Choosing the right content management system is the foundation of your online presence. In the current era, users have numerous solutions to their problems, and in response to this, businesses are integrating marketing and sales platforms to draw in customers. One of the most common battles is HubSpot vs Marketo.
It comes down to these two for most businesses, and the ultimate decision depends on the comparison.
Why do companies depend on marketing automation tools? The major reason is it makes the business easy to manage. The other reason is it’s becoming increasingly common to use HubSpot, Marketo, or any other alternatives available in the market.
Did you know? In 2015, only 10% of companies were using marketing automation tools; however, 51% of marketers now use the tools. What’s more, is the market for marketing automation tools is said to increase to $25 billion in 2023.
So, why are businesses torn between Marketo and HubSpot? Here’s a comparison for you to understand the competition better.
You can use the comparison to choose the platform right for your business.
The five aspects we’ll be discussing to compare Marketo and HubSpot are:
The first factor B2B companies are concerned with is the pricing. So let’s have a look at them.
The Marketo payment model has seven modules: revenue attribution, lead management, consumer marketing, email marketing, mobile marketing, customer-based marketing, and account-based marketing.
Users can purchase the modules individually (as needed) or as a bundle. The module allows businesses to create and pay for customized solutions. However, some businesses prefer a unified software, and Marketo offers such modules: Prime, Ultimate, and Enterprise.
The HubSpot payment module is very straightforward; they offer four different subscriptions: Free, Starter, Professional, and Enterprise. If businesses opt for HubSpot, they don’t have to tailor their custom solutions; instead, they can leverage the readymade solutions.
HubSpot offers one more advantage: users can start with the free version (that is free forever) and upgrade as needed. Apart from perfectly tailored modules, businesses can implement more add-ons to enhance their marketing strategies.
The good thing about HubSpot is even the entry-level offers you all the features needed to run an online brand. So, instead of upgrading specific features, you can upgrade the module when you scale your business.
HubSpot is definitely a great option for small businesses and startups. They can start with the entry-level package to see how the features work and what they can benefit from. In addition, the HubSpot starter package is cheaper than the Marketo starter package.
The HubSpot packages offer more value for less compared to Marketo. The modules are more structured, and the free trial is a great way to get to know the product. Marketo doesn’t offer any freebies.
Marketo is for marketeers that require advanced tools for marketing and business management. The software is a bit more complicated than HubSpot, which means you can work it if you’re well versed in IT.
Marketo offers a wide range of features similar to HubSpot, but the CRM can be confusing for first-timers. In addition, it’s known for not being as user-friendly as HubSpot, and friendliness should be one of your top priorities when choosing HubSpot or Marketo.
HubSpot is a smooth, user-friendly interface that makes marketing a piece of cake. In addition, it offers a complete range of advanced features in the Professional and Enterprise subscriptions – you don’t have to buy individual features at all.
Moreover, Marketo is more of an enterprise software; however, HubSpot caters to all kinds of audiences – it doesn’t matter if the business is small, medium, or large.
HubSpot is a versatile CRM that suffers every business size, and it comes at a reasonable price. However, Marketo isn’t a suitable choice if you’re just starting out.
Like I said before, Marketo has a module-wise system where you pay for what you want to create an automated, customized platform. At first, it seems like this model is helpful because you think you’re paying for what you need; but you’re actually paying a lot of money for every module separately.
You can’t use all the Marketo tools unless you pay for all of them monthly.
HubSpot offers a larger variety of features with every subscription plan compared to Marketo. For example, it offers businesses a CRM platform they can use to create blogs, webpages, email portals, generates analytical reports, etc.
If you want to scale your HubSpot subscription, you can add up to 1000 external tools to do that. You can get all the features in the top tier packages ranging from Professional and above.
Clearly, HubSpot is much more versatile and offers more in a single package compared to Marketo. For example, businesses can also create blogs which is a feature Marketo doesn’t offer.
Marketing automation and customer service go hand in hand, and businesses want to integrate a platform that offers ease.
Marketo is more of a Salesforce platform and doesn’t come with a built-in CRM module.
However, their Salesforce platform offers some of the best features, and the platform also allows third-party CRM integrations. Hence, if you pick Marketo, you get a top-quality Salesforce platform and the chance to integrate a CRM. If anything, you’re not losing much.
Compared to Marketo, HubSpot is a full-fledged CRM platform; however, it does allow integration with Zoho, Salesforce, Microsoft Dynamics, SugarCRM, etc.
Meaning, much like Marketo, you can convert HubSpot into an all-rounder platform and benefit from all the features it offers.
Marketo and HubSpot both have their own unique features. Marketo has advanced CRM integration and in-depth Salesforce features, while HubSpot is easier to use because its core purpose is to serve as a CRM platform. Users can add different integrations on top of the CRM to transform it into a fully functional platform for a website.
In order to transform your CRM into a marketing platform, you need the perfect balance between marketing tools that can develop and encourage more leads and ultimately boost your ROI.
In Marketo, users can leverage the handful of digital marketing channels the platform offers and create custom solutions as per audience size. In addition, the CRM’s nature helps businesses use a conventional approach rather than trendy and innovative technologies and techniques.
HubSpot has a wide range of marketing tools built in with the CRM, and users can expand them as needed by their business. In addition, the platform offers the best and newest features to promote lead generation.
Like I said before, Marketo is more of a Salesforce platform that you can integrate into a complete CRM with third-party integrations – it allows more customization.
However, with HubSpot, you get a top-tier CRM, which is already a marketing-based platform, and you can use it to increase your ROI. There’s no need to integrate additional marketing tools; you get everything, and the only thing you need to worry about is making it work.
The success of marketing strategies relies deeply on insights and statistics. Every strategy is fueled by data collected over time. A marketing automation solution that can’t offer analytical data to fuel your marketing strategies isn’t useful. The system might have features to make your marketing efforts easier, but if you can’t see what’s working and what isn’t, then there’s no point in the platform.
Marketo lacks the built-in feature for extracting analytical reports related to each marketing campaign. Instead, the platform is more of a customer relationship management system, and if you need analytical reports, you need to integrate add-on features that can help you do that.
HubSpot offers all the built-in features you can think of that help you measure the success of every marketing campaign. The built-in tool also analyzes your website’s performance and tracks metrics in-depth. As a result, you can track your sales funnel at every step to understand what is and isn’t working for your customers.
The dashboard allows you to access all this information with a few clicks, and you can use the report to create data-driven marketing strategies. HubSpot is an all-rounder CRM that helps marketers create streamlined strategies and fuels business growth.
HubSpot is truly a better CRM compared to Marketo. It’s much more reliable and offers more data-driven solutions, which is something Marketo lacks.
In the end, there is the reason you should pick HubSpot, and there are reasons Marketo is a better choice for you.
Both platforms have unique features; some overlap, some distinctive from one another. However, in the battle of Marketo and HubSpot, there’s one similarity – they’re both designed to automize your business and fuel your inbound marketing strategies.
The choice of Marketo vs HubSpot comes down to what your team really needs.
HubSpot is a platform designed to perfect user experience. It purely fixates on offering a memorable experience to your customers. The interface, support team, product ecosystem, services, and partnership are all designed to cater to users.
Moreover, HubSpot is a platform suitable for businesses of all sizes – so if you’re a large enterprise or small, you can benefit from it.
In contrast, Marketo offers powerful tools, but they come at the cost of user experience. It means you’ll need a professional who understands the platform and can guide your team.
Now, every B2B company wants a marketing automation platform that is easy to use, offers great features, and fits business needs. If the situation applies to you, my advice is to weigh all the pros and cons before deciding on one.