HubSpot and Marketo: A comparative analysis to enable you make the right choice 

Despite being relatively omnipresent today, the marketing automation tools are regarded as a relatively recent software phenomenon that was not so popular some time back. Just a few years back in 2015, a Forbes writer discovered with major amazement that just 10 percent of firms were making use of modern marketing automation tools. However, just a few years later in 2019, over 75% of the marketers are very much at ease while using marketing automation tools. Moreover, the marketing automation technology sector is projected to develop and reach $25 billion certainly by 2023. That’s an increment of 120% from $11.4 billion in 2017.

Marketing automation is supposed to be the suite of cutting-edge software that is rapidly taking charge of the marketing strategies and the marketing department as a whole, in most organizations whether big or small. You have access to dozens of marketing software that flaunt their unique features and each one of them tries to highlight the fact that they are different from the rest. However, the truth remains that they do practically the same thing. Advanced marketing automation software helps in making it far easier in segmenting contacts, scheduling emails, automating social media posting, managing your content, and tracking each and every customer’s lifecycle in specifically your marketing funnel. As per Forbes, the major difference between the different types of marketing automation software lies in how much they would be emphasizing on all these automation actions. This is precisely where the query in which marketing automation software is the best gradually becomes subjective.

We understand that a very common marketing faceoff seems to be HubSpot vs. Marketo. Experts believe that these cloud-based industry stalwarts are known to enjoy high satisfaction scores, robust customer bases, and several overlapping features. However, they are certainly not the same. There are certainly several vivid distinctions between the inbound marketing software of HubSpot and the engagement marketing platform associated with Marketo. Marketo is known predominantly for making marketing automation tools that are suitable for B2B clients and enterprises whereas HubSpot is known to be far more customer-focused. These diverse audiences are somewhat reflected in how the systems have been built and in their pricing.


The growth Platform of HubSpot would be giving growing teams a complete suite of tools covering sales, marketing, CRM, and customer success in just one single package. You would have access to cutting-edge but certainly easy-to-use automation tools that any team would be required for driving growth apart from solid automation for delivering amazing user experiences at scale. We know that HubSpot has achieved the #1 ranking in specifically Marketing Automation by Gartner and #1 by G2 Crowd.


Marketo is supposed to be a single tool that would be providing email nurturing, as well as, automation and would necessitate expensive integrations or some other effective tools for helping with sales, marketing, and even customer success. Moreover, for getting the maximum out of an email automation tool, deep integration is required with a CRM that requires to be maintained consistently by your team. In this context, you must know that Marketo has achieved the #3 ranking in precisely marketing automation by Gartner and #8 by the G2 crowd.

In terms of email and automation

Nurturing potential customers into loyal customers is supposed to be at the very core of all marketing automation tools. However, automation is evolving and going beyond just email for taking care of the hectic work schedules for marketers and connecting with clients in novel ways. Since automation and email are two of the integral components, it is of pivotal importance to examine and compare some of the basic capabilities of Marketo and HubSpot.

Marketo is known to include some of the key capabilities associated with marketing automation like sending an email; however, it needs integrations with CRM, CMS, and some other tools for maximum outcomes. Most integration would be requiring code for integrating into your applications. Moreover, it could be pretty time-consuming to set up.

HubSpot, on the other hand, is supposed to be all-in-one marketing automation software that already has a CRM, email, content creation, and automation, all in just a single platform hence, the entire setup is very much available visually and it would not necessitate even one line of code. You may be creating only a single email or you may be coming up with a holistic campaign nurturing prospects into loyal customers- all this is very much available in HubSpot’s Marketing Hub.

In terms of measuring RoI

Measuring your entire marketing funnel is of prime importance while coming up with data-driven decisions. Right from creating content to generating contacts, to gaining customers, having a comprehensive view of the whole funnel would help you in focusing more on things that matter and putting less emphasis on things that do not matter. While using Marketo, you could receive high-quality reporting from top-grade engagement analytics to even revenue reporting. However, the reporting may necessitate a manual setup that could prove to be pretty time-consuming. However, with HubSpot, all your analytics are available in only one single tool right from ‘top-of-the-funnel ‘ metrics and content to revenue and engagement.

In terms of user and team management

How each team is organized and works, could be different. Hence, the tool that is chosen must be aligned with your specific structure and must necessarily fit with how the team really works and also, the precise manner in which content and campaigns are developed.

Marketo boasts of flexible permissions that could be working across product lines, teams, and business units. With HubSpot, you can set up teams for making contacts, content, etc. visible only to those responsible. For instance, in the case, you have been organized region-wise; you could be having your North America team for sales and marketing see contacts and content relevant to that precise region only. Likewise, your other regional marketing teams across the globe could see only data that is relevant to them.


While considering marketing automation software, the first thing that comes to your mind is the subscription price of the software. Even though the subscription price of the marketing automation software is a core constituent, it is certainly not the only expense or cost that must be taken into account. You need to take into account any new headcount, implementation or service fees. With Marketo, most firms would be compelled to employ the services of a dedicated administrator for managing and streamlining the software. The expenses involved in hiring an administrator would be adding up remarkably to the overall cost of ownership. However, with HubSpot, no dedicated administrator is essential and at the same time, your team has easy access to the necessary robust features at their fingertips. When the highest tiers of Marketo and HubSpot are compared, the pricing seems more comparable; however, Marketo is still more costly. If you take into account the fact that HubSpot offers better support, a robust content management platform, and a seamless and end-to-end solution, HubSpot gains an edge over Marketo. However, the choice is yours as per your firm’s unique requirements.


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