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Marketing automation tools comparison: HubSpot vs. Marketo

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Marketing automation tools comparison: HubSpot vs. Marketo

When starting a marketing automation or inbound marketing project, it is logical to ask yourself two types of questions: “ What is the best tool on the market? “And” What is the best tool for me? ”.

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list_altIndex of contents
On the origins of HubSpot and Marketo
HubSpot vs. Marketo according to the stages of inbound marketing
HubSpot vs. Marketo according to other comparison variables
Without a doubt, and from our experience, we can assure you that the best marketing automation and inbound VP Financial Email Lists tool is HubSpot. However, depending on your own business technology ecosystem, it may be best for you to implement another program. Therefore, it is very important that you know in depth what the main automation tools on the market can offer you .

With the idea of ​​helping you in your research process, in this article we will evaluate the features, functionalities, advantages and disadvantages of HubSpot compared to Marketo .

To develop this content we have taken as a reference our comparative guide of marketing automation tools (which we recommend you download) , in which we analyze in depth the following platforms:

Eloqua (Oracle)
Marketing Cloud (Salesforce)
Marketo (Adobe)
Pardot (Salesforce)
RD Station Marketing
“ We have worked with a lot of technologies. We know practically everyone who has something to say in this world of inbound and marketing automation . ”

VP of Financing Email Lists

Pau Valdés. CEO and co-founder of InboundCycle.

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On the origins of HubSpot and Marketo

HubSpot was developed by Brian Halligan and Dharmesh Shah, who, in 2005, had created the inbound marketing methodology . As it was such a new methodology, for obvious reasons, that year there were still no tools capable of fulfilling inbound marketing functions. Therefore, Brian and Dharmesh found it necessary to create HubSpot a year later (in 2006), with the aim of offering the market a tool designed 100% to cover all the needs of inbound marketing strategies.

Since then, this platform has stood out for being the one that offers the most functionalities to automate inbound marketing processes , and hence, from InboundCycle, we consider it to be the best tool in the sector .

MarketoMarketo was founded in 2006 as a company that develops different marketing technologies. Over time, the effectiveness and power of its solutions made them gain a very good reputation in the sector. In fact, the satisfaction level of Marketo users is almost as high as that of HubSpot users .

As a result, large technology corporations were interested in buying the company: Vista Equity Partners bought Marketo in 2017 and then Adobe did it in 2018, making the latter the current owner of Marketo .

It is important to note that, even though Marketo can be considered to be almost on par with HubSpot in several respects, it is a tool that requires technical knowledge on the part of users to be able to master it.

HubSpot vs. Marketo according to the stages of inbound marketing
As we have mentioned, HubSpot is the tool that best adapts to the inbound Forex Email List methodology. However, it is necessary that you know the reason for this statement, so that you can draw your own conclusions.

Therefore, below you will find a comparison between HubSpot and Marketo taking into account what each tool can offer you (or not) in the different stages of inbound marketing:

Education (maturation)
Closure and loyalty
In our comparative guide to marketing automation tools we explain the methodological criteria that we have taken into account to analyze these 4 stages in HubSpot and in Marketo .

Attraction stage
HubSpot has an internal CMS that allows the creation of web pages and blogs, which, in turn, are essential resources for any inbound marketing strategy. For its part, Marketo does not have a CMS, which prevents the user from creating pages and blogs from the platform. However, Marketo allows integration with external CMS platforms.

Both tools offer SEO functionalities, but neither allows keyword tracking. In the case of HubSpot , one of its most important functions is Page performance , through which web pages, landing pages and blog content can be optimized, the latter being able to be structured with a strategy called topic clusters , the which has a very good impact on Google’s algorithm for positioning. As for Marketo , it has some functions to classify and analyze keywords, identify optimization problems, detect link opportunities, among others.
Both tools offer direct connection to social media profiles and social media marketing functions. Meanwhile, HubSpot can be synchronized with Facebook, Instagram, Twitter, LinkedIn and YouTube.

Conversion stage
From this stage, HubSpot begins to offer much more robust functions as an automation platform. For example, with this platform you can create smart and customizable advanced forms, landing pages, chatbots, pop-ups and calls to action (CTA) . It also has web analytics modules for monitoring users who click on CTAs and for monitoring channel attribution.
If you want to learn more about HubSpot’s chatbots feature, we recommend reading our article Chatbot in Spanish: how to create one for free with HubSpot .

The conversion stage is one of Marketo’s weakest points , along with the attraction stage . This tool does not allow you to create CTAs, which are a fundamental resource to drive conversions. On the other hand, although it does allow you to create forms and landing pages, you must have some knowledge of CSS and HTML languages.
Education stage (maturation)
The education stage is where HubSpot has its strongest and most differentiating points from the rest of the platforms. This tool is specially designed to execute and customize the different processes associated with lead nurturing , which, basically, is the cornerstone of all inbound marketing. For example, HubSpot’s functions for lead scoring are very precise, and it also has quite varied options for developing small and large-scale strategies, such as creating lists and assigning properties, tracking the attribution of channels, among others. Basically everything you could need for lead education, HubSpot has it.
If you want to know more about lead management, we recommend you download our guide on lead nurturing and lead scoring in inbound marketing .

