Hubspot vs Marketo 2024: Which Is The Winner ? Side-by-Side Comparison | Which platform should you choose?

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This article is all about Hubspot vs Marketo so if you are interested in this then stay tuned with us till the end.

Perhaps no battle in the world of marketing automation software is more compelling than HubSpot against Marketo.

Any sensible person would recoil in response to this question, which compares two of the most well-known marketing automation tools.

Because how could you ever compare HubSpot, the inbound marketing juggernaut, to Adobe’s beloved Marketo?

Not only do we have an intuitive comparison report (available by clicking the button below), but we’re also equipping you with this guide, prepared with love.

Hubspot vs Marketo 2024: Overview

We’ll go over all you need to know about HubSpot vs Marketo in the sections below. The explanation will undoubtedly assist you in making your decision.

What is HubSpot?

HubSpot is full-featured marketing, sales, and service platform that can improve any aspect of your organization.

However, the majority of marketing tactics take place on HubSpot’s Marketing Hub.

HubSpot’s customer relationship management (CRM) solution is tightly coupled with the Marketing Hub, ensuring that users receive the best of both worlds.

HubSpot - Hubspot vs Marketo

Your marketing team, customer care team, and even your sales team can collaborate to attract, engage, and delight consumers through HubSpot Marketing Hub and its integrated CRM.

Apart from integrating with your CRM, HubSpot’s marketing automation platform includes capabilities for email marketing, forms, landing pages, contact management, live chat, traffic and conversion research, and ad placement across various social media platforms.

What is Marketo?

Marketo is a widely used marketing automation system in the corporate sector. The platform’s specialties are personalization of content, lead nurturing automation, and lead management.

Marketo is a component of Adobe Experience Cloud, a collection of Adobe, Inc.’s online marketing and analytics solutions.

Email campaigns, namely email nurturing and automation, provide context for many of Marketo’s fundamental functions. Additionally, Marketo provides two essential marketing tools: Marketo Engage and Bizible.

Marketo - Hubspot vs Marketo

Marketo Engage is a cloud-based tool that enables users to build, manage, and execute tailored engagement plans across various channels, including email, online, and mobile.

Bizible is a multi-touch revenue attribution tool that calculates the return on investment (ROI) of the channels used to engage users.

You’ll discover how buyers learn about your product and why they purchase it, allowing you to assess your marketing efforts’ efficacy objectively.

In summary, Marketo enables client interactions and authentic experiences to prospective leads regardless of their location.

Hubspot vs Marketo: How They’re Different from Each other?


Successful marketing is fueled by insight derived from data – data on customers, content, engagement, and business deliverables.

Marketing automation is nothing more than an email robot without adequate data analytics tools.

Marketo Analytics - Hubspot vs Marketo

Marketo and HubSpot both provide marketers and managers with a suite of robust analytics tools for monitoring and reporting on marketing activities.

Additionally, both technologies enable data on marketing efforts and income variations and the ability to associate revenue with specific campaigns.

HubSpot’s closed-loop connectivity with your CRM enables quick access to customer data for analysis, and the Enterprise tier includes revenue reporting as standard.

Marketo allows you to do predictive analytics and modeling based on patterns of digital activity, content choices, CRM data, and firmographics.

Integration with CRM:

Marketing automation and customer relationship management (CRM) are in many respects mutually exclusive.

That is why most firms seek a marketing automation system that interacts with their CRM or vice versa.

HubSpot has a built-in CRM and connections with prominent platforms like Salesforce, SugarCRM, Microsoft Dynamics, and Zoho.

Hubspot Integration - Hubspot vs Marketo

While Marketo does not have a CRM module, their solution was developed on the Salesforce platform, which means they provide some of the industry’s most excellent Salesforce connectivity.

Additionally, they provide native Microsoft Dynamics and SAP interfaces and approved connections with Netsuite, Oracle, and SugarCRM.

Ease of Use:

Because Marketo specializes in unique solutions for businesses, its software often requires a higher IT expertise to run.

Suppose your organization has a dedicated MA expert or employs a marketing technologist with knowledge of MA software.

In that case, this may not be an issue, and you’ll enjoy the breadth of Marketo’s offerings.

Hubspot Ease of Use - Hubspot vs Marketo

On the other hand, if your team needs a marketing automation system that provides straightforward access to many marketing operations, HubSpot may be a better fit.

Ease of use is a significant asset in the software business, as proven by its influence on user happiness and a product’s viability.

As a result of these and other factors, HubSpot’s average user rating on software review sites is more than a half-point higher than Marketo’s.

Hubspot vs Marketo: Pricing

Marketo’s services are broken into many unique modules: marketing automation, email marketing, lead management, account-based marketing, digital advertising, social media marketing, and mobile marketing.

