Hubspot vs. Marketo: a 2022 comparison

Marketing has taken the center stage for business and it’s nevertheless to say, businesses doing well in attracting visitors and converting them into sales will rule the world. To get the multiple benefits through marketing, businesses look for inbound marketing and sales automation platforms such as Marketo or Hubspot.

The study shows that over 56 % of companies are currently using marketing automation tools. But the problem is both of them are quite neck to neck and choosing one is challenging for businesses.

To solve this dilemma, we’ve come up with research on Marketo Vs HubSpot. Let’s jump in to read this article. In the end, we’ll deliver our verdict on the comparison.

First of all

What is a marketing automation platform?

Marketing automation software is designed to bring leads and personalize the marketing to better target existing and potential customers. It saves both time and effort and duplication of work. It is expected that there are over 10000 marketing solutions in the marketplace concerning this segment.

Marketo, HubSpot, adobe campaign, Oracle Eloqua, Salesforce Pardot. SharpSpring, Act-On, etc are some leading automation tools. All of them are doing quite well, but Marketo and Hubspot are considered the top two.

Benefits of using marketing automation tools

  1. Businesses reduce costs associated with collecting manual customer data drastically by using automation.
  2. Marketing tools combine lead management with prioritization that brings better ROI on sales activities.
  3. Generating and nurturing leads get the upper hand. Irrespective of your business, leads are the blood and soul of business and this software facilitates that.
  4. Businesses get efficient in collecting and using data for better and informed business decisions. Big data comes into play further taking the marketing efforts to gauge marketing campaigns, consumer attitude forecasts, and more.
  5. Retargeting has become the norm and for that matter understanding a customer’s online journey is vital. Marketing automation tools help in mapping the customer journey.
  6. The time has come to integrate the marketing and sales due to the amalgamation of all these efforts into one place-online. Automation tools like Marketo or Hubspot make the collaboration process simple and take it to quality lead generation over traditional procedures.

Marketo And HubSpot- Overview

Before comparing the top-notch marketing automation tools Marketo and HubSpot, take an overview of them. These two cloud-based industry leaders have a strong cloud base, great future prospects, high satisfaction scores, and multiple common features. They are the same, still they are different.


It is marketing automation software offering a powerful suite of tools for integrating customer data and offering all your needs in the marketing and sales process. Organizations prefer it for attracting attention and converting more leads. In opposition to Marketo, HubSpot is catering to enterprises of all types.


It is more like an email nurturing and automation tool less powerful than HubSpot. To get more from marketing and sales, here you need costly integration and other tools.  Marketo is mainly created for enterprise and B2B clients.

HubSpot vs Marketo pricing model comparison

Marketo has divided the complete product into three categories

  • Pro
  • Elite
  • And enterprises

The company charges the business based on these tiers. Furthermore, the complete product is categorized into five modules. You can choose one or all depending on your needs and preference.

  • Lead management
  • Email marketing
  • Mobile marketing
  • Consumer marketing
  • Customer base marketing

Just opposite to Marketo, HubSpot has one solution with all of its features and capabilities. Buyers prefer it due to its seamless functionality and single pricing system.

Moreover, depending on the further requirement, pre-built integration is available for customization. HubSpot prices products based on tier five in number.

  • Free
  • Starter
  • Professional
  • Enterprise

Both Marketo and HubSpot have a basic version though the latter is a more affordable option. That is why small businesses prefer HubSpot. When it comes to enterprise, both are equally priced still Marketo is priced slightly higher.

What are the similarities between Marketo and HubSpot?

In spite of having stark differences, there are some features overlapping both.

The time is here for the collaboration of marketing on the web, email, social media, and offline channels. Both help companies in formulating marketing strategies across multiple channels.

Businesses use it for email campaigns as they get lead nurturing, event-based triggering, A/B testing, delivery optimization, etc. Marketo and HubSpot monitor and analyze the web traffic for minimizing marketing efforts.

