed the same analytics. For content-heavy teams, that single source is a real advantage.
11. Prijsbepaling en kosten
Laten we de prijsplannen eens naast elkaar vergelijken.
| Plan | ActiveCampaign | HubSpot |
|---|---|---|
| Vrij | ❌ (15-daagse proefperiode) | ✅ Free Tools $0 |
| Starter | $15/maand | $15 per stoel per maand |
| Middenklasse | $49–$79 per maand | Starter Customer Platform $15/seat |
| Topklasse | Enterprise $145/month | Marketing Hub Pro $800/seat |
ActiveCampaign: Pricing scales predictably by contact volume and features. Automation is included from the $15 Starter, which keeps costs flat for small businesses. There are no onboarding fees gating the basics.
HubSpot: The free plan is a real draw, but paid tiers scale steeply. Advanced marketing automation software lives on the Professional and Enterprise plans, and onboarding fees apply. Your final bill depends on seats and marketing contacts.
Verschillende scenario's
| Als u het nodig heeft... | Kiezen | Waarom |
|---|---|---|
| Krap budget | ActiveCampaign | $15 entry with automation included |
| Geavanceerde e-mailautomatisering | ActiveCampaign | Visual builder, behavior triggers |
| All-in-one CRM | HubSpot | Marketing, sales, service in one |
| Geavanceerde rapportage | HubSpot | Custom report builder, attribution |
| Telefonische ondersteuning | HubSpot | Available on higher tiers |
| Beginnersvriendelijke installatie | ActiveCampaign | Een minder steile leercurve |
💰 Jouw budget
ActiveCampaign keeps costs predictable as you grow. HubSpot’s free plan is great to start, but bedrijf growth can push you onto pricey professional and enterprise plans.
🔌 Jouw technologie-stack
HubSpot offers a wider app library for complex stacks. ActiveCampaign’s app marketplace covers the common tools most small teams already use.
📝 Jouw verkoopproces
If your sales process is mostly email follow-up, ActiveCampaign fits. If you track deals across many channels, HubSpot’s native CRM wins.
🎓 Jouw ervaringsniveau
Beginners tend to learn ActiveCampaign faster. HubSpot is powerful but has a steeper learning curve for full setup.
🆓 Gratis proefversies en demo's
ActiveCampaign gives a 15-day free trial to test automation. HubSpot’s free plan lets you explore the CRM with no time limit.
🛟 Ondersteuningsopties
Both offer email and chat support. HubSpot adds advanced phone support on higher tiers, which helps larger teams chase customer satisfaction.
Overstaphandleiding
Gebruik je al een van deze tools? Dit kun je verwachten als je overstapt.
🔄 Switching from ActiveCampaign to HubSpot?
✅ Wat je eraan hebt:
- A full native CRM that unifies marketing, sales, and service
- A custom report builder with cross-channel attribution
- A larger app library and built-in phone support tiers
❌ Wat je verliest:
- The flexible drag-and-drop automation canvas
- Unlimited pipelines on every tier
- Predictable, contact-based pricing
📋 Zo schakel je over:
- Export your contacts and customer data from ActiveCampaign
- Create a HubSpot account and import your lists
- Rebuild your top automations as HubSpot Workflows
🔄 Switching from HubSpot to ActiveCampaign?
✅ Wat je eraan hebt:
- Lower, predictable pricing with automation on every plan
- A more visual automation builder for custom workflows
- Free migration and onboarding to protect customer relationships
❌ Wat je verliest:
- The deep native CRM and enterprise lead scoring
- Cross-channel revenue attribution reporting
- The breadth of HubSpot’s app marketplace
📋 Zo schakel je over:
- Export contacts, deals, and email templates from HubSpot
- Start a 15-day ActiveCampaign trial and import your lists
- Use free onboarding to rebuild your core automations
Wat onze recensie niet behandelde
This comparison focused on small to mid-sized teams. We did not test enterprise SSO, custom API builds, or very large contact databases. Our notes reflect the June 2026 versions of each platform, so features may have shifted since. If you manage hundreds of seats or run a global sales team, your priorities may differ from what we covered here.
