HubSpot Marketing Hub vs Marketo comparison

HubSpot and Adobe are both solutions in the Marketing Automation category. HubSpot is ranked #2 with an average rating of 8.1, while Adobe is ranked #3 with an average rating of 7.7. HubSpot holds a 9.2% mindshare in MA, compared to Adobe’s 9.3% mindshare. Additionally, 91% of HubSpot users are willing to recommend the solution, compared to 96% of Adobe users who would recommend it.

HubSpot Marketing Hub

Read 40 HubSpot Marketing Hub reviews

4,249 Views
4,079 Comparison Views

91% willing to recommend

Marketo

Read 25 Marketo reviews

5,126 Views
4,203 Comparison Views

96% willing to recommend

HubSpot Marketing Hub

Marketo

Comparison Buyer's Guide

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Executive SummaryUpdated on Jan 6, 2025

Marketo and HubSpot Marketing Hub compete in the marketing automation category. Based on the comparison, HubSpot seems to have an upper hand due to its ease of use and cost-effectiveness.

Features: Marketo offers robust tools for automated email drip campaigns, advanced lead management, and detailed analytics, highly valued for its flexibility and integration with Salesforce. HubSpot, on the other hand, is known for its comprehensive email marketing features, ideal for seamless third-party integration and campaign management, and provides users flexibility in workflows and CRM capabilities.

Room for Improvement: Marketo faces criticism for its dated interface, high pricing, and complex WYSIWYG landing page editors. It also needs more scalability and improved analytics for larger data. HubSpot struggles with in-depth analytics, limitations in workflow flexibility, and report customization, especially in bulk email campaigns, where inconsistencies in reporting and occasional workflow rigidity are noted.

Ease of Deployment and Customer Service: Both primarily operate on public cloud environments, with HubSpot supporting private and hybrid clouds. Marketo's customer service is often seen as slow and inadequate, whereas HubSpot is praised for prompt and friendly assistance, despite occasional technical challenges requiring improved server reliability.

Pricing and ROI: Marketo is noted for expensive pricing, especially at renewal, suited for larger enterprises but challenging for smaller companies. Conversely, HubSpot is considered more affordable with fair pricing and various license versions catering to different needs. HubSpot offers trial periods for new users, providing ROI when used as part of a comprehensive marketing strategy.

To learn more, read our detailed HubSpot Marketing Hub vs. Marketo Report (Updated: June 2026).

Buyer's Guide

HubSpot Marketing Hub vs. Marketo

June 2026

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Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

ROI

Sentiment score

6.8

HubSpot Marketing Hub enhances campaign efficiency and ROI, offering valuable features that improve tracking and streamline marketing efforts.

Sentiment score

6.7

Marketo's ROI varies; its value depends on business needs, setup quality, and may not suit email-focused strategies.

This enables marketing and campaign managers to perform tasks directly within the system rather than relying on technical support, leading to cost savings, efficiency, and faster time to market.

JenniferGeisler

Guild Member at Invictus Growth Partners

We set up every email so that 20% goes out with version A, 20% goes out with version B, and then it will on its own decide the winner and send the remaining 60% to whichever one is the winner.

MenachemPritzker3

Head of Growth at VinciWorks

For companies that are starting up, I wouldn't recommend taking that route, which is why I mentioned the free package.

Xx Ee

Lead Content Marketing Strategist at a outsourcing company with 5,001-10,000 employees

For more quotes and insights, download the HubSpot Marketing Hub report

No quotes available

For more quotes and insights, download the Marketo report

Customer Service

Sentiment score

6.8

HubSpot Marketing Hub's customer service is highly rated for responsiveness, though some desire more self-help resources and improved availability.

Sentiment score

5.9

Marketo's customer service receives mixed reviews, with areas for improvement in technical support, response time, and communication.

We’ve had a lot of calls with them, and they were very supportive and responsive.

Xx Ee

Lead Content Marketing Strategist at a outsourcing company with 5,001-10,000 employees

There's also a really great academy that I use often, both for my own education and as kind of a starting point for any new employees that I hire to make sure that they're up to speed.

MenachemPritzker3

Head of Growth at VinciWorks

Frequently, support is unable to provide meaningful solutions or directions.

Trent Conley

Head of Marketing at a tech company with 51-200 employees

For more quotes and insights, download the HubSpot Marketing Hub report

No quotes available

For more quotes and insights, download the Marketo report

Scalability Issues

Sentiment score

7.0

HubSpot Marketing Hub is scalable and robust, supporting growth despite tool integration needs and cost considerations for expanding capabilities.