Other similar areas are

  • Blog management system
  • Lead management
  • List segregation
  • A/B email testing
  • Delivery optimization
  • Social media marketing
  • Cloud platform
  • SEO tools
  • Built-in CRM
  • Role-based access
  • Event marketing
  • Drip campaign
  • Financial management
  • Native mobile apps
  • Secure page service
  • Landing pages
  • Website monitoring
  • Webhooks

What is the major difference between HubSpot and Marketo?

As you got the idea about similarities, here are major points where they are different in attracting their unique customer.

Easy of use

HubSpot is comparatively easy to use for businesses thanks to its intuitive access to a wide range of functions. It’s easy accessibility doesn’t need you to have a team of IT experts for great service satisfaction. Even small businesses choose HubSpot for its usability increasing visibility in the market. To your great surprise, the ease of use features brought over half a point higher than the Marketo.

Marketo is more inclined towards a custom solution for enterprises thus requiring a dedicated marketing automation specialist with great IT knowledge.

Report generation

Marketing efforts don’t end with running the camping and getting leads. It goes to data gathering and fetching useful information from data. Both Marketo and HubSpot bring a plethora of data concerning customers, engagement, business deliverables, content, and more for fast and efficient decision-making on the table. They are more than email robots by providing reporting and analytics.

When we do a HubSpot Vs Marketo comparison on this front HubSpot takes a slightly high score just because of the close-loop integration with CRM. by using it, you get easy access to customer data for analysis and more. Marketo delivers highly predictive analytics and modeling.

Marketo gives the ability to get robust reporting concerning revenue reporting, high-level engagement analytics, and more. However, the issue is that it asks for the manual setup which is time-consuming.

All of your analytics get available by HubSpot at one palace. Whether it’s funnel performance metrics or multi-touch revenue attribution, the one place reporting system enables faster and better strategic decision making without manual intervention.

Support system

Both Marketo and HubSpot offer world-class support and customer services teams via call, email, and ticketing. Still, HubSpot does slightly better in offering superior customer services. There is no extra charge for Pro and Enterprises customers of HubSpot. However, Marketo provides a basic level of support to all its subscription plans. For more support, you need to buy paid plans.

Integration with existing CRM

It’s proven beyond doubt that marketing automation helps in full-fledged custom relationship management and vice versa. For that purpose, integration of marketing automation tools with popular CRM like SugarCRM, Salesforce, Zoho, and Microsoft Dynamics is paramount.

Hubspot offers its own built-in CRM facility integration with all the major CRMs. But the same is not true with Marketo. It is built using the Salesforce platform which means if you use Salesforce as CRM- Marketo is best for integration. Though Marketo does not have built-in CRM, its native and certified integration come in handy.

Helping hand for digital marketing 

Hubspot comes with content-creating tools handy for digital marketers. One of the tools is the Marketing Hub web tool built on HubSpot’s standalone CMS hub. Through the web tool, marketers can create quick content thanks to the library of pre-built templates and drag-drop editors.

In a similar way, Marketo gives a tool but prior experience in HTML and CSS is a prerequisite here. The tools have a great ability to create landing pages but for complete content marketing, you will have to look somewhere else.

The Verdict on HubSpot vs Marketo comparison

By reading our articles, you must have got a sense of the better positioning of HubSpot. However, we can not miss the fact that Marketo is the product of the World’s tech giant – Adobe. HubSpot is more like one place with all solutions at an affordable price whereas Marketo is a well thoughtfully made product for fulfilling the exact needs of big corporations.

If you’re small to medium enterprises, prefer opting for HubSpot for its pricing model, support system, ease of use, and excellent information availability.

Final Thoughts

We can understand your reason for looking for a comparison on HubSpot vs Marketo comparison. It’s surely for growing business and bringing more visitors, sales, and leads for the business. With enterprises looking to start with marketing automation tools, HubSpot is better placed. However, if the purpose is to possess a custom-built solution, prefer the Marketo.

Irrespective of any marketing automation tools you select, you might need a technical helping hand in deployment and further synchronization with CRM. We’re available for your service. Contact Techila global service for narrowing down the marketing automation tools or get personalized help on CRM and marketing automation.

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