HubSpot vs Marketo: Choosing the Perfect Marketing Automation Tool
Jessica
Head of CRM & Marketing Automation at Mountainise
Certified CRM Consultant with 10+ years of experience in Salesforce, HubSpot, and Marketing Cloud implementations.
Introduction
Digital marketing is an enormous world that has grown into marketing automation! In the world of marketing automation, there are two giants: HubSpot and Marketo. These two are like the Superman and Ironman of marketing automation, and they are here to make your job a lot easier.
HubSpot is a user-friendly, all-inclusive marketing solution, while Marketo is an enterprise powerhouse with advanced automation and deep analytics features. So, if you are still undecided on which platform suits your business, here is a breakdown of their strengths, weaknesses, and real-life success stories to help you choose the best automation tool.
What is Marketo?
Marketo started back in 2006 and the main aim it had was to help CMOs and their teams prove that their marketing efforts are worth it. At first, it was just about managing leads. But now, it’s grown into a huge marketing tool. Here’s what it offers:
- Take care of your leads
- It automates marketing tasks for you
- Marketo is big on account-based marketing
- It has smart campaigns (which just means it automates workflows).
- It handles your emails as well
- Helps to manage digital ads.
- It gives you detailed reports about your performance
What is HubSpot Marketing Hub?
HubSpot is a big tool with a lot of options to look at. One of those is Marketing Hub, which handles marketing automation. Not to forget that HubSpot is not just about marketing. It also has other tools like s:
- Sales
- Service Hub
- Operations
- CMS
- Commerce
For now, let’s just discuss Marketing Hub for now because it’s the most like Marketo. With the help of Marketo university and multiple different endorsements from people who have used it first hand, we have collected some insights to make a comprehensive comparison between the two platforms. Keep reading to see what we have got for you!
HubSpot Vs Marketo
HubSpot and Marketo have long dominated the conversation on marketing and automation. Scrolling past HubSpot Vs. Marketo user reviews 2025; you will realize that both solutions offer solid features that help your business convert and engage clients. However, they differ in several ways and cater to different needs. So, if you are still debating which automation tool suits your business, here are some key differences you should note.
Pricing
Before settling for a suitable option between these two, carrying out a HubSpot Vs. Marketo pricing comparison is essential. HubSpot Charges range from $45-$3,363 per month per month, with a monthly billing cycle. HubSpot prices also depend on the number of people using it and the marketing scope your business needs. While Marketo doesn’t list its prices online, its charges depend on your selected package: select, prime, ultimate, and enterprise. The significant upside of using HubSpot is that you will get a free CRM, while Marketo doesn’t have one, free or not.
The Features
HubSpot is known for its user-friendly interface, making it an accessible option for marketers of all experience levels. All tools are neatly organized in the top navigation bar, making it user-friendly for beginners. The platform has a simple setup process. that guides users in adding contacts, emails, and forms in an easy, step-by-step manner.
HubSpot’s unique feature is its built-in customer relationship management (CRM) system, which eliminates the typical integration challenges associated with third-party tools. HubSpot vs Marketo for email marketing and other marketing programs is a common dilemma among businesses looking for the best automation platform. Therefore, the seamless CRM integration allows users to start leveraging marketing capabilities right away, helping smooth the transition to complex marketing automation.
Marketo’s onboarding process is slightly more complex than HubSpot’s. It requires IT assistance and integration with existing CRM platforms. The users are convinced that HTML experience and IT support are necessary for setup. You might need time to get used to Marketo’s interface, which is divided into sections like marketing activities and Analytics. This can be a little overwhelming for new users.
Automation
HubSpot simplifies automated marketing campaigns with its visual workflow builder, allowing users to create powerful campaigns without prior experience, making it the best marketing automation tool for small businesses. Marketo offers deeper automation capabilities with Smart Campaigns, enabling users to customize and optimize campaigns extensively, including detailed conditions based on various metrics.
CRM Integration
HubSpot includes a built-in CRM that effortlessly connects with other HubSpot products. Marketo, on the other hand, does not come with an integrated CRM but can be used with existing CRM platforms like Salesforce or Microsoft Dynamics. HubSpot’s CRM system tracks customer databases through sales, marketing, service, and operations, making data management very simple for users.