Sentiment score

7.6

Marketo is highly scalable, handling large databases efficiently post-Adobe acquisition, despite longer Salesforce sync times and higher costs.

HubSpot Marketing Hub's scalability is good.

Tami Williams

VP of Marketing at a tech vendor with 11-50 employees

I have never encountered a scaling issue with HubSpot Marketing Hub; it has transitioned from a small to medium-sized offering to more enterprise-class capabilities without issues.

JenniferGeisler

Guild Member at Invictus Growth Partners

For more quotes and insights, download the HubSpot Marketing Hub report

No quotes available

For more quotes and insights, download the Marketo report

Stability Issues

Sentiment score

7.2

HubSpot Marketing Hub is stable with minor glitches, quickly resolved, and rated highly for reliability despite occasional issues.

Sentiment score

7.6

Marketo is reliable with minor disruptions, efficient syncing, and generally rated highly for stability despite occasional Salesforce delays.

There are instances when services are down, affecting emails or report production.

Trent Conley

Head of Marketing at a tech company with 51-200 employees

For more quotes and insights, download the HubSpot Marketing Hub report

Stability depends on the data center.

reviewer2391396

Engineer - Technology at a marketing services firm with 1,001-5,000 employees

For more quotes and insights, download the Marketo report

Room For Improvement

HubSpot users desire enhanced customization, simpler interfaces, improved pricing, robust analytics, AI integration, and better support for targeting and reporting.

Marketo users request improvements in UI, pricing, integration, analytics, support, scalability, and features for better efficiency and functionality.

There is a discrepancy between how emails look in the HubSpot Marketing Hub preview inbox and how they appear when a test email is sent.

Trent Conley

Head of Marketing at a tech company with 51-200 employees

It would be better if it had a better way of creating user profiles where I can easily see who has data access to what and why.

MenachemPritzker3

Head of Growth at VinciWorks

The biggest thing HubSpot Marketing Hub needs to improve is to keep up with trends and continue innovating around AI to make their platform smarter and more effective.

JenniferGeisler

Guild Member at Invictus Growth Partners

For more quotes and insights, download the HubSpot Marketing Hub report

Having some calculated formulas in a default format would enhance functionality.

reviewer2391396

Engineer - Technology at a marketing services firm with 1,001-5,000 employees

The user interface could be improved.

reviewer9625309

CEO at a tech vendor with 51-200 employees

For more quotes and insights, download the Marketo report

Setup Cost

HubSpot Marketing Hub offers valuable enterprise solutions with flexible pricing and comprehensive features, often more affordable than alternatives.

Marketo's pricing varies by size and features, proving costly for small businesses but relatively affordable compared to some competitors.

It's on the expensive side of things, but the value you get out of that is great.

Xx Ee

Lead Content Marketing Strategist at a outsourcing company with 5,001-10,000 employees

I believe pricing has to be negotiated, and it is important to manage contacts carefully since extra charges can occur with exceeding certain limits.

JenniferGeisler

Guild Member at Invictus Growth Partners

For more quotes and insights, download the HubSpot Marketing Hub report

The solution is cheaper than Alacor.

reviewer2391396

Engineer - Technology at a marketing services firm with 1,001-5,000 employees

For more quotes and insights, download the Marketo report

Valuable Features

HubSpot Marketing Hub streamlines campaigns with user-friendly interfaces, automation, seamless integrations, and robust reporting, enhancing marketing efficiency.

Marketo excels in automation, Salesforce integration, user interface, analytics, support, integrations, and community training, enhancing marketing efficiency.

From an overview, I can simply see my pipeline, and on a granular level, I can see what sort of open rates, click rates, delivery rates are coming.

Xx Ee

Lead Content Marketing Strategist at a outsourcing company with 5,001-10,000 employees

When discussing campaign performances or strategic planning, it's easy to very quickly pull up the data and display it in an easily digestible form to help make my point and make more data-driven decisions.

MenachemPritzker3

Head of Growth at VinciWorks

When I refer to ease of use, the biggest thing is that contacts and leads are the same object, so unlike other tools out there where they may be separate, it is all one object in HubSpot Marketing Hub, making managing a person, whether it is a contact or a lead, easy because there is just one record, allowing me to see everything: all activities, all meetings, whether it is from sales or from marketing.

