HubSpot vs Marketo
Last updated: September 22, 2020
HubSpot offers a full stack of software for marketing, sales, and customer service, with a completely free CRM at its core. They’re powerful alone — but even better when used together.
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HubSpot vs Marketo in our news:
2020. HubSