HubSpot vs Infusionsoft/Keap: Which marketing automation tool is best?

October 23, 2019
By Andy

If you're thinking about implementing a new marketing automation platform, you've definitely come to the right place. We've put together a short comparison of two of the most popular options on the market today: HubSpot & Infusionsoft/Keap.

But before we dive in, we need to declare a potential conflict of interest: Six & Flow are unabashed HubSpot enthusiasts. There, we said it. We use HubSpot every day for both our own and our client’s marketing needs. But just because it’s our choice of marketing automation platform, that doesn't mean everything you’re about to read is biased advice: far from it. We want your business to grow, no matter what. And if you decide Infusionsoft/Keap is the best fit for your company’s needs, customers, user ability, budget and growth plan, then great! After all, no one automation solution is right for everyone. But if you're still undecided, then let's get down to business...

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For almost twenty years, Infusionsoft (rebranded as Keap in January 2019) has been a pioneer of CRM and marketing automation software for a host of SME businesses. It’s an effective, well priced marking automation solution capable of streamlining monotonous sales tasks such as following up on leads, appointment setting and payment collections through its simplistic but effective integrated campaign builder tool.

If eCommerce is a big part of your business strategy, then Infusionsoft/Keap may be the answer to your problems. Not only does it provide a clean online storefront and easy to manage shopping cart, but it also allows you to better interact with customers through customised up-selling, streamlined discounting options, and clear billing management. Infusionsoft/Keap is a robust CRM and email/sales automation tool designed with the small business in mind.

Another significant advantage of Infusionsoft/Keap is the easy to manage ‘campaign builder’ tool which is accessible to even the most technically challenged marketer thanks to its simple ‘drag and drop’ design process. Furthermore, even though Infusionsoft/Keap doesn't offer a ‘free’ basic account to new users (like its HubSpot counterpart) it is a more affordable long term. Although, this saving means it comes with considerably less functionality in areas such as tracking, SEO, blogging and social media campaign management.

Yes, Infustionsoft/Keap lacks some of the more complex functionality of its HubSpot counterpart. But if you’re on a limited budget and don't need intricate social media, blogging and tracking optimisation functionality, then Infusionsoft/Keap is the product for you.


Arriving on the marketing automation scene in 2005, HubSpot is a dependable all-round marketing platform designed to allow both marketing and sales teams to get started quickly with minimal disruption. HubSpot is an ideal solution for SMEs wanting a user-friendly out-of-the-box solution whose business strategy is notable growth through inbound marketing campaigns based upon strong blog and social media content.

One significant benefit of HubSpot lies in its integrated Content Management System: an inbuilt system where the creation, delivery and tracking of various marketing content can be coordinated in a single place making it easier for both experienced and novice marketers alike to run complex marketing campaigns.

Now, that’s not to say there isn’t a host of Infusionsoft/Keap clients out there who are content with a more basic marketing automation tool. But if you’re a non-technical business owner and/or marketer needing more control over your website, and you don't want the extra hassle of learning external platforms such as Wordpress or Drupal, then HubSpot is probably the right choice.

Another advantage of HubSpot is that you can build and deploy custom-made CTAs (Call-To-Action) buttons direct (as opposed to Infusionsoft/Keap where this can only be achieved through a third-party option). And while this may seem like a small issue, CTAs are arguably the gateway to growth because without a strong CTA directing and nurturing prospects through your sales funnel your persuasive copy could be wasted if it doesn’t eventually translate into sales.

As already mentioned, HubSpot does also edge Infustionsoft/Keap when it comes to content optimisation. Infusionsoft/Keap may suit eCommerce business requiring a visible online store but at present it cannot compete with HubSpot’s robust keyword analysis/tracking tool, inbound link tracking ability, or SEO capabilities.

And although Infusionsoft/Keap doesn't require the same level of support, HubSpot’s Academy - an easy to access online educational resource boasting hundreds of helpful videos of how to get the most from HubSpot - is undoubtedly a big plus when it comes to ongoing product support.

So, you've probably worked out by now the question of HubSpot or Infusionsoft/Keap pretty much boils down to two points: budget and need. If you have deeper pockets, the need for more complex inbound marketing tools and you’re looking to grow, then HubSpot is a sound investment.

However, if you just need a lower-cost, simpler automation tool capable of tracking prospects while streamlining online billing and payment options, and you don’t envision any significant growth in the near future, then Infusionsoft/Keap will likely meet all your marketing needs.

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