Marketo vs HubSpot

Cara Bowles    By under Marketing Automation.

Two major powerhouses in the marketing automation industry, Marketo and HubSpot have a lot in common but serve slightly different audiences.

Before diving into the feature set, the primary difference to understand is the target audience. Marketo has a deeper focus on lead nurturing and, as a result, has traditionally been more closely associated with the B2B market, rather than B2C. HubSpot's focus is instead on so-called "inbound marketing," and along with that, the B2C market.

It's probably not surprising that Marketo, with its B2B mindset, is more heavily focussed on being providing custom solutions for enterprise level businesses. With the benefit of heavy customizability inevitably comes a steeper learning curve and, in general, a need for more IT knowledge, particularly in setup. HubSpot, meanwhile, has a more shallow learning curve, but less opportunities for customization.

Marketo was built using the Salesforce platform, and is considered by many to offer the most comprehensive and robust integration with Salesforce in the industry. If Salesforce is your CRM, this may be enough reason to choose Marketo over Hubspot. Hubspot does integrate with Salesforce as well, however, so it's not a deal killer.

HubSpot has its own built-in CRM which gets the job done for businesses too small to invest in a full fledged powerhouse CRM. This may make it a more appealing option for B2C companies that don't currently have a CRM. It might also be considered unnecessary redundancy for those who already have a CRM.

In addition to both offering Salesforce integration, Hubspot offers limited integrations with Sugar, MS Dynamics, and Zoho, while Marketo integrates with Sugar, MS Dynamics, SAP, NetSuite, and Oracle. Marketo's integrations with MS Dynamics and SAP are native, while the other integrations are certified.

Finally, while both offer in depth analytics tools, Marketo's analytics goes a bit deeper, including a Success Path Analyzer that shows correlations between revenue and marketing efforts over time, and predictive analytics and models based on behavioral patterns, CRM data, demographics, and content preferences.

Advantages of Marketo:

  • Marketo is used more frequently by the top 10k and 100k websites.
  • HubSpot lacks product-based lead scoring and time-based degradation of lead scores, which are available through Marketo.
    • Product lead scoring scores a lead based on how many times they have viewed a product.
    • Time-based degradation causes a lead's score to drop over time if they haven't interacted.
  • Marketo tracks whether emails were successfully delivered to the recipient's inbox.
  • Marketo emails offer HTML validation, image validation, and link validation tools to ensure that the email is coded properly and will work when the user opens it.
  • Marketo offers the ability to set up polls for contacts to vote on and then promote the results on social media. This is not a native feature of HubSpot, although it does offer integration with SurveyMonkey.
  • Marketo has built in referral offers which you can use to create sweepstakes. Hubspot does not include a native platform for running sweepstakes.
  • Marketo automatically searches for social data when other personal data is collected, allowing their social profile to be linked (social profile data).
  • Social sign-on options make it easy for prospects to fill out forms with just a few clicks.
  • Video sharing allows customers or prospects to easily publish videos and share them on social media as well as your website.
  • Marketo's reporting tools include the ability to build custom reports and revenue modeling.
  • Marketo automatically pulls CRM data to fill fields in your marketing automation platform so that all data remains consistent. This is called automatic field mapping.
  • Custom sales dashboards allow salespeople to view leads and choose which ones to engage with based on lead scoring, behavior, and other factors.
  • Marketo and HubSpot are both available on their web based platforms, iPhone apps, and Android apps. Marketo is available on the Windows Phone, while HubSpot is not.

Advantages of HubSpot:

  • HubSpot is used by more websites than Marketo, 81k to 42k
  • HubSpot includes a blogging tool
  • Hubspot offers scheduled report delivery.
  • Hubspot offers more integrations that Marketo, 129 to 88. Noteworthy integrations include Magento, Shopify, WordPress, Zapier, Zendesk, and Zoho CRM.
  • Hubspot has a smaller starting price point, $200 per month versus $1195.

Shared Advantages:

  • Both platforms can be used for file hosting, allowing you to store whitepapers and other files as well as monitor lead interactions with the documents.
  • Both feature campaign diagrams which you can use to organize who is connected to which campaigns, and ho leads move through those campaigns over time and in response to events.
  • Both offer content management features allowing you to store, organize, and reuse assets.
  • Both offer relatively simple drag and drop interfaces, although HubSpot's is generally considered use friendly.
  • Both allow you to schedule events in advance so that they don't need to be triggered manually.
  • Progressive profiling allows you to collect new information from leads later on in the process so that not all of the information needs to be collected upfront, and so that leads don't need to re-enter information that has already been entered.
  • Both offer prospect deduplication to consolidate profiles into one.
  • Both offer prospect routing, which sends leads to sales when they cross a certain threshold.
  • Both provide prospect segmentation so that messages can be sent only to specific leads based on their previous behavior and other criteria.
  • Both offer behavioral scoring, custom lead scoring, and lead scoring based on demographics.