HubSpot Marketing Hub vs Marketo comparison

HubSpot and Adobe are both solutions in the Marketing Automation category. HubSpot is ranked #2 with an average rating of 8.1, while Adobe is ranked #3 with an average rating of 8.3. HubSpot holds a 9.5% mindshare in MA, compared to Adobe’s 15.2% mindshare. Additionally, 90% of HubSpot users are willing to recommend the solution, compared to 96% of Adobe users who would recommend it.

HubSpot Marketing Hub

Read 35 HubSpot Marketing Hub reviews

2,098 Views
1,161 Comparison Views

90% willing to recommend

Marketo

Read 25 Marketo reviews

2,134 Views
1,689 Comparison Views

96% willing to recommend

HubSpot Marketing Hub

Marketo

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Executive SummaryUpdated on Jan 6, 2025

Marketo and HubSpot Marketing Hub compete in the marketing automation category. Based on the comparison, HubSpot seems to have an upper hand due to its ease of use and cost-effectiveness.

Features: Marketo offers robust tools for automated email drip campaigns, advanced lead management, and detailed analytics, highly valued for its flexibility and integration with Salesforce. HubSpot, on the other hand, is known for its comprehensive email marketing features, ideal for seamless third-party integration and campaign management, and provides users flexibility in workflows and CRM capabilities.

Room for Improvement: Marketo faces criticism for its dated interface, high pricing, and complex WYSIWYG landing page editors. It also needs more scalability and improved analytics for larger data. HubSpot struggles with in-depth analytics, limitations in workflow flexibility, and report customization, especially in bulk email campaigns, where inconsistencies in reporting and occasional workflow rigidity are noted.

Ease of Deployment and Customer Service: Both primarily operate on public cloud environments, with HubSpot supporting private and hybrid clouds. Marketo's customer service is often seen as slow and inadequate, whereas HubSpot is praised for prompt and friendly assistance, despite occasional technical challenges requiring improved server reliability.

Pricing and ROI: Marketo is noted for expensive pricing, especially at renewal, suited for larger enterprises but challenging for smaller companies. Conversely, HubSpot is considered more affordable with fair pricing and various license versions catering to different needs. HubSpot offers trial periods for new users, providing ROI when used as part of a comprehensive marketing strategy.

To learn more, read our detailed HubSpot Marketing Hub vs. Marketo Report (Updated: January 2025).

Buyer's Guide

HubSpot Marketing Hub vs. Marketo

January 2025

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Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Categories and Ranking

HubSpot Marketing Hub

Ranking in Marketing Automation

2nd

Average Rating

8.2

Reviews Sentiment

7.1

Number of Reviews

Ranking in other categories

No ranking in other categories

Marketo

Ranking in Marketing Automation

3rd

Average Rating

8.4

Reviews Sentiment

7.0

Number of Reviews

Ranking in other categories

Marketing Management (5th)

Mindshare comparison

As of February 2025, in the Marketing Automation category, the mindshare of HubSpot Marketing Hub is 9.5%, down from 12.0% compared to the previous year. The mindshare of Marketo is 15.2%, down from 17.0% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Marketing Automation

Featured Reviews

ShomitMitra

Marketing Manager at Accscient

Offers, email automation, pre-scheduling, greatly enhances our efficiency and provides the granularity we need for in-depth analysis

The user interface could be made less complicated to enhance the end-user experience. It will create a difference. Another thing is integrations. I don't think all the integrations are covered. So, if there were more integrations it would help. However, a reduction in pricing could make it more competitive and justify its ROI better.

