HubSpot is a unified all-in-one CRM platform with integrated marketing automation starting at $45/month, while Marketo (Adobe Marketo Engage) is an enterprise-focused marketing automation solution starting at $1,250/month with deeper lead scoring and account-based marketing capabilities. HubSpot wins for small-to-mid-market businesses, while Marketo excels for large enterprises with complex B2B campaigns.
HubSpot vs Marketo — Side-by-side comparison on A Versus B
Choose HubSpot if you're a growing SMB or mid-market company needing an affordable, easy-to-implement platform with integrated CRM, sales, and marketing tools in one ecosystem. Choose Marketo if you're an enterprise with complex B2B marketing needs, require sophisticated lead scoring and account-based marketing, and have dedicated marketing ops teams and budgets for implementation.
Compare HubSpot vs Marketo (Adobe Marketo Engage)
All-in-one CRM platform integrating sales, marketing, and customer service in one system
Enterprise marketing automation platform focused on B2B lead management, account-based marketing, and advanced analytics.
Marketo (Adobe Marketo Engage) — Wikipedia
Structured comparison data for HubSpot vs Marketo with 243 attributes.
Monthly Cost (50-person team, full suite)
Starting Price (per user/month, billed annually)
Professional Tier Price (per user/month)
Contact List Size Limit (Standard Pricing)
Professional/Standard Plan Monthly Price
CRM Contact Storage Limit (Free/Entry Tier)
AI Sentiment Analysis / Social Listening
Team Members Supported (Free/Standard Tier)
Monthly Cost Per Agent/User (Entry Level)
Monthly Cost Per Agent/User (Professional Tier)
Starting Monthly Price (Single User/Starter Tier)
Price for 10-Person Support Team (Annual)
HubSpot vs Marketo — Attribute Category Vocabulary
Taxonomy of attribute categories used to classify comparison data for HubSpot vs Marketo.
Which platform is better for small businesses with limited budgets?
HubSpot is significantly better for small businesses. Its $45/month Professional tier is 27x cheaper than Marketo's $1,250 minimum, includes a native CRM, and requires only 2-4 weeks to implement versus Marketo's 8-16 weeks. HubSpot's free tier also lets you start with up to 1 million contacts at no cost.
Does Marketo offer better lead scoring than HubSpot?
Yes. Marketo provides AI-driven predictive lead scoring with multi-touch attribution tracking, which is more sophisticated than HubSpot's scoring capabilities. However, HubSpot's predictive lead scoring (available in higher tiers starting at $800/month) is increasingly competitive for mid-market use cases and costs significantly less.
Can I use Marketo as a standalone solution without additional software?
Marketo is primarily marketing automation software and does not include a native CRM. You'll need to integrate a separate CRM (such as Salesforce) to manage contacts and sales workflows. HubSpot, by contrast, includes a full CRM suite in all tiers, making it a true all-in-one platform.
What's the realistic total cost of ownership for each platform?
For a typical mid-market company: HubSpot costs $300-800/month for Professional or Enterprise tiers with minimal implementation overhead. Marketo typically costs $1,250-5,000+/month plus $50,000-150,000 in implementation and consulting fees from Adobe partners, making total first-year costs $65,000-210,000 versus $10,000-15,000 for HubSpot.
Which platform integrates better with Adobe products?
Marketo (which is owned by Adobe) integrates seamlessly with the entire Adobe Experience Cloud, including Adobe Analytics, Target, and Creative Suite. This is a significant advantage if your organization already uses Adobe tools. HubSpot integrates with major platforms but doesn't have native Adobe ecosystem integration at the same depth.