You may utilize these modules alone or in combination, which will affect the total cost of your purchase. The modules are priced in four tiers: Select, Prime, Ultimate, and Enterprise.

HubSpot adheres to this concept to a tee. Starter, Professional, and Enterprise are the three levels.

Hubspot Pricing - Hubspot vs Marketo

Along with the HubSpot Marketing Hub, there is the HubSpot Sales Hub, the HubSpot Service Hub, the HubSpot Operations Hub, and a content management system (CMS) that integrates with all of HubSpot’s services.

All of HubSpot’s services, including the Marketing Hub, are paid on an enterprise-wide basis and do not have a user cap.

A mere 1000 contacts in HubSpot Marketing Hub cost $45 per month, whereas 20,000 contacts cost around $9,072 per year when applied yearly discounts.

By comparison, Marketo’s most basic edition supports up to 25 people. Additional users need an upgrade.

Marketo Pricing - Hubspot vs Marketo

And to maintain a database of 20,000 contacts, you’ll cost roughly $27,000 each year.

Between HubSpot vs. Marketo, there is no question that HubSpot is the more cheap option, making it ideal for small enterprises.

Hubspot vs Marketo: Capabilities

Consider how HubSpot and Marketo stack up against each other in some of the most crucial marketing features.

1. Unmatched Support:

From the start, HubSpot is committed to your success.

Our world-class support and customer success teams are accessible to all clients – with Pro and Enterprise customers receiving complimentary phone and email help – and you won’t pay more as your business grows.

HubSpot Academy, which is continuously regarded as one of the world’s best online learning platforms (source), is also accessible.

Hubspot Help Center

Marketo provides a minimum level of assistance with all subscriptions and offers additional coverage via premium options.

Nonetheless, online reviews frequently give Marketo support a lower rating than the industry standard (source).

Marketo University provides many courses to assist users in getting started, totaling several hours of information.

2. Marketing Through Accounts:

With HubSpot, you can quickly implement an ABM approach.

At no extra cost, Sales Hub and Marketing Hub Pro + Enterprise provide tools to identify target accounts, attract important clients, engage and deepen relationships, communicate across marketing and sales, and measure the efficacy of your strong ABM campaign.

Marketo Accounts Marketing

A paid add-on enables Marketo’s ABM capabilities to your instance, and individuals that need access are provided individual licenses.

To synchronize Sales and Marketing, you’ll want to ensure that your different administrators work closely together on integrations and that users understand how both systems work.

3. Calculate The Return on Investment:

 With HubSpot, you can see all of your statistics in one place – from top-of-funnel performance indicators to multi-touch revenue attribution.

With the ability to link every client engagement to income, you can make business-driven strategic choices.

There is no need for manual integration.

Marketo enables you to generate rich reports ranging from high-level engagement insights to revenue reporting.

The reporting does need manual configuration, which might take some time.

4. Constructing Your Growth Engine:

HubSpot includes all of the tools you need to develop your growth engine, provide an exceptional customer experience, and generate revenue for your company.

By combining HubSpot’s Marketing Automation platform, CMS, and CRM into a single, easy-to-use platform, you can unify and coordinate internal teams to report across systems, utilize data to improve customer targeting, and administer your website.

Marketo requires executives to entrust with the management of their technology stack.

Rather than democratizing access to optimize effectiveness, your future development is contingent on the technical gatekeepers’ expertise, initiative, and availability.

Connecting marketing activities to sales or service data becomes a hassle rather than a necessary function in this paradigm.

5. Marketing Powered by CRM:

With Marketing Hub, you’ll attract the appropriate consumer and expand your audience quicker; you’ll cut through the noise with targeted messages sent through the correct channel; you’ll convert attention into customers rapidly, and you’ll please customers with a seamless purchasing experience.

With HubSpot, marketers take on the role of the flywheel’s architect, connecting marketing, sales, and service.

HubSpot Marketing

Marketo is the market leader in marketing automation, having invested heavily in deep connections with several prominent CRM products, including Salesforce.

Additionally, it may be configured in various ways to meet your organization’s unique requirements.

However, after being bought by Adobe, the firm has made no organic additions to the CRM platform and invested in core capabilities.

6. Lead Conversion and Nurturing:

HubSpot is an all-in-one marketing platform that combines content production, email, a CRM, and automation into a single platform, allowing for easy setup without needing a single line of code.

Whether you’re producing a single email or a whole program that nurtures leads into consumers, Marketing Hub has it all.

Marketo has standard marketing automation features, such as email sending, but makes the most of them via connections with CMS, CRM, and other tools.

Most integrations will need you to write code to incorporate them into your apps, which might take some effort to set up.