Tami Williams

VP of Marketing at a tech vendor with 11-50 employees

For more quotes and insights, download the HubSpot Marketing Hub report

Marketo helps us segment leads into very specific buckets, allowing us to send the right email at the right time.

reviewer9625309

CEO at a tech vendor with 51-200 employees

We are scoring based on behavior without pressure, and it keeps producing excellent results.

reviewer2391396

Engineer - Technology at a marketing services firm with 1,001-5,000 employees

For more quotes and insights, download the Marketo report

Categories and Ranking

HubSpot Marketing Hub

Ranking in Marketing Automation

2nd

Average Rating

8.2

Reviews Sentiment

6.0

Number of Reviews

Ranking in other categories

No ranking in other categories

Marketo

Ranking in Marketing Automation

3rd

Average Rating

8.4

Reviews Sentiment

7.0

Number of Reviews

Ranking in other categories

Marketing Management (7th)

Mindshare comparison

As of June 2026, in the Marketing Automation category, the mindshare of HubSpot Marketing Hub is 9.2%, up from 9.2% compared to the previous year. The mindshare of Marketo is 9.3%, down from 14.6% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Marketing Automation Mindshare Distribution
Product	Mindshare (%)
HubSpot Marketing Hub	9.2%
Marketo	9.3%
Other	81.5%

Marketing Automation

Featured Reviews

Xx Ee

Lead Content Marketing Strategist at a outsourcing company with 5,001-10,000 employees

Has supported marketing and sales alignment while leaving room for better customization options

I have recommendations for making it easier to customize. I used to work in a tech company, so it's very easy to do that in-house, and our team did that. It's not easy to customize for a regular user though. In the world of generative AI where it's easy for you to connect different tools, APIs, etc., HubSpot Marketing Hub still requires some customization. For example, if you want to make sure it's connected with a custom CRM or some other CRM, there is some fair bit of modification that's required. Some main differences in my experience between HubSpot Marketing Hub and Salesforce are that Salesforce is a bit un-user-friendly. I have to be fair, I haven't used Salesforce too much, but I think HubSpot Marketing Hub is much more user-friendly.

Read full review

Anika Gaur

Senior Digital Solutions Analyst at Rich Products

Effective lead management and useability with room for reporting improvements

Customer support could be more helpful. The reporting could be better, with more engaging reports and the ability to collaborate more objects, like opportunities. Incorporating AI features similar to tools like HubSpot and Salesforce account engagement would be beneficial. Additionally, Marketo should work on automating tools and updating the product since it looks similar to how it did five years ago.

Read full review

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Top Industries

By visitors reading reviews

Computer Software Company

15%

Financial Services Firm

13%

Manufacturing Company

11%

Construction Company

10%

Financial Services Firm

13%

Manufacturing Company

10%

Construction Company

10%

Comms Service Provider

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

By reviewers
Company Size	Count
Small Business	31
Midsize Enterprise	5
Large Enterprise	11

By reviewers
Company Size	Count
Small Business	12
Midsize Enterprise	5
Large Enterprise	10

Questions from the Community

What needs improvement with HubSpot Marketing Hub?

One way HubSpot Marketing Hub can be improved is through the ability to integrate with the AI of choice. From a reporting perspective, I wish HubSpot Marketing Hub had more ad hoc reporting ability...

See all answers

What is your primary use case for HubSpot Marketing Hub?

My main use case for HubSpot Marketing Hub is email marketing, landing pages, and lead generation. We use it as our CRM so all activity associated with a record that is tracked within HubSpot Marke...

See all answers

What advice do you have for others considering HubSpot Marketing Hub?

I do not have anything else to add about the features of HubSpot Marketing Hub, including integrations or reporting. HubSpot Marketing Hub has a lot of great features and benefits, it is very easy ...

See all answers

What needs improvement with Marketo?

The user interface could be improved. I would like to see an updated UI for 2025.

See all answers

What is your primary use case for Marketo?

As a seasoned Marketo Expert with a decade of experience and a deep understanding of Adobe's ecosystem, I can confidently say that the primary use case for Marketo lies in empowering businesses wit...

See all answers

What is your experience regarding pricing and costs for Marketo?

The solution is cheaper than Alacor. That said, I do not know the exact price.

See all answers

Comparisons

Salesforce Marketing Cloud vs HubSpot Marketing Hub

Compared 21% of the time

Oracle Eloqua vs HubSpot Marketing Hub

Compared 12% of the time

Pardot vs HubSpot Marketing Hub

Compared 4% of the time

Sales Engine vs HubSpot Marketing Hub

Compared 2% of the time

IBM Watson Campaign Automation vs HubSpot Marketing Hub

Compared 2% of the time

More HubSpot Marketing Hub Competitors

Salesforce Marketing Cloud vs Marketo

Compared 18% of the time

Oracle Eloqua vs Marketo

Compared 17% of the time

Pardot vs Marketo

Compared 4% of the time

SAS Customer Intelligence 360 vs Marketo

Compared 4% of the time

SAP Marketing Cloud vs Marketo

Compared 3% of the time

More Marketo Competitors

Product Reports

Buyer's Guide

HubSpot Marketing Hub

June 2026

Download HubSpot Marketing Hub product report

Buyer's Guide

Marketo

June 2026

Download Marketo product report

Overview

HubSpot Marketing Hub offers advanced marketing capabilities with features like email marketing and lead scoring, supporting automation and targeted campaigns for enhanced marketing operations within a unified tech stack.

