Logo - Full (Color)
Skip to content

Marketo vs HubSpot

Marketing Hub is an easy and powerful marketing software that connects without complexity, powers productivity with easy-to-adopt tools, and supports growing marketing teams.

Get started with Marketing Hub today!


HubSpot is a cloud-based customer platform that helps scaling businesses grow better with sales, service, marketing, and content management software.

Marketing Hub is an all-on-one marketing platform that enables you to reach the right target audience, increase conversions of visitors to customers, and execute large-scale inbound marketing campaigns effortlessly, all within a powerful, and user-friendly platform.


Adobe is a software company offering a range of products and services for creative professionals, marketers, and businesses. Adobe owns marketing automation software, Marketo.

Marketo is a marketing automation software designed for businesses to streamline, automate, and measure their marketing efforts across multiple channels. 

Unlock the Power of Marketing Automation: Free Comparison Guide

Discover which marketing automation platform is right for your business. Get our comprehensive PDF guide that breaks down the features, benefits, and differences between HubSpot Marketing Hub and Marketo.

Make an informed decision and supercharge your marketing efforts today!


Download our FREE PDF Guide Comparing HubSpot Marketing Hub and Marketo

MarketingHub_Email-templates-2_with frame

Key Capabilities of Marketing Hub

  • Stay Engaged: Drive revenue with high-quality leads.

  • Drive Productivity: Save time and resources with efficiencies that scale.

  • Empower Connections: Measure and optimize marketing investments with strategic reporting.

  • AI Capabilities: Generate content and complete tasks faster with AI-powered HubSpot tools.

What Sets HubSpot Apart

Stay Engaged

What Marketo Offers:

  • Automatically update leads based on criteria you set with Smart Lists. Marketers can create Smart Lists based on specific attributes such as demographics, firmographics, behaviors, or lead scores.
  • Marketo Sales Insight assists teams in identifying, prioritizing, and engaging with the most promising leads and opportunities. Sales Insights requires add-ons.

What Sets HubSpot Apart:

  • Marketing Hub provides you the functionality to create hyper-relevant customer experiences, deliver authenticity and empathy at scale, and drive revenue with high-quality leads that turn into captivated customers.
  • HubSpot promotes seamless collaboration between marketing and sales efforts by offering an integrated platform where both teams can effectively work together. Access the same centralized data through a shared customer platform, such as contacts, companies, and deals. 
MarketingHub_Nuture-campaign-workflows_with frame

Marketing Hub customers take an average of 51 days to activate Marketing Hub. (Hubspot Annual ROI Report)

Drive Productivity

What Marketo Offers:

  • Marketo drives productivity by streamlining and automating marketing tasks such as lead management, campaign design and execution tools and analytics.
  • Marketo Measure tracks marketing performance by measuring key metrics, such as email opens, click-through rates, and lead conversions. Analyze marketing campaigns' success and optimize strategies using data-driven insights Marketo Measure requires add-ons.

What Sets HubSpot Apart:

  • Marketing Hub helps you align your operations and stay in control at scale. And when you’re operating efficiently, your customers feel it, too — you get more done with less, and they get a timely, consistent experience.
  • HubSpot automates repetitive marketing tasks like email campaigns, lead nurturing, and social media scheduling, saving time and enabling marketers to focus on strategic planning and optimization.
MarketingHub_Email-engagement-1_with frame

Marketing Hub customers see their email click-through rate increase 121% on average after 12 months. (Hubspot Annual ROI Report)

Empower Connections

What Marketo Offers:

  • Marketo enables marketers to personalize messaging and target customer segments based on their preferences, behavior, and stage in the buyer's journey, allowing businesses to deliver relevant and engaging content.
  • Marketo’s web personalization functionality allows you to provide customized content for each website visitor – crafting experiences that directly address their needs and preferences. Web personalization requires add-ons.

What Sets HubSpot Apart:

  • Marketing Hub Enterprise gives you reporting tools like multi-touch revenue attribution and customer journey analytics to help you optimize the customer experience.
  • With personalization tokens, you can show personalized content to your contacts based on their property values in your HubSpot Smart CRM, which can increase engagement with your website and email campaigns.
MarketingHub_Lead-generation_with frame-2

Marketing Hub customers see an average increase of 113% in traffic to their websites after 12 months. (Hubspot Annual ROI Report)

AI Capabilities

What Marketo Offers:

  • Predictive Content, powered by Adobe Sensei, helps curate content to engage customers. It scans your website and automatically catalogs your content assets, such as pages, images, videos, e-books, blog posts, and case studies.
  • Predictive Content then uses machine learning and predictive analytics to find the right content for each of your customers across all your engagement channels, including desktop, mobile, email, and more.

What Sets HubSpot Apart:

  • HubSpot Content Assistant helps you create content faster and easier. It uses artificial intelligence to suggest topics, headlines, and even complete sentences. You can use Content Assistant to create blog posts, landing pages, emails, and more.
  • Campaign Assistant helps you generate copy for landing pages, emails, or ads in just a few clicks so you can focus on tasks that need a human touch. Create and share  AI-powered content, all in one place.

Feature Comparison

Marketing Software That Grows With You

Start with free tools and upgrade as you grow, or hit the ground running with one of our premium editions.

Total Cost of Ownership


Marketing Hub is powerful and easy-to-use: it’s customizable without being complicated, empowering instead of overpowering. Marketing Hub makes it possible to power deep customer connections with ease.

  • Implementation: The average time to activation for Marketing Hub Enterprise is under 3 months and 88% of Marketing Hub Enterprise customers display high feature usage (source).
  • Marketing Hub customers see their email click-through rate increase 121% on average after 12 months. (source)
  • Service & Support: HubSpot provides different support channels depending upon your subscription, all included.


Marketo does not publicly publish pricing but licensing is generally determined by increases of 1,000 contacts.

Base License
Marketing Hub Enterprise
Marketo Ultimate
Pay only for contacts that you market to
Pay for every contact in your database
Service & Support
Phone, Chat & Email support included
Training & Educational Resources
HubSpot Academy, Community
Not required
Not Included
Customization / Configuration
Easy to customize & configure in-house
Developer Support
App Marketplace
Adobe Marketplace
Time to Value
84 days to activation
6+ months
Maintenance / Admin
Enjoy a seamless platform 
built on one code base
Admin not required
Requires in-house maintenance connections for the rest of your tech stack (e.g. CRM)
Talk to Sales

Calculate Your ROI with HubSpot

Calculate the return on investment (ROI) you could experience with HubSpot products using our free and easy-to-use ROI Calculator. You can also calculate the total cost of ownership (TCO) of your HubSpot software based on aggregated data from 177,000+ HubSpot customers globally.

What are customers saying?

HubSpot Marketing Hub received G2's top 100 Best Software Products & Highest Satisfaction Products 2023.

The tools we had been using weren’t integrated and were too difficult to use effectively with a limited staff. Marketo’s inbound capabilities were quite limited and were more focused on outbound, email automation, and tracking. Even leveraging those capabilities was cumbersome; the user interface was not as intuitive as HubSpot’s.

Peggy Winton

Vice President and CMO



Related Resources

If you’re interested in Marketing tools, these may be helpful.

Comparison Library

Picking software to run your business is not a decision you make lightly. We’re here to make it easier.


App Ecosystem

Check out the hundreds of marketing apps and integrations you can use with HubSpot.


Marketing Automation Software

Set your marketing campaigns on autopilot with marketing automation software powered by HubSpot Smart CRM.

Attract More Customers with HubSpot today!

Use HubSpot Marketing Hub to stay engaged, drive productivity and empower connections with your customers today.