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PradeepKumar25

Associate Manager at Tech Mahindra Limited

Useful for lead capture and engagement across social media platforms

Before Marketo, I worked on the Oracle Eloqua platform, both B2B-based. Currently, I'm working on Salesforce Marketing Cloud. So, these are the three platforms on which I have good hands-on expertise. One key reason platforms like Salesforce Marketing Cloud are gaining traction is that they invest in marketing campaigns. They conduct many virtual and live events, aggressively marketing their products. This strategy convinces C-suite executives to buy into and implement the Salesforce platform, something that other bigger platforms lack. Most companies are migrating to Salesforce. I've migrated one of my projects from Marketo to Salesforce and encountered many opportunities where companies want to migrate from Marketo, HubSpot, or Oracle Eloqua to Salesforce. I've worked on Oracle Eloqua, which is also a B2B platform, and I've also worked on Marketo. The lead scoring, table structure, and rules we apply are quite straightforward compared to Marketo. In Marketo, it's a bit clumsy. Regarding lead scoring or moving leads through the sales funnel, Oracle Eloqua is better, but it's a bit pricey. So, Marketo ranks second in lead scoring or managing leads, and it highly depends on the respective CRM. The tool tracks significant events, such as form fills on websites or social media handles. All this data is captured and stored in Marketo for analysis. Marketo Analytics is connected with Adobe Analytics. This integration offers detailed reports on total clicks, views, form fills, subscriptions, lead conversions, and more. It's straightforward compared to Oracle Eloqua, which has its own Oracle Business Intelligence suite.Marketo's reporting tools are easy to use, making it a plug-and-play solution for anyone.

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Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"The most valuable features are the reports, overall usability, and ease of use."

"As a CRM tool, it looks good."

"It has eased managing the sales team and the sales journey right from setting up appointments."

"The product has the most valuable enterprise features."

"The solution enables the customization of reports."

"The most valuable feature is probably automating the system. I can send mass emails to pretty much all my contacts or certain ones that meet the demographic requirements. I've used this one and one other CRM with an auto sales company. From my experience, just the ease of use and the user interface on HubSpot is phenomenal. It's really simple and easy to navigate the program. The functionality is phenomenal, and not just the Microsoft Office part but also with LinkedIn Sales Navigator. It's pretty nice."

"Marketing Hub does an incredible job of tracking and updating client records. The reporting has been enhanced, so you can do just about any type of reporting with it and export to Excel if necessary. They just came out with a considerable upgrade a few months ago, which really helped on the reporting side."

"I find HubSpot Marketing Hub's user interface very intuitive and easy to navigate, which is something I really appreciate."

More HubSpot Marketing Hub pros

"One feature I like is the user interface. Compared to other tools I've used, it's much more friendly and easy to navigate. Additionally, it offers a wide range of features, which makes tasks like segmenting data much simpler."

"I like that the solution is flexible."

"The most valuable feature is the scoring."

"Marketo is excellent in terms of hands-on usability and lead database management."

"The main feature of Marketo is sending out emails, so that would be the most valuable feature."

"We are scoring based on behavior without pressure, and it keeps producing excellent results."

"I have a good special setup and a huge NetFlow to the sales channel."

"The smart campaign looks quite interesting and useful."

More Marketo pros

Cons

"HubSpot’s scoring is not good."

"The tool could concentrate on improving the analytics and the overall user experience with AI."

"The product is not cheap."

"One thing I'd like to see added is better link tracking. I want to see traffic coming to links I embed in my emails, whether from social media, email, or ads. This would help me understand how many visitors come to my website from different channels."

"The search and questions aren't as intuitive as I would expect from a platform like this."

"There are some issues with HubSpot Marketing Hub with receiving notifications. It was too difficult to understand, and it requires a lot of effort. Configuration could be simplified."

"While HubSpot Marketing Hub has shown increased functionality, there is still room for improvement, particularly in workflows."

"Years ago, these tools used to allow you to see the exact location of people that were clicking on things. I guess they quit doing it for privacy reasons, but that was very helpful information and I miss seeing it in those reports. I thought that this tool could do it when we left Act-On to go to HubSpot, but when we moved over they stopped doing it."

