Before You Read: If you’re a hardcore HubSpot or Infusionsoft user, please leave feedback in the comments if something has changed. These software programs change frequently and I want this to be the most comprehensive and helpful guides for those considering Hubspot vs Infusionsoft.
This is one of the most in-depth guides I’ve ever written for Flight Media. (And I’ve written a ton.)
Why? Because it’s one of the most common questions people ask us.
And I’d like to really provide a valuable resource that anyone who is considering HubSpot OR Infusionsoft can use to make an educated decision.
Our Story: Flight Media used Infusionsoft for 12 months and HubSpot for 12 months — but we stuck with HubSpot. However, that doesn’t mean this article is going to be a massive bash on Infusionsoft! In fact, there are things I actually prefer and miss about Infusionsoft.
If you’re reading this, chances are, you’ve looked at the sticker price on HubSpot’s website and kind of cringed. (*Guiltyyyyyyyy*)
But all pricing aside, truly comparing HubSpot to Infusionsoft is like putting a 2001 Ford Taurus against a 2017 Tesla that goes 0 to 60 mph in 2.8 seconds flat.
They’re really two different beasts that overlap and have a few similarities.
Here are the basic differences between the two tools:
- Infusionsoft is meant to be a CRM and email/sales automation tool.
- HubSpot is meant to be an all-in-one tool, serving as a CRM, email/sales automation, landing page, social media, keyword research, website analytics, and lead generation tool.
So, from the get-go, I’m going to cover the things HubSpot does that Infusionsoft doesn’t do and doesn’t pretend to do, either. That way, we aren’t comparing those aspects of the tool.
Because, quite frankly, it wouldn’t be a fair comparison.
What Infusionsoft Doesn’t Do (And Doesn’t Pretend To Do)
One of the reasons Infusionsoft is cheaper than HubSpot is simply because there are a ton of things HubSpot does that Infusionsoft doesn’t intend to do.
Below are those features, along with alternatives you could pair with Infusionsoft. 🙂
- Landing Pages
HubSpot has the ability to build customized landing pages within its software. They connect with all your campaigns and spit out nice analytics, so you can see how your pages are converting. You can either build your own or download some incredible templates from their marketplace.
Side-Note: We have some pretty sweet templates we offer for free in the HubSpot Marketplace.
If you want to have landing pages with Infusionsoft, you’ll simply need to get a landing page software like Clickfunnels. (Cost: $97/mo)
- Keyword Research & Tracking
With HubSpot, you can search for keywords, see their search volume & competitiveness, and see where precisely you rank for that keyword. This is very useful when determining blog content to write or tracking how many leads/traffic each keyword is converting per month.
Here’s a screenshot of some of Flight Media’s keywords that we rank on the first page (<10) and second page of Google for. The ones that are 10-20, we’re currently trying to get on the first page! 🙂
To pair a good keyword tool with Infusionsoft, we recommend SEMrush. (Cost: $99/mo)
This one is pretty cool, as HubSpot allows you to blog from their platform. You get to see exactly what the post will look like as you write it and they keep on top of your SEO, making sure each blog is optimized for Mother Google.
It then tracks the analytics of all your blog posts, showing which posts converted leads, which of those converted into customers, and so on.
The downfall of this, however, is that your blog must be migrated to HubSpot’s COS (Content Optimization System) and it’ll take some additional development work to make sure it looks 100% like your previous design. It’s also a bit more difficult to make changes to. (Versus a CMS like WordPress or Drupal.)
To pair blogging with Infusionsoft, we recommend WordPress. (Cost: Zilch, Zero)
Side-Note: All-in-all, we’re still on the fence about HubSpot’s blogging platforms. It’s convenient and the analytics are nice, but we really enjoy the flexibility of WordPress.
- Social Media Management
HubSpot boasts a pretty intuitive social media management tool that syncs your contact activity on social media with their contact profiles. Overall, the interface is pretty nice and we personally use it for all our HubSpot clients.
It’s nice to know when your leads are active with you on Twitter and it’s convenient to schedule your posts out a month ahead of time on Facebook, Twitter, and LinkedIn.
Downside: Right now, HubSpot only allows monitoring your feed on Twitter. You can set up feeds to track your email subscriber’s activity or monitor regular engagement (follows, tweets, RTs, etc.)
It’s nice that it syncs your CRM contacts and their social media, but it doesn’t offer Facebook or LinkedIn monitoring.
With all of that said… We don’t need to compare Infusionsoft and HubSpot on the features I just listed. (Because, again, that’s like comparing apples to oranges.)
