HubSpot Marketing vs Marketo
A detailed, side-by-side comparison of HubSpot Marketing and Marketo. We compare features, pricing, ease of use, and value for money to help you make the right choice in 2026.
Reviewed by the Ikaroa team · Last updated: March 2026
Quick Verdict
HubSpot Marketing edges ahead overall with a rating of 4.4/5. However, Marketo (4.1/5) may be the better fit if you prioritise Large B2B enterprises wanting comprehensive marketing automation with revenue attribution. Read on for the full breakdown.
HubSpot Marketing vs Marketo at a Glance
HubSpot Marketing
★ 4.4HubSpot Marketing Hub is the marketing automation arm of the HubSpot platform. It offers email marketing, landing pages, social media, SEO tools, content management, and advanced marketing automation. Known for its inbound marketing methodology, powerful automation workflows, and seamless CRM integration.
Starting from: £0/month
Best for: Mid-size businesses wanting powerful marketing automation with native CRM integration
Read full review →Marketo
★ 4.1Marketo Engage (by Adobe) is an enterprise-grade marketing automation platform designed for large B2B organisations. It offers lead management, email marketing, revenue attribution, account-based marketing, and advanced analytics. Known for its depth of functionality and scalability for complex marketing operations.
Starting from: Custom (from ~£800/month)
Best for: Large B2B enterprises wanting comprehensive marketing automation with revenue attribution
Read full review →HubSpot Marketing vs Marketo Feature Comparison
Here is how HubSpot Marketing and Marketo compare across the features that matter most. We have tested both platforms extensively across client implementations.
| Feature | HubSpot Marketing | Marketo |
|---|---|---|
| Free Plan Available | Yes | No |
| Starting Price | £0/month | Custom (from ~£800/month) |
| Best For | Mid-size businesses wanting powerful marketing automation with native CRM integration | Large B2B enterprises wanting comprehensive marketing automation with revenue attribution |
| Our Rating | 4.4/5 | 4.1/5 |
| Mobile App | Limited | Limited |
| Email Marketing | Yes | Yes |
| Automation | Yes | Limited |
| Reporting | Basic | Basic |
| Integrations | Limited | Limited |
| API Access | Limited | Limited |
| Ikaroa Exclusive Discount | N/A | N/A |
HubSpot Marketing vs Marketo Pricing
Pricing is often the deciding factor. Here is a full breakdown of what each platform charges at every tier:
HubSpot Marketing Pricing
Free
£0/month
- ✓Email marketing
- ✓Forms
- ✓Landing pages
- ✓Ad management
Starter
£18/month
- ✓1,000 contacts
- ✓Remove HubSpot branding
- ✓Email automation
- ✓Landing pages
Professional
£720/month
- ✓2,000 contacts
- ✓Full automation
- ✓Custom reporting
- ✓A/B testing
- ✓SEO tools
Enterprise
£3,000/month
- ✓10,000 contacts
- ✓Predictive lead scoring
- ✓Adaptive testing
- ✓Custom objects
Marketo Pricing
Growth
Custom (from ~£800/month)
- ✓Email marketing
- ✓Landing pages
- ✓Forms
- ✓Lead management
Select
Custom (from ~£1,800/month)
- ✓Everything in Growth
- ✓A/B testing
- ✓Advanced analytics
- ✓Social marketing
Prime
Custom (from ~£3,200/month)
- ✓Everything in Select
- ✓Revenue attribution
- ✓AI personalisation
- ✓Predictive content
Ultimate
Custom
- ✓Everything in Prime
- ✓Premium support
- ✓Custom sandboxes
- ✓Advanced APIs
Not sure which to pick?
Our team has implemented both HubSpot Marketing and Marketo for clients. We can help you decide based on your specific needs.
HubSpot Marketing Pros and Cons
✓Pros
- •Seamless CRM integration
- •Powerful marketing automation workflows
- •Excellent content management system
- •Strong inbound marketing tools
- •Generous free tier for starting out
✗Cons
- •Professional tier is extremely expensive
- •Per-contact pricing escalates quickly
- •Steep learning curve for advanced features
- •Many features locked behind Professional tier
- •Contract commitments on higher tiers
Marketo Pros and Cons
✓Pros
- •Enterprise-grade scalability and reliability
- •Excellent lead scoring and nurturing
- •Strong revenue attribution
- •Deep Salesforce integration
- •Account-based marketing capabilities
✗Cons
- •Very expensive (enterprise pricing)
- •Complex setup and implementation
- •Steep learning curve
- •Requires dedicated admin/team
- •Integration outside Adobe ecosystem can be challenging
Our Verdict: HubSpot Marketing vs Marketo
Both HubSpot Marketing and Marketo are solid options, but they serve different needs. Having implemented both for multiple clients, here is our recommendation:
Choose HubSpot Marketing if you need Mid-size businesses wanting powerful marketing automation with native CRM integration. With a starting price of £0/month and a rating of 4.4/5, it offers seamless crm integration.
Choose Marketo if you need Large B2B enterprises wanting comprehensive marketing automation with revenue attribution. Starting at Custom (from ~£800/month) with a 4.1/5 rating, it excels at enterprise-grade scalability and reliability.
Still not sure? Talk to the Ikaroa team. We have helped hundreds of businesses make this exact decision, and we are happy to point you in the right direction.
🎁 Get either product at a discount through Ikaroa Partners
Consider Open Doors Instead
Why choose between HubSpot Marketing and Marketo? Open Doors gives you the best features of both in one platform, for less. It is an all-in-one CRM with email marketing, SMS, funnels, booking, invoicing, automation, and more, starting at just £97/month with unlimited contacts.
Need implementation help?
Ikaroa can set up HubSpot Marketing or Marketo for your business, migrate your data, and train your team. We have done it dozens of times.
Free consultation. No obligation.