Marketo Alternative

How is HubSpot different than Marketo?

Overview

Choosing your marketing automation solution is a critical decision for your marketing department, and overall company. While there are many brands out there, this page will help you understand the differences between HubSpot and Marketo so you can decide which is the right Marketing Automation software for your business.

HubSpot

HubSpot’s Growth Platform gives growing teams a full suite of tools across marketing, sales, customer success, and CRM all in a single package. You’ll have sophisticated but easy to use tools that every team in your company needs to drive growth, along with robust automation to deliver great customer experiences at scale. HubSpot is ranked #1 in Marketing Automation by G2 Crowd, and #1 by Gartner.

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.

G2-Crowd-Fall-2018HubSpot ranked #1 in Marketing Automation from G2 Crowd

"While most marketing automation tools have reached a certain level of parity when it comes to standard features (lead records, social, email marketing, landing pages, etc.) not every company excels in training, best practices, and support. Of all of the tools I've used (Eloqua, Marketo, HubSpot), HubSpot clearly focuses on usability and customer retention. It's tailor-made for orgs that want fast ramp-up and ROI and does a fantastic job of making sure that multiple resources exist for whatever question you might have." - Eric C.

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HubSpot ranked #1 in Marketing Automation from GartnerGartner-CC-2018

"There are many vendors and products out there, some are very robust, complicated and expensive, typically aimed at large enterprises such as Marketo. These require numerous resources to implement and utilize. However, if you are a ~$500M company with a small marketing department, HubSpot could be the perfect fit for your needs. They have excellent onboarding and customer support. And their sales agents are very thorough and look out for you immediate needs and future growth needs." - Gartner Review

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Marketing Transformation with Automation

An investment in marketing automation is an investment in transformation. As a leader of marketing you need a tool that enables your team to effortlessly drive revenue and market online.

To truly transform your marketing it requires a closely integrated set of tools that help you get found, engage and nurture leads, and ultimately tie all your marketing efforts back to ROI. All of this functionality is built directly into HubSpot, whereas with Marketo you get a limited set of tools that require being cobbled together, and require developers to help implement. 

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Get Found Online With Content, SEO, and Social Media

Create Content That Drives Traffic, Leads, and Customers

Website

HubSpot-CMS-BiglyticsYour website is the foundation of all your marketing, and it's your star salesperson. As a result, it's important to tie all of your content -- across your blog, landing pages, and website pages, to nurturing. This is why at HubSpot, we've made content tools central to our Marketing Hub so you can grow your brand, and get get found online.

Marketo includes the ability to create landing pages, but any moderate customization requires a developer or knowledge of HTML and CSS. In addition, you will need other tools to host your core website and blog.

HubSpot is the professional marketers CMS. Create content in HubSpot by selecting from thousands of free or paid templates in the marketplace, or customize your own in minutes using our drag-and-drop editor. Creating blog content in HubSpot is easy as well. Draft content and collaborate with your team, then automatically share it out to social and measure the results all in one place. 

 
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Blog

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Website & Content Creation

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Landing Pages Only

Mobile Optimized

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Requires custom code

Live Chat

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Requires additional software

Content Strategy

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SEO Optimization

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Pop-up Forms & Form Creation

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Only Forms, Not Pop-Up Forms

A/B testing

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Personalization

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Social Media Monitoring & Publishing

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Ad Creation & ROI Analytics

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Native Video Hosting & Measurement

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Learn more about how you can start creating great content in the Marketing Hub.

Convert & Nurture Leads with Automation

Send Beautiful Email & Engage With Customers Using Marketing Automation

Email & Automation

Email%20Editor%20(MHS-2)

Nurturing prospects into customers is at the core of every marketing automation tool.  Yet, automation itself has started to evolve beyond just email to take care of the busy work for marketers and connect with customers in new ways.

Because email and automation are two central components to your choice, let’s breakdown some of the core capabilities of HubSpot and Marketo.

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 setup.

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 the Marketing Hub.

 
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Drag-and-Drop Email Builder

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Personalize Email Content

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Personalize Email Subject Lines

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Email A/B Testing

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Email Analytics

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Automation Branching Logic

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Contact-Based Segmentation

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Company-Based Segmentation

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Bi-Directional Company Sync with Salesforce

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Unidirectional Only

Learn more about how you can start automating beyond just email and all Marketing Automation capabilities in the Marketing Hub.

  • Ethan Griffin
    HubSpot was easy for us to use from the very start. Within two weeks, we had analytics functioning, our social media accounts synced, Salesforce integrated, and landing pages live. With our previous system, we were six months in, and had only sent two emails out. Because HubSpot is easy to use and intuitive, we're able to complete our marketing tasks easily.

    Ethan Griffin

    CEO

    Groove Commerce

  • Jasmin Lesser
    HubSpot became an asset for our organization. Going into the software, I was able to get all of the support I needed, 24/7. The phone support staff is every helpful, and wants you to succeed. The training programs provided me with all the knowledge I needed to run the software. This program is essentially the heart of our organization, aiding us in all our inbound marketing needs. If you're looking for an all-in-one program, this is the one!

    Jasmin Lesser

    Marketing & Communications Manager

Measure ROI

Measure the performance of your marketing and see how much revenue you're driving

Analytics

Attribution-Reporting-Sept-2018Measuring your entire funnel is important to making data-driven decisions. From the content you create, to contacts generated, to customers won, having a view of each piece of your funnel will allow you to focus on doing more of what matters -- and less of what doesn't.

