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Marketo vs HubSpot

Choosing the right marketing automation platform is critical. We want you to have the best information possible to do so.

Overview

Choosing the right Marketing Automation platform is foundational to your business. This page compares two of the top-rated platforms – HubSpot and Marketo – to help you choose the one that’s right for you.

HubSpot Marketing Hub

HubSpot Marketing Hub is a Marketing Automation Software that enables users to create and deliver CRM-powered marketing. The powerful suite of tools is deeply integrated with your customer data and offers  everything you need to create automated inbound marketing campaigns that consistently grow your business. Attract attention, convert more leads and report on your entire funnel from one central place. 

HubSpot is ranked #1 in Marketing Automation by G2 Crowd, and #1 Overall Best Product for Marketers by G2 Crowd.

Marketo

Marketo is a single tool that provides email nurturing and automation, and requires costly integrations or other tools to help with marketing, sales and customer success. In addition, to get the most out of a single email automation tool, it requires deep integration with a CRM which needs to be maintained by your team. 

Marketo is ranked #8 in Marketing Automation by G2 Crowd, and #3 by Gartner.

Marketo Pricing vs HubSpot Pricing

The sticker price doesn’t always tell the whole story. To help you understand the difference in total cost of ownership between HubSpot and Marketo, let’s break down a standard subscription and look at the total cost of ownership for each tool.

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 HubSpot Marketing Hub Enterprise Marketo
Users/Seats

Pricing based on your organization - add as many users as you need (source)

25 Users included, upgrade for more (source)

Contacts

Pay only for contacts that you market to

Pay for every contact in your database

CRM

Use HubSpot Sales Hub for an immediately seamless experience, leverage our native integration with other leading CRMs, including Salesforce

Or use our underlying CRM technology just for your marketing team

Connect to your choice of leading CRMs, including comparable functionality with Salesforce (source)

Implementation

Flat rate of $6,000 for Enterprise onboarding. Additional technical consulting services available for additional fees (source)

Multiple launch packages that range in price from $6,000 - $19,500 (source)

Platform Maintenance

Enjoy a seamless platform built on one code base (source)

Maintain connections in-house for the rest of your tech stack, such as CRM, Help Desk, CMS, etc.

Customer Support Costs

Phone and email support included for all Professional and Enterprise plans (source)

Basic support included, full service available at additional cost (source)

Pricing information last accessed May 2021

HubSpot vs. Marketo: Capabilities

See how HubSpot and Marketo compare across some of the most critical Marketing capabilities.

  • To truly transform your marketing you need an integrated set of tools that help you get found, engage and nurture leads, and ultimately tie all your marketing efforts back to ROI. 

    In HubSpot, all of this functionality is already built into the product, with access to a broader set of tools and an expandable platform.

    Marketo specializes in a handful of proven digital marketing channels and helps users create custom solutions for a narrower range of uses.

    This favors a conventional approach to marketing operations through specialization, rather than new and innovative techniques or technology.

    “HubSpot is by far the easiest, most intuitive CRM platform for marketers that I have used. It’s lightyears ahead of Pardot and Marketo. If you’re working on demand/lead generation, this platform is essential for running campaigns at scale and tracking your success.” - G2 Review, Mid-Market User (link)    

  • HubSpot empowers teams to create content using the tools and technologies they prefer, with products for both marketers and developers. Marketing Hub’s web tools are built with the same technology as our standalone CMS Hub, making it easy for marketers to create content quickly, using a library of pre-built templates or completely custom with your choice of a drag-and-drop editor or manual coding. 

    Marketo includes the ability to create landing pages, but any customization will likely require a developer or experience writing HTML and CSS. Marketo excels at reaching known leads once they’ve been identified but lacks built-in tools for content marketing. Similarly, Social Media features require Admin involvement and consistently receive lower user ratings on online review sites. (source)

  • HubSpot Marketing Hub excels at attracting new leads through it’s intuitive and powerful top of funnel tools. Publish your blog on HubSpot and track engagement through your CRM, incorporate SEO recommendations, manage all your ad campaigns, build and execute social media campaigns, host videos directly in HubSpot, or leverage our chat bots to capture and qualify leads. 

     

    Marketo is primarily designed for traditional email campaigns, and doesn’t enjoy the benefits of a complete marketing solution. Accordingly, fully integrating features like web forms, landing pages, and blogs with your emails campaigns may require additional tools and effort. 