Hubspot vs Infusionsoft: Where They Overlap
Before I discuss where each software exceeds and falls short, there are a few things they both do very well equally. These are things that I wouldn’t let influence your decision.
- Contact Management
Both software programs are incredible at contact management. They keep detailed information on what your contacts are doing, which is incredibly valuable to a marketer AND salesperson.
The main difference in their contact management is simply the interface.
Infusionsoft as a “quick-view” style, where it allows you to easily click on a contact’s name and it pops down all their information.
HubSpot has more of a timeline style view that is very customizable to each person using the software. Unfortunately, with Infusionsoft, everyone shares the same view that you see above.
As far as contact management interface goes, it comes completely down to preference.
- Lead Scoring
I was first introduced to “lead scoring” when I bought Infusionsoft. Basically, you can assign a point score to different behaviors your leads take, then notify a sales rep when they reach a certain score.
For example, you might assign scores to the following actions:
- Email Open: 5 points
- Email Link Click: 10 Points
- Purchase Product: 100 Points
- Visit Website Page: 2 Points
Every time a lead in your CRM takes one of those actions, it will add to their score. When they reach a certain point score, it’ll assign a sales rep and email them to let them know of the new hot lead.
HubSpot and Infusionsoft both have this feature and do them pretty well. Personally, I like how Infusionsoft shows every contact’s score through the “flames” on their contact record.
But on the flip side, HubSpot allows you to assign a point score, based on several things that Infusionsoft can’t base the lead score on:
- Website Page Visits (i.e. If they visit your Pricing page, you can assign a higher score)
- Social Media Interactions (Clicks, Retweets, Follows, etc.)
Overall, lead scoring is a pretty underutilized tool. Most people either don’t realize these exist or set them up and forget about them.
I wouldn’t make a decision for either one based on this feature.
- The Marketplace
Both software programs have a pretty nice marketplace — where you can go to download additional add-ons to your account.
Infusionsoft’s Marketplace has things like:
- Website Plugin Integrations
- Email Followup Campaign Templates
User-Friendliness Rating: 5/10
Con: Most Add-Ons Are Paid
HubSpot’s marketplace has things like:
- Landing Page Templates
- Email Followup Templates
- Blog Templates
- Website Templates
User-Friendliness Rating: 8/10
Con: It Doesn’t Display 3rd Party Integrations — Only HubSpot Templates
Both marketplaces are pretty extensive and have thousands of add-ons (free and paid.) But I wouldn’t make a decision based on this.
The Infusionsoft Difference
Now that we’ve covered what we shouldn’t compare about these two, here’s the skinny on where Infusionsoft shines vs. Hubspot. (Keep reading for the vice versa.)
1. Campaign Builder
I absolutely love Infusionsoft’s campaign builder. (The tool you use to build out all your automation.)
Hubspot calls them “workflows” and Infusionsoft calls them “campaigns.” TomAto, TomAHto.
The main difference with Infusionsoft’s campaign builder is that it’s incredibly visual, which makes it extremely easy to see the flow of the marketing and sales funnels you build. (See below)
Hubspot’s workflows, on the other hand, are top-to-bottom, which makes it harder to understand. (See below)
If you want to have a more visual overview of your campaigns, Infusionsoft will easily take the cup.
2. Tags vs. Lists
I’m incredibly jealous of Infusionsoft for their tags. While every other email marketing software was using “Lists,” Infusionsoft decided to eliminate lists and simply use tags.
A tag is simply a way of categorizing your contacts.
For example, you might “tag” contacts in your database with one of the following:
- Purchased X Product
- Opened Y Email
- Clicked Z Link
You can then send emails and create automation based on what people are tagged with.
Hubspot, like most others, still uses lists. They work just about the same, but tags can be more specific. And I personally feel they’re easier to work with than lists.
3. Payment Processing
Although Hubspot doesn’t really pretend to do payment processing or allow people to build e-commerce stores, this is something I feel is pretty unique and cool that Infusionsoft does. (That I wish Hubspot did, too.)
Whether you’re invoicing a client or setting up a branded e-commerce store, Infusionsoft allows you to process everything through their platform and track the sales generated from it.
Sure, you can use Zapier to integrate payment processing with Hubspot, but it’s not as intuitive and native as Infusionsoft’s.
Hubspot’s sales tool has about everything you need to close the deal — except the final step: invoicing the new customer.
Infusionsoft has the ability to send customized invoices to contacts within the system.
