HubSpot and Marketo: Which Automation Tool is Right for Your Business



Marketing automation tools have decreased the workload of marketers by delivering accurate and actionable results without any intervention required. With a huge spurt in the marketing automation industry, many big players have entered the market. Marketers often have a tough time comparing HubSpot vs. Marketo, which top the list of marketing automation tools. Others in the list include Pardot, Eloqua,, etc.

With so many unmatched benefits and useful tools that both services offer, marketers have a tough time deciding between HubSpot vs. Marketo. Both have carved a name for themselves in the market and offer a variety of functions in their automation tools for performing various “top-of-the-funnel” marketing functions. But marketers must make an informed decision and choose the one which best suits their business goals.

We simplify your job, and provide you here with the distinct features which distinguish the marketing automation tools of HubSpot and Marketo :

#1. User Platform and Pricing


HubSpot has a natively integrated platform for all the marketing automation tools, which enables marketers to seamlessly access all the tools at one single place. Thus, it saves a lot of time, since marketers have only one set of tools to learn and master. An all-in-one solution is attractive to most of the marketers since it provides seamless functionality and is priced as a single unit. Their core product is priced into three tiers according to scale and functionality – Basic, Professional and Enterprise. HubSpot also offers a number of pre-built integrations with popular business apps to allow further customization.


Marketo’s system is broken down into four discrete modules – marketing automation, consumer engagement, real-time personalization, and marketing management. These modules can be purchased separately or combined to form an integrated suite. This lets marketers create a custom solution for their needs, but some businesses might find a unified system more useful. Users may also face some difficulty in transferring data points from one platform to another. This can lead to missing data points from multiple data transfers between systems. Hence, this leads to a wastage of time and resources while marketers are integrating different platforms. Also, due to the multiplicity of platforms, there are multiple logins, bills and support lines (and sometimes no support lines at all).

#2. Ease of User Experience


HubSpot provides a solution to its user’s problems by making it easy to use and widely accessible for marketers of every skill level. It has made lead generation and marketing automation manageable even for managers who have less technical knowledge by creating an easy to use multi-channel platform instead of building out every marketing automation platform step-by-step.


Since Marketo specializes in providing custom solutions for enterprises, their software requires marketers to have an in-depth knowledge about technical know-how. Therefore, many of its users make a lot of inconsistencies across these interfaces while using the tools, and custom coding skills are required to make several changes. In the software industry, ease of use is one of the greatest assets, and thus marketing automation tools should require minimum coding knowledge.

#3. Optimal Data Reporting


Using HubSpot, marketers are able to conduct an in-depth analysis through their reporting efforts, gaining insights into how each marketing activity affects their overall strategy and goals. This is only possible due to the seamless integration of all the tools in one platform. The best part is that there is hardly any intervention required to generate these reports.

For example, HubSpot’s reporting tools provide a campaign dashboard that makes it easy to see how each asset is contributing to the campaign’s overall progress and goals.


Since Marketo doesn’t integrate all its tools under one platform, the reporting process becomes more difficult for its users. They must consistently attach tracking URL to every social media post, track call-to-action activity in their raw HTML code and other similar sources. Also, Marketo’s revenue attribution model may not be consistent with every marketer’s unique business.


By assessing all the above factors, it would be easy to say that HubSpot can prove to be a better marketing automation tool than Marketo. To sum it up, it integrates various platforms under a single roof, is cost-effective, saves a lot of time and money of the marketers, and allows its users to seamlessly track all data records and perform quality data reporting.

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