HubSpot vs Marketo 2023: Unbiased Analysis & Comparison for Business Growth

hubspot vs marketo

Marketing automation is a powerful instrument for business growth. It helps streamline the journey of your customers, optimize your operations, and drive business success.

HubSpot and Marketo, two prominent platforms for inbound marketing, have transformed businesses with their multi-channel marketing campaigns, offering a myriad of tools for social media marketing, content marketing, and search engine optimization (SEO).

Understanding HubSpot: A Game-Changer for Business Growth

HubSpot, a full-featured software, provides marketing, sales, and service sectors to enhance every part of your business operations. Its Marketing Hub and the customer relationship management (CRM) system work hand in hand, helping your marketing, customer service, and sales teams to attract, engage, and delight customers efficiently. The platform offers a comprehensive toolset for email marketing, forms, landing pages, contact management, live chat, traffic, conversion analysis, and ad placement for various social networks.

Marketo: An Industry Leader in Marketing Automation

Marketo, an equally popular marketing automation solution, has carved its niche in content personalization, lead nurturing automation, and lead management. As part of Adobe Experience Cloud, it provides robust tools such as Marketo Engage and Bizible, which enable you to create, manage, and deploy personalized engagement strategies across multiple channels and assess the return on investment (ROI) for the channels you deploy toward user engagement.

HubSpot vs. Marketo: A Side-by-Side Comparison

Choosing between these two giants of marketing automation is no small task, as both offer a comprehensive suite of tools for modern business. To help you make a well-informed decision, we delve into a comparison of six major aspects: pricing, user experience, tooling & features, integrations, analytics, and community & support.


Both Marketo and HubSpot offer a tiered pricing model, with Marketo’s modules covering marketing automation, email marketing, lead management, digital advertising, social marketing, and mobile marketing. HubSpot’s offerings are based on the organization as a whole and do not have a user limit. The services, including the Marketing Hub, are priced based on the number of contacts, making it a more affordable choice for small businesses.

User Experience

Marketo, designed for enterprises and large businesses, is geared towards advanced marketers with a deep knowledge of information technology (IT). In contrast, HubSpot, built for small and medium-sized businesses (SMBs), prioritizes ease of use. HubSpot’s usability factor is further enhanced by step-by-step instructions for its tools, as well as its Learning Center. Over time, HubSpot has broadened its user base to include large enterprises, providing an array of marketing functions with a smooth user experience.

Tooling & Features

Both Marketo and HubSpot excel in tooling and features, offering functionalities such as social media monitoring, website monitoring, SEO tools, landing pages, lead management, dynamic content, email marketing, sales dashboards, and event marketing/webinars. However, the two platforms prioritize differently, which can influence your choice based on your business needs.

Automation Templates

When it comes to choosing the right automation platform in 2023, HubSpot and Marketo offer a range of features that make them both compelling solutions. However, when it comes to automation templates, there are some key differences worth considering.

HubSpot offers an array of pre-built automation templates for marketers to use with their campaigns. These templates help decrease the time to launch new marketing initiatives by providing an easy-to-use and customizable template that can be quickly populated with relevant content.

Marketo, on the other hand, offers a more comprehensive set of automation templates, including visual workflow builders and an in-depth analytics suite. Users have the ability to define complex processes with ease and track performance at every step. Marketo also offers more options for personalization and customizing campaigns based on customer behavior, allowing marketers to customize their campaigns for maximum success.

Native integrations

When considering HubSpot vs Marketo in 2023 in terms of native integrations, you will be happy to know
there really isn’t an issue with either.

Both HubSpot and Marketo offer easy-to-use native integrations with popular software and services such as CRM, email, webinar platforms, and social media platforms. This means that businesses can quickly and easily deploy their marketing efforts without having to worry about compatibility issues or 3rd


HubSpot and Marketo both offer a wide range of integrations, allowing you to connect your marketing automation platform with other tools in your tech stack. Marketo integrates with over 500 apps, while HubSpot boasts of integration with over 2000 apps in their marketplace. This feature is vital for businesses that rely on a variety of tools for their operations.