In the case of Marketo , it is at this stage of education that we can begin to see the strengths of the platform. For example, the tool has quite powerful segmentation options, this through multiple parameterizations in the databases and different configurations of lead scoring and smart lists. However, if you need to get the most out of lead nurturing through complex processes, then you will have to ask your technical department for help, which is not the case with HubSpot .
Which marketing automation tool is the right one for your company? Find out with this free guide!
Closing and loyalty stage
Both HubSpot and Marketo have developed options to create a very effective synergy between the marketing and sales teams, with the aim of maximizing the results of closing and loyalty. Let’s see:

On the one hand, HubSpot has an internal CRM that allows you to tackle the entire stage of the end of the conversion funnel in a very powerful way. That is to say, that of closing and loyalty. However, this company has gone much further, as it has also developed sales automation (sales) and customer service (after sales) solutions . These allow you to automate with a high degree of customization other types of typical closing and loyalty workflows, in which the most important thing is the customer experience.


On the other hand, Marketo does not have an internal CRM , although it can be synchronized with external CRMs such as Microsoft Dynamics. As for its own functionalities, it has Marketo Sales Connect , designed to facilitate the synchronization of workflows between marketing and sales teams. Marketo also allows you to customize the entire user experience on the pages, blogs and content, in order to help you make the user advance in their purchase process.
HubSpot vs. Marketo according to other comparison variables
To select an automation tool, not only the strategic point of view of inbound marketing is important, but also the operational and cost. Therefore, below we are going to compare HubSpot with Marketo taking into account the following variables:

In our comparison guide of marketing automation tools we explain in detail what we have taken into account to evaluate these criteria in HubSpot and Marketo . We recommend that you download it so that you can have a deeper vision of both platforms.

At this point there is an important contrast between the two tools:

HubSpot not only offers a fairly intuitive user interface capable of making all your marketing automation work as easy as possible, but you can also perform even the most complex configurations on your own, without the need for IT knowledge. This is possible thanks to the fact that HubSpot has been able to simplify what could be complex for the user , thus reducing the learning curve necessary to master the tool.
While it is true that Marketo offers a comfortable and friendly user interface, it is also true that executing many important processes, such as setting up landing pages, requires you to have technical knowledge or ask your IT team for support. Therefore, on a practical level, Marketo’s usability is far below that of HubSpot .
The costs of HubSpot plans are affordable when the database of contacts you work with is small or medium, but they become very high when the database is large. However, in any case, the profitability of projects is usually excellent when each functionality of the tool is used to the maximum for the benefit of the strategy.
HubSpot pricing pricing-1

HubSpot pricing

If you want more information, visit our article HubSpot pricing: updated price guide for 2020 .

Marketo costs are not very attractive to marketers. This is because their recruitment plans are based on feature packages. The more functions are hired, the more expensive the tool becomes, which becomes a serious limitation if you want to work on inbound marketing and automations in a comprehensive way.
CTA – Hire HubSpot with InboundCycle
HubSpot has always been known for offering a fairly powerful and friendly scalability, especially when you want to do massive scale configurations. For example, if you modify a landing page or email template, that modification is automatically replicated in all the landing pages or emails associated with that template, which speeds up all your work.

Unlike HubSpot , Marketo’s scalability is one of the aspects that causes the most dissatisfaction among its users. This is because, as we have mentioned before, many of the tool’s functionalities depend on the direct help of the IT team, since they are not designed to facilitate the work of the average user who does not have technical knowledge, which, in lines Overall, we are the vast majority of marketers.
Considering these last 4 comparison criteria, the support area is where the strongest points of both HubSpot and Marketo lie . However, the excellence of HubSpot continues to make a difference. Let’s see:

HubSpot offers, among other elements: a 24/7 customer service in Spanish, a very complete knowledge base, downloadable and quite detailed user guides, and certified courses that are well valued within the industry.
Marketo , for its part, offers: a help section called “Marketo Docs”, which has guidelines and guides on the use of the tool (although the HubSpot knowledge base is more complete) , a specific portal for customer support and the possibility of contacting the company by phone or via Twitter, among other help options. Marketo also has a specific blog for developers , but it is precisely because the tool demands IT knowledge from users.
In conclusion, HubSpot and Marketo are quite powerful tools that can be more or less useful depending on the type of work you want to do. Despite this, we cannot ignore the fact that HubSpot adapts much better to the entire inbound marketing methodology, offers more accessible prices, more scalable resources and, in addition, it is a platform that does not require technical knowledge of any kind.

“ We have known HubSpot in all its depth, and since its inception. We know all the ins and outs, and we have lived through all its evolution as a technology . ”

Pau Valdés. CEO and co-founder of InboundCycle.

However, as we said at the beginning of this article, while we consider HubSpot to be the best automation tool, it may not be the most convenient for you. In this sense, you should know that HubSpot adapts very well to both B2C SMEs and B2B companies of any size, because in both cases the contact databases are not usually that large. Instead, Marketo can be ideal for large B2C companies, as it has great potential to provide omnichannel and sufficiently personalized experiences.

Finally, we recommend that you read the following articles that may interest you:

HubSpot vs. ActiveCampaign .
HubSpot vs. Marketing Cloud (Salesforce) .
HubSpot vs. Pardot (Salesforce) .
And if you want to know more details, download our comparison guide of marketing automation tools , in which you can see a much more in-depth analysis of the ActiveCampaign , Eloqua , HubSpot , Marketing Cloud , Marketo , Pardot and RD Station Marketing platforms .

You can also access the presentation made at Inbound Leaders 2019 , in which our colleagues Neus Sánchez and Manel Bassols made the public presentation of the comparative guide to the marketing industry in Spain.

If you plan to start using a different automation platform than the one you already have, we recommend you consult our article How to migrate from your marketing tool to another?

Let us know in the comments if these comparisons have been useful to you and tell us which is your favorite automation tool and why. We want to know your experience!

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