HubSpot and Marketo are both prominent platforms for inbound marketing. This means that HubSpot and Marketo are designed to attract customers via multi-channel marketing campaigns.
However, when comparing HubSpot vs. Marketo in 2025, it becomes clear that both platforms cater to different business sizes and needs. We’ll look more into this comparison down below.
The prime functionality empowering their prowess is marketing automation. Marketing automation tools are treasured assets for business growth.
Marketing automation software can better engage you with your consumer base and optimize your day-to-day operations.
Whether it’s social media marketing, content marketing, or search engine optimization (SEO), HubSpot and Marketo have the tools to help your business thrive.
As much as 75% of businesses use marketing automation tools, and according to Statistica estimates, the global marketing automation industry will reach $21.7 billion by 2032!
Ergo, it’s no surprise that business owners are comparing HubSpot vs. Marketo and asking which platform is best.
If you’re starting to ask the same questions, stay tuned. The following information will compare and contrast HubSpot vs. Marketo in six key metrics where marketing platforms are concerned:
- Pricing
- User Experience
- Tooling & Features
- Integrations
- Analytics
- Community & Support
You’ll learn more about HubSpot vs. Adobe Marketo Engage right below and figure out which one is the best marketing automation tool for you!
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What Is HubSpot?
HubSpot is a full-featured software with marketing, sales, and service sectors to enhance every part of your business affairs. However, the brunt of marketing strategies takes place in HubSpot’s Marketing Hub.
HubSpot’s customer relationship management (CRM) system is carefully intertwined with HubSpot’s Marketing Hub, so users can get the best of both worlds.
Your marketing team, customer service team, and even your sales team can all work together to attract, engage, and delight customers through HubSpot Marketing Hub and its attached CRM.
Aside from tapping into your CRM with HubSpot, the marketing automation platform is also equipped with tools for email marketing, forms, landing pages, contact management, live chat, traffic, conversion analysis, and ad placement for several social networks.
In 2024, HubSpot introduced “Breeze,” an AI engine integrated into its platform, providing advanced automation and predictive analytics capabilities.
Additionally, its CMS received significant upgrades – especially HubSpot Marketing Hub updates – including improved performance and customization options, making it an even more powerful tool for content management in 2025.
Overall, the platform’s all-in-one nature of the CRM and marketing tool and the variety of Hubspot features available in 2025 cater to many businesses, but especially to those scaling their marketing efforts.
What Is Marketo?
Marketo is a marketing automation solution with mass popularity in the business world. The platform’s expertise is in content personalization, lead nurturing automation, and lead management.
Marketo is part of Adobe Experience Cloud, a collection of online marketing and analytics products from Adobe, Inc.
Email campaigns, particularly email nurturing and automation, explain some of Marketo’s core features. Marketo also includes two principal marketing tools — Marketo Engage and Bizible.
Marketo Engage is an application that allows users to create, manage, and employ personalized engagement strategies for a wide range of channels: email, web, mobile, and more.
Bizible is a multi-touch revenue attribution solution that assesses the return on investment (ROI) for the channels you deploy toward user engagement.
You’ll learn how customers know of your product and why they’re buying it, objectively determining the value of your marketing efforts.
In short, Marketo can refine customer interactions and provide authentic experiences to potential leads no matter where they occur.
The enterprise-level focus of Marketo Engage features provides deep customization for large-scale businesses specifically.
In Q4 of 2024, there have been some new Adobe Marketo updates affecting us in 2025. These changes include a reimagined email designer powered by AI, improving authoring efficiency and response rates.
Additionally, Marketo’s enhanced content personalization tools now offer even deeper insights for enterprises.
If you need help figuring our how to best use Marketo for enterprises or interesting its features in the most efficient way, reach out to us.
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HubSpot vs. Marketo
Finding the right marketing tool for your business can be a frustrating task. But even preliminary research will demonstrate that HubSpot and Marketo are both attractive options for streamlining otherwise complex marketing processes.
Still, choosing between them is difficult. See how Marketo and HubSpot match up in these six major categories to make your final decision.
1. Pricing
Marketo has several distinct modules for its services: marketing automation, email marketing, lead management, account-based marketing, digital advertising, social marketing, and mobile marketing.
You can use these modules individually or combine them, which will alter the overall price of your purchase. The modules exist on scales with tier pricing, namely Select, Prime, Ultimate, and Enterprise.
HubSpot does not veer far from this model. Its respective tiers are Starter, Professional, and Enterprise.
Along with HubSpot Marketing Hub, there is HubSpot Sales Hub, HubSpot Service Hub, HubSpot Operations Hub, and a content management system (CMS) that can be integrated with all of HubSpot’s services.
All of HubSpot’s services, including the Marketing Hub, are priced based on the organization as a whole and have a starting seat limit, after which additional seats can be purchased.
