Small and medium-sized enterprises (SMEs) are increasingly turning to marketing automation platforms to streamline their operations and boost growth. Two prominent players in this field are Keap and HubSpot. Each offers a suite of tools designed to help SMEs manage their marketing, sales, and customer relationships. In this blog, we'll provide an unbiased comparison of Keap and HubSpot to help SMEs make an informed choice that aligns with their specific needs and goals.

Company Profiles

Before diving into the comparison, let's get to know these platforms a bit better.


Keap, formerly known as Infusionsoft, has a history dating back to 2001. The company's target audience primarily includes small businesses and solopreneurs. Keap is renowned for its robust marketing automation capabilities, making it a top choice for SMEs looking to automate repetitive tasks and nurture leads effectively.


HubSpot, founded in 2006, has grown into an industry giant, serving a wide range of businesses, from SMEs to large enterprises. HubSpot offers a comprehensive suite of marketing, sales, and customer service tools, with a strong focus on inbound marketing and content-driven strategies. It's known for its user-friendly interface and extensive ecosystem of integrations.

Features and Capabilities

Marketing automation platforms are valued for their diverse features and capabilities. Let's take a closer look at what Keap and HubSpot bring to the table.

Marketing Automation

Keap Keap excels in marketing automation, offering advanced tools for creating automated workflows, lead nurturing, and behaviour-based segmentation. It's particularly beneficial for SMEs looking to streamline marketing campaigns and improve lead conversion rates.

HubSpot HubSpot also provides robust marketing automation capabilities, allowing SMEs to automate email marketing, lead scoring, and customer journeys. HubSpot's focus on inbound marketing aligns well with content-driven strategies.

CRM (Customer Relationship Management)

Keap's CRM is tightly integrated with its marketing automation features. It offers contact management, lead scoring, and sales automation tools. Keap's strength lies in its ability to nurture leads and facilitate sales processes effectively. Meanwhile, HubSpot's CRM is known for its user-friendliness and integrates seamlessly with other HubSpot hubs. It provides a 360-degree view of customer interactions and offers robust reporting and analytics.

Sales Tools

Keap's sales tools include lead tracking, pipeline management, and automated follow-ups. These features are designed to help SMEs close deals efficiently and improve overall sales performance. Meanwhile, HubSpot's Sales Hub offers a suite of tools for sales teams, including email tracking, meeting scheduling, and sales analytics. The platform's user-friendly interface makes it accessible to sales professionals of all levels.

Email Marketing

Keap's email marketing capabilities allow SMEs to create targeted email campaigns, segment their contact lists, and track email performance. It's a valuable tool for engaging with leads and customers through personalized emails.

HubSpot's email marketing tools enable SMEs to design visually appealing emails, automate sending, and analyze engagement metrics. Integration with the CRM ensures that email marketing is tightly integrated with the customer journey.

Integration and Scalability

Both Keap and HubSpot offer integration options to extend their functionality and accommodate your SME's growth.

Integration Options for Keap

Keap provides integration options with various third-party apps and services, including payment processors, e-commerce platforms, and marketing tools. Additionally, Keap offers API access for custom integrations, allowing SMEs to tailor the platform to their specific needs.

Integration Options for HubSpot

HubSpot boasts a vast ecosystem of integrations through its HubSpot App Marketplace. You can connect HubSpot with popular tools like Salesforce, Slack, and WordPress. HubSpot's robust API also supports custom integrations, ensuring scalability as your SME expands.


Both platforms are designed to scale with your SME's growth. Keap's different plans cater to businesses of various sizes, while HubSpot's modular approach allows you to add or remove hubs and features as needed.

User-Friendliness and Ease of Implementation

The user-friendliness of a marketing automation platform can significantly impact your SME's ability to leverage its full potential.

Keap's User Interface and Onboarding

Keap's interface is intuitive and user-friendly, with a clear focus on marketing automation. The onboarding process includes tutorials and support resources to help SMEs get started quickly.

HubSpot's User Interface and Onboarding

HubSpot is known for its user-friendly interface, making it accessible to users with varying levels of technical expertise. The onboarding process includes guided setup and training resources to ensure a smooth start.

User Feedback and Reviews

To gauge real-world user experiences, it's essential to consider the feedback and reviews of SMEs using Keap and HubSpot.

Keap User Feedback

Users often praise Keap's marketing automation features, citing its ability to save time and improve lead conversion rates. However, some users need clarification on the pricing structure, mainly as their contact lists grow.

HubSpot User Feedback

HubSpot users appreciate its user-friendly interface, extensive ecosystem, and the ability to centralize marketing, sales, and customer service efforts. Some SMEs, especially those on tight budgets, find HubSpot's pricing steep as they scale.

Final Say

The choice ultimately depends on your SME's specific needs and budget. Keap shines in marketing automation and lead nurturing, making it a strong contender for businesses focused on these aspects. On the other hand, HubSpot offers a comprehensive suite of tools, user-friendliness, and a thriving ecosystem for SMEs seeking an all-in-one solution.

As you explore these platforms further, remember to take advantage of demos, free trials, and consultations to determine which one aligns best with your SME's growth goals. The marketing automation landscape continues to evolve, so staying adaptable and open to new technologies is key to your SME's success in the digital era.