This can be extremely useful for centralizing your team and for truly tracking revenue growth. You can see things like:
- Accounts Receivable
- Paid Invoices
- Revenue Generated
- Aged Invoices
If Hubspot had this capability, it would be the icing on the cake. But it doesn’t…
At first glance, Infusionsoft’s pricing isn’t too shabby. $299-$379/mo for the entire deal? Yes, please!
(This is their current pricing, as of 2017.)
Not so fast, Flash. If you really want to have a full marketing and sales funnel, you’ll need to make sure you have all the pieces to the puzzle.
All in, here’s what you’re really looking at:
- Infusionsoft: $299/mo (Most People We’ve Worked With End Up Here)
- Additional Users: ? ($50/mo Per Seat)
- ClickFunnels: $97/mo (Landing Pages)
- SEMrush: $99/mo (Keyword Research)
- Zapier: $20/mo (Integration Tool)
- Social Draft: $80/mo (Social Management Tool)
- Analytics: Google (Free)
- Blogging: WordPress (Free)
- Onboarding: $1,999-$2,999 (I’d recommend having a partner onboard you because I’ve heard nothing but bad things about having Infusionsoft’s team do it.)
Total cost = $595/mo (not including add-on seats) + $1,999 for onboarding
* Infusionsoft works on a 12-month annual contract, paid monthly.
If you were a 20-person team, the cost would jump to $599/mo for Infusionsoft’s “Team Plan”. (Take total user seats into consideration when you’re reviewing pricing!)
Side-Note: Every time I try to figure out the true cost of Infusionsoft, the reps always beats around the bush and it’s challenging to get them to give you the real price… (On the phone or over chat.)
The HubSpot Difference
Now that you’ve seen where Infusionsoft shines, let’s have a gander at HubSpot.
1. In-Depth Analytics
From years of consulting with companies and running tons of inbound marketing and design campaigns, I’ve learned that you can only measure value with real, hard data.
Too many marketing teams and companies run wild with campaigns, but don’t truly know what efforts yield the highest impact and which yield the lowest.
HubSpot has that data.
If I want to see how many Sales Qualified Leads (SQLs) we generated this month from Instagram, I can do it in about 5 seconds. This will allow you to make numbers-backed marketing decisions, rather than basing your new strategies on assumptions.
I recently ran a report to see which social networks converted the most leads last week. Here’s what I found:
With this information, our marketing team went to work, focusing on Instagram and YouTube. As you can see, we not only get the most visitors from those channels, but they convert at high percentages into leads!
Unfortunately, Infusionsoft doesn’t have analytics like this.
Of course, you can attempt to set up Google Analytics to pair with Infusionsoft, but it won’t be able to track the conversions to contacts within your CRM at this level.
HubSpot can even take it a step further by tracking which of those contacts converted into customers.
Imagine being able to know which blog posts in the last 24 months turned someone into a customer? Pretty powerful.
2. HubSpot Sales Tool
I’d have to say that HubSpot’s Sales Tool not only blows Infusionsoft’s out of the water, but it gives the almighty Salesforce a run for its money.
When I talk about the “sales tool” side of these software systems, I’m referring to:
- Deal Tracking
- Email Send Tracking
- Email Send Templates
- Pipeline Management
- Lead Intelligence Data
- Lead Distribution
- And Any Other Features That Streamline a Sales Rep’s Efforts
Infusionsoft has the ability to track deals associated with contacts, but it all has to be managed within the Infusionsoft platform and is very minimal.
HubSpot, on the other hand, has one of the most intuitive and powerful sales tools I’ve ever seen.
The Google Chrome email extension tool even allows you to do things like:
- Use Email Templates
- Use Document Templates
- Track When Prospects Open Emails (And Where & On What Device) *Creepy*
- Allow People to Book Times On Your Calendar
- Allow Emails to “Send Later”
- Enroll People In Automated Sales Email Sequences
- Have a Live Chat On Your Website
- Call & Record Calls On Your Browser/Phone
If you truly want an in-depth look at HubSpot’s top sales features, check out this article I previously wrote. It’ll show you how incredible the tool is.
This is, however, a $50/mo add-on for each sales rep.
Overall, I give HubSpot’s Sales Tool a 10/10.
3. Progressive Profiling
This is something I never knew I wanted until I had it. And now that I have it, I can’t let it go.
Progressive profiling is when you change the content or form requirements you show on your website, based on particular conditions.
Example #1: If you were a lending company and had two buyer personas — a realtor and a homebuyer — would you speak to them the same? Of course not. So, with HubSpot, you could set it up to show them different content or calls to action (CTAs) based on what buyer persona they’re labeled as in your CRM.
