HubSpot CRM vs Marketo
A detailed, side-by-side comparison of HubSpot CRM 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 CRM edges ahead overall with a rating of 4.5/5. 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 CRM vs Marketo at a Glance
HubSpot CRM
★ 4.5HubSpot offers a free CRM with powerful marketing, sales, and service tools. Popular with small to mid-sized businesses for its generous free tier and intuitive interface.
Starting from: £0/month
Best for: Small to mid-sized businesses wanting a free starting point with room to grow
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 CRM vs Marketo Feature Comparison
Here is how HubSpot CRM and Marketo compare across the features that matter most. We have tested both platforms extensively across client implementations.
| Feature | HubSpot CRM | Marketo |
|---|---|---|
| Free Plan Available | Yes | No |
| Starting Price | £0/month | Custom (from ~£800/month) |
| Best For | Small to mid-sized businesses wanting a free starting point with room to grow | Large B2B enterprises wanting comprehensive marketing automation with revenue attribution |
| Our Rating | 4.5/5 | 4.1/5 |
| Mobile App | Yes | Limited |
| Email Marketing | Yes | Yes |
| Automation | Yes | Limited |
| Reporting | Yes | Basic |
| Integrations | Extensive | Limited |
| API Access | Limited | Limited |
| Ikaroa Exclusive Discount | N/A | N/A |
HubSpot CRM vs Marketo Pricing
Pricing is often the deciding factor. Here is a full breakdown of what each platform charges at every tier:
HubSpot CRM Pricing
Free
£0/month
- ✓Contact management
- ✓Email tracking
- ✓Deal pipeline
- ✓Live chat
Starter
£18/month
- ✓Everything in Free
- ✓Email marketing
- ✓Ad management
- ✓Landing pages
Professional
£720/month
- ✓Everything in Starter
- ✓Automation
- ✓Custom reporting
- ✓Teams
Enterprise
£3,000/month
- ✓Everything in Professional
- ✓Advanced permissions
- ✓Predictive lead scoring
- ✓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 CRM and Marketo for clients. We can help you decide based on your specific needs.
HubSpot CRM Pros and Cons
✓Pros
- •Generous free tier with no time limit
- •Excellent user interface and onboarding
- •All-in-one platform (marketing, sales, service)
- •Huge integration marketplace (1,000+)
- •Strong community and learning resources
✗Cons
- •Gets expensive quickly at Professional tier
- •Free plan has HubSpot branding
- •Limited customisation on lower tiers
- •Annual contracts on paid plans
- •Per-seat pricing adds up for larger teams
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 CRM vs Marketo
Both HubSpot CRM and Marketo are solid options, but they serve different needs. Having implemented both for multiple clients, here is our recommendation:
Choose HubSpot CRM if you need Small to mid-sized businesses wanting a free starting point with room to grow. With a starting price of £0/month and a rating of 4.5/5, it offers generous free tier with no time limit.
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 CRM 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 CRM or Marketo for your business, migrate your data, and train your team. We have done it dozens of times.
Free consultation. No obligation.