More HubSpot Marketing Hub cons

"Segmentation in Marketo is limited to a maximum of 20 segments. Depending on the company's specific needs, these segments can be based on various attributes such as company, industry, or other values. Sometimes, there's a lag when sending data from Marketo to any CRM. It can take around five to fifteen minutes for the report to sync."

"Based on my clients ' comments, there is room for improvement in Marketo. For instance, Oracle's Eloqua had much larger databases than Marketo a few years ago, handling millions of records. Marketo has been catching up but doesn't hold the most extensive possible databases. This is less of an issue for B2B, but for B2C customers, who have millions of records, It also lacks features of HubSpot, which should be incorporated. Marketo could benefit from supporting more extensive databases and incorporating some of HubSpot's features. HubSpot is cheaper, and while Marketo is not the most expensive, it's not the least. They would be a better competitor to HubSpot if their pricing were lower. These products are typically priced per user per month."

"I had an issue while integrating JavaScript with forms. When you embed JavaScript, you can either embed it in a landing page or some other self-contained management system like WordPress. Currently, it provides you access to CSS, where you can customize your form design, but there is no option for JavaScript modification for a particular form. This area needs to be improved where you can integrate JavaScript, and it has the JavaScript functions for that particular form. There are a lot of other areas of improvement. In the design area, they can give us more testing options instead of relying on email testing alone. It would be great if they can provide responsive testing where email clients can be tested within Marketo. It would be also helpful if they can implement some in-built options for users or forms for blocking a generic email ID such as Yahoo or Gmail. Similarly, it would be helpful to have JavaScript features and forms as well as the option to add Google analytics and a header and footer for the landing pages."

"Customer support could be more helpful."

"Marketo filters are not very efficient, and timely updates or features could improve this aspect."

"Some modern Marketo features could be improved."

"Adobe, the parent company, needs to improve on getting more information published to allow users to educate themselves on how to use the solution."

"The user experience needs improvement, particularly in terms of ease of use and navigation between projects."

More Marketo cons

Pricing and Cost Advice

"At present, the pricing seems reasonable, but with our plans to scale, I anticipate that it could become a bit steep."

"We are on an annual license for this solution. There have many different versions to meet the needs of their customers, such as professional enterprise and basic versions. They charge for the particular feature or components which are available in the license you have."

"Have sufficient content before signing up for the 30-day trial."

"Regarding pricing and licensing, I haven't directly handled it, but I assume Zoho might be cheaper. However, I would still prefer HubSpot due to its cleaner and more user-friendly interface."

"The licensing costs are around $4,800 per month. Initially, there's an onboarding fee of around $10,000 or $5,000, but after that, it's just the licensing fee."

"I'd rate the solution's pricing in the middle range. I want more regular communication from our customer service manager to help us improve our use of HubSpot Marketing Hub."

"HubSpot Marketing Hub's pricing is reasonable. It is about 800-900 dollars a month. It may be pricey for smaller clients, but for the bigger ones, it's only a small part of their monthly revenue."

"I believe an individual license costs $50 per month."

More HubSpot Marketing Hub pricing and cost advice

"The fee for Marketo includes the number of users and the database size. If we ask for a unique feature, it will cost extra."

"The pricing is not cheap, but it's not that expensive either."

"The solution is expensive compared to others."

"I'm not sure about the cost because I don't get into this aspect. Clients normally take care of that. I only know that it is costly, and I don't think there are any additional costs to the licensing."

"Marketo is used a lot because it's cheaper and preferred by many firms."

"The initial pricing was excellent, but the pricing for renewals is not as good."

"Marketo is too expensive for a small-sized company but more affordable for a larger-sized company."

"The licensing cost usually depends on the users."

More Marketo pricing and cost advice

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Top Industries

By visitors reading reviews

Educational Organization

79%

Computer Software Company

Manufacturing Company

Financial Services Firm

Computer Software Company

21%

Financial Services Firm

13%

Manufacturing Company

Insurance Company

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

Questions from the Community

What do you like most about HubSpot Marketing Hub?

