# Marketo vs HubSpot Enterprise: Comparison for Large B2B Companies in 2026 ## Table of Contents - [Introduction](#introduction) - [Platform Overview](#platform-overview) - [Feature Comparison](#feature-comparison) - [Marketing Automation](#marketing-automation) - [Content Management and Email Marketing](#content-management-and-email-marketing) - [CRM and Contact Management](#crm-and-contact-management) - [Reporting and Analytics](#reporting-and-analytics) - [Integrations and Ecosystem](#integrations-and-ecosystem) - [Pricing and Total Cost of Ownership](#pricing-and-total-cost-of-ownership) - [Ease of Use and Learning Curve](#ease-of-use-and-learning-curve) - [Which Platform Is Better for Whom](#which-platform-is-better-for-whom) - [Frequently Asked Questions](#frequently-asked-questions) - [Conclusion](#conclusion) - [References](#references) --- ## Introduction Marketo Engage (Adobe) and HubSpot Enterprise are the two most widely used marketing automation platforms by large B2B companies in 2026. Both offer advanced automation, lead management and reporting capabilities, but they have very different design philosophies and are optimised for different use cases. This comprehensive comparison analyses both platforms from the perspective of a large B2B company evaluating which to adopt or migrate to. --- ## Platform Overview ### Marketo Engage (Adobe) Marketo Engage is Adobe's marketing automation platform, acquired in 2018 for $4.75 billion. It is one of the most powerful and flexible platforms on the market, designed for large enterprises with sophisticated marketing teams and complex automation needs. **Strengths:** Very advanced automation, complex programme management, deep integration with the Adobe ecosystem (Adobe Analytics, Adobe Experience Cloud), native ABM (Account-Based Marketing) capabilities. **Weaknesses:** Very steep learning curve, outdated interface, high cost, requires technical resources for configuration and maintenance. ### HubSpot Enterprise HubSpot Enterprise is HubSpot's most advanced plan, which includes Marketing Hub Enterprise, Sales Hub Enterprise, Service Hub Enterprise and Content Hub Enterprise. It is designed for companies that need advanced automation, personalisation and reporting capabilities. **Strengths:** Ease of use, all-in-one platform (CRM + marketing + sales + service), broad integration ecosystem, excellent support and community. **Weaknesses:** Less flexible than Marketo for very complex automations, high cost for the Enterprise plan, some advanced ABM features are more limited than in Marketo. --- ## Feature Comparison | Feature | Marketo Engage | HubSpot Enterprise | |---|---|---| | Marketing automation | ★★★★★ | ★★★★☆ | | Email marketing | ★★★★☆ | ★★★★★ | | Landing pages | ★★★☆☆ | ★★★★★ | | Native CRM | ✗ (requires integration) | ★★★★★ | | Lead scoring | ★★★★★ | ★★★★☆ | | ABM (Account-Based Marketing) | ★★★★★ | ★★★★☆ | | Reporting and analytics | ★★★★☆ | ★★★★★ | | Content personalisation | ★★★★★ | ★★★★☆ | | Integrations | ★★★★☆ | ★★★★★ | | Ease of use | ★★☆☆☆ | ★★★★★ | | Support | ★★★☆☆ | ★★★★★ | --- ## Marketing Automation ### Marketo: Smart Campaigns Marketo's automation is based on Smart Campaigns, which combine Smart Lists (segmentation criteria), Flow Steps (actions) and Schedule (scheduling). Smart Campaigns are extremely flexible and allow very complex automations to be created. **Advantages of Smart Campaigns:** - Very advanced segmentation logic (multiple criteria combined with AND/OR). - Token (dynamic variable) support in all campaign elements. - Ability to create very complex engagement programmes with multiple interconnected Smart Campaigns. - Advanced A/B testing capabilities. ### HubSpot: Workflows HubSpot's automation is based on Workflows, which have a more intuitive drag-and-drop visual interface than Marketo's Smart Campaigns. Workflows are easier to configure but less flexible for very complex automations. **Advantages of Workflows:** - Intuitive visual interface that requires no technical knowledge. - Native integration with HubSpot CRM (no synchronisation required). - Support for multiple object types (contacts, companies, deals, tickets). - Reporting integrated into the Workflow. ### Verdict For very complex automations (multiple segmentation criteria, dynamic tokens, multi-phase engagement programmes), Marketo is superior. For medium-complexity automations and teams that value ease of use, HubSpot is better. --- ## Content Management and Email Marketing ### Email Marketing Both platforms have advanced email marketing capabilities, but with different approaches: - **Marketo:** More technical email editor, custom HTML support, very advanced dynamic tokens, very granular segment-level personalisation capabilities. - **HubSpot:** More intuitive email editor, high-quality pre-designed templates, personalisation with contact and company tokens, integrated A/B testing. ### Landing Pages HubSpot has a significantly better landing page editor than Marketo. HubSpot's editor is drag-and-drop, intuitive and produces high-quality landing pages without technical knowledge. Marketo's landing page editor is more limited and less intuitive. --- ## CRM and Contact Management This is one of the most important differences between the two platforms: - **Marketo** has no native CRM. It is designed to integrate with Salesforce CRM (or Microsoft Dynamics). If you do not use Salesforce, integrating Marketo with your CRM can be complex. - **HubSpot** includes a very complete native CRM. HubSpot's CRM is free and has all the basic features a B2B company needs (contact management, companies, deals, sales pipeline, activities). For companies already using Salesforce CRM, Marketo is a natural choice. For companies not using