Eindconclusie
| Categorie | Winnaar |
|---|---|
| 💰 Prijzen & Waarde | ActiveCampaign |
| 📧 E-mailmarketing | ActiveCampaign |
| 🤖 Marketingautomatisering | ActiveCampaign |
| 👶 Gebruiksgemak | ActiveCampaign |
| 🏢 All-in-One Platform | HubSpot |
| 🔌 Integraties | HubSpot |
| 📊 Rapportage & Analyse | HubSpot |
| 🏆 Algemene winnaar | ActiveCampaign |
🏆 WINNAAR: ACTIVECAMPAIGN
ActiveCampaign wins 4 out of 7 categories.
Het meest geschikt voor: Email-led marketing, small businesses, budget-minded automation
ActiveCampaign and HubSpot are two very different products.
ActiveCampaign is a user friendly platform built around email marketing and automation. Its workflow automation and automation capabilities reward teams that live in their campaigns. For most small and mid-sized businesses, that focus plus the lower price makes it our pick.
HubSpot is excellent if you want one all in one platform for the whole customer journey. The native CRM, deeper reporting, and wider integrations justify the higher cost for larger sales and marketing teams.
Choose ActiveCampaign to grow with email-first automation. Choose HubSpot when a complete CRM matters more than price.
Meer informatie over ActiveCampaign
Hieronder een vergelijking van ActiveCampaign met andere concurrenten:
ActiveCampaign wint op de volgende punten: deeper email segmentation, lower entry price, more flexible automation canvas
Keap wint dankzij: built-in invoicing, all-in-one small-business billing, simpler contact pipeline
ActiveCampaign versus Ga naar een hoger niveau
ActiveCampaign wint op de volgende punten: email deliverability, cleaner interface, predictable contact-based pricing
GoHighLevel wint op: agency white-labeling, bundled funnels, client sub-accounts
ActiveCampaign versus Pijpleiding
ActiveCampaign wint op de volgende punten: marketing automation depth, email campaigns, behavior triggers
Pipedrive wint op: sales-first pipeline views, deal forecasting, simpler rep workflow
More of HubSpot Compared
Here is how HubSpot stacks up against other competitors:
HubSpot versus Salesforce
HubSpot wint op de volgende punten: easier onboarding, bundled marketing tools, friendlier interface
Salesforce wint op de volgende punten: deeper enterprise customization, a vast app marketplace, advanced sales forecasting
HubSpot wint op de volgende punten: marketing hub breadth, content tools, cross-channel reporting
Pipedrive wint op: lower price, lean sales focus, faster rep adoption
HubSpot wint op de volgende punten: native marketing automation, deal management depth, detailed analytics
CRM wint maandag op de volgende punten: flexible boards, lower starting cost, visual project tracking
Veelgestelde vragen
Wat is het verschil tussen ActiveCampaign en HubSpot?
ActiveCampaign is a marketing automation platform built around email. HubSpot is an all in one CRM covering marketing, sales, and service. ActiveCampaign suits email-led teams, while HubSpot suits full-funnel growth.
Voor wie is ActiveCampaign het meest geschikt?
ActiveCampaign fits small businesses focused on email marketing and automation on a budget. Its visual builder and predictable pricing reward marketing-led teams that want depth without enterprise overhead.
Kun je ActiveCampaign als CRM gebruiken?
Yes. ActiveCampaign includes a built-in CRM with deals and unlimited pipelines on every tier. It handles a basic sales pipeline well, though it is lighter than HubSpot’s native CRM.
Does HubSpot integrate with ActiveCampaign?
Yes, through connectors like Zapier or marketplace apps. You can sync contacts and activity between both, though most teams pick one platform to avoid duplicate customer data.
Wie is de grootste concurrent van HubSpot?
Salesforce is HubSpot’s biggest competitor in CRM. For marketing automation software, ActiveCampaign and Mailchimp compete closely. The right rival depends on whether you need a CRM or email focus.
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