Considered a relatively affordable marketing automation tool, a mere 1000 contacts in HubSpot Marketing Hub would cost $15 per month per seat, while 10,000 would cost approximately $3,600 per month for up to five seats. Additional seats for this latter plan start at $75 per month.
It is difficult to compare this to Marketo, which now only offers customized pricing so that you do not pay for what you do not need. However, their standard tiers used to be &895, $1,795, and $3,175 per month. This can be useful to estimate your costs.
Winner: HubSpot — There is no doubt that HubSpot is the more affordable choice when comparing HubSpot vs. Marketo pricing 2025, hence it is well-suited for small businesses.
2. User Experience
Given its price point, it makes sense that Marketo’s primary audience revolves around enterprises and large businesses.
Thus, the software is designed for advanced marketers with a knowledge base in information technology (IT) for handling more convoluted tooling.
Although Market’s modular approach is well-defined, the tool takes a deep dive into each marketing segment it makes available to its users.
Marketo prioritizes custom solutions. Customization and optimization are of the utmost importance for navigating Marketo software.
Naturally, this comes at the cost of simplicity. It’s up to you to decide if that’s a worthy sacrifice for your business.
If you have a dedicated marketing specialist on your hands, you likely won’t have any problems. But for someone who is new to CRM platforms, using Marketo won’t be easy.
You really need to consider a platform’s learning curve before making your decision. Often, it is a choice between usability and customization. We would only ever recommend Marketo for advanced marketers or enterprises with a dedicated team.
On the other hand, HubSpot was built for small and medium-sized businesses (SMBs). HubSpot’s ease of use is a priority for the software. It is considered an incredibly user-friendly marketing tool.
Notice that, unlike Marketo, all of HubSpot’s marketing tools, like lead management and analytics, are maintained under one umbrella in the Marketing Hub.
Though the features of HubSpot are not as customizable as Marketo’s, the functionality remains intelligent enough to be a powerful staple for marketing teams.
Step-by-step instructions for HubSpot’s tools, as well as its Learning Center, boost the platform’s usability factor.
As time passed, HubSpot expanded its palette to welcome businesses of all sizes, including large enterprises.
HubSpot users can gain certifications for the platform, aiding their recognition as experts in the inbound marketing industry.
Now, HubSpot can provide you with a vast diversity of marketing functions on top of a smooth user experience.
Winner: HubSpot — HubSpot is simply easier to use than Marketo.
3. Tooling & Features
Marketo and HubSpot overlap where it matters the most, but this is exactly why choosing between them is challenging. This means finding where the two platforms differ is even more critical.
Here’s a comprehensive list of where HubSpot and Marketo features in 2025 that align:
- Social media monitoring
- Social marketing/publishing
- Website monitoring
- SEO tools
- Landing pages
- A/B testing (for landing pages & email)
- Lead management
- List segmentation
- Dynamic content
- Email marketing
- Marketing Calendar
- Native mobile apps
- Sales dashboards
- Event marketing/webinars
- Drip campaigns
- Automation templates
- Event-based triggers
- Deliverability optimization
Taking all this into account, it’s clear that HubSpot and Marketo differ more in their priorities than their capabilities.
First and foremost, you should keep in mind that Marketo is geared towards business-to-business (B2B) companies that are looking to work with other companies.
In contrast, HubSpot is mainly for business-to-consumer (B2C) organizations that want to boost customer interaction with omnichannel strategizing. It has advanced blog management capabilities that are great for SEO optimization and organic leads.
Aside from this, Marketo’s prized features include campaign creation and a cherished interface with a wealth of customization tools to play with.
We’ve already mentioned how, as of 2025, Marketo has enhanced its personalization capabilities, allowing even deeper customization of campaigns.
The platform’s AI-assisted email designer, set to release this year, enables marketers to craft highly tailored emails more efficiently, improving engagement rates significantly.
With Marketo, you can use a design suite with templates and drag-and-drop tooling to create a personalized campaign that fits your brand. Then, you can utilize scheduling and an automated response system to engage specific target audiences.
Marketo also outshines HubSpot when it comes to filtering discrepancies in data and assigning multiple assets for different product channels.
Though HubSpot and Marketo are similar in the channels they support, Marketo offers more personalization.
HubSpot does, however, have a soft spot for lead intelligence, gathering the most relevant information across the channels your customers take to use and staying on the forefront of the industry with its AI-powered “Breeze.”
The fact that HubSpot hosts its own CMS also probably justifies its robust blog management features, which Marketo fails to provide.
That said, it is clear that Marketo has a soft spot for customizability that gives its features a healthy vigor.
Winner: Marketo — The nuance of Marketo gives it an advantage over HubSpot.
See also: HubSpot vs. Zoho – Side-by-Side Comparison
4. Integrations
Despite the fact that Marketo has several custom features at its helm, HubSpot’s winning feature is built-in CRM integration.
