HubSpot vs. Marketo: A Comparison

If you’re not choosing a marketing automation platform (MAP) for the first time, then congratulations you’ve likely learned something about your business and its needs since you made this important decision.

If you’re in the process of transitioning from one MAP to another, hopefully this article will help guide your path. No matter where you fall on the spectrum of marketing automation use, we’ve created a side-by-side comparison between HubSpot and Marketo.

This comparison includes a detailed overview of these two software platforms’ features, pros and cons, starting prices, user reviews, and more to help you make the right choice for your organization’s needs.

Hubspot vs. Marketo: Marketing Automation Comparison

Takeaways
1. HubSpot and Marketo are popular marketing automation platforms with distinct differences in pricing, features, and user interfaces.
2. HubSpot is known for its user-friendly interface and comprehensive all-in-one approach, making it a suitable choice for small businesses.
3. Marketo offers advanced customization options, robust enterprise-level features, and extensive integrations, making it a preferred option for larger organizations with complex marketing requirements.
4. Migrating from Marketo to HubSpot is possible and supported by both platforms, but it requires careful planning and consideration due to data mapping and workflow adjustments.
5. HubSpot is renowned for its excellent customer support, extensive knowledge base, and helpful community, while Marketo’s customer support experiences may vary.

1. Pricing

HubSpot’s pricing ranges from $45/month to $3,200/month. The company offers a free tier with limited features and resources, but if you want to get the most bang for your buck, you’ll need to pay for the full version of HubSpot.

Marketo’s pricing structure is much more straightforward: You pay either $$895 to $3,175 per month depending on how many users are on your account.

If you’re just starting with marketing automation and aren’t sure whether it will work as well for your business as it did for others’, Marketo offers a free trial so that you can try it out before committing to anything permanent.

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2. Tracking Website Visitors

You can track website visitors with HubSpot, and you can do it in a variety of ways. You can track visits with Google Analytics and Google Tag Manager, or use HubSpot’s built-in features to store information about your website visitors. Here are some of the options:

Tracking with Google Analytics or Google Tag Manager: If you already have an analytics tool in place, then this is a good way to go. It’s probably the most common option for tracking website visitors.

If you’re new to website tracking tools and want something easy to install on your site.

Try either Google Analytics or HubSpot’s built-in Site Search feature; neither one requires any coding knowledge but both require some setup before they’ll work as intended (for example, creating goals in GA).

Using HubSpot’s built-in Site Search feature: This feature tracks how often people search on your site so that you can see what content is working best for them when they visit.

The downside? It doesn’t have as many customization options as other tools like GA do you won’t be able to customize how often someone has visited before being counted again but if this data point isn’t important enough for you then this might be the option for tracking web traffic

3. Design Templates For Your Forms, Landing Pages, And Emails

HubSpot has a feature called “form templates.”

Form templates are great because they can help you save time and make sure your marketing messages are consistent. You can use them to design landing pages, forms, and emails all at once.

This way, when you want to create another landing page or email (or form) for a new campaign or promotion, it’s easy for your team members who have access to the template file in HubSpot to use it as is without starting from scratch again.

A form template is an HTML file that contains all of the code necessary for displaying a form on your website – from styling elements like text color and font size through input fields like checkboxes and dropdowns.

As well as scripts that allow users’ information entered into those fields to get sent directly back into the HubSpot CRM system where it can be stored until needed by sales.

Or marketing teams later on down the road when someone visits another part of the site where this same form appears again!

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4. Creating Personalized Experiences For Prospects And Customers

HubSpot has a unique approach to personalization that is called Smart Content. It’s based on the content you create and the person you are targeting.

Smart Content is used to create personalized experiences for prospects and customers. HubSpot makes it easy to use Smart Content because they have built-in tools that allow you to create and manage your own experiences, segments, and rules.

For example, if your website has a blog section then HubSpot allows you to automatically send out emails using Smart Content when someone subscribes as a new member of your list.

Or if someone visits a specific page on your site like an article about SEO tips for small businesses or how to sell on Amazon FBA (Fulfillment By Amazon).

5. Scoring Leads

HubSpot’s scoring system is more comprehensive and, as a result, more sophisticated than Marketo’s. HubSpot uses a Growth Score to rank leads based on the engagement they have with your content and marketing campaigns.

The higher the score, the more likely they are to convert into customers. The Growth Score is calculated using nine different criteria:

how frequently does the lead visit your website?

how many times does he or she engage in social media with you? And how often?

when was this person last contacted by someone from your team (can be either an email or phone call)? How long ago was it? And what did he or she do after this contact took place (open emails from sales reps)?

what is his or her role at his company a CEO, director of operations…etc.? This helps HubSpot determine if he or she should receive high-level pitches about new products and services offered by your company; however, other factors like their job title remain important too.

As we’ll see later on in this post, Marketo has nothing like this sophisticated scoring system because its entire product line revolves around nurturing leads until they’re ready for sales teams’ attention (or until they forget about them).

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6. Reporting On The Performance Of Your Marketing Campaigns At The Contact, Company, And Content Level

Both HubSpot and Marketo allow you to report on the performance of your marketing campaigns at the contact, company, and content level. However, HubSpot has more in-depth reporting capabilities than Marketo.

