What users are saying about
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Top Rated
1602 Ratings
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Top Rated
1805 Ratings

HubSpot

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Top Rated
1602 Ratings
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Score 8.5 out of 100

Marketo

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1805 Ratings
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Score 7.9 out of 100

Highlights

Hubspot is a suite of products designed to integrate Marketing, sales, and service software into one platform. Its products include Customer Relationship Management (including Help Desk and Live Chat), Marketing AutomationSales Intelligence, and Content Management software. 

Marketo is similar to Hubspot, with its main products being Marketo Engage, Bizible, and Adobe Experience Cloud. It is most popular for being a Marketing Automation tool. However, it features a variety of capabilities ranging from lead management to targeted digital advertising. 

Hubspot has over 1500 ratings and reviews on TrustRadius, primarily from small businesses. While it is predictably most popular with marketing and advertising firms, it’s also extremely popular with companies that develop software–this also holds true for Marketo. With over 1700 ratings and reviews, Marketo has the most representation on TrustRadius from mid-size companies. 

Features

Hubspot is a great fit for marketing teams at SMB companies focused on producing content. Hubspot also really shines as an easy-to-use and comprehensive marketing automation tool for executing inbound marketing strategies. However, given its comprehensiveness in terms of marketing, sales, and service, Hubspot may is a serious contender for any buyer looking to integrate several different pieces of software into one platform through one vendor. 

Marketo’s purchase by Adobe helped cement the latter’s CRM and marketing credentials. As a marketing automation platform, Marketo is designed to primarily serve midsize and enterprise businesses with key features being lead generation, lead nurturing, lead scoring, and marketing campaign analytics, including A/B testing. Marketo is a great fit for midsize B2B businesses or enterprises that frequently create landing pages, run complex marketing campaigns, and conduct lead scoring and list segmentation.

Limitations

Often-read feedback from Hubspot users includes extra costs associated with additional reporting functionality. This is something to keep in mind if you’re primarily looking into these categories of software for their analytics capabilities. Another critique of Hubspot is that its landing page builder is considered fairly limited in terms of customization to some users. 

Marketo also faces similar criticism: its reviewers consistently called out its limited reporting capabilities. However, unlike Hubspot, this criticism doesn’t call into accounting additional reports. Make sure Marketo’s add-ons cover the additional tools you may mean. Some reviewers also stated that Marketo’s user interface can be difficult to navigate for new users, an important adoption consideration. 

Pricing

Hubspot pricing starts at $40/mo. The more capabilities a user needs, the more their monthly cost will be. Another important price consideration is contact list size, which will also increase one’s monthly bill. Enterprises should expect to pay at least $3,200/mo.

Pricing for Marketo is based on the size of your database. To get an exact idea of its pricing also requires that buyers speak to a sales representative. However, ballpark pricing for Marketo’s starting package is $900 a month or so.

Likelihood to Recommend

HubSpot

HubSpot is well suited for many scenarios but the most prominent one in my role is following up with clients and/or prospects. It really helps me keep track of last interactions which includes notes, emails, calls, and meetings. Being able to see previous contact with a person helps me know where I have left off and also how I need to follow up. This is crucial for sales people since it is very difficult to remember all interactions and communications on your own.
Meredith Mackay | TrustRadius Reviewer

Marketo

Marketo is really the only choice for large enterprise Marketing organizations, in my opinion. It scales better than other platforms with similar functionalities and is easier to use. Competitors' products in this space will require more "technical" users with coding and database management backgrounds, or will flat out not handle the volume. Marketo is in the sweet spot. If you have Salesforce or Dynamics and are in a large or medium-sized organization, especially if you are in a B2B oriented industry, Marketo is for you.I am personally currently in the Higher Education industry, and Marketo works well in that space, though we sometimes need to seek workarounds for some areas of functionality that are B2B-focused.Small businesses may price out of Marketo, especially if they have a large database or B2C orientation, but it is still worth a look. That said, I personally implemented Marketo at two different small software and services shops with 100-150 employees, and they both still use the tool 5-10 years later. For organizations that are going to want to do only traditional batch/blast email campaigns and have small databases, Marketo will work, but you'll be paying for leaving a lot of capability on the table.
Matt Gomez | TrustRadius Reviewer

Feature Rating Comparison

Email & Online Marketing

HubSpot
8.5
Marketo
7.6
WYSIWYG email editor
HubSpot
8.3
Marketo
7.2
Dynamic content
HubSpot
8.2
Marketo
7.7
Ability to test dynamic content
HubSpot
8.0
Marketo
7.4
Landing pages
HubSpot
8.8
Marketo
6.9
A/B testing
HubSpot
8.3
Marketo
7.3
Mobile optimization
HubSpot
8.5
Marketo
7.2
Email deliverability reporting
HubSpot
8.7
Marketo
8.2
List management
HubSpot
8.5
Marketo
8.3
Triggered drip sequences
HubSpot
8.9
Marketo
8.3