I find HubSpot Marketing Hub's user interface very intuitive and easy to navigate, which is something I really appreciate.

See all answers

What needs improvement with HubSpot Marketing Hub?

While HubSpot Marketing Hub has shown increased functionality, there is still room for improvement, particularly in workflows. These workflows, essential for any marketing automation tool, lack som...

See all answers

What is your primary use case for HubSpot Marketing Hub?

My company was originally using Marketo and recently shifted to HubSpot Marketing Hub. We are in the process of using this solution mainly due to its ease of use and customer care service. I work a...

See all answers

What do you like most about Marketo?

One of the most important things about Marketo is its focus on GDPR compliance. It helps you follow GDPR and CAN-SPAM rules. For example, with Marketo, I won't accidentally target audiences without...

See all answers

What needs improvement with Marketo?

Some modern Marketo features could be improved. I'm quite good with the filters, and in the admin section, I can build it with many more third parties. This allows me to integrate some additional p...

See all answers

What is your primary use case for Marketo?

My use case is very similar to how we push emails and run notes of contents. The application includes late scoring and late licensing management as well. Marketo is an advanced solution. I am not f...

See all answers

Comparisons

Salesforce Marketing Cloud vs HubSpot Marketing Hub

Compared 37% of the time

Oracle Eloqua vs HubSpot Marketing Hub

Compared 13% of the time

Zeta Marketing Platform vs HubSpot Marketing Hub

Compared 8% of the time

Pardot vs HubSpot Marketing Hub

Compared 5% of the time

More HubSpot Marketing Hub Competitors

Salesforce Marketing Cloud vs Marketo

Compared 38% of the time

Oracle Eloqua vs Marketo

Compared 17% of the time

SAP Marketing Cloud vs Marketo

Compared 9% of the time

Microsoft Dynamics CRM vs Marketo

Compared 6% of the time

Teradata vs Marketo

Compared 5% of the time

More Marketo Competitors

Product Reports

Buyer's Guide

HubSpot Marketing Hub

February 2025

Download HubSpot Marketing Hub product report

Buyer's Guide

Marketo

February 2025

Download Marketo product report

Overview

HubSpot is an inbound marketing platform, integrating blogging, social media monitoring and publishing, contacts, SEO, email marketing, marketing automation, and analytics in one easy to use and powerful platform. HubSpot's customers worldwide leverage the company's software and services to transform their marketing from outbound (cold calls, email spam, trade shows, TV ads, etc) to inbound lead generation, enabling them to leverage remarkable content and an integrated experience to deliver leadS. Aimed at optimizing inbound marketing by helping promote useful and original content, HubSpot also offers free marketing advice on its blog. HubSpot's inbound marketing software gives organizations the tools necessary to run successful inbound marketing campaigns. Through HubSpot, companies can monitor social media, create optimized landing pages, control SEO campaigns, monitor email marketing, and curate their blog. Integrated on a single platform, companies can automate their inbound marketing efforts to close customers. Integrates with existing HubSpot accounts or individual business needs.

HubSpot

Marketo is an all-in-one marketing solution that was created by marketers for marketers. Founded in 2007, Marketo is branded as marketing software that is easy, powerful and complete.

Organizations have access to multiple marketing and sales tools when they use this solution, such as Marketing Automation, Consumer Engagement Marketing, Real-Time Personalization, and Marketing Management.

Adobe

Sample Customers

Emyth, CRS, ClearPivot, Stitch Live, SoldOut, Waterfall, SnapEngage, Duo

Marketo has a customer base of thousands of companies, including Sony, Citrix, BrightTALK, Curves International, HootSuite, Hyundai, SanDisk, and Samsung Electronics.

Buyer's Guide

HubSpot Marketing Hub vs. Marketo

January 2025

Free Report: HubSpot Marketing Hub vs. Marketo

Find out what your peers are saying about HubSpot Marketing Hub vs. Marketo and other solutions. Updated: January 2025.

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