Hubspot vs. Marketo Which is right for you?

by Sep 5, 2017Marketing

Hubspot often is at the receiving end of praise when it comes to a full-fledged inbound marketing strategy that delivers everything you need from website building to advertising and analytics. However, Marketo also has its strengths that may make it the ideal solution for certain types of enterprises that may need more than what the basic essentials of Hubspot provide.

Pricing

With Hubspot, you can expect to pay up to $600 for onboarding plus a $200 monthly fee for the Basic version. The Pro version has a $3,000 onboarding fee with an $800 monthly fee. For the Enterprise version, you can expect to spend $5,000 for onboarding and a monthly $2,400 fee.

Marketo is surprisingly more affordable. It costs $895 a month for Spark, $1795 for Standard and $3195 for Select but this does not include fees for other items such as paid add-on features.

Commitment

Hubspot makes it clear that there is at least a year-long commitment to the platform. Marketo does not have similar disclaimers but current users say that they also have a 1 or 2-year tie-in period.

Ideal User

Hubspot is light, easy to use and will not be too intimidating for small business owners with little basic techie experience since you do not need HTML knowledge to use the tools. The software design makes it suitable for small business needs as well.

Marketo offers a more diverse array of features that can be intimidating for single proprietors with no extensive knowledge in coding. The software is designed for mid-sized enterprises and users with advanced IT backgrounds or larger enterprises with dedicated IT departments since they may have skills and tools needed to take full advantage of the platform’s advanced features.

Features

Both programs offer a complete package that includes email marketing, content creation and analytics. HTML knowledge is also not required.

Hubspot offers users access to their training academy, library, blogs and allows integration with social media like Facebook, LinkedIn and Twitter. It also comes with organic support.

Marketo offers similar support features, but instead of a training academy, they offer access to community forums, webinars and similar events to help users get the most out of the platform.

Onboarding

The onboarding process is basic, but the difference becomes visible if you choose the higher-tier packages. For example, the Enterprise packages give access to the support of a senior customer success manager, implementation specialist, access to the entire support team, access to the Academy and resources, as well as integration of other marketing technology.

With Marketo, users get the Launch Pack implementation package, support, hands-on training, one-on-one consulting and assistance with set-up and configuration.

Ease of Use

Hubspot is designed to be user-friendly, and this translates to a great, user-friendly layout that almost anyone can use. A great example is data accessible from one place, including marketing ROI tracking and campaign reporting.

Marketo’s landing page builder is notoriously difficult to use and users have complained about slow reporting speeds. The email builder is also outdated.

Hubspot and Marketo may offer similar services but there are differences that make them suitable for different users. Differences in features, ease of use and support can make one a better choice than the other. At the end of the day, the choice between the two depends on what kind of enterprise you have and what your business goals are.

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