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Before we compare features and functions, let’s discuss what a marketing automation platform is and its key benefits. A marketing automation platform is a software service that automates various recurring marketing tasks like email campaigns, social media posts, and advertisements.
There are many benefits of having a marketing automation platform, including:
If you’re interested in learning more about what a powerful marketing automation platform can do for your business, schedule a complimentary marketing automation evaluation with one of our expert team members.
Whether you’re a mid-sized eCommerce company or an enterprise SaaS provider, you should look out for these four key elements when choosing a marketing automation system:
Perhaps the most critical element of any marketing automation solution is its usability. No matter how sophisticated a system might be, if your team has trouble using essential functions, they will be less likely to use the system and your operations will suffer.
Customer support is essential to your marketing automation implementation success. As with any new tech solution, there is a learning curve to overcome when getting started with marketing automation and problems will arise. Effective and affordable customer support when you need it is a non-negotiable.
Your marketing automation solution needs to have a robust toolset capable of attracting, engaging, and nurturing qualified leads. Your automation solution should seamlessly integrate with your sales and customer success strategies.
Pricing is a tricky element to pin down, as marketing automation prices vary widely based on implementation, functionality, features, number of users, and extras. The main thing to consider when looking at a marketing automation solution is to choose an option that will provide you with the most value for your current budget, with the ability to scale as you grow.
Marketing Hub is very easy to use, with intuitive dashboards, straightforward workflows, and simple integration processes.
Ease of Use
Marketo is fairly easy to use; the user interface can be difficult to navigate.
HubSpot’s vast online community and knowledge base allow users to access a variety of free resources. Dedicated one-on-one support is available through online chat, phone, and email.
Customer Support
Marketo claims to offer support through phone, email, online chat, and other community resources, but our previous clients have stated that these resources are often unreliable.
HubSpot features a robust app ecosystem, easy integration capabilities, and dashboards can be customized.
Flexibility
Marketo lists hundreds of integration partners across multiple industries for easy integration.
HubSpot offers multiple free plans, including HubSpot CRM, Marketing Hub, Sales Hub, and Service Hub plans start at $45 per user, per month.
Pricing
Marketo does not reveal pricing for it's tiered plans.
Dashboards work perfectly for small-midsized businesses.
Analytics & Reporting
Limited analytics and reporting functionality; manual set up can take time.
Marketing Hub connects seamlessly to CRM for powerful lead management.
Lead Generation
Strong lead management; only available after CRM integrations.
Streamlined processes with strong documentation capabilities.
Workflows
Streamlined processes with strong documentation capabilities.
Marketing Hub has a simple, streamlined UI that makes navigating the platform a breeze.
User Experience
Marketo has a relatively complex interface; users need more time to learn.
Marketing Hub set-up is straightforward and quick.
Set-Up
Set-up takes time and expertise.
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|---|---|---|
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Ease of Use |
Marketing Hub is very easy to use, with intuitive dashboards, straightforward workflows, and simple integration processes. |
Marketo is fairly easy to use; the user interface can be difficult to navigate. |
|
Customer Support |
HubSpot’s vast online community and knowledge base allow users to access a variety of free resources. Dedicated one-on-one support is available through online chat, phone, and email. |
Marketo claims to offer support through phone, email, online chat, and other community resources, but our previous clients have stated that these resources are often unreliable. |
|
Flexibility |
HubSpot features a robust app ecosystem, easy integration capabilities, and dashboards can be customized. |
Marketo lists hundreds of integration partners across multiple industries for easy integration. |
|
Pricing |
HubSpot offers multiple free plans, including HubSpot CRM, Marketing Hub, Sales Hub, and Service Hub plans start at $45 per user, per month. |
Marketo does not reveal pricing for it's tiered plans. |
|
Analytics & Reporting |
Dashboards work perfectly for small-midsized businesses. |
Limited analytics and reporting functionality; manual set up can take time. |
|
Lead Generation |
Marketing Hub connects seamlessly to CRM for powerful lead management. |
Strong lead management; only available after CRM integrations. |
|
Workflows |
Streamlined processes with strong documentation capabilities. |
Streamlined processes with strong documentation capabilities. |
|
User Experience |
Marketing Hub has a simple, streamlined UI that makes navigating the platform a breeze. |
Marketo has a relatively complex interface; users need more time to learn. |
|
Set-Up |
Marketing Hub set-up is straightforward and quick. |
Set-up takes time and expertise. |
HubSpot Integrations: HubSpot’s app marketplace lists over 100 native integrations, including:
Popular integrations like Gmail, WordPress, and Google Calendar.
Customer service integrations include SurveyMonkey, Zendesk, and Intercom.
Sales integrations such as Calendly, LinkedIn Sales Navigator, and more.
Marketo Integrations: Marketo lists many integration partners over various industries, including:
Sales integrations for Salesforce and FastCall.
Social media integrations include Facebook, LinkedIn, Twitter, and more.
Event and webinar integrations such as Zoom and CiscoWebEx.
When it comes to choosing between HubSpot and Marketo, the decision isn’t black and white. Overall, HubSpot is a fantastic platform for marketing automation enablement. The platform’s streamlined and intuitive interface allows team members to access what they need and gain insight into the entire marketing funnel. Plus, when utilizing all the HubSpot products together, your marketing and sales functions will be fully aligned with one source of data truth. However, if you’re interested in a powerful email automation platform for your enterprise-level team, Marketo might be worth the investment. You’ll need to assess your business needs and budget carefully to decide which marketing automation platform suits your interests.
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- In-depth evaluation of:
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