Marketo offers a variety of reports that can help you make decisions about your marketing campaign. These include:

Campaign Reports

This feature shows you how effective each channel is for delivering leads or sales opportunities (including phone calls, emails, and social media posts). This data can be filtered by period or by specific campaign objectives such as clicks or opt-ins for a newsletter signup page.

You can also view metrics on each component of the campaign including several leads generated per day/month/year; conversion rate compared with industry benchmarks; total cost per lead; etc.

Campaign Performance Charts

This feature allows users to see how many leads were generated over time using different channels.

Such as email campaigns like eNewsletters and Marketing Automation workflows which consist mostly of drip email campaigns with automation rules triggered based on certain actions taken by prospects during their interactions with these emails.

For example: when someone opened an eNewsletter then it triggers another one some days later depending upon their frequency settings etc.

7. Generating Reports On Your Sales Activity

HubSpot’s sales reporting is a little more advanced than Marketo’s. HubSpot allows you to report on the following:

Revenue by product/service

Payment history, including refunds and chargebacks

Product performance in different markets, such as geographic region or industry type. You can even break this down into more specific demographics like company size or employee count.

This can help you better understand where your products are being sold and how effective they are in those locations.

Marketo allows you to report on revenue from a particular campaign, which may be helpful if you’re just looking for a general overview of how much money has come in through each channel.

They also give you information about which email templates were most successful at generating leads (much like HubSpot).

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8. The Admin Experience Each Platform Offers

HubSpot is more complex, but it’s also more powerful. Marketo is easier to use and more affordable.

Both platforms offer similar features for creating landing pages, content management (including email marketing), and lead scoring.

However, HubSpot also includes features for lead nurturing and analytics the latter of which is required if you want to use a third-party CRM like Salesforce or Zendesk.

Marketing automation requires some up-front work with Marketo; however, once set up, it can be managed by non-technical users (like your sales team).

With HubSpot’s platform, you’ll need an IT professional on hand who can take care of the setup process and ongoing maintenance as needed.

9. Integrations With Other Systems (i.e., CRM)

HubSpot and Marketo both offer integration with several third-party apps, including Salesforce and Gmail. Customers who need to accomplish more complex projects with their marketing automation tool can also select from a variety of add-ons. For example:

With HubSpot, users can integrate with other systems (i.e., CRM) through its API; with Marketo, on the other hand, you’ll need to use an app such as Zapier or iContact’s Email Marketing Automation tool.

Those who want to create workflows that involve multiple tools will find this feature especially useful.

HubSpot offers several email marketing integrations including Mailgun and SendGrid that allow users to manage their campaigns directly within the platform or via email templates they’ve created in MailChimp or Constant Contact.

Marketo has similar options but only allows users to connect their accounts through Zapier or iContact’s Email Marketing Automation Tool app – not directly within the platform itself.

This could be inconvenient if you’re looking for something faster than using an external service like MailChimp or Constant Contact because those solutions require manual input from your team before messages are sent out into your inboxes.

10. These Are Two Good Platforms That Can Grow With You As You Grow Your Business

There are two main reasons why HubSpot and Marketo both work well for businesses at all stages:

They’re both flexible. Both platforms can be customized to fit your needs and expand as you grow.

For example, if you start with a small team but want to grow into a larger company, HubSpot’s platform can easily scale with you and it’s affordable enough that it won’t break the bank.

They’re affordable. Both platforms offer packages with plenty of features that meet the needs of most small-to-medium businesses (SMBs).

But they also have options for larger organizations who need more advanced features like enterprise-grade security and analytics software; their pricing structures make it easy to get started without breaking the bank on top-of-the-line bells and whistles right off the bat.

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Conclusion

There are many tools for the job when it comes to marketing automation. HubSpot and Marketo have their strengths, weaknesses, and focus areas.

Both of them can help take your marketing to the next level, but what’s important is that you understand how they work together and which one is right for your business

If you need any more information on these two platforms or want to discuss your options further then please get in touch with me, I would be happy to help!

FAQs

Here are some frequently asked questions about the comparison between HubSpot and Marketo:

What are the main differences between HubSpot and Marketo?

HubSpot and Marketo are both marketing automation platforms, but they differ in their pricing models, feature sets, and user interfaces. HubSpot is known for its user-friendly interface and all-in-one approach, while Marketo offers advanced customization options and robust enterprise-level features.

Which platform is better for small businesses?

For small businesses, HubSpot is often considered a more suitable option due to its ease of use, affordable pricing plans, and comprehensive features for inbound marketing. HubSpot’s user-friendly interface and integrated tools make it a popular choice among small businesses.

Does Marketo offer more advanced features than HubSpot?

Marketo is recognized for its advanced features and flexibility, particularly for enterprise-level marketing automation needs. Marketo provides extensive customization options, advanced reporting and analytics, and robust integrations, making it a preferred choice for larger organizations with complex marketing requirements.

Can I migrate from Marketo to HubSpot?

Yes, it is possible to migrate from Marketo to HubSpot. Both platforms offer migration tools and resources to assist with the transition. However, the process may require careful planning and consideration, as data mapping, integrations, and workflow adjustments may be involved.

Which platform has better customer support?

Both HubSpot and Marketo offer customer support, but their approaches may differ. HubSpot is known for its excellent customer support and extensive knowledge base, offering resources, training, and a helpful community. Marketo also provides customer support, including access to a customer community and documentation, but some users have reported varying experiences.

Costantine Edward

Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.