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, all of your analytics from content and top-of-the-funnel metrics to engagement and revenue are available in one tool. Because it's all connected out of the box, no manual integration is required to get started.

 
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Basic content analytics (sessions, visits, etc.)

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Advanced content analytics (attribution, etc.)

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Contact analytics

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Company analytics

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Competitor tracking

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Requires additional software

Export/Email reports

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Revenue reporting

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Attribution Reporting

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Campaign Management

HubSpot-Campaigns

Marketing campaigns fundamentally drive growth, so any marketing automation platform you choose should help you manage campaigns in the way you and your team are organized. Campaign management should not only about help creating marketing assets, but ultimately also reporting on the performance of a campaign.

Marketo has a file structure, similar to the file manager on Windows. This makes it easy to create campaign assets that relate back to a campaign and subsequently clone them if you have a similar campaign in the future.

With HubSpot campaigns include content assets and also reporting. Within HubSpot you can easily create content assets, tie them together in a campaign, report on them holistically, then clone the entire campaign.

 
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Associate content assets with a campaign (landing pages, email, etc.)

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Easily clone campaigns and associated assets

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Report on overall campaign performance

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Total Cost of Ownership

Team & User Management

Team-ManagementThe way each team works, and is organized, can be different. So the tool you choose should help align with your structure and fit the way your team works -- and the way your campaigns and content are developed. 

Marketo has flexible permissions that can work across teams, business units, and product line.

With HubSpot, you can setup teams so that content, contacts, and more are only visible to those responsible. For example if your organized by region you can have your North America marketing team see content and contacts generated for their region, then have your other regional teams across the world only see their data.

 
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Segment content, and contacts by team, business unit, region, or any other dimension

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Separate teams by hierarchy

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Growth Software Without Any of the Administration Headaches

As you consider marketing automation, the cost of software likely comes to mind. While the cost of the software subscription is certainly a key component to keep in mind, it's not the only cost that you should take into account. Keep in mind any new headcount that will be required as a result, as well as services or implementation fees.

With Marketo most organizations need to hire a dedicated administrator to help manage and streamline the software. This cost of a new hire, along with benefits can add significantly to your total cost of ownership based on average salary's in your area.

With HubSpot we've built growth software for marketers, like yourself. There's no dedicated administrator required, yet all of the powerful features you and your team needs are available right at your fingertips. 

You'll Grow, We'll Grow With You

Learn why companies that choose HubSpot for Marketing Automation are happy, and more successful.

HubSpot is much more than just software

Choosing a Marketing Automation provider is a crucial decision, so when you make a purchase it's important to consider not only the software, but the support and resources you'll recieve. With HubSpot we're invested in your success. 

  • Free Training & Education - HubSpot Academy resources are available to help you, and your entire team learn best practices and successfully execute campaigns that grow your business - and your career. Take a look at the dozens of courses available and get started today.
  • Support is Available For Your Entire Team - Anytime a member of your user has a question, reach out and say hello. Our support team is happy to help whether it's a question about our software, or advice on how to best execute a campaign.
  • Onboarding - When you start using HubSpot, you'll have a dedicated team help you get started with the software, any technical setup tasks, and execute your first campaign. Learn more about HubSpot onboarding here.
  • Premier Services - If you are looking for consistent team support, we have options available from ongoing consulting to project-based consulting, and even technical help. Learn more about HubSpot services here.

We've built the Marketing Hub to be easy for marketers, and growth professionals to use. That's why we're happy to share reviews of everyday professionals using HubSpot to grow better, just like you.

HubSpot logo

Onboarding

Get up and running with help from HubSpot.

With the help of an Implementation Specialist, you will receive both technical guidance to properly configure the HubSpot software, and campaign assistance to leverage the HubSpot tools and Inbound Methodology.

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Learning Center

Marketing education available at your fingertips.

Join the community of 50,000+ marketers certified in Inbound Marketing and grow your career, and business. Once you're inbound certified, learn new skills or get additional certifications in email marketing, design, content marketing, and more.

Learn More
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Classroom Training

Get hands-on training in HubSpot and Inbound Marketing.

HubSpot Classroom Training is designed to be a personalized training experience. By attending these courses, you’ll dedicate one or two days to understanding how the HubSpot tools fit together, learning inbound marketing best practices, and more.

Learn More
  • tim_ryan.jpg
    Making the decision to go with HubSpot to help YouEarnedIt promote "Happiness at Work" is one of the best business decisions I've made as a marketing professional. The support, training, account management and overall product experience have exceeded my expectations.

    Tim Ryan

    Director of Happiness Marketing

    YouEarnedIt

Resources

How to Create a Lead Nurturing Campaign

Improve your lead to customer acquisition rates by learning how to add a lead nurturing campaign.

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Lead Management Course (Free)

Learn how to manage sales leads, organize them into segments, nurture, qualify, and hand them off to sales in this course featuring our top lead management lessons.

Start the Course
Switching Marketing Automation Vendors

Co-authored by Christopher Antonopoulos of Measured Results Marketing and Sam Balter from HubSpot, this eBook will help you answer the question related to switching vendors.

Get Resources