ActiveCampaign vs Drip: CRM-Integrated vs Event-Driven Automation

Overview

ActiveCampaign and Drip are both powerful marketing automation platforms, but they come from different backgrounds and serve different primary use cases. ActiveCampaign combines email marketing with a built-in CRM, designed for businesses with sales teams. Drip focuses on event-driven automation, originally built for e-commerce but increasingly used by SaaS.

Understanding your go-to-market motion helps clarify which platform fits better.

Key Differences

CRM Integration

ActiveCampaign includes a full CRM with sales pipelines, deal tracking, and task management. Your marketing automations can move deals through stages, assign tasks to sales reps, and update contact records. If you have a sales-assisted motion, this integration is valuable.

Drip is purely a marketing automation platform. No CRM, no sales pipeline, no deal tracking. If you need CRM functionality, you'll pair Drip with a separate tool like Pipedrive or HubSpot. For product-led growth companies without sales teams, this isn't a limitation.

Event-Based Automation

Drip excels at event-driven marketing. Track user behavior, trigger emails based on product usage, and build sophisticated flows based on custom events. The custom events API is flexible and well-documented.

ActiveCampaign also supports event tracking and automation triggers, but it's not as central to the product. The automation builder is powerful, but it's designed for broader marketing use cases, not specifically for product-led companies.

Origin and Focus

ActiveCampaign came from the broader marketing automation space, serving everyone from small businesses to enterprises. It's a generalist tool that can be configured for many use cases, including SaaS.

Drip was built for e-commerce originally, then expanded to serve SaaS. The e-commerce heritage shows in some defaults and integrations, but the core automation engine works well for SaaS. Just know you're adapting a platform rather than using something built specifically for SaaS.

Pricing Comparison

ActiveCampaign is slightly cheaper at most tiers, and you get CRM included. However, their pricing tiers can be confusing - many features require "Plus" or higher tiers. Drip's pricing is more straightforward.

Pros and Cons

Who Should Choose What

Choose ActiveCampaign if:

• You have a sales team and need integrated CRM
• You want email marketing and sales in one platform
• Deal tracking and pipeline management matter
• You need lead scoring and site tracking
• Budget is a significant consideration

Choose Drip if:

• You're product-led without a traditional sales team
• Event-driven automation is your primary use case
• You use Stripe and want native integration
• You prefer a focused tool over an all-in-one platform
• You already have a CRM you're happy with

The Bottom Line

The ActiveCampaign vs Drip decision often comes down to: do you need a CRM?

If your SaaS has a sales-assisted motion with reps working deals, ActiveCampaign's integrated CRM is genuinely valuable. Having marketing automation and sales tools in one system eliminates friction and provides better visibility across the customer journey.

If you're product-led growth with self-serve conversion and no traditional sales team, Drip's focused approach makes more sense. You'll get excellent event-driven automation without paying for CRM features you won't use.

Both platforms are capable and mature. Neither is a bad choice. The key is understanding your go-to-market motion and choosing accordingly. Don't pick ActiveCampaign just because CRM is included if you won't use it, and don't pick Drip if you're going to need a separate CRM anyway.