HubSpot vs Marketo: Which Platform Should You Choose?

Marketing automation platforms make life easier for marketers. There are so many to choose from and HubSpot vs Marketo is a common debate. Which is better?

Written by Mayzin Han
Inbound marketing |   6 minute read

Today’s consumers are spoilt for choice when it comes to solutions to soothe their challenges. In response to this, businesses are implementing multiple marketing and sales tactics to draw consumers in. The more choices consumers have, the more tactics businesses will throw into the mix and that means more things for marketers to keep an eye on.

This is where marketing automation platforms can help. There are plenty to choose from, though, and one of the most common faceoffs is HubSpot vs Marketo. Here's a comparison of their features so you can decide which is best for your inbound efforts. 


The five main points we're going to discuss are:

1. Pricing

2. Smooth user experience

3. Versatility and range of tools

4. CRM integration

5. Insightful analytics


Marketo consists of five main modules: lead management, email marketing, consumer marketing, customer-based marketing and mobile marketing.

You can purchase these modules individually, as bundles or all together as one fully integrated platform, depending on your business needs.

This means you can create a custom solution, but some businesses may prefer and require a more unified piece of software. Marketo's modules are also priced in tiers, depending on their scale: Basic (for smaller companies), Pro, Elite and Enterprise. 

Marketo's core solutionsMarketo's core solutions

In contrast, HubSpot provides all of its features within a single system with the sales and CRM integrations available as free, optional add-ons.

You'd still have to upgrade your membership as your database grows and there are some niche bolt-ons which you can pay for to enhance your marketing strategies or reports. But, HubSpot allows you to use all of their features even at an entry-level basis. And instead of upgrading each individual module, you can upgrade the entire package.

HubSpot offers three product levels at three different prices: 

  • Starter (the entry-level tier) from £42 a month.
  • Professional (the middle-tier) from £655 a month.
  • Enterprise (the most advanced tier) from £2,624 a month.

For smaller businesses, HubSpot is certainly the better, more affordable option as the Starter package is significantly cheaper than Marketo’s Basic tier (though the pricing isn't available on their website - you'd have to contact their sales team directly, even if you're only shopping around for the best price). As for HubSpot’s Professional and Enterprise tiers (where you’ll get the most functionality and power if you're a larger customer), these are more comparable in price to Marketo. 

But, Marketo is still likely to be more expensive due to the pricing being based on how many modules you require. And, most businesses will require more than one module which can drag the costs up. For example, if you require additional software to accomplish multi-touch revenue attribution in Marketo (using Bizible), it’s a hefty $1,000 a month on top of what you’d already pay for Marketo.

In contrast, HubSpot offers a much more inclusive package. Not only are all of the tools are available for seamless functionality, you also get more for less. For example, HubSpot now offers Revenue Attribution, a brand-new feature which is comparable to Marketo’s Bizible and integrated with the Enterprise tier (more on this later). 

HubSpot is structured around contacts rather than the individual products so the more contacts you have, the more you pay rather than paying more to get more products. This allows companies to grow with the product at the right speed. 

HubSpot also offers a free trial and free versions of their software, unlike Marketo. This makes HubSpot the more ideal and affordable option for smaller businesses as opposed to Marketo, which is marketed more towards larger corporations. 

Smooth user experience

Marketo specialises in providing solutions for enterprises and larger businesses. Their software was built for advanced marketers and often requires more IT knowledge to operate which makes it difficult unless you have dedicated specialists. And even when you have these specialists, it can still be highly time-consuming. 

Although Marketo offers a good depth of features similar to HubSpot, this isn’t ideal if you’re new to marketing automation platforms - since it’s less user-friendly. And it’s important to always keep user experience in mind - as much as you would keep ‘value for money’ in mind. 

HubSpot provides a much smoother user experience and allows access to all of the marketing tools you might need at the Professional and Enterprise level, instead of buying separate modules and tools that quickly add up.

And there’s more. Marketo has always been shaped with Enterprises in mind, that’s true. HubSpot used to focus more on SMBs but now with their addition of more powerful, enterprise features they’re beginning to cater to both audiences. This makes HubSpot a great choice because you’ll have the peace of mind of never having to rip out and replace your software due to your growth.

We’ve covered even more reasons to support why HubSpot’s the ideal solution here.

Versatility and range of tools

Marketo offers personalised marketing solutions for specific industries. As we've said in previous points, they cover five main modules of marketing (email, consumer, customer base, mobile and lead management) which you can buy separately or in bundles to create an automated platform that suits your needs.

While this might mean Marketo provides more in-depth coverage on that specific module (for example, email marketing), it also means you'd end up spending more if you want a fully integrated platform that has all of the modules included. 

In contrast, HubSpot is an all-in-one inbound marketing platform, offering the ability to create optimised content for blogs, web pages, emails - based on customer data. It allows you to create reports, check analytics and more - all in one place. There’s also the option to integrate up to 1,000 external tools with HubSpot's App Integration Ecosystem if you want to strengthen your marketing muscle even more.

