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HubSpot vs Marketo

Run sophisticated campaigns without the sophisticated setup. See why HubSpot is the #1 customer-rated marketing automation platform.

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Why choose HubSpot?

Shorten campaign timelines

78%

78% of users say HubSpot reduced the amount of time they spend of manual tasks (Internal HubSpot Research)1

Manage the full customer lifecycle

90%

90% of marketers using HubSpot say it improved their ability to understand and optimize the customer journey (Internal HubSpot Research)2

Unify data & operations

84%

84% of HubSpot users say it improved their ability to pull insights from their data (Internal HubSpot Research)2

Customers who made the switch to HubSpot
  • AIIM
  • Ceros-2
  • 2560px-Logo_Konica_Minolta.svg
  • Peggy Winton headshot

    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

    VP & CMO

    AIIM

  • 1619340130392

    HubSpot is incredibly intuitive and easy to use. It's built for marketers and not just developers. With a bit of training, someone that has just onboarded can roll out a campaign in only two or three weeks. We couldn’t do that with Marketo.

    Loon Jian Yew

    Regional Marketing Communications and Corporate Branding Manager

    Konica Minolta

  • MatthewWellschlager_Headshot

    The tech stack HubSpot provides has had massive impacts to our productivity and ongoing improvements to our marketing and sales processes.

    Matthew Wellschlager

    VP of Marketing

    Ceros

What makes HubSpot different?
MH_Social_Hero_en_01162026

Shorten campaign timelines

Marketo is powerful. HubSpot is powerful and easy to use. With HubSpot, you can collaboratively plan, generate, and repurpose content across email, SMS, web, Facebook, Instagram, LinkedIn, TikTok, YouTube, Reddit, and more – all in one platform. And with custom AI assistants that know your customers and your business, you're not just keeping up. You're pulling ahead.

Smart CRM - Overview

Manage the full customer lifecycle

Marketo is great for nurturing leads and accounts, but it lacks tools to grow demand. HubSpot covers the entire funnel — from first impression to lifelong customer. Show up in AI-powered search results using AEO. Spot your best accounts with buyer intent data. Generate demand with ads and social. Then, close the loop with AI agents that prospect, engage, and convert. The whole funnel. One platform.

Data Hub - Data Studio - Unified Data

Unify data & operations

Marketing is only as good as the data behind it, and that's where Marketo falls short. HubSpot Marketing Hub comes with HubSpot Smart CRM built-in, so your customer data and marketing tools live in the same place. The result: AI-driven segmentation, dynamic email personalization, and customer journey insights that tell you exactly where to focus — all powered by a complete picture of every customer. Need to go deeper? Data studio pulls in external datasets, and data agent conducts custom research across the web and your CRM. One data model. Endless marketing potential.

  • g2 leader marketing hub summer 24
  • g2 best usability marketing summer 24
  • g2 best relationship marketing hub summer 24
  • g2 top 100 highest satisfaction 2024
  • g2 top 100 product 2024
  • TrustRadius Buyers Choice 2025
HubSpot vs Marketo FAQ

Absolutely. HubSpot is engineered for growth, offering robust platform reliability, advanced customization, and support for high-volume messaging. To empower large organizations, we provide a full suite of enterprise-grade capabilities, including:

  • Business units and multi-brand management
  • Sandboxes for safe testing
  • Content approval workflows
  • Advanced permission management
  • Custom-coded templates

By replacing disjointed tools with a single, connected system, HubSpot reduces tool sprawl, technical complexity, and maintenance overhead that often drives up total cost. In fact, in the first year, most HubSpot customers pay no additional operation or admin costs, which equates to an average savings of over $100K (HubSpot ROI Report).

Marketo pricing may look pretty straightforward, but there’s a variety of add-ons for things like reporting, customer support, training, and more.

HubSpot offers unique features like AI answer engine optimization, AI campaign builder, social media management, ad management, video, messaging and shared inbox, websites, data enrichment, and more that Marketo does not offer natively.

HubSpot offers extensive customization. You can use custom objects, properties, and associations to align your data with your business needs. Create default spaces to fit your team's requirements, configure crucial UI elements like contact records, and use extensions to create new entirely custom UI elements. See more info here.

Yes, HubSpot includes custom reports, interactive dashboards, customer journey analytics, multi-touch revenue attribution, and more.

Marketo, on the other hand, often requires add-ons for advanced reporting.

HubSpot maintains a secure cloud environment through continuous monitoring, strong encryption, and robust disaster recovery protocols (see here). To further protect information, HubSpot offers enterprise-grade security features including: SSO, 2-factor authentication, database encryption, permission management, and more.

HubSpot's marketplace of 2,000+ apps can connect your existing tools and help you find the right apps to grow your business (featured apps).

Similar to Marketo, HubSpot's Professional and Enterprise editions offer bi-directional syncing with Salesforce for automatic updates and selective record syncing. Get set up in minutes, send valuable lead intelligence to your sales team, and use the synced data in segmentation and automation.

HubSpot offers a variety of advanced AI features to help you save time across your entire front office. Automate tasks and uncover valuable insights with Breeze Assistant, Agents, and features like content assistant, content remix, predictive lead and account scoring, guided actions, and more. From creating content to streamlining processes and improving data analysis, Breeze gives you the competitive edge you need in today’s rapidly changing business environment.

Check out a few of the many customer stories below:

Customers adopt HubSpot quickly because it’s so easy to use and implement. In fact, 91% of HubSpot users say it took one month or less to learn.2

HubSpot makes it easy to move from Marketo with migration tools and dedicated support. We’ll help you transfer your data, contacts, and workflows so you can get started quickly. Our team and partners offer guided services and automated tools to ensure your data transfers smoothly — so you can focus on growing your business, not managing a migration.

Attract more customers with HubSpot today!

Use HubSpot Marketing Hub to better generate leads, convert prospects, and nurture relationships today.

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Pricing and product feature information on this page reflects what was publicly available as of April 2026. Before making a decision, verify current pricing and features with each platform's official documentation.

1. Based on a survey of 1,474 CRM users across the globe in August 2024.

2. Based on a survey of 1,546 CRM users across the globe in August 2025.