We regularly provide you with a comparison of different marketing automation software solutions on the market. Each software solution is analyzed based on more than 60 criteria. You can search for the feature you need; we offer a side-by-side comparison of software following the benchmark of marketing automation solutions by the Marketing Automation Academy. This comparison will help you find the marketing automation platform that suits you.
Hubspot
HubSpot is a platform made up of a suite of software solutions dedicated to companies pursuing an inbound marketing approach. It remains the leader in marketing automation since it is the historic player. Its various software solutions make it possible to develop more personal relationships with contacts, from the first interaction to customer loyalty.
Marketo
Marketo, one of the global leaders in the field of marketing automation, was created with the aim of providing marketers with a way to personalize their interactions with their customers and provide them with detailed reports. The company now offers a range of products focused on customer marketing and data analysis, and mainly targets enterprise and mid-sized company customers.
| Hubspot | Marketo | |
| Pros |
|
|
| Cons |
|
|
Comparison by feature
Relationship marketing
- Collect and use anonymous contact data
| Hubspot | Marketo | |
|
Cookie-based data collection |
╳ | ╳ |
|
Tracking anonymous data (browsing behavior) |
╳ | ╳ |
|
Use of anonymous behavioral data for segmentation purposes |
╳ | ╳ |
Capture leads
- Lead tracking
| Hubspot | Marketo | ||
| Tracking script | Identify your visitors | ╳ | ╳ |
- Form creation
| Hubspot | Marketo | ||
| Form settings (fields, submission) | Capture through forms | ╳ | ╳ |
| Form template | ╳ | ╳ | |
| Progressive profiling | ╳ | – | |
| Pre-filled form (auto-fill) | ╳ | – |
- Dynamic content
| Hubspot | Marketo | ||
| Information collection via pop-in | ╳ | ╳ |
- Landing page editor
| Hubspot | Marketo | ||
| Landing pages | Create landing pages to convert | ╳ | ╳ |
| A/B testing | ╳ | ╳ | |
| Landing page templates | ╳ | ╳ |
- Social Monitoring
| Hubspot | Marketo | ||
|
Capture with # |
Track high-potential Twitter accounts |
╳ | – |
- Social login
| Hubspot | Marketo | ||
|
Facebook Connect |
Capture through social media |
╳ | – |
|
Linkedin Connect |
Capture through social media |
╳ | – |
Qualify the database
- Lead Management
| Hubspot | Marketo | |
|
Lead manager |
╳ | ╳ |
|
Behavioral history |
╳ | ╳ |
|
Prospect record |
╳ | ╳ |
|
Prospect creation |
╳ | ╳ |
|
Prospect CSV import |
╳ | ╳ |
|
Reconciliation (merge) |
╳ | ╳ |
- Segmentation
| Hubspot | Marketo | |
|
Smartlists |
╳ | ╳ |
|
Behavioral tracking |
╳ | ╳ |
|
Tag |
╳ | ╳ |
- Scoring
| Hubspot | Marketo | |
|
Points |
╳ | ╳ |
|
Actions based on points (trigger) |
╳ | ╳ |
Nurture the relationship
- Emailing: orchestrate your email campaigns
| Hubspot | Marketo | |
|
WYSIWYG editor |
╳ | ╳ |
|
Email Marketing |
╳ | ╳ |
|
Transactional email |
╳ | ╳ |
|
Drag and drop content blocks |
╳ | ╳ |
|
Template |
╳ | ╳ |
|
A/B testing |
╳ | ╳ |
|
Responsive format |
╳ | ╳ |
|
Preview / tests |
╳ | ╳ |
|
Send frequency management |
╳ | ╳ |
- Social Media
| Hubspot | Marketo | ||
|
Relationship marketing on social media (automated campaign) |
Publishing on Linkedin |
– | – |
|
Publishing on Twitter |
– | – | |
|
Publishing on Facebook |
– | – | |
|
Social media publishing platform |
Publishing on social media |
╳ | – |
- Other channels
| Hubspot | Marketo | ||
|
Dynamic content |
Publishing dynamic content |
╳ | – |
|
SMS |
Push | ╳ | – |
|
Web notification |
Push | – | – |
|
RSS to email |
Push | ╳ | – |
| Blog |
Creating a blog in the marketing automation interface |
╳ | – |
Automate and manage
- Campaign builder: build marketing automation campaigns
| Hubspot | Marketo | |
|
Campaign builder |
╳ | ╳ |
|
Drag and drop |
– | ╳ |
|
Test |
╳ | ╳ |
- Dashboards: configure dashboards
| Hubsopt | Marketo | |
|
Customize by user |
– | ╳ |
|
Macro view and by time period |
╳ | ╳ |
|
Calendar |
╳ | ╳ |
- Reports: monitor reports for better management
| Hubspot | Marketo | |
|
Analyze your actions using dynamic reports |
╳ | ╳ |
|
Automatic report sending |
╳ | ╳ |
- Alerts
| Hubspot | Marketo | |
|
Automatic alerts |
╳ | ╳ |
Services
- Integration: real-time link with all platforms
| Hubspot | Marketo | |
|
CRM integration |
╳ | ╳ |
|
eCommerce integration |
╳ | ╳ |
|
Email inbox integration |
╳ | ╳ |
- Support: be in control of your tool
| Hubspot | Marketo | |
|
Training (in-person & remote) |
– | – |
|
Deployment assistance |
– | – |
|
Quality control before sending |
– | – |
- Development tools
| Hubspot | Marketo | |
|
Single user account with SSO for third-party platforms |
– | – |
|
Identity federation (SSO for third-party platforms) |
– | – |
- Support
| Hubspot | Marketo | |
|
Email support |
FR/EN |
EN |
|
Phone support |
– |
– |
| FAQ |
FR/EN |
FR/EN |
|
Knowledge base / tutorials |
FR/EN |
FR/EN |
- Data hosting
| Hubspot | Marketo | |
|
Ensure the security of your data |
US |
US |
Price comparison
| Hubspot | Marketo | |
|
Based on 10,000 contacts + all features |
€1,145/month with the Pro plan |
License from $1,195.00/month |
|
Additional contacts |
€200 for 10,000 additional contacts, then decreasing pricing |
Beware of additional contacts (NC) |
|
Set up |
NC |
NC |
