Teams look past Marketo Engage when an API quota, a rolling data-retention window and manual export limits start to constrain a mid-sized marketing team. Most move to HubSpot Marketing Hub or ActiveCampaign for published pricing, or to Salesforce, Oracle Eloqua and Act-On when they need a B2B platform of similar depth.
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What each alternative does differently
1. HubSpot Marketing Hub
Inbound marketing suite tied to HubSpot's CRM · United States
The nearest move for a team that wants one visible price list and a shared CRM. HubSpot publishes Professional at $800 a month with three seats and a one-time $3,000 onboarding fee. Workflows with unlimited actions and lead scoring start there, with Enterprise above it.
Switch from Adobe Marketo Engage if you want published tiers and one platform for marketing and CRM, and can take a mid-market feature set.
Pricing: Free tools, then Starter, Professional and Enterprise editions priced by seats plus marketing contact tiers; workflows begin at Professional. (free plan)
Full review: #4 of 15 in our ranking ·
Visit HubSpot Marketing Hub →
2. Salesforce Marketing Cloud Account Engagement
B2B marketing automation built for Salesforce CRM · United States
For Salesforce-centred B2B teams. Salesforce's pricing page now leads with Marketing Cloud Next, listing Growth at $1,500 per org per month billed annually, and offers an Account Engagement+ edition to existing customers. Lead nurturing and scoring are listed there. It sits inside the wider Salesforce product line.
Switch from Adobe Marketo Engage if Salesforce is your CRM and you want marketing automation priced per org instead of per contact.
Pricing: Org-level editions with published list prices starting above a thousand dollars a month, billed annually, plus add-ons. (none)
Full review: #6 of 15 in our ranking ·
Visit Salesforce Marketing Cloud Account Engagement →
3. Oracle Eloqua
Enterprise B2B marketing automation from Oracle · United States
The enterprise-scale peer, aimed at the same buyer. Oracle describes a Program Canvas for multistep campaigns, concurrent lead and account scoring models, and CRM integrations. Eloqua pairs with Oracle CX Sales for sales hand-off. Pricing is not published on its product page.
Switch from Adobe Marketo Engage if you run large, multi-region programs and need scoring models more elaborate than Marketo's.
Pricing: Quote-only enterprise contracts, typically multi-year. (none)
Full review: #12 of 15 in our ranking ·
Visit Oracle Eloqua →
4. Act-On
Mid-market B2B marketing automation · United States
Prices by active contacts, meaning only those you email, so dormant records do not count. Its pricing page lists Professional at $900 a month for 2,500 contacts. CRM integration, Data Studio and account-based marketing are add-ons on Professional and come with the quoted Enterprise plan.
Switch from Adobe Marketo Engage if your database is large but only a fraction receives email each month.
Pricing: Professional starts at $900 a month for 2,500 active contacts on an annual contract; Enterprise is quoted, and CRM sync and account-based marketing are add-ons on Professional. (none)
Full review: #8 of 15 in our ranking ·
Visit Act-On →
5. ActiveCampaign
Flexible journey builder for small marketing teams · United States
Four self-serve tiers, Starter to Enterprise, with user caps from one to five. Salesforce and Microsoft Dynamics integrations are listed under premium CRM integrations on Enterprise. Lead scoring comes with the Pipelines add-on. It targets small and mid-sized teams, not governed multi-business-unit programs.
Switch from Adobe Marketo Engage if your team is small, you want self-serve tiers and can live without enterprise governance.
Pricing: Published plans priced by contact count; attribution and split testing inside automations start at Pro, while lead scoring and the deals pipeline come with a paid CRM add-on. (free trial)
Full review: #1 of 15 in our ranking ·
Visit ActiveCampaign →
6. Zoho Marketing Automation
Low-cost journeys and scoring inside the Zoho family · India
Low-cost tiers with user caps of 10, 15 and 25 and a 14-day trial without a card. The Professional plan adds landing pages, A/B testing of emails and lead scoring, and every plan includes unlimited emails. The tiers are built around website visitors and contacts, not enterprise governance.
Switch from Adobe Marketo Engage if cost is the main complaint and your programs are straightforward nurture tracks.
Pricing: Published plans priced by contact count at a low entry point, with lead scoring from the Professional plan; also included in Zoho One. (free trial)
Full review: #7 of 15 in our ranking ·
Visit Zoho Marketing Automation →
7. Brevo
Email, SMS and WhatsApp automation from Paris · France
Free forever plan, then tiers sold from a monthly email volume. Professional includes ten seats and contact scoring, while an Enterprise tier targets companies with over a million contacts. SMS credit is sold separately. It is a messaging platform more than a B2B demand-generation suite.