In terms of analytics, Marketo shines brighter than HubSpot with its advanced reporting features. Marketo offers in-depth analytics tools that help you understand your customer behavior and measure the effectiveness of your marketing campaigns. HubSpot, on the other hand, also provides a set of analytics tools, but they are more suitable for businesses looking for basic and easy-to-understand insights.

Community & Support

Both Marketo and HubSpot offer excellent customer support. HubSpot’s support team is available 24/7 and provides comprehensive assistance for users via phone, chat, and email. Marketo also offers similar assistance through its knowledge base, community forums, and customer success representatives. Additionally, HubSpot has an active

Hubspot And Marketo Alternative: Pardot

People often wanna look at alternatives to whatever
platform they are considering getting for their business.
In this case, people are often comparing Hubspot and Marketo to Pardot.

Here are some key differences that may help you make a choice…

Firstly, HubSpot’s Marketing Hub is a well-rounded marketing automation software, allows users to deliver CRM-powered marketing that consistently grows their business. With an integrated suite of tools deeply connected with customer data, it facilitates the creation of automated inbound marketing campaigns from one central place​​.

On the other hand, Salesforce’s Pardot, while it’s a robust marketing automation solution, was originally developed as a standalone platform, and was later acquired by Salesforce​. So there are some issues resulting from it.

The cost is going in HubSpot’s favor. With HubSpot Marketing Hub, the yearly total cost, including list price, implementation, and support, is significantly lower than Pardot’s. Moreover, the platform maintenance of HubSpot is seamless, built on one code base, whereas Pardot requires setup and regular updates for multi-cloud integrations​​.

HubSpot truly shines with its all-in-one solution. Its Marketing Automation, CRM Sales, & Service suites have all been built by HubSpot, resulting in a unified and consistent user experience. All customer data, reporting, and individual tools work in sync, promising a faster time to value for employees and a faster time to market for businesses. In contrast, Pardot was acquired by Salesforce, necessitating manual connections and maintenance to create a unified user experience, which can add to technical complexity​​.

The powerful features of HubSpot Marketing Hub enable nurturing prospects along the complete buyers’ journey. These easy-to-use tools, right out of the box, include website hosting, ads, landing pages, blogging, email, ABM, social, workflows, automation, and attribution reporting. Pardot, though offering a host of standard marketing tools, remains more focused on email automation. As businesses scale, they might find a need to connect more tools with Pardot, which could be less than ideal for user experience and website SEO​​.

Finally, HubSpot’s unique combination of top-of-the-funnel marketing automation tools built inside a world-class CRM is unrivaled. Even top conversion experts like Justin Brooke from praise it and use it​.

With all these points considered, it’s clear that HubSpot presents a more integrated, cost-effective, and powerful solution than Pardot. It empowers businesses to navigate the complex landscape of modern marketing with ease and efficiency, ensuring a superior user experience and robust business growth.

Community & Support

HubSpot has an active user community and offers comprehensive support to its users. In contrast, Marketo also offers a range of support options but is often criticized for its slow response time.

A HUGE Edge: Multi-Touch Revenue Attribution

With so many online marketing channels being used by most businesses, multi-touch revenue attribution is CRUCIAL these days. – a feature where HubSpot truly shines.

Multi-touch revenue attribution is a method of determining the value of each customer touchpoint leading to a conversion. This model gives credit to all the marketing efforts that played a role in a conversion, painting a more accurate and comprehensive picture of your customer journey. HubSpot’s multi-touch revenue attribution is designed to allow marketers to see clearly the full impact of their efforts.

