If you are looking for a better insight to make the perfect choice between HubSpot and Marketo, you are in the right place. This article will walk you through both these platforms and provide you with a lot of knowledge regarding marketing automation.
Marketing automation is not just a trend or a tool, but rather, it is the future of digital marketing.
According to a recent study report by Emailmonday,
- More than 52% of companies currently use some kind of marketing automation tool.
- The growth of the marketing automation tool market is expected to be $5.5 billion by the end of 2019.
Marketing automation tools show tremendous potential, and the statistics from this report provides further evidence of its power, growth, and importance in the coming years.
Choosing the right platform
According to Markets and Markets research report, the marketing world today is full of automation with no shortage of competitors, making it difficult to choose the right platform.
Yet out of all the available tools and platforms, two of the most popular stand out as impressive trailblazers—HubSpot and Marketo.
Both software products offer similar functionality and features. They both have an expansive fan base, loyal and knowledgeable about the features and differences of each.
The capabilities of each
Let us compare HubSpot and Marketo to help you learn about their diverse capabilities and how you can make the best choice for your business’s marketing efforts.
The market share of each of these tools is,
- HubSpot has 15.89%
- Marketo has 2.04%
Further differences lie in their features, functionality and pricing.
More about HubSpot
- an inbound marketing platform
- designed specially to deliver an all-in-one authentic user experience
- comes with excellent features that will enhance your efforts for inbound marketing
- allow you to login to one single system
- equipped to enable you to work on the three hubs—marketing, sales, and service
HubSpot is the engine that will allow you to market, sell, and serve better with your digital marketing campaigns. Assisting other aspects of your digital marketing such as SEO, it includes,
- a content management system
- a CRM for all your data
- a social media scheduler
- an email marketing provider and more
HubSpot will also help you manage the complete lifecycle of any prospect right from the time they first come to know about your brand through to when they become your loyal customer.
Furthermore, HubSpot is available a free version. And while the free version does not come with all the features of the paid versions, it will surely provide you with enough tools to help you with your digital marketing efforts.
And if you choose to pay to enjoy all its features, the cost of HubSpot is much less compared with Marketo.
Features of Marketo
Marketo is a solution providing marketing automation tools ideally suited for larger businesses. Marketo also allows integration with other tools to enhance its built-in utilities.
Marketo as a marketing automation tool is,
- the most efficient solution for handling large amounts of data.
- well equipped to handle more complex marketing processes.
Most importantly, Marketo works exceptionally well for businesses that utilize robust email marketing campaigns. Features here include,
- Post scheduling
- Timely email response
Marketo also comes with the most advanced analytics as a mobile app, a unique feature that enables users to stay connected even when they are on the go.
The Marketo platform covers various aspects of your marketing efforts apart from email marketing, that includes,
- Lead management and nurturing
- Consumer marketing
- Mobile marketing
- Customer base marketing
With these specific modules, Marketo is a platform that will allow you to operate and run almost anything and everything associated with digital marketing.
Drawbacks of each
In spite of the useful features, both HubSpot and Marketo have their inherent disadvantages.
One of the most significant drawbacks with Hubspot is that it is not very suitable for big enterprises who do a considerable amount of outbound marketing.
HubSpot will be unable to integrate the outbound efforts of large companies, making it difficult for them to view their marketing mix.
Another problem with the free version of HubSpot is that it does not allow using A/B testing until you upgrade to a PRO package.
Marketo, unlike Hubspot, will be somewhat challenging to use if you do not have a lot of experience in marketing technology. Marketo will not be well-suited to companies that do not have a dedicated IT team to help with its implementation and upkeep.
So consider the needs of your strategy and your company type carefully when choosing the marketing automation tools provided by HubSpot and Marketo.