Lead Management

HubSpot
8.4
Marketo
8.0
Lead nurturing
HubSpot
8.7
Marketo
8.1
Lead scoring and grading
HubSpot
8.3
Marketo
8.1
Data quality management
HubSpot
7.9
Marketo
7.9
Automated sales alerts and tasks
HubSpot
8.5
Marketo
8.0

Campaign Management

HubSpot
8.3
Marketo
7.3
Calendaring
HubSpot
8.2
Marketo
6.7
Event/webinar marketing
HubSpot
8.3
Marketo
7.9

Social Media Marketing

HubSpot
8.3
Marketo
6.6
Social sharing and campaigns
HubSpot
8.3
Marketo
6.6
Social profile integration
HubSpot
8.2
Marketo
6.7

Reporting & Analytics

HubSpot
8.5
Marketo
6.9
Dashboards
HubSpot
8.2
Marketo
6.8
Standard reports
HubSpot
8.6
Marketo
7.0
Custom reports
HubSpot
8.6
Marketo
6.8

Platform & Infrastructure

HubSpot
8.0
Marketo
7.3
API
HubSpot
8.0
Marketo
7.8
Role-based workflow & approvals
HubSpot
8.3
Marketo
7.7
Customizability
HubSpot
8.3
Marketo
7.5
Integration with Salesforce.com
HubSpot
8.2
Marketo
8.2
Integration with Microsoft Dynamics CRM
HubSpot
7.7
Marketo
6.6
Integration with SugarCRM
HubSpot
7.7
Marketo
6.2

Pros

HubSpot

  • Bring sales, marketing, support all together into one platform because they now offer each as it's own hub. You can purchase the ones you need, but they are all available. This is a strength because it follows HubSpot's company goal to help customers succeed and that can only be done when all areas of business succeed.
  • Listening to customers. HubSpot follows its customers' feedback and continues to improve the platform.
  • HubSpot is focused on customer success. You have a team ready to help you with products, support, and success so whether you're big or small or new or seasoned. HubSpot is there to help you succeed and they've done an awesome job of keeping that at their core.
Heather Robinette, MBA | TrustRadius Reviewer

Marketo

  • Flexibility - It has a lot to offer, but you don't have to have it all. There are a lot of integrations that allow you to set up your MarTech environment however you want.
  • Usability - Marketo is pretty straightforward to use, and there are a lot of resource documents and community available to help mitigate any issues a user might have.
  • Comprehensive - There's a huge range of features that Marketo has built into it that can be bolted on. I accept there are other tools out there there that do "more", but Marketo's features are comprehensive and operate in a local environment.
  • Support - Marketo's support feature and team are fantastic. They've always been willing and able to help with simple and complex queries in a highly professional manner. The Marketo Community backs this up - with both Marketo Support and Marketo Experts providing insight and responses to queries.
Josh Pickles | TrustRadius Reviewer

Cons

HubSpot

  • CRM function was too limited for us to use.
  • Would love to see greater flexibility with reporting dashboards.
  • Would love to be able to use spend/budget data from LinkedIn Ads connection.
  • Doesn't offer integration with CRM and suggested third-party partner was painful to work with.
  • Can't A/B test automated emails-- have to use workaround.
Sean Dunshee | TrustRadius Reviewer

Marketo

  • Pricing -- Marketo is clearly designed for a premium market, and most people will not be able to get in at the price point it starts from. This is a con especially for small businesses who do not always have the resources to invest in a solution like this.
  • Analytic reports within Marketo are not the greatest. I feel that there is more data you can view, and smart lists do not always work as they are supposed to.
  • It must also be said that Marketo does have a steep learning curve, and in some cases, you may need to hire a specialist to help you with the integration process. This can add to your cost.
Nathan Sichilongo | TrustRadius Reviewer

Likelihood to Renew

HubSpot

HubSpot 9.9
Based on 371 answers
Our business relies on the HubSpot platform to manage our marketing, sales and CRM processes. HubSpot marketing automation helps us define our activities and streamlines them in a cohesive and efficient way. Without HubSpot, we will have to revert to the 'old way' of doing everything with a variety of disparate systems.
Arun C Devan | TrustRadius Reviewer

Marketo

Marketo 7.8
Based on 146 answers
The renewal process with Marketo can be very frustrating. The first year I managed the renewal for my company, I received a quote from the rep with additional products that I had not even inquired about. Additionally, as a result of an increased database size that required us to go up one tier level, we saw our price jump by over 25%. This year, we are decreasing our database size by at least two tier levels and so far I'm disappointed to see that there will be very minimal savings, despite having much less data to store.
Valerie Armstrong | TrustRadius Reviewer

