HubSpot vs Marketo
A Review & Comparison
[Updated 2019]




Who is this software for?

Choose Hubspot if your business requires a powerful ‘all-round’ marketing tool. Manufacturers and retail business owners will love this tool for the easy of use and marketing efficiency.
Choose Marketo if your business earns its revenues by pinpointing prospects and converting them into customers. Large-scale business owners, restaurants, showrooms and retailers will benefit greatly from the Marketo suite.


  • Forever free’ limited version available
  • Powerful CRM tool
  • A/B testing & reporting
  • Good selection of landing page templates
  • Powerful marketing tools
  • Easy and simple to use


  • One of the higher priced tools on the market
  • Not suitable as a CRM


500 Contacts


1k Contacts


2.5k Contacts


10k Contacts


25k Contacts


100k Contacts


Full Feature Pricing


Refund Period

Free Trial/Demo



Minimum Contract


Lead Scoring



Lead Segmentation



Web Activity Tracking



SMS Marketing



Personalized Web Content



Predictive Analytics


Bi-Directional CRM Syncing



Event Management



Create Invoices


Create Quotes


A/B Split Testing



Form Builder



Landing Page Builder



Create Membership Websites



Bulk Social Media Posting



Sales Reporting



Sales Alerts



Mobile Application



Social CRM




WordPress Integration


Outlook Integration



Gmail Integration



SalesForce Integration



SAP Integration



Oracle Integration



NetSuite Integration



SugarCRM Integration



MicroSoft Dynamics Integration



Zapier Integration



Total # of Integrations


Company Info

HQ Location





HubSpot vs Marketo Summary


Companies that require marketing automation, CRM, email automation and lead generation in a single location opt for HubSpot. It is a one-stop-shop for gauging all the activities within your marketing campaigns.

This software lets its users build their own social and marketing campaigns from scratch and offers analytics tools that help in processing, reportin, and streamlining daily business activities conveniently.

Lead conversion is another great option on this software and sales teams love this software because it takes away the burden of scouring leads from them, moreover, it helps them convert their leads faster. Users can also split test their campaigns with the help of HubSpot and by split testing, you can make the necessary adjustment to your campaigns by optimizing their performance.

The built-in CRM on HubSpot is one of its most underrated features, its functionality is second to none and helps you to track messages including the replies too. It also offers transactional emails, bot creation and live chat options that are helpful for digital marketing businesses that seek complete automation.


Large sales and marketing teams will find Marketo to be a godsend for them. Central hubs are crucial for running campaigns, which means teams also have to run repetitive lead generation tasks to improve their business’ profitability.

Marketo has a variety of modules helpful for boosting online business performance rapidly. Smaller marketing teams and businesses might find this software less useful because it has several functions suited only in large-scale applications and small businesses will find the additional costs of modules to be counterproductive for their revenue generation.

Marketo’s workflow functions are a wonder to behold, they give you full control of lead qualifying processes and making advance sales, which can help you solve complex tasks through simple yet efficient automation.

This software has a lead scoring feature that gauges a lead’s qualification before recommending or converting it. Marketo’s analytics reports could use some work and is its major con in, an otherwise, great automation software. It has subpar smart list functions and it does not provide comprehensive data.

Key Differences

Marketo is a software that was made for overseeing larger contact lists, whereas HubSpot does the opposite. HubSpot has better customer support than Marketo, there have been complaints regarding the latter’s customer support, however, they are few and far. Besides that, there is nothing that makes one software trump the other. Comparing Market to HubSpot is like comparing apples to oranges.

HubSpot Tool Ratings

  • Price: 4/5
  • Features: 4.5/5
  • Integration: 3.5/5
  • Customer Support: 5/5
  • Overall: 4.5/5

Marketo Tool Ratings

  • Price: 3/5
  • Features: 4/5
  • Customer Support: 4/5
  • Integration: 3.5/5
  • Overall: 3.5/5


HubSpot and Marketo automate marketing for two completely different business types. Therefore, choosing a winner between the two will not be fair.

Choose HubSpot if campaign analysis and tracking is the main goal of your business. It will help you determine strategies to convert more leads through the campaigns.

Choose Marketo if you run a big business that needs to automate their lead generation process. Marketo’s lead generation feature is unique in the sense that it provides users with thorough information regarding the leads.

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