HubSpot’s platform provides a robust multi-touch attribution model, enabling businesses to accurately track and attribute revenue across multiple touchpoints. This means that every piece of content, every email, every ad, and every interaction is accounted for in your overall analysis. With this, you can truly understand the journey your customers take and the channels that are driving the most engagement and conversions.

While Marketo has some of the same features, one of the major strengths of HubSpot’s multi-touch revenue attribution is its deep integration with the HubSpot CRM. This unique combination creates a unified and consistent user experience, allowing for seamless tracking and attribution throughout the customer journey. You can visualize the entire funnel, from the initial touchpoint to the final conversion, all within a single, user-friendly platform.

Furthermore, HubSpot’s multi-touch attribution model allows for greater customization and flexibility. Whether you’re using a linear, time decay, or position-based model, HubSpot provides the tools to customize your attribution model to fit your unique business needs and goals. This is vital in ensuring that your marketing and sales efforts are aligned with your strategic objectives and that you’re investing your resources in the channels that generate the most ROI.

Another benefit of HubSpot’s multi-touch revenue attribution is the detailed and insightful reports that can be generated. These reports provide a deep dive into your marketing performance, showing you the exact path customers took to make a purchase. This empowers businesses to make informed decisions based on data, not assumptions.

In conclusion, HubSpot’s multi-touch revenue attribution is a powerful tool that can provide a wealth of insights into your marketing efforts. It allows you to understand, in detail, how each of your marketing channels is performing and where your investments are generating the greatest return. By utilizing this feature, businesses can streamline their marketing efforts, improve their ROI, and drive growth.

Hubspot Vs Marketo Pricing

HubSpot’s pricing model is based on the number of contacts in your database. The more contacts you have, the more expensive it becomes. However, HubSpot offers a range of plans to suit all businesses, ranging from Starter to Enterprise. Prices start at just $50/month and increase up to $3,200/month for the enterprise plan.

  1. Free CRM: HubSpot CRM offers a robust free plan that provides core CRM functionality, including contact management, pipeline tracking, and email integration, at no cost. It’s an excellent option for startups and small businesses looking to get started with CRM without any financial commitment.
  2. Starter: The Starter plan, priced at $50 per month, provides additional features like email tracking, meeting scheduling, and document sharing, enabling you to take your CRM capabilities to the next level.
  3. Professional: Priced at $500 per month, the Professional plan offers advanced features, including automation, predictive lead scoring, custom reporting, and more. It’s designed for growing businesses with more complex sales and marketing requirements.
  4. Enterprise: For large organizations with extensive CRM needs, HubSpot CRM offers the Enterprise plan. This plan provides enhanced customization options, advanced reporting, and support for teams with complex sales processes. Contact HubSpot directly for pricing details.

Marketo’s pricing model is slightly different. Its pricing depends on the number of contacts in your database, the sophistication of the features you require and the number of users who will be accessing the platform. Prices start at $895/month for its basic plan and increase up to $5,995 for its enterprise plan.

  1. Basic: Marketo’s Basic plan is ideal for small businesses and startups looking to get started with marketing automation. Pricing for this plan starts at $895 per month and includes core features such as lead nurturing, email marketing, and analytics.
  2. Pro: The Pro plan, starting at $1,795 per month, offers advanced capabilities for businesses with growing marketing needs. In addition to the Basic plan features, you’ll gain access to advanced lead scoring, dynamic content, and enhanced analytics.
  3. Elite: Marketo’s Elite plan is designed for larger enterprises with sophisticated marketing requirements. Pricing for this plan is available upon request and includes enterprise-grade features such as AI-powered personalization, predictive analytics, and advanced integrations.

When it comes to pricing, HubSpot offers more flexibility and cost savings than Marketo. However, if you need more complex features and a larger number of users accessing the platform, Marketo could be the better choice.


While both are powerful marketing automation platforms, your choice between Hubspot vs Marketo will depend on your business needs and budget. Take the time to understand the functionalities, pricing, and support offered by both platforms to make an informed decision. Happy marketing!