Marketo vs HubSpot: Compare Core Capabilities and More

Marketo and HubSpot are two of the most widely recognized names in the marketing automation software market. They allow businesses of all sizes to create and scale automated, cross-channel campaigns, as well as identify and share the most valuable leads with their sales team. While both come with integrated digital marketing tools, they aren’t the same.

We’ve compared Marketo and HubSpot to highlight key differences and the factors to consider for a purchase decision.

What are the Differences Between Marketo and HubSpot

  • Marketo is intended for marketers with strong IT knowledge, whereas HubSpot targets marketers in companies of all sizes.
  • Marketo provides revenue modeling capabilities, but HubSpot does not.
  • Marketo requires a custom price quote, while HubSpot lists its pricing on its site.

Product Overviews

For a quick overview, here are some excerpts from our detailed reviews on  Marketo and HubSpot.


Adobe Marketo Engage is an end-to-end marketing engagement solution that helps marketing teams attract prospects, grow their client relationships, improve revenue and streamline processes. It has several core capabilities:

  • Marketing data environment
  • Content personalization
  • Cross-channel engagement
  • Automation
  • Sales partnerships
  • Marketing impact analytics

There are also several add-on functionalities:

  • Sales insights
  • Advanced journey analytics
  • Website peronalization
  • Predictive audiences
  • Account profiling
  • Advanced BI analytics
  • Predictive content
  • Sales connect

Adobe Marketo Engage can natively connect with other Adobe products, such as the Adobe Experience Cloud and Adobe Experience Manager Assets. It also integrates with over 550 applications in more than 20 categories, such as Salesforce, Microsoft Dynamics, SAP, Facebook, LinkedIn and Google.


HubSpot provides business marketers with an intuitive interface for creating inbound marketing campaigns. Its visual editor enables users to envision automation in real-time – whether they’re creating a multi-stage journey with complex paths or a simple follow-up sequence. In addition, HubSpot users are able to see comprehensive reports for each of their marketing assets, including social media accounts, blog posts, landing pages, emails and website.

Essentially, HubSpot offers all the tools an organization needs to manage its email marketing, social media, blogging and website analytics in a robust, easy-to-implement package. When it comes to marketing automation, HubSpot allows users to build automated workflows and input contact information through integration with Salesforce CRM.

HubSpot also offers a number of integrations with renowned business apps, including Zapier, SurveyMonkey, Eventbrite, UberConference and WordPress.

Features Comparison



Marketo’s analytics seem to provide richer, more advanced visibility. For instance, users can see the correlation between their marketing endeavors and revenue fluctuation over specific dates through a feature called Success Path Analyzer. Additionally, Marketo users can perform revenue modeling and predictive analysis based on firmographics, CRM data, content preferences and digital behavior patterns.


HubSpot offers powerful analytics and comprehensive insights that allow marketers to create detailed reports, track campaign performance and understand customers’ behavior. In addition, users can break down reports by the company-level in their database or CRM to identify key trends over a period of time. However, HubSpot doesn’t offer advanced capabilities such as predictive analysis and revenue modeling.

Bottom Line

Both HubSpot and Marketo provide useful analytics, albeit HubSpot is easier to use. However, Marketo enables users to measure marketing’s impact on revenue and make adjustments through modeling and predictive analysis, something HubSpot doesn’t offer.

Marketing Automation


From collecting inbound leads, to assigning scores that can be used to vet leads, everything can be managed inside Marketo. The lead nurturing process can continue automating sales by educating subscribers and changing the content delivery based on their continued actions on a user’s website. Marketing can also be automated by the rules determined for each campaign. Marketo can handle thousands of leads at any given time.


HubSpot is primarily an inbound marketing software that helps businesses generate leads. It allows for lead scoring and nurturing but doesn’t have the competencies a company might need when managing thousands of leads. Generally, HubSpot is best suited for firms who are interested in generating leads and want to leverage marketing automation to accomplish this goal.

Bottom Line

HubSpot has excellent tools for generating leads on an automated basis. Marketo, on the other hand, works well for handling a massive quantity of leads. One should note, both HubSpot and Marketo allow users to automate workflows that can easily scale for any type of company.



Marketo’s offerings are priced based on four packages for the type of solution needed. The packages include:

  • Growth for small teams with up to 10 users
  • Select for teams with up to 25 users that need to scale their marketing efforts
  • Prime with full lead and account-based marketing functionality
  • Ultimate for advanced marketers

The Marketo website states that pricing is based on the number of contacts in your database, not usage like the number of emails or messages sent. Pricing information isn’t readily available. To get a quote, users have to contact Marketo’s sales team.


HubSpot offers four price tiers: Free, Starter, Professional and Enterprise.

  • Free: No cost. This basic plan with content limitations is recommended for beginners and small teams.
  • Starter: $18/month (billed annually). Recommended for solopreneurs and beginner marketers, and includes basic features like form customization and lead tracking.
  • Professional: Starts at $800/month (billed annually) plus a one-time $3,000 onboarding fee. This plan is where more comprehensive automation begins, as it allows users to automate inbound marketing campaigns at scale. Includes 2,000 contacts and unlimited site visits. Users are charged $225/month per additional 5,000 contacts.
  • Enterprise: Starts at $3,600/month (billed annually) plus a one-time $6,000 onboarding fee. This plan includes 10,000 contacts and unlimited site visits. Users are charged $100/month per additional 10,000 contacts. Enterprise users get added features like lead scoring and reporting, and the ability to generate custom advanced reports for tracking and analyzing inbound marketing campaigns.

Bottom Line

Both platforms price their services primarily on the number of contacts in the user’s database. HubSpot’s pricing is based on four tiers, while Marketo’s pricing is based on service category bundles.

Customer Support


The Marketo support team is also available by phone, email and live chat. Users can log into the Support Portal to access the Support Knowledge Base or submit a case to the support team. Additionally, The Marketing Nation Community is a user forum that helps to connect Marketo users in the same region through dedicated User Groups.

Marketo offers each new user a dedicated consultant for the onboarding and training process, as well as special paid services for creating and managing optimal campaigns. These services include expert consulting for hands-on assistance, strategic advisory services for personalized digital marketing strategy development, and creative services for custom graphics and templates.


HubSpot’s customer support is available by phone, email or 24/7 live chat which can be accessed through a user’s support portal. HubSpot also provides a comprehensive Knowledge Base with thousands of resources that feature answers to common issues, as well as user guides, training programs, and platform certifications to help with onboarding, getting to know the platform, and mastering it as users become more proficient.

To get in touch with other users, HubSpot has created the HubSpot customer forum that includes designated communities such as marketing, design, partners and HubSpot Academy. It also offers a developer community.

Professional and Enterprise users can request on-site onboarding and specialized support from an Inbound and Technical assistant.

Bottom Line

Both platforms offer similar support options. However, HubSpot’s ecosystem is larger than Marketo’s: it has more users, and its documentation, forums, training and certification programs are overall more comprehensive and robust.