Screenshot 2019-12-23 at 13.45.51

The features available with HubSpot's packages

This is all within one package (Professional and above) while Marketo requires you to buy add-on bundles. This makes HubSpot a much more attractive option to solo marketers, small-medium businesses, as well as larger mid-market enterprise customers who demand more sophisticated, enterprise-power

As well as this, HubSpot is also specialised for content production - a feature which Marketo doesn’t offer. You can create dynamic content, manage blogs and use reporting tools and user profiling to continue optimising.

Screenshot 2019-12-24 at 09.39.29HubSpot's "Optimize" tool you can use to optimise blog content

CRM integration

Many businesses tend to look for marketing automation platforms that integrate with their CRM because marketing automation and customer relationship management are closely intertwined.

Marketo integrationsMarketo's range of integrations

Although Marketo doesn't provide a built-in CRM module, their product was built using the Salesforce platform, meaning they offer some of the best and most innovative Salesforce integrations in the industry. They also provide native integrations for CRM leaders, Microsoft Dynamics and SAP, so marketers aren't losing out by choosing this platform. 

HubSpot, on the other hand, comes with its own built-in CRM and integrations with popular systems including Salesforce, SugarCRM, Microsoft Dynamics, Zoho and more.

Screen Shot 2018-03-08 at 10.09.23A snapshot of HubSpot's range of integrations

Marketo's CRM integrations are more advanced and may offer more in-depth coverage, but HubSpot is much more user-friendly with its built-in CRM tool. Not only is it more suitable for smaller businesses and marketers who are new to automated platforms and less familiar with CRM tools, but HubSpot’s tools have also improved a ton over the last year. This makes it useful for growing businesses and larger mid-market customers as well.

HubSpot really is the tool that speaks to everyone.

Insightful analytics

Successful marketing strategies are fuelled by insights and these valuable insights come from data, which can include information about leads, prospects, customers, content engagement and business deliverables.

A marketing automation solution that doesn't provide data analytics tools is a little more than a robot. They might have lots of fancy tools that provide smooth user experience but if you can't see what aspects of your strategy are working and what aren’t, there's little point.

HubSpot's built-in analytics tool allows you to analyse your website's performance using key metrics and track your marketing funnel all the way from acquisition to close among other features. And better yet, you can access all of this from a single dashboard, making it simple for you to become a data-driven marketer who can make smarter marketing decisions. 

After all, HubSpot is the all-in-one inbound marketing software that can streamline your strategies and improve your results. 

But what about giving your marketers the credit they deserve? What about understanding the impact your marketing team is having on your revenue? 

That's where HubSpot's Multi-Touch Revenue Attribution comes in. With HubSpot's enterprise powerful attribution tool, you can quickly see the impact each marketing activity is having on your business, allowing you to make smarter decisions. Plus, it ensures your marketing team can get the credit they deserve for helping to drive business growth.

And the best part? There isn't a need to buy more software. It's all in one platform, right at your fingertips.

HubSpot's web analytics dashboardHow to access HubSpot's web analytics dashboard. Image credit

The conclusion

Truthfully, there are many reasons why you should use HubSpot and there are many reasons why you should use Marketo. 

Both come with their own sets of remarkable features, some which overlap and some which are clearly distinctive. They're designed to automate and optimise your online content so you can carry out your inbound marketing strategies more efficiently and effectively. 

Ultimately, your choice will boil down to what your team needs.

Remember, it’s not about how complex the features appear to be. It’s about how easy it is for you to get the information you need. After all, the best software is supposed to just work. 

HubSpot’s Marketing Hubs (in particular, the Professional and Enterprise) are built on exceptional user experience - from the interface to the support team, to the broader ecosystem of products, services and partnerships. 

HubSpot’s ease of use doesn’t leave out enterprises either. With features like Multi-Touch Revenue Attribution, account-based marketing and partitioning, HubSpot works for even the most complex use cases.

In contrast, Marketo struggles in usability. Their tools are powerful, yes, but it often comes at the expense of the user experience. This means you may end up needing to hire specialised and certified admin - leaving the rest of your team in the dark.

In short, if you're a small to mid-size business who's continuing to expand and are looking to attract and nurture leads without being affected by the high learning curve of legacy, hard-to-use enterprise software, HubSpot is a great all-in-one choice. To read our honest marketing review of HubSpot, click here

If you're a larger B2B company with plenty of IT knowledge and have the resources to invest, Marketo is a great personalised solution.  

Want to get even more out of your inbound marketing efforts?

Knowing which marketing automation platform is right for you will go a long way but HubSpot and Marketo aren't the only choices you have. Download our FREE Marketing Automation Comparison Guide which covers HubSpot, Marketo, InfusionSoft and Pardot so you can see which is best suited for your business needs. 

Find out which is the best marketing platform for you