The age we are living in is dominated by technology. Just imagine the various little things that technology has touched and simplified for us. Starting from sending a message to multiple people to manufacturing cars in a factory, most processes are automated today, thanks to technology.
So why spend hours running your marketing campaigns manually? You can now market on multiple channels and automate various repetitive tasks while you focus on your business. Inbound Marketing automation tools are there to help you in every step. Several marketing automation platforms are ready at your disposal.
But sometimes, the availability of all these platforms can be confusing. Considering, all these platforms claim to be the best choice for marketers. So, which one should you choose? We are here to help!
This blog will draw a thorough comparison between HubSpot and Marketo to reveal which one is the better option for marketers.
HubSpot Vs. Marketo
There are some distinct differences between HubSpot's Inbound Marketing and Marketo's Engagement Marketing platforms. Marketo essentially makes marketing automation tools for B2B clients and enterprises, while HubSpot serves growing companies of all kinds. Before going into the features that each of these marketing platforms offer, let's learn about them briefly.
The one-step solution to all your marketing needs.
HubSpot’s Marketing Hub empowers development and innovation through a verified consolidation of enterprise capability and top quality usage. HubSpot is made for those companies and brands who want to expand and modernize their strategies while maintaining their flexibility and adapting to changes in the industry and customer preferences.
HubSpot promotes and supports an open and free ecosystem, owing to which you can customize your marketing tool kit to drive maximum utility and precision.
On the other hand, Marketo is a single tool. The software solution offers email automation and nurturing capabilities and requires expensive integrations to facilitate sales, marketing, service. If you wish to get the most out of a single email automation tool, you need to integrate it with a CRM solution. Again, this CRM solution has to be maintained by your in-house team.
By investing in the right marketing automation platform, you can completely transform your business. As a marketing leader, your responsibility is to choose the tools and software that delivers power, flexibility while being user-friendly and agile.
Speaking of agility, speed is one of the most important aspect of marketing automation which is achieved through highly integrated set of tools. These tools should help you get discovered, engage your visitors, target audiences, nurture leads, and finally deliver significant ROI.
While all these functionalities are already built in the HubSpot, Marketo only offers a limited set of tools and needs a specialized developer admin to implement and coordinate.
Website is the identity of a brand and also its star salesperson. Therefore it is essential to make it as valuable and content-rich as possible. Besides, the content, placed across your blog, landing pages, and web pages, should be tied together to present a wholesome experience to the viewers.
HubSpot's marketing tools and Marketing Hub are content-centric. This increases the users' chances to get found and grow their business. Also, HubSpot has products for both marketers and developers, enabling teams to create content using tools they like and are comfortable with.
With thousands of templates in HubSpot's marketplace, marketers can create compelling content quickly and efficiently. Additionally, they are free to customize their content, facilitated by HubSpot's drag and drop editor.
You can now own landing pages that adapt perfectly to all kinds of devices and showcase smart content that caters to the audiences' specific taste.
That is not all; if you are looking for more, you have HubSpot's CMS hub, which takes the pain out of handling your website. You can now enjoy flexible themes that allow you to make quick edits to your content while ensuring absolute security and reliability.
Marketo too provides the ability to create landing pages. However, it is not as easy to conduct any moderate customizations. For that purpose, you need a professional developer or proper knowledge of HTML and CSS. Not to forget, you will require external tools to host your core website and blog.
Lead Nurturing and Automation
Let's get real; the sole purpose of getting a Marketing tool is to help marketers convert more leads into customers. It should be at the core of any marketing automation tool that you choose to use. Automation is no longer about sending repetitive emails only. It has to shoulder the busy work of marketers and connect with customers in a new way.
HubSpot is an end-to-end marketing software that offers, emails, content creation, CRM, and automation under a single roof. So you can view everything you set up without the need of a single line of code.
Marketo, on the other hand, includes some of the capabilities of marketing automation, such as sending emails, but if you want to make the most of it, you will require integrations with CRM, CMS and other marketing tools.
If you want to make informed decisions based on factually accurate data, it is paramount that you measure your entire funnel. In other words, you should have a clear view of the pipeline from creating content to closing deals. Only then will you be able to concentrate on what matters and what doesn't.
Marketo provides you with the ability to get a robust reporting from high-quality engagement analytics to revenue reporting. However, you may have to spend a significant amount of time in setting up the reporting manually.
On the other hand, HubSpot presents you with all the analytics in one place: starting from the top of the funnel performance metrics to multi-touch revenue attribution. It helps you to connect every customer interaction to revenue, enabling you to make strategic decisions for business growth.
The best part of this is that you don't need any additional integration to get started.
Marketing is largely about running campaigns effectively. So, it only makes sense to discuss campaign management as we are comparing marketing automation software. The campaign management tools should actively boost the creation of marketing assets and make performance reports available.
HubSpot productively accommodates both of these capabilities. You can create content assets within HubSpot, connect them to a relevant campaign, streamline their reporting and ultimately close the entire campaign.
Marketo has a file structure that makes it easy to create content assets and tie them back to a campaign. You can also clone them to a similar campaign in future.
Easy of use
As already mentioned, Marketo specializes in custom solutions for enterprises. Therefore, their solutions required more knowledge in IT to operate. If you can afford a dedicated MA specialist or a marketing technologist with MA software experience, this should not be a challenge for you. Instead, the in-depth features of Marketo will benefit you.
On the other hand, if your team wants to avoid any complications and requires a marketing solution that gives intuitive access to a wide range of marketing features, you will be better suited to HubSpot.
The final choice
Indeed, you are the authority in this case. Which automation software works best for you depends on your company's needs and the specifications of your industry. However, as an overall evaluation, HubSpot has always ranked above Marketo.
We don't believe in manipulating marketers' decisions. Thus, we leave with all the information for you to analyze and then make the best choice in your interest.