Example #2: Let’s say you have an ebook for download and your form requires them to input their first name, last name, email, and phone number. If they filled out that form, wouldn’t it be nice to get some different information next time — because you already have it?
Of course. With HubSpot, you can set it up to ask for different information, based on what you already have. (i.e. Once you have their last name and phone number, you can then ask them for company and # of employees the next time they fill out a form.)
This feature allows you to progressively build a profile of each contact in your database.
Side-Note: We have some contacts who have given us everything from their Twitter handle to their birthday because they download so much stuff from us! 🙂
Having a full profile on your leads and contacts helps your salespeople better tailor their selling.
Unfortunately, Infusionsoft doesn’t (yet) have a feature as in-depth as this.
4. More Automation
Both software systems do a great job at automation. You can automate emails to customers, prospects, or team members based on certain criteria.
With Infusionsoft, your automation is primarily based on:
- Email Opens
- Email Clicks
- Products Purchased
- Tags Applied
- Lead Score
But, with HubSpot, your automation can be based on a few additional things that are high-impact:
- All Of Those Listed Above
- Specific Web Pages Visited
- Cart Abandonment
- CTAs Clicked On Your Website
You’d be surprised how valuable it can be to notify an assigned sales rep when their lead is visiting your website or a even better — a specific page.
If you’re an e-commerce business, imagine if you could send an email to people who added your product to their cart, but didn’t check out? With HubSpot, you can.
This level of automation is powerful. But with great power, comes great responsibility (and work). If you like the idea of this level of automation, make sure you actually set it up!
5. Unlimited Seats
Most people who use Infusionsoft begin on the $299/mo package. This entitles you to 4 users. But what if you have a 20-person team and you want everyone unified on Infusionsoft? What if you had 50 people?
You’ll either need to bump to their Team package for $599/mo (which allows 20 users) and then add individual seats at $50/mo per seat.
HubSpot allows unlimited users for every account, so regardless of the package level, you can have your entire team wheelin’ and dealin’ on HubSpot. Woohoo!
HubSpot’s pricing is the primary reason people tend to opt for Infusionsoft. It’s not cheap.
At first glance, you’re looking at an $800/mo commitment for 1,000 contacts for an entire year, not including the $3,000 onboarding fee. (Ouch)
However, if you take into consideration the additional add-ons you’ll need with Infusionsoft to still maintain some of the HubSpot features, then you could easily be looking at $595-$1,000+ per month.
And when you look at it that way, it really isn’t too far off from HubSpot. Plus, if you want all the capabilities HubSpot has, it still won’t have them all. (Tracking where customers converted from, automation based on website visits, etc.)
Here’s what HubSpot costs:
- HubSpot: $800/mo+
- Onboarding: $3,000 (This fee can be waived if you’re working with a partner agency — which I highly recommend.)
Secret Side-Note: Something that you won’t hear most people talk about is the fact that, just like any company, HubSpot can be negotiated with.
It’s a premium software that essentially gives you a marketing and sales machine in a box, but if you have any level of negotiation skills, you won’t have to pay full price.
I’ve seen clients negotiate anywhere from a 5%-40% discount.
What’s Best For You
After using both software programs for a year, I can confidently say that HubSpot was the best decision for Flight Media, but it may not be for you.
After negotiations, we’re at a 10% discount with a Pro 8,000 contact tier. (And we keep our contacts cleansed every month. We only want serious people in our pipeline!)
But if that still sounds expensive, then it may not be the right fit just yet.
When evaluating HubSpot vs Infusionsoft, the most important thing is to look at your company as a whole.
- How much revenue do you do?
- How many team members will use it?
- What capabilities are important to you?
- Who will implement the software?
From my experience, companies that do <$200k/year in revenue should start with Infusionsoft or something even smaller. (Like Active Campaign)
If you’re looking for something more complex that centralizes all your efforts, then HubSpot would be the better choice.
If you’re looking to just get started with a CRM and automation, then Infusionsoft would be the better choice.
Personally, I like having everything in one place. And although Infusionsoft doesn’t intend to compete with some of the additional things HubSpot does, it’s nice to have them in one location — all linked together.
I like seeing how each blog performs, what our website traffic looks like, where our leads and visitors are coming from.
Ultimately, because HubSpot is a more robust tool, we’re able to use it to inform our marketing campaigns and sales efforts, make data-backed decisions when we tweak content, and drive better results — for a few dollars more.