A question that is often asked is which marketing automation tool is better for CRM integration. The preferred platform is usually HubSpot since it makes it easy for sales and marketing teams to share data without hassle. It is straightforward to use for new users, and above all, it is entirely free! Plus, it connects with over 100 third-party CRMs as well. Marketo doesn’t have a CRM, but it syncs well with Salesforce and Microsoft Dynamics 365. Connecting with other CRMs ensures you can easily share data between Marketo and your CRM.
HubSpot and Marketo Success Stories
Marketo and HubSpot have inspired several businesses to improve their marketing strategies and achieve consistent growth. Let’s review some case study illustrations indicating the impact of these two solutions.
Me & U (Formerly Mr Yum)
Me & u, a mobile ordering and payment company, started offering their services locally to hospitality businesses in Australia, but now they boast 13 million users and serve over 6,000 venues. The company has grown to over 200 employees, and its current valuation and funding stand at AUD 250 million. When starting, their primary challenge was expanding operations from an Australian startup to gaining international recognition.
The company utilized HubSpot’s CRM marketing tools to streamline processes and manage the company’s rapid growth. Kim Teo, the CEO and Co-founder of me&u, stated that a big part of the company’s success has resulted from finding the right technology partners and platforms. HubSpot provides significant insight by enabling real-time visibility of client interactions, including past relations.
F5 Network
F5 Network transitioned from selling hardware to offering software solutions. The primary challenge they experienced during this transition was creating a digital system that would help them generate and convert leads. When selling hardware, most deals were closed during face-to-face meetings between clients and sales representatives. The transition to offering software solutions needed them to develop better marketing strategies to help them with the more complex deal engagements.
The company turned to Adobe Marketo to coordinate its sales and marketing operations to ensure they maximized every lead. After the adoption of Marketo, the gains noted included:
- Reduced time to sale: The company achieved a 39% decrease in the time it takes to transform leads into sales, increasing its profitability.
- Streamlined lead management: The adoption of Marketo allowed F5 to quickly share potential leads with the sales department, enhancing responsiveness and conversion rates.
- Better marketing ROI: By leveraging Marketo’s capabilities, F5 achieved a 16:1 return on investment from its marketing programs.
If HubSpot and Marketo aren’t the only tools on your radar, check out Eloqua vs. Pardot: Which Marketing Automation Tool is Right for You? to see how they compare.
HubSpot vs Marketo: Which one should you choose?
HubSpot provides an all-in-one solution covering sales, marketing, provider, operations, trade, and content management. Its ease of use and seamless integration across those areas make it an excellent preference for small and medium-sized organizations that want comprehensive visibility into patron interactions without requiring extensive customization.
The platform allows you to, without problems, music the entire purchaser journey, ensuring that you have the insights important to make informed selections. While HubSpot may additionally lack some of the advanced personalization and customization alternatives observed in more excellent complex gear, it offers more than enough functionality for corporations of this length.
On the other hand, Marketo focuses entirely on advertising automation and is built for businesses requiring more powerful and specialized advertising capabilities. To match HubSpot’s visibility, you’ll want to integrate Marketo with different structures, which could complicate things depending on your crew’s technical understanding.
However, Marketo’s advanced automation features are remarkable for big firms with more complicated marketing operations. It’s especially suitable for businesses with big budgets and the need for sophisticated advertising. Both HubSpot and Marketo offer seamless integration with Zapier, permitting you to hook up with various other equipment. This integration streamlines workflows and decreases guide duties, improving performance.
End Note
HubSpot and Marketo are two different platforms that cater to distinct business needs. HubSpot is the go-to platform for those looking for an easy-to-use and all-inclusive platform. Conversely, Marketo is the best option for businesses that require extensive customization and automation. So which one is more suitable for your business? It all depends on your company’s needs. If you are a start-up or mid-sized business, then you can opt for HubSpot.
However, for established enterprises running comprehensive B2B campaigns, Marketo might be the best selection. Regardless of your chosen platform, both solutions will streamline your operations and increase your conversion rates.
If you want help with CRM, MarTech, and integrations, check out Mountains. We work with Salesforce, HubSpot, and Google Analytics and even offer consulting services to move your business forward. Let’s work together to boost your marketing efforts. We look forward to discussing your needs with our Expert Hubspot and Marketo team. Book a Free Consultation Call for HubSpot and Marketo Services.
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