HubSpot vs. Marketo – Choosing the Right Marketing Automation Tool

The use of marketing automation tools has grown significantly over the past few years. In fact, 35% of all companies used marketing automation tools last year. That number is expected to be much higher by the end of 2018. Marketing automation simplifies customer interactions and makes it possible to attract, nurture, and convert more leads than traditional marketing methods.

Organizations today have numerous marketing automation tools to choose from. With so many available, it can be difficult to decide which one is best for your business.

HubSpot and Marketo are two of the most popular marketing automation tools available today. These tools are both cloud-based with strong customer bases, high satisfaction scores, and several similar features. However, the two should not be confused. There are several key differences that help determine which tool is a better fit for your organization.

Audience and Price

HubSpot is a more small business-focused tool, whereas Marketo is targeted more toward enterprise clients. The number of companies each tool serves reflects the type of audience they attract. Currently, HubSpot serves approximately 21.5% of all companies while Marketo serves around 6.7%.

Marketo provides five separate modules as part of its system. These modules include:

  1. Lead Management
  2. Email Marketing
  3. Consumer Marketing
  4. Customer Base Marketing
  5. Mobile Marketing

Organizations can purchase each module separately, as a bundle, or together as an integrated platform. This allows for the creation of a customized solution. The modules are priced in tiers.

HubSpot provides all of its features in one unified system. HubSpot is priced in tiers, depending on the needs and requirements of each organization. By default, users have access to the CRM and other add-ons for free. This allows them to customize the solution as their needs change without having to purchase additional modules.

Most organizations find that HubSpot is the more affordable option. This is especially true for small businesses. However, even larger organizations find that HubSpot provides the greatest value since the purchase of additional modules is not required.

Landing Page Creation

Users can quickly create landing pages in HubSpot using thousands of available drag and drop templates. HubSpot allows you to add forms, CTAs, live chat, and more without requiring the help of a developer. These features are available at no extra charge. Created pages are automatically optimized for mobile devices, increasing the number of visitors able to view your content.

Marketo allows users to create landing pages through a visual editor. Unfortunately, extensive knowledge of CSS and HTML is required to make the page visually appealing and optimized for mobile users.

Email Automation

Email interactions are an important part of marketing. Marketing automation tools should do more than just automation; they should also make it possible to interact with contacts in new and meaningful ways.

Marketo has sending capabilities. However, integration with CRM and CMS is required if you want to make the most out of this important feature. These integrations can take a significant amount of time and effort to setup.

HubSpot allows you to create content, send emails, and input data into the CRM without having to input code or figure out complicated integrations. Users can complete a number of tasks from one easy to use platform.

Reports and Analytics

Tracking the performance of your marketing is an important part of growing your business. Knowing how well your business is performing and what role your marketing efforts play in your success provides valuable insight that can be used to make informed decisions.

HubSpot provides reporting and analytics in one user-friendly platform. Through HubSpot, your organization can quickly view and assess all of your analytics.

Marketo provides robust reporting and high-level engagement analytics. However, these tools require manual integration. Integration can be a complicated and time-consuming process.

In our experience, both platforms are not as robust as Google Analytics when trying to analyze website traffic and conversions.

Campaign Management

Proper management of marketing campaigns is crucial to success. Users should have the ability to create marketing assets and view campaign performance quickly and easily.

Marketo works like file manager in Windows. This allows users to easily create campaign assets and clone them as needed.

HubSpot allows users to create content assets, tie them into a campaign, and clone the campaign as needed. What sets HubSpot aside is the fact that it provides reporting capabilities. Users can view reports about the success of each campaign.

Marketing Automation

Organizations often have multiple teams across numerous facilities. The information required by one team might be different than the information required by another. This is true even if your entire team is located in one location.

Marketo allows you to work across teams, business units, and product lines. HubSpot allows each organization to decide which content and/or contacts each team views. This simplifies marketing efforts, as users do not have to dig through stacks of irrelevant data to find the information they require.

Industry Leaders

Organizations across the world turn to HubSpot for their marketing automation. These organizations often report that HubSpot is easier to use than other tools they’ve tried in the past. HubSpot makes it possible for users to complete marketing tasks faster and with more efficiency than ever before. This is why both G2 Crowd and Gartner ranked HubSpot #1 in marketing automation. Gartner ranked Marketo #3 in Marketing Automation and G2 Crowd ranked Marketo #8.

HubSpot provides your organization with much more than just a marketing automation solution. Users gain access to support and resources as well. HubSpot offers:

  • Free training
  • Support for your entire team
  • Onboarding
  • Premier services

Conversion Pipeline is proud to be a HubSpot Silver Certified Agency Partner. Our team combines inbound marketing with HubSpot’s sophisticated marketing automation tools. This allows us to provide a high level of service and value to our clients. Request a HubSpot demo.

Please contact us for more information about how we can help your business with your marketing automation.

Michael Delpierre
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