HubSpot Marketing Hub is built to support businesses in running effective marketing campaigns by offering tools for email customization, seamless Salesforce integration, and a drag-and-drop landing page builder. The platform is designed for efficiency, providing enhanced reporting and user-friendly tools that improve CRM operations. Despite its strengths, HubSpot Marketing Hub could benefit from improvements in its landing page builder and email functions as users encounter glitches. Enhancing automation, AI integration, and managing CRM pricing can provide valuable differences to smaller entities. Customization, notifications, and analytics are areas needing refinement for a better user experience. Additional integrations and improvements in lead scoring and reporting are also vital.

What are the key features of HubSpot Marketing Hub?

Email Marketing: Tailored campaigns with customizable templates for different audiences.
Lead Scoring: Analyze and prioritize leads based on behavior and interactions.
Nurturing Workflows: Automated workflows that guide prospects through the buying journey.
Integration with Salesforce: Seamless integration enhances CRM efficiency.
Drag-and-Drop Interface: Simplifies landing page creation with an intuitive design.

What are the benefits or ROI users should look for?

Marketing Automation: Reduces manual effort and improves precision in campaigns.
Unified Tech Stack: Supports seamless operations and simplified processes.
Strong Support: Ensures assistance and resource access when needed.
Enhanced Reporting: Provides insights and analytics to inform strategic decisions.

HubSpot Marketing Hub finds extensive application across industries such as retail, tech, and professional services. Companies leverage its tools for aggregating content, call-to-action creation, and lead generation. It plays a role in social media posting, CRM functions, and tracking website metrics, making it integral for email campaigns, client outreach, and analytics.

HubSpot

Marketo offers a marketing automation platform with a user-friendly interface, seamless Salesforce integration, and comprehensive analytics, enhancing lead generation and campaign management.

Marketo supports marketing automation, email campaigns, and lead generation by providing tools for creating email templates, newsletters, and landing pages. It integrates with Salesforce and other applications to track leads, score them, and manage social media marketing efforts. Its automation and lead scoring offer vital insights into customer behavior, while flexible features support third-party tool integration. Users value the Smart Campaigns, email tracking, and engagement map features. While appreciated for its flexibility, challenges include scalability, analytics, and modification flexibility. The platform needs improved documentation and intuitive design tools to ease its learning curve.

What are the key features of Marketo?

Smart Campaigns: Automate marketing actions through customizable campaigns.
Email Tracking: Monitor email engagement and performance effectively.
Progressive Profiling: Collect detailed customer data progressively for personalized marketing.
GDPR Compliance: Ensure data processing adheres to GDPR regulations.
Integration Support: Seamlessly integrate third-party tools to enhance functionality.

What benefits and ROI should users consider?

Increased Efficiency: Automate routine tasks to save time and resources.
Customer Insights: Gain deeper understanding of customer behavior for targeted marketing.
Lead Management: Improve lead scoring and tracking for higher conversion rates.
Improved Engagement: Utilize advanced marketing tools to boost customer interaction.
Scalable Solutions: Adaptable features for growing marketing needs.

In technology-driven industries, Marketo is used for executing webinars, live events, and nurturing programs to engage customers effectively. Its ability to manage complex integrations enables data uploading, reporting, and analytics to refine marketing efforts and drive better revenue outcomes. Financial services, healthcare, and consumer goods companies often use these capabilities for precise targeting and enhanced marketing results.

Adobe

Sample Customers

Emyth, CRS, ClearPivot, Stitch Live, SoldOut, Waterfall, SnapEngage, Duo

Marketo has a customer base of thousands of companies, including Sony, Citrix, BrightTALK, Curves International, HootSuite, Hyundai, SanDisk, and Samsung Electronics.

Buyer's Guide

HubSpot Marketing Hub vs. Marketo

June 2026

Free Report: HubSpot Marketing Hub vs. Marketo

Find out what your peers are saying about HubSpot Marketing Hub vs. Marketo and other solutions. Updated: June 2026.

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