Marketo vs HubSpot: A Comparison of Analytics, Automation and Price

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.

Comparing Solutions

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

Marketo – Organizations that need advanced analytics and workflow functionality may want to evaluate Marketo.

It allows business marketers with a strong IT background to perform predictive analytics and modeling based on content preferences, CRM data, and online behavior patterns. B2B companies can also benefit from the software’s firmographics capabilities, which assist in market segmentation based on key business attributes – similarly to how B2C companies leverage demographics data for marketing strategy.

Marketo’s features are categorized into applications that focus on various digital marketing techniques, such as marketing automation, social, digital ads, marketing analytics, content AI, email and account-based marketing. A typical Marketo user expects the functionality of these applications to be far more advanced than presented in other marketing automation software.

Plus, Marketo integrates with most CRM solutions, allowing users to identify their most valuable leads. Lead nurturing includes automatic segmentation, real-time and batch triggered emails and mobile marketing capabilities to deliver communication to customers wherever they are.

HubSpot – 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.

How They Stack Up

Analytics

Marketo – 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 – 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

Marketo – 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 – 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.

Customer Support

Marketo – 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 – 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.

Pricing

Marketo – Marketo’s offerings are priced based on five package bundles for the type of solution needed.

Bundles include:

  • Lead management
  • Email marketing
  • Consumer marketing
  • Customer base marketing
  • Mobile marketing

Please note: The lead management bundle is the only solution that has a tiered-package offering. The tiers include Basic, Pro, Elite and Enterprise. Please refer to Marketo’s bundle page for more information.

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 and customize bundles, users have to contact Marketo’s sales team.

HubSpot – HubSpot offers four price tiers: Free, Starter, Pro and Enterprise. For members of its HubSpot for Startups Program, the company offers special pricing.

  • Free: No cost. This basic plan with content limitations is recommended for beginners and small teams.
  • Starter: $50/month (billed annually). Recommended for solopreneurs and beginner marketers, and includes basic features like form customization and lead tracking.
  • Pro: 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 1,000 contacts and unlimited site visits. Users are charged $50/month per additional 1,000 contacts.
  • Enterprise: Starts at $3,200/month (billed annually) plus a one-time $5,000 onboarding fee. This plan includes 10,000 contacts and unlimited site visits. Users are charged $10/month per additional 1,000 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 five tiers, while Marketo’s pricing is based on service category bundles.

Shortcomings

Marketo – Conversely, one of Marketo’s biggest reported shortcomings is the learning curve for new customers, as the platform is geared toward custom solutions for larger enterprises. This makes it better suited for companies with dedicated IT departments or marketers with more technical backgrounds.

HubSpot – Large companies may find that HubSpot’s capabilities aren’t as robust as some of the more specialized marketing automation platforms. However small-to-medium businesses typically find the software to be more intuitive and easy-to-use than many other marketing automation platforms.

Bottom Line – Each company’s shortcomings are linked to the size of the company, its technical abilities and its preferred capabilities. Small-to-medium, B2C businesses may be better served by HubSpot’s marketing automation platform, while larger, B2B businesses may better benefit from Marketo’s enhanced functionality.

Takeaways

HubSpot and Marketo are intelligent marketing automation tools that meet similar demands. HubSpot has powerful analytics and marketing automation capabilities for lead generation, but those who want to perform revenue modeling and manage thousands of leads may want to opt for Marketo.

However, selecting one over the other depends on the user’s need and IT knowledge.

If you’re entirely new to Marketing Automation tools, take a look at Marketing Buyers Guide. It offers a full overview of market trends, must-have features and common challenges to avoid.

Finally, if you’re looking for software alternatives, our detailed reviews is a good place to start.

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