     

    “Across three brands, I've loved being able to use HubSpot as my one-stop shop for social, email marketing, and lead gen. I love how easy it is to use to post for Facebook, Twitter, LinkedIn, Instagram, and our blog. I especially love that we can create workflows to perform nurture campaigns for lead gen for our B2B brands without having to use a separate app or software.” - G2 Review, Small Business User (link)

  • HubSpot is all-in-one marketing software that includes content creation, email, a CRM, and automation in a single platform so all your setup is available visually and doesn't require a single line of code. Whether you're creating just a single email or a holistic campaign that nurtures prospects into customers -- it's all available in Marketing Hub.

    Marketo includes core capabilities of marketing automation, such as sending email, but requires integrations with CMS, CRM, and other tools to make the most of. Most integrations will require code to integrate into your applications and can take significant time to set up.

  • With Marketing Hub, you’ll attract the right customer and grow your audience faster, break through the noise with personalized messages delivered through the right channel, quickly turn attention into customers, and delight customers with a frictionless buying experience. With HubSpot, marketers become the architect of the flywheel, bringing marketing, sales, and service together. 

    Marketo is an industry leader in marketing automation and has invested in deep integrations with many leading CRM solutions, like Salesforce.

    It can also be used in different configurations to adapt to the needs of your business. 

    Since being acquired by Adobe, however, the company has not added any organically developed CRM platform features and has continued to invest in core functionality.

  • HubSpot comes with all the tools you need to build your growth machine, create a delightful customer experience and drive results for your business. 

    Combining HubSpot’s Marketing Automation platform, CMS and CRM into one easy-to-use platform unifies and aligns internal teams to report across systems, use data to better target customers and manage your website.

    With Marketo, leaders need to entrust a handful of individuals with control over their tech stack. Instead of democratizing access to maximize effectiveness, your future growth is pinned to the skill, initiative, and availability of technical gatekeepers. 

    In this model, linking marketing initiatives to sales or service data becomes a chore rather than an essential function. 

  • With HubSpot, all of your analytics are readily available in one place - from top of the funnel performance metrics all the way to multi-touch revenue attribution. With the ability to connect every customer interaction to revenue, you can make strategic decisions rooted in business value. No manual integration is required.

    Using Marketo you have the ability to get robust reporting from high-level engagement analytics to revenue reporting. The reporting does require manual setup, which can take a significant amount of time.

  • With HubSpot, you can set up your ABM strategy with ease.  Tools to help identify target accounts, attract key accounts, engage and deepen relationships, communicate across marketing and sales, and measure performance of your powerful ABM program are all available in both Sales Hub and Marketing Hub Pro + Enterprise at no additional cost.  

    Marketo's ABM features are unlocked with a paid add-on to your instance, and individual licenses are issued to users who require access. In order to align Sales and Marketing, you'll need to make sure your various admins are coordinating closely on integrations and that users understand how both systems function.

  • HubSpot is invested in your success from day one. Our world-class support and customer success teams are available to all customers– with phone and email support at no extra charge for Pro and Enterprise customers– and you won’t pay more for it as you grow. HubSpot Academy, consistently ranked as one of the top online learning platforms in the world (source), is also available right at your fingertips. 

    Marketo provides a basic level of support with all subscriptions, and offers paid plans to access more complete coverage. Still, online reviewers consistently rate Marketo support below the industry average (source). Marketo University features some classes to help users get started, with several hours worth of content.

    “Whilst the platform itself delivers, what stood out to me the most vs the competition was the customer service from HubSpot. Excellent onboarding and ongoing strategic support, which very much focuses on ‘us’ and delivering against our objectives”

    - (G2) Enterprise User (>1000 emp.) Dec 2019 (link)

HubSpot is trusted by over 121,000 businesses in more than 120 countries.

A Community That Has Your Back

HubSpot Solution Partners

HubSpot’s Solution Partner Program is a network of over a thousand agencies to help you resource your marketing strategy with HubSpot. Whether you need someone to help create content, set up ads, or build workflows, there’s a partner here for you.

HubSpot Community

Our Community is there when you need them. Whether it’s getting set up or figuring out the best way to customize Marketing Hub for your needs, there are over 85,000 community members ready to answer your questions.

Knowledge Base

You’re busy. You don’t have time to file a support ticket. You’re also extremely smart and can find answers on your own. Search our comprehensive Knowledge Base to answer any question you might have about our products.

Grow your business like a team twice your size.

Use HubSpot to streamline your marketing by bringing your team, tools, and data together in one place.

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