VIDEO: Hubspot and Marketo – Comparing Marketing Automation Software

As marketing automation vendors are racing to stake their claim in the future market, you'll be faced with a decision between a small handful of best-in-class solutions. One of the most common marketing automation faceoffs is Marqetto versus HubSpot. These two cloud-based industry leaders both have strong customer bases, high satisfaction scores, and a lot of overlap in features. There are five categories we'll take a look at today. System, pricing, ease of use, CRM integration, and analytics.

First up is the system. Marquetto system is broken down into four discrete modules. Marketing automation, consumer engagement, real-time personalization, and marketing management. These modules can be purchased separately or combined to form an integrated suite. This lets you create a custom solution for your needs, but some businesses may prefer a more unified system. Unlike Marquetto, HubSpot offers all of its features and capabilities through a single system with sales applications available as free add-ons.

An all-in-one solution is attractive to many buyers since it provides seamless functionality and is priced as a single unit. HubSpot also offers a number of pre-built integrations with popular business apps to allow for further customization. Marquetto's modules are priced in tiers according to scale. Spark for small companies, standard, select, and enterprise. Their core product is priced in three tiers according to scale and functionality, basic, professional, and enterprise.

For small businesses, HubSpot is the more affordable option. Their entry-level product is significantly less expensive than Marquetto Spark Edition. For enterprise use, HubSpot and Marquetto are more comparable in price, but Marquetto is still more expensive, especially since most businesses will need more than one module to be effective. Next up, we'll take a look at ease of use. Since Marquetto specializes in custom solutions for enterprises, their software tends to require more IT knowledge to operate.

If you have a dedicated marketing automation specialist or employ a marketing technologist with marketing automation software experience, this may not be a problem for your business and you'll appreciate the depth of features Marquetto offers. On the other hand, if you're trying to learn marketing automation for the first time and need a solution that gives you simple, intuitive access to a wide range of marketing functions, you might be better off with HubSpot.

For this and other reasons, HubSpot's average user rating across software review sites is over half a point higher than Marquetto's CRM integration. HubSpot offers its own built-in CRM as well as basic integration with popular systems such as Salesforce, Sugar, Microsoft Dynamics, and Zoho among others. While Marquetto doesn't provide a built-in CRM module, their product was built using the Salesforce platform, which means they offer some of the best Salesforce integration in the industry.

They also offer native integration for Microsoft Dynamics and SAP analytics. Both Marquetto and HubSpot give marketers and managers access to a set of powerful and analytical tools for tracking campaign programs and pulling reports. Marquetto's analytics seem to provide deeper, more strategic visibility. For example, the success path analyzer shows the correlation between marketing efforts and revenue fluctuation over time. You can even perform predictive analytics and modeling based on digital behavior patterns, content preferences, CRM data, and formographics.

Next, we'll take a look at a few key differences. Marquetto has traditionally been more associated with B2B marketing because of their deeper focus on lead nurturing, while HubSpot solution focuses primarily on inbound BTOC marketing. Here are some other areas where users will notice key differences between the two products. There are some clear distinctions between Marquetto's engagement marketing platform and HubSpot's inbound marketing software.

Globally, HubSpot serves about 13,000 companies compared to Marquetto's 3300. But that disparity has a lot to do with the kind of customers each solution attracts. If you're a small to midsize business looking to bring more visitors to your site and nurture leads without the highle learning curve of enterprise software, you might be better served by HubSpot. If you're a larger B2B company looking for a customer-built solution to align prospect engagement with business goals, you should consider Marquetto.

Then again, these are only two fish in the sea. New automation solutions come to appear in the market, each with a slightly different feature set than its competitors. To find out more about marketing automation software, or for a personalized software recommendation, check out our website technologyadvice.com. Thanks for watching.

This transcript was generated automatically from the video's captions and may contain errors.