Usability

HubSpot

HubSpot 9.3
Based on 96 answers
Hubspot shows you what do and makes it easy to find the help articles you need. Over all it shows the system status well. The only issue is when there are syncing issues so you'll have to save often and make sure to refresh so you know your changes synced with the server.
Karen Rust | TrustRadius Reviewer

Marketo

Marketo 5.7
Based on 88 answers
There's a fair amount of flexibility, but as you start moving beyond the basics and get into more complex programs, it gets a bit cumbersome; for example, flexible drip campaigns that can customize / change content based on triggers after the initial start. Some way of normalizing scoring so older, less intensive users don't overshadow newer, more-intense users. Etc.For a basic setup and taking control of the user flow from contact to lead without leaks, Marketo is awesome, once you've got the core data governance and standardized processes in place.Template design is difficult - designers find it restrictive and there is a LOT of debugging needed, with finished templates sometimes behaving very oddly in some environments - adding / deleting code snippets, disabling some scripts - not enough to break it, but definitely some odd behaviors
Ashish Tewari | TrustRadius Reviewer

Reliability and Availability

HubSpot

HubSpot 9.1
Based on 26 answers
We made a decision as an agency to only work with Hubspot. The software is easy to work with, and the support is very good
Jan Beery | TrustRadius Reviewer

Marketo

Marketo 8.3
Based on 46 answers
There are performance issues that make it seem like it's down sometimes. The backlog of campaign triggers etc. can be a real issue. The issue is probably more around performance than uptime.
Jennifer Robertson | TrustRadius Reviewer

Performance

HubSpot

HubSpot 8.9
Based on 18 answers
With all the new features in HubSpot, the system can get a tad slow sometimes... That said, most of the time it is lightning fast and I have no problems. Because most of the integrations are API, they silently work in the background. I have not had trouble with lag due to HubSpot integration
Carah Counts | TrustRadius Reviewer

Marketo

Marketo 7.7
Based on 56 answers
There are times when it is slightly slow for us, where we sit on a screen waiting for it to load. This could be our internet since we have had the same issue occasionally with other systems, but it is enough to make you crazy.
Amber Hobson | TrustRadius Reviewer

Support Rating

HubSpot

HubSpot 9.9
Based on 82 answers
I had a pretty serious programming issue in my onboarding period. I called and got to someone within 10 minutes. Their hold music was not elevator music, it was Andy Grammer's latest hits which made it seem like less time. They took note of the issue, tried what they knew, and then said they would work on the issue and be in touch soon. The issue was resolved within a day! And they were so pleasant to work with
Hillary Johns | TrustRadius Reviewer

Marketo

Marketo 7.3
Based on 154 answers
On multiple occasions we've had Marketo support (technical and license based) issues. Technical issues were minor and resolved within a day. License based issues (even things encouraged by Marketo for partners, like provisioning another license) took WEEKS. They actually took so long to respond that the client we were working with withdrew from the contract because they were no longer convinced Marketo was capable of supporting their business. As an agency trying to sell the software, you can only explain away so much before they just made us look silly.
Emilee Anderson | TrustRadius Reviewer

In-Person Training

HubSpot

HubSpot 9.1
Based on 8 answers
I did the 2-day classroom at HubSpot's corporate office in Cambridge. First off, it was amazing to see their corporate office in general. They have such a cool office environment. But it was also great to have the ability to learn in a workshop format with other HubSpot users and meet my Account Manager/ Inbound Marketing Consultant in person.
Carah Counts | TrustRadius Reviewer

Marketo

Marketo 7.2
Based on 11 answers
Our account rep stopped out in Lincoln, NE to ensure we were properly set up and running. This was very much appreciated. I was very, very new at this point, so I can't comment very much on the extent of what was taught because I was still brand new to the company and the system
Kristi Eide | TrustRadius Reviewer

Online Training

HubSpot

HubSpot 9.1
Based on 26 answers
I went through Inbound Marketing University in 2006. Great training and helped my transition from traditional (outbound) marketing to inbound marketing that I've been able to apply to a number of businesses from wastewater and water reuse, to professional services and SaaS. Share information of value to build awareness and trust. Answer customers' questions in a transparent way to generate more qualified leads. Understand the difference between a marketing qualified lead and a sales qualified lead and put together a lead nurturing program. Your sales and marketing efforts will see significant ROI.
Tom Smith | TrustRadius Reviewer