7. Attractive Tools:

Through its easy and effective top-of-funnel features, HubSpot Marketing Hub succeeds at generating new prospects.

Publish your blog on HubSpot and measure activity through your CRM, including SEO suggestions, manage all your advertising campaigns, create and execute social media campaigns, host videos directly in HubSpot, or utilize our chatbots to gather and qualify leads.

Marketo is primarily used with standard email campaigns and lacks the features of a comprehensive marketing solution.

As a result, incorporating online forms, landing pages, and blogs entirely into your email campaigns may need extra tools and work.

8. Become Visible Online:

HubSpot enables teams to produce content using the tools and technology they choose with solutions for marketers and developers.

The web tools in Marketing Hub are based on the same technology as our standalone CMS Hub, making it simple for marketers to produce content rapidly, either using a library of pre-made templates or fully bespoke using a drag-and-drop editor or manual coding.

Marketo offers the ability to construct landing pages, but any customizations would almost certainly need the assistance of a developer or someone with expertise authoring HTML and CSS.

Marketo excels at contacting identified leads but lacks built-in content marketing tools.

Similarly, social media features need administration intervention and routinely garner poorer scores from users on online review sites.

9. Transformation of Marketing:

To completely revolutionize your marketing, you’ll need an integrated collection of tools that will assist you in attracting, engaging, and nurturing prospects, as well as eventually linking all of your marketing efforts to ROI.

HubSpot Marketing Software

HubSpot currently has all of these capabilities and access to a more extensive collection of tools and an extendable platform.

Marketo focuses on a small number of well-established digital marketing channels and assists customers in developing customized solutions for a limited number of use cases.

Hubspot vs Marketo: Core Features

We have some core features on Hubspot vs Marketo, Let’s go ahead.

1. Qualifiers That Can Be Customized:

Assume you have many leads but are unsure about their stage in the buyer’s cycle. This may be a significant concern when attempting to convert a user.

You may pick which leads are qualified and not using configurable qualifiers and then decide how soon you want to engage your highly qualified prospects (HQLs).

The better their qualifying score, the more involved and inclined to purchase. You will undoubtedly want a solid, adaptable qualification system.

Marketo has a couple of aces in its deck that may deliver a reasonable level of value to its consumers.

They use a proprietary methodology that generates a single number that marketers can use to evaluate the effectiveness of their content.

This may be a valuable method of growth optimization for underperforming/overperforming content. Thanks to Marketo’s optimization tools, this is simpler than you would believe.

On the other side, HubSpot outperforms Marketo in terms of lead scoring and segmenting leads based on their worth and professional information. HubSpot considers site behavior, job description, and other critical data points.

This novel approach to lead assessment offers the same functionality as Marketo — rating leads for optimization and assisting in lead growth via optimization tools.

HubSpot is the undisputed champion in this area. Its different scoring and evaluation capabilities enable it to outperform Marketo, which provides a basic feature set and a helpful (but proprietary) scoring methodology.

In this case, we’ll happily choose HubSpot over Marketo.

2. Multiple Assets:

Multiple assets refer to the plethora of material and support that your business promotes — and that your marketing automation software facilitates in turn.

When allocating various assets, HubSpot delivers a lot of value. The app enables you to manage, plan, and publish content in one convenient location.

Additionally, a straightforward calendar function shared throughout the organization allows for cross-channel coordination.

Thus, you may plan your social media postings, blog entries, landing pages, and emails to be sent simultaneously or at appropriate times.

According to our experts, Marketo, not to be left out, delivers a more robust asset assignment than HubSpot.

The tool can do all of the functions of HubSpot and a few more, such as personalizing areas of web pages for leads. And the cherry on top?

All of this can be accomplished without touching any HTML. Given that Marketo does everything HubSpot does (and then some), we had to award Marketo the point. Both of these items operate well in the majority of circumstances.

What important is the void they can fill?

That is why we always urge that you complete our comparative study to get the whole scoop on this platform’s main differentiators.

3. Retention of Customers:

When conducting a campaign, each contact point provides a possible opportunity for your leads to abandon the campaign.

Send the wrong message at the bad moment, and your lead count plummets as sales go unsupported by marketing.

Thus, client retention is all about maintaining consumers’ attention and engagement with your content even after they have converted throughout the sales process.

After all, according to Constant Contact, your most significant customers are repeat customers. Let’s take a deeper look at this crucial aspect, beginning with Marketo.

Marketo Customers Retentions

Marketo makes it simple to create highly tailored campaigns that are both successful and long-lasting.

The program keeps engaged with unique material like blog entries and customized emails, and it’s all accessible to users with any degree of technical expertise.