Salesforce or considering changing their CRM, HubSpot is more convenient. --- ## Reporting and Analytics ### Marketo Marketo has advanced reporting capabilities, especially for revenue attribution reporting. Marketo Revenue Cycle Analytics allows you to see the impact of each campaign on the sales pipeline and revenue. However, Marketo's reporting is complex to configure and requires technical knowledge. Pre-defined reports are limited and the reporting interface is not very intuitive. ### HubSpot HubSpot has one of the best reporting interfaces on the market. Dashboards are easy to configure, pre-defined reports are very comprehensive and revenue attribution reporting (available in Enterprise) is very powerful. HubSpot also includes native integration with Google Analytics 4 and support for multi-touch attribution reports. --- ## Integrations and Ecosystem | Aspect | Marketo | HubSpot | |---|---|---| | Number of native integrations | ~500 | ~1,500 | | Salesforce integration | ★★★★★ | ★★★★☆ | | Microsoft Dynamics integration | ★★★★☆ | ★★★☆☆ | | Adobe Experience Cloud integration | ★★★★★ | ✗ | | API | ★★★★☆ | ★★★★★ | | App marketplace | ★★★☆☆ | ★★★★★ | --- ## Pricing and Total Cost of Ownership The pricing of both platforms is not public for the Enterprise segment and depends on contact volume and contracted features. However, as a reference: | Plan | Marketo Engage | HubSpot Enterprise | |---|---|---| | 10,000 contacts | ~£42,000/year | ~£32,000/year | | 50,000 contacts | ~£67,000/year | ~£48,000/year | | 100,000 contacts | ~£100,000/year | ~£72,000/year | **Total cost of ownership:** Marketo requires more technical resources for configuration and maintenance, which increases the total cost of ownership. HubSpot is more autonomous and requires less external technical support. --- ## Ease of Use and Learning Curve This is perhaps the most notable difference between the two platforms: - **Marketo** has a very steep learning curve. New users take between 3 and 6 months to master the platform. The interface is complex and requires technical knowledge to configure advanced automations. - **HubSpot** is significantly easier to use. New users can be productive within a few weeks. The interface is intuitive and the documentation is excellent. --- ## Which Platform Is Better for Whom ### Choose Marketo if: - Your company has more than 500 employees and a marketing team of more than 10 people. - You already use Salesforce CRM and want the deepest possible integration. - You need very complex automations with advanced segmentation logic. - You have dedicated technical resources to manage the platform. - You use other Adobe tools (Adobe Analytics, Adobe Experience Cloud). - You have a very sophisticated ABM strategy. ### Choose HubSpot Enterprise if: - Your company has between 100 and 500 employees and a marketing team of 3–10 people. - You want an all-in-one platform that includes CRM, marketing, sales and service. - You value ease of use and want the team to be autonomous. - You do not use Salesforce CRM or are considering changing it. - You want a platform with a broad integration ecosystem. - You have a limited budget for external technical resources. --- ## Frequently Asked Questions **Can HubSpot Enterprise completely replace Marketo?** For most mid-sized B2B companies, yes. HubSpot Enterprise has all the features a company with a marketing team of 3–15 people needs. For large companies with very complex automation needs or a very sophisticated ABM strategy, Marketo may be superior. **Does Marketo work without Salesforce?** Yes, Marketo can work without Salesforce CRM. However, Marketo is primarily designed to integrate with Salesforce, and many of its advanced features (such as Revenue Cycle Analytics) require Salesforce integration. **How long does it take to implement Marketo vs HubSpot?** A basic HubSpot implementation can be completed in 4–8 weeks. A basic Marketo implementation typically takes between 3 and 6 months. For complex implementations, timelines can double or triple. **Does HubSpot have ABM capabilities?** Yes, HubSpot Enterprise includes ABM (Account-Based Marketing) features such as target account identification, account scoring and ABM reports. However, Marketo's ABM capabilities are more advanced for very sophisticated strategies. **Can I migrate from Marketo to HubSpot?** Yes, it is possible to migrate from Marketo to HubSpot. The migration requires exporting Marketo data, cleaning it and importing it into HubSpot, and recreating Smart Campaigns as Workflows in HubSpot. It is a complex project that typically takes between 3 and 6 months. --- ## Conclusion Marketo Engage and HubSpot Enterprise are two excellent platforms for large B2B companies, but with different philosophies. Marketo is the option for companies that need maximum power and flexibility in automation and are willing to invest in technical resources to manage the platform. HubSpot Enterprise is the option for companies that value ease of use, the all-in-one platform and a broad integration ecosystem. At Emovere we specialise in both platforms and can help you evaluate which is the best option for your company. Contact our team for a free consultation. --- ## References [1] Adobe — Marketo Engage Product Overview. https://business.adobe.com/products/marketo/adobe-marketo.html [2] HubSpot — Enterprise Marketing Hub Overview. https://www.hubspot.com/products/marketing/enterprise [3] G2 — Marketo Engage vs HubSpot Marketing Hub Comparison. https://www.g2.com/compare/marketo-engage-vs-hubspot-marketing-hub [4] Forrester — B2B Marketing Automation Platforms Wave 2026. https://www.forrester.com/ [5] Gartner — Magic Quadrant for B2B Marketing Automation Platforms 2026. https://www.gartner.com/