Marketo

Marketo 5.0
Based on 27 answers
I had never used Marketo prior to taking this job so online training was my starting point. I was able to follow along, it was interesting and quickly and efficiently taught me what I needed to know without a lot of fluff. It was far from boring and really helped me get my hands dirty with Marketo.
Robert Barrett, MBA | TrustRadius Reviewer

Implementation Rating

HubSpot

HubSpot 7.3
Based on 51 answers
My biggest piece of advice for those who are implementing Hubspot is that you need to devote the time up front and learn how to use the product. Once you learn how to use Hubspot, it will be much more effective as well as much easier to use in the long run
Andrew Driscoll | TrustRadius Reviewer

Marketo

Marketo 7.3
Based on 108 answers
1. Have a content marketing plan to run in parallel with the marketing automation installation--you'll need a lot of content to make full use of Marketo's capabilities.2. Work with sales (and ISRs) to define and document a workflow--build your Marketo installation around how you do business--not figure out how to apply your business to the tools3. Spend time of data cleaning--both an initial project as well as a strategy for ongoing data management. We found some change manaement issues (no more appending ZZZ to the first name to identify contacts who have left the company, for example, or prohibiting the entry of "info@company.com" email addresses).4. Find some champions in the sales and ISR teams. You'll have both fans and detractors--work with the fans to build some success stories
Steve Susina | TrustRadius Reviewer

Alternatives Considered

HubSpot

We migrated from Marketo to HubSpot and noticed a difference nearly right away. Gone were hours of putting a campaign together through multiple folders only to have Marketo display the rainbow wheel of death and have the campaign disappear with all of your work. Additionally, we didn't need to have a full-time code on staff to generate beautiful and compelling email templates or landing pages. Working hand-in-hand, our new campaigns generated lead flow that helped our team deliver best-ever results and directly impact the bottom line.
Romy Ribitzky | TrustRadius Reviewer

Marketo

Honestly, they are the industry leader for a reason. Their database like approach in interface and the way the product functions could be confusing or intimidating for some people, but once you see the power it has, and get the hang of it - you'll never look back. We honestly couldn't do some of the things we do without Marketo, and they probably have ME as a customer for life. If I'm consulting with other companies, honestly, it depends on what you're looking for. If you have a simple use case, a simple solution like Pardot or Act-On will probably suffice. If you want advanced targeting capabilities, data cleanliness and automation, advanced segmenting, form completion actions, and industry leading scoring, then I wouldn't look further than Marketo. More of a steep learning curve, but trust me - it's absolutely worth it!
Ian Nate | TrustRadius Reviewer

Scalability

HubSpot

HubSpot 7.3
Based on 7 answers
While HubSpot initially, seven years ago, seemed built for SMBs it appears they have scaled their solution for larger enterprises. I do not have experience sending out 10 million-plus emails per month so I don't know how HubSpot would handle that. However, I do know that some other marketing automation platforms have had trouble with such scale. As such, I suggest HubSpot have one of it's enterprise customers share data on the length of time it takes to send out 1 million emails. Are we talking minutes, hours or days? Then decide what's right for you based on your business needs.
Tom Smith | TrustRadius Reviewer

Marketo

Marketo 8.2
Based on 9 answers
As we have grown, Marketo has grown with us. We started with simple single email campaigns and are now doing complex campaigns with multiple emails and tracks that we send a contact to if they take certain actions within our emails. We also have a complex integration with several systems and have the visibility into our marketing activities throughout our organization.
Amber Hobson | TrustRadius Reviewer

Return on Investment

HubSpot

  • For our customers and us: High Lead Conversion
  • For our customers and us: More business from digital channels
  • For our customers and us: Shorter salescykles
  • For our customers and us: ROI faster
  • For our customers and us: Heighten Brand loyalty and customer sharing.
Sara Larsen | TrustRadius Reviewer

Marketo

  • Massive increase in efficiency for sales/service/customer success reps -- automation manages their workflow and communication letting them focus on what they do best and increase customer satisfaction.
  • Much faster deployment of programs and campaigns.
  • Big gains in conversion and revenue through better nurturing, lead scoring, lead management.
Justin Norris | TrustRadius Reviewer

Screenshots

Pricing Details

HubSpot

General

Free Trial
Yes
Free/Freemium Version
Yes
Premium Consulting/Integration Services
Yes
Entry-level set up fee?
Required

HubSpot Editions & Modules

Edition
Pro$8001
Enterprise$3,2002
Starter$503
Free$04
  1. per month (includes 1,000 contacts)
  2. per month (includes 10,000 contacts)
  3. per month (includes 1,000 contacts)
  4. per month
Additional Pricing Details

Marketo

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Yes
Entry-level set up fee?
Optional
TBD*

* depends on scope and complexity

Marketo Editions & Modules

Additional Pricing Details

Rating Summary

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