And it is for this reason, Marketo earned a perfect score from us. To avoid omitting HubSpot, we’ll state that this is an excellent piece of technology.

True to its origins as an inbound marketing engine, HubSpot’s platform enables automated lead nurturing programs, removing the effort of screening and manually routing consumers through experiences.

Hubspot Customer Service

Emails may be sent in response to timer events or as follow-up “lead retention emails.”

All of this is based on lead behavior, which enables long-term client retention, resulting in another perfect score for HubSpot.

If you’re looking for a product with excellent client retention features, none of these two is the wrong choice. This one is a tie.

4. Scripted Program:

Computerized software is not what it seems to be (much like filtering, which we discussed earlier).

While automation is a primary objective, MA software must automate much more than simply its campaigns.

Part of marketing’s responsibility is to collaborate with sales to prepare (nurture) prospects before they are transferred to sales.

Alternatively, marketing may collaborate with sales throughout the sales process, assisting in enhancing leads and maintaining their attention.

According to our researchers, an automated technology should automatically categorize prospects based on their sales-readiness. Additionally, it should comprehend those leads and their objective.

To begin, let’s look at HubSpot. The web-based platform has an intuitive user interface for analyzing leads and creating automated processes from the start.

Alternatively, you may arrange these processes around a lead’s objectives and buyer persona.

On the other hand, Marketo’s customer engagement engine is an incredible software that enables marketers to create highly relevant conversations that are pretty easy to establish.

These conversations are configurable and may be used in a simple drip campaign. On this one, we incorporated both goods.

It isn’t easy to choose since both deliver excellent automated experiences.

5. Filtering:

Filtering is a vital function, according to SelectHub’s experts (and consequently ranks top on our list).

When most people hear the term “filtering” in conversations about marketing automation software, they usually believe it refers to weeding out a list of contacts — sorting the wheat from the chaff.

While this is not untrue, it is more complicated than that.

Filtering entails examining your pool of leads and associating them with tags and factors to send them on appropriate customer experiences (sometimes known as campaigns).

With HubSpot, filtering is quick and straightforward, allowing users to see a list of opted-in leads that meet specific behavioral criteria (time on site, location, traffic source, etc.).

It may then assist users in identifying data inconsistencies and conflicts. Although this is a more analytical and detailed approach, it is insufficient to defeat Marketo in this round.

What makes Marketo so competitive in the filtering space, and what justifies its excellent rating? It’s the combination of the filtering’s capability and utilizing filter data to customize a customer’s experience.

For instance, filter information may wind up on your ideal landing page, implying that a lead is sent to a page created just for them based on their filter data.

Additionally, it is pretty easy to use. While both solutions function wonderfully, we were compelled to give Marketo the edge this time around.

It’s straightforward and incredibly successful, while HubSpot offers the barebones functionality seen in most other marketing automation platforms.

FAQs on Hubspot vs Marketo

What can Marketo do that HubSpot can?

You may use HubSpot to develop forms, landing pages, and calls to action. By comparison, Marketo lacks a slew of conversion-related capabilities. It does, however, assist you in creating highly tailored content to target specific audiences with your marketing efforts. HubSpot, Zoho, Salesforce Pardot are some of the major competitors of Marketo.

How is Marketo different?

Marketo's unique feature is sending the email to many flights without establishing a new campaign for each time zone you want to include in the email sent.

What is Marketo called now?

Marketo's platform was formerly centered on its Engagement Platform, renamed Marketo Engage. It has been integrated into the Adobe Experience Cloud.

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Conclusion: Hubspot vs Marketo 2024

There are several reasons to utilize HubSpot and numerous reasons to use Marketo. Both have their own specific set of outstanding characteristics, some of which overlap and others distinctly distinguishable.

They’re meant to automate and optimize your web content to help you execute your inbound marketing tactics more successfully. Ultimately, your option will come down to the requirements of your team.

Bear in mind that it is not about how complicated the features seem. It’s about how straightforward it is to get the information you want.

The Marketing Hubs from HubSpot (mainly the Professional and Enterprise) are designed around a fantastic user experience – from the UI to the support staff to the larger ecosystem of products, services, and partnerships.

Enterprises, too, benefit from HubSpot’s simplicity of use. HubSpot works for even the most complicated use cases because of capabilities like Multi-Touch Revenue Attribution, account-based marketing, and partitioning.

Particularly given that it was constructed from the ground up. We would recommend HubSpot.


Ravina is a talented writer with a knack for the sales funnel niche. With years of experience, she has honed her skills in creating content that engages and converts. Her writing style is clear and easy to understand, making complex sales concepts accessible to all. Ravina's passion for sales and marketing shines through in her work, offering readers valuable insights and practical tips.

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