Marketers who leverage HubSpot can take advantage of HubSpot CRM for a seamless experience or use native integration to connect with other leading CRMs like Salesforce or Zoho.
Marketo can also integrate with Salesforce, and the platform extends native integrations with Microsoft Dynamics and SAP in addition to certified integrations for Netsuite, Oracle, and SugarCRM.
CRM integrations for Marketo — in line with the rest of Marketo’s features — are more advanced and have in-depth coverage.
There have been further expansions to Marketo CRM integrations, introducing advanced support for eCommerce platforms like Shopify and Magento, along with enhanced tools for integrating predictive analytics systems.
These developments make it an even stronger option for enterprises with complex data needs.
Yet HubSpot integrations are markedly user-friendly. And having a through-and-through CRM within the same marketing solution of your business is nothing but advantageous.
There are also several new HubSpot integrations you can take advantage of in 2025, including advanced support for eCommerce platforms such as BigCommerce and WooCommerce.
Additionally, HubSpot now offers improved compatibility with analytics tools like Tableau and Looker, ensuring deeper insights for marketing professionals.
Most professionals in the marketing industry agree that the HubSpot ecosystem is filled to the brim with numerous possibilities to sync systems together and ultimately grow your business.
HubSpot sports over 100+ native integrations for useful applications like Gmail, WordPress, Google Calendar, MailChimp, and the list goes on.
Winner: HubSpot — HubSpot’s capacity makes it one of the best integrated marketing platforms available.
5. Analytics
Critical insights drive successful marketing campaigns. Insights are the progeny of great data. Both HubSpot and Marketo can track performance, prospects, and customers and generate detailed reports thereof.
Unsurprisingly, Marketo reports are fully customizable. And Marketo goes so far as to monitor customers’ browsing and search history (which is apparently legal) with Marketo advanced reporting.
Its new AI-powered predictive analytics are also great, as they enable forecasting, especially for campaign performance and customer behavior. This can help you make data-driven decisions.
Visual elements like charts and graphs accompany Marketo’s taste for made-to-order data collection.
HubSpot, comparatively, does not lean so heavily on customization but presents users with a lightness of touch and agility that many have come to appreciate.
We’ve already mentioned “Breeze” a few times, but it is important to note that it also includes predictive insights and optimization suggestions.
The visual attributes for HubSpot analytics and reporting in 2025 are colorful but not as complex compared to Marketo. HubSpot’s built-in analytics tool is refreshingly accessible and operated under one simple dashboard.
Winner: Marketo — Marketo excels in flourishing its complexity to better communicate with important stakeholders, such as through the Marketo platform ROI tracking.
6. Community & Support
As far as formal support goes, HubSpot renders phone and email support for all Professional and Enterprise plans.
Marketo gives basic support to any user, but full support comes at an additional cost.
Marketo has also recently updated its customer support structure to introduce a tiered system. This means that if you are an enterprise user, you can expect faster response times. It does come at an additional cost, though.
Withal, as humans, sometimes professional support just doesn’t feel as satisfying as reaching out to a friend.
This is why building a community around any product or service is just as paramount as having a chatbot or technical support guy on call.
To date, Marketo has a very active customer community. But in spite of the platform’s popularity, Marketo’s community does not measure up to HubSpot’s in the least bit.
Likely, this is because Marketo attracts enterprise-level companies – meaning marketo’s customer service in 2025 will be targeted at enterprise clients – while HubSpot‘s penchant is for consumer marketing.
HubSpot’s Learning Center has changed a lot recently, with a lot more content in a variety of formats that are all free to use. All of this has led to a thriving global community and even more HubSpot community support.
More recent numbers show that HubSpot has more than 121,000 customers in over 120 countries.
For customers, this means more attention and serious intent when users carry an overarching opinion about a new feature or make a suggestion.
Users also have a reliable network to talk to and learn about the software, which in turn just promotes HubSpot more.
In reality, no marketing and/or sales platform can compare to HubSpot in this regard.
Winner: HubSpot — HubSpot is unequivocally more community-driven than Marketo and has one of the best CRM support systems.
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Conclusion
HubSpot vs. Marketo is a stimulating angle to explore the innovation of competing marketing solutions.
In a nutshell, Marketo is a heavy-duty tool best suited for senior-level marketing experts or business owners. HubSpot is much more approachable for a layman wishing to quickly scale their business.
Largely for this reason, we can draw a HubSpot vs. Marketo 2025 conclusion.
HubSpot turned out on top at the end of the day. But it goes without saying that the right choice comes down to your specific business needs.
However, when it comes to choosing the right marketing platform, HubSpot might be incredibly approachable for small businesses, while enterprises might benefit a lot more from Marketo’s depth
All the same, Trio is a software agency with certified HubSpot developers to assist you in making the best of HubSpot if you decide that’s what’s best for you.
Trio HubSpot developers have been vetted and trained to tackle anything you throw at them. Should you be interested, come to Trio to scale your business with HubSpot!