If you’ve reached this page you are either in the market to implement marketing automation software for the first time (and comparing tools) or you are starting to think beyond your current toolset. Or, maybe we’ve directed you here to have a look at how your marketing automation tool compares!
As a specialist marketing automation agency, it’s our job to ensure our clients have the technology necessary to meet their requirements today AND allow them to scale and connect in the long term. (That famous saying “think big, start small” springs to mind).
As you can imagine, we often get involved in the Hubspot vs Marketo conversation. Marketers want to know which is the better option: Marketo or Hubspot At the time it was founded in 2006, Hubspot’s mission was to help small and medium-sized businesses manage their inbound marketing campaigns, with the goal of reducing marketing spend. Were they successful? In some cases, yes. In others, no.
Hubspot marketing automation platform is said to put its focuses on the client with an all-in-one system. Also, it highlights its simplicity to use the marketing tools and the built-in CMS. However, it is not as easy as it sounds. Especially for bigger companies.
It all comes down to your marketing strategy: if you have aggressive growth plans, you’ll need a feature-rich and customisable tool that allows you to scale your marketing efforts to drive visible ROI.
We could tell you more about our reviews of Hubspot, but we’d rather you hear from past Hubspot users:
As we grew our marketing and demand generation campaigns, we needed a more customizable tool that had a deeper integration with Salesforce and would scale well, both operationally and financially. In Hubspot, we had years of custom fields, one-off fields, checkboxes and other assorted items. these fields were only in Hubspot and not in Salesforce, so there was no backup like we had for other items.
Hubspot is good for small and medium sized businesses, but if you want to grow your business you cannot do it with and inbound strategy using Hubspot. The amount of downtime in the system is unheard of from a marketing automation provider. It was good when we were a company with less than 25 employees; as soon as you want to scale, Hubspot cannot handle it.
There are a lot of features and reporting analytics that Hubsport is lacking that put them behind competitors like Marketo
I used Hubspot for several years until I was offered a position at a new company who used Marketo. It has been easy to get ramped up with the system. The folder and smart campaign structure is set up the way I always wanted Hubspot’s to be. Capabilities like Real-Time Personalization and really robust reporting and analytics give Marketo a competitive advantage over Hubsport!
When comparing Hubspot and Marketo, the standard feature list in Marketo which is far more extensive than Hubspot’s needs to be taken into consideration. Hence, you get more functionality for your money when buying Marketo. A good example of this is A/B testing: it’s a key feature that any marketer should have access to as part of a marketing platform. In Hubspot, it’s available as an Hubspot Enterprise feature (at an extra cost) – whereas in Marketo, it’s part of every base package. This is the case with many Hubspot features: you can get them at an extra cost whereas Marketo offers them in the base package. In many cases, these add-ons end up negating the savings initially made by using Hubspot.
There is no doubt about it: we all love a “wizard” setup. However, the problem is that these kinds of guided setups are best suited for simple, entry-level functionality. On the other hand, Marketo’s interface has a lot more functionality, features and capabilities, which may make it seem more complex. However, most Marketo users launch their first campaign in the first few hours of using the tool.
Marketo’s ability to clone a campaign is not found in any other marketing automation software. Cloning in Marketo allows users to reproduce entire campaigns (including assets such as emails, forms, landing pages) in as little as a few minutes. This unique feature means marketers can drive efficiencies when building out campaigns by reusing elements that work well.
Whilst Hubspot have made a big song and dance about their innovation, their offering is merely broadening, not deepening. In fact, Hubspot’s expansion into CRM could be seen as a distraction from developing some key functionalities that are still lacking in the platform.This is a risk for marketers and businesses who are committed to building more complex sales and marketing models.
One of the most important areas when weighing up Hubspot vs. Marketo is how we can demonstrate marketing ROI. Hubspot’s capabilities are limited to inbound activities; any advanced reporting is considered an add-on for additional business intelligence technology. Meanwhile, Marketo has out-of-the box, full ROI visibility built into its campaign performance reporting and advanced attribution modelling capabilities.
The dream scenario is having everything you need in one platform: it’s easy to manage, doesn’t need to be integrated, etc. Unfortunately, the reality for enterprises who take this approach is an “all the eggs in one basket” situation. Not only is there a potential data and security risk in having your marketing and CRM databases in one place, but having them in the same platform doesn’t assure that either solution is best-in-breed. This demonstrates that the Hubspot vs. Marketo debate comes back to the size of a business and its strategy for growth.
Marketo is a marketing automation solution that allows you to build personalised and scalable experiences to manage and engage leads during the entire customer lifecycle. Marketo’s use cases extend well beyond inbound lead generation, and can be utilised for email marketing campaigns, CRM data hygiene and data management, content predictability and measurement, and multi-touch attribution modelling. The platform is the leader in the digital marketing hub and CRM lead management space since 2015. The Marketo reviews are excellent and users prefer it over other marketing automation platform solutions.
Marketo has been a leader in Gartner’s Magic Quadrant for CRM Lead Management for 7 years in a row! The last time Hubspot was included was in 2015.
Marketo has also been a leader in Gartner’s Magic Quadrant for Digital Marketing Hubs (which has never included Hubspot) since 2015.
Forrester has ranked Marketo as a Leader for Lead-to-Revenue & B2B Management platforms since 2016, highlighting Marketo’s ability to scale a contextualised nurture strategy with fine-tuned segments and deep web personalisations which enable marketers to deliver unique, targeted experiences. (Hubspot, on the other hand, was viewed as best for small and medium businesses with simple homogenous buyers).