Switch from Adobe Marketo Engage if you send high volumes of email and SMS and need little account-based or sales alignment.
Pricing: A free plan with a daily sending cap, then paid tiers priced mainly by monthly email volume rather than stored contacts; SMS and WhatsApp messages are bought as credits. (free plan)
Full review: #13 of 15 in our ranking ·
Visit Brevo →
8. Customer.io
Product-event messaging for software companies · United States
Built around profiles and events, with a visual workflow builder. Essentials starts at $100 a month with five thousand profiles and one million emails, and Premium from $1,000 a month billed yearly. It centers on data-driven messaging, so B2B lead-to-opportunity handling is not what the page describes.
Switch from Adobe Marketo Engage if your messages are triggered by product events and your data team owns the pipeline.
Pricing: Published plans from $100 a month for Essentials, priced by profiles with an email allowance; reverse ETL on every plan, warehouse destinations and data replay from Premium. (free trial)
Full review: #3 of 15 in our ranking ·
Visit Customer.io →
9. Braze
Customer engagement platform for consumer apps · United States
Cross-channel messaging on mobile, web, email, SMS, RCS and WhatsApp. Pricing scales with monthly active users plus a pool of Action Credits, so spend follows active audience. A free trial exists. Its pages describe consumer engagement, not sales-aligned B2B lead management.
Switch from Adobe Marketo Engage if your audience is consumers on mobile and you outgrew email-first B2B tooling.
Pricing: Quote-only contracts built from a platform edition, monthly active users and a pool of Action Credits spent on messages; trials and startup programs are offered. (free trial)
Full review: #11 of 15 in our ranking ·
Visit Braze →
10. Keap
Small-business CRM with built-in campaign automation · United States
A small-business CRM with automation, from $299 a month billed annually, and a required paid implementation package. Keap is a brand of Thryv. Plans are sized by contact count, so it suits a small team that wants done-for-you setup more than a marketing operations team.
Switch from Adobe Marketo Engage if you are a small service business that wants CRM and automation done for you.
Pricing: One published plan priced by contact count, from $299 a month billed annually with two users included, extra users at $39 each and a required paid implementation package; limited free trial. (free trial)
Full review: #14 of 15 in our ranking ·
Visit Keap →
11. Klaviyo
Ecommerce email and SMS automation on purchase data · United States
An ecommerce and B2C platform with a free plan of 250 active profiles and 500 email sends a month, then tiers by active profiles. Mobile messages are billed separately. It describes itself as a B2C CRM, so lead scoring and account views are not its focus.
Switch from Adobe Marketo Engage if you sell online to consumers and your Marketo use was mostly lifecycle email and SMS.
Pricing: A free plan for up to 250 active profiles and 500 email sends a month, then tiers priced by active profiles, with SMS and other mobile messages billed separately. (free plan)
Full review: #15 of 15 in our ranking ·
Visit Klaviyo →
Questions and answers
How do I export my leads and activity data from Marketo Engage?
Use the Bulk Lead Extract API, which returns large lead sets filtered by creation date, static list or smart list. Manual list exports are limited by file size, and Adobe suggests splitting the list or using the API for large databases.
How long does Marketo keep activity data?
Marketo keeps activity and campaign membership data for a rolling 25 months, and high-volume activity data for 90 days by default. Adobe's documentation says data beyond those periods is no longer available in the Marketo UI.
Is there a limit on Marketo API calls?
Yes. The REST API documentation gives each subscription 50,000 calls a day, limits each instance to 100 calls per 20 seconds and ten concurrent calls, and says to contact your account manager to increase the daily quota.
Does Marketo still support the SOAP API?
No. Adobe's documentation says the SOAP API was deprecated as of July 31, 2026 and is no longer available, so any integration still using it must move to the REST API before you plan a migration.
Which alternatives publish their prices?
HubSpot lists Professional at $800 a month and Enterprise at $3,600 a month, Act-On lists Professional at $900 a month for 2,500 active contacts, and Salesforce lists Marketing Cloud Next Growth at $1,500 per org per month billed annually.
Is there a free marketing automation option?
Several have free or trial entry points. HubSpot has a free tier for up to two users, Brevo has a free forever plan, Klaviyo has a free plan for 250 active profiles, and Zoho and Braze offer trials.
