Pardot Pricing and Features vs ActiveDEMAND

ExactTarget & Pardot were purchased by Salesforce in 2013 to help bolster their marketing automation capabilities. Pardot is positioned as B2B marketing automation for medium sized businesses.

ActiveDEMAND vs Pardot Pricing

Pardot is priced appropriately for medium sized businesses that are already getting good value out of their marketing automation platforms and are already spending tens of thousands of dollars with Salesforce as a CRM. Some of the services to integrate, such as salesperson access to Pardot to get out lead insights, both cost money, and require yearly commitment. ActiveDEMAND requires neither and is 5-10 times more affordable than Pardot. ActiveDEMAND also has higher customer ratings.

Note: We’ve chosen to include Pardot’s Plus and Advanced packages as their lower priced “Growth” option does not deliver a comparable number of features. It’s still more than twice the price of ActiveDEMAND.

First Year Price Small Business Marketer: $1,788 (5,000 Contacts)

Enterprise $6,588 (5,000 Contacts)

Plus: $30,000 (up to 10,000 contacts)

Advanced: $48,000 (up to 10,000 contacts)

Sales access to Pardot: $600/user

Contract Terms Monthly or Yearly Some services yearly only, some monthly
Reviews G2 Crowd:4.5/5
GetApp: 4.38/5
Capterra: 4.5/5
G2 Crowd: 4.0/5
GetApp: 4.1/5
Capterra: 4/5


Agency Features

Many agencies prefer to white label their marketing automation platform, but Pardot does not offer white labeling. Pardot has more of a reseller program for agencies while ActiveDEMAND opts for a partner-style program. ActiveDEMAND also features content moderation to add approval to publishing content.

Multi-Client Management
Content Moderation
White Label
Free Agency Portal
Cross Account Marketing



ActiveDEMAND and Pardot both integrate well with Salesforce. The main difference is that ActiveDEMAND will integrate with popular affordable CRM’s as well, while Pardot integrates with higher-priced SugarCRM, Dynamics, and NetSuite as alternatives. Both ActiveDEMAND and Pardot offer easy ways to implement tracking code on websites, and both offer a WordPress plugin that gets the tracking code on the site as well as makes it easy to deploy forms and dynamic content.

Note: the list would be too long to show all integrations, so we’ve chosen some common integration options below.

Native Salesforce Integration
Native With Other Popular CRM’s Pipedrive, Pipeline Deals, Enquire, Eldermark,, Nimble SugarCRM, Dynamics, NetSuite
HTML Tracking Code
WordPress Plugin
Integrate via Google Tag Manager
Facebook, Google, Twitter


Marketing Automation Features

Both Pardot and ActiveDEMAND are fully-featured marketing automation platforms. ActiveDEMAND has native call tracking and appointment scheduling to better integrate with advanced automation, but both solutions are very well equipped for most organizations.

Email Drip & Newsletters
Landing Pages
Marketing Dashboard & Reports
Sophisticated Dynamic Website Content
Call Tracking

3rd Party
Sophisticated Trigger Popups
Appointment Scheduling

Integrated: Google or Microsoft
3rd party
Lead Scoring


Are you looking for the Best Pardot Alternative?

Pardot is a great marketing automation platform, but a lot of companies out there get into using Pardot and fail to get value out of the platform, all while making big monthly payments. ActiveDEMAND is a lower cost, affordable alternative to Pardot and it still has great integration with Salesforce.  So if you’re looking for the best alternative to Pardot, look no further than ActiveDEMAND.

Note: this comparison was made with publicly available information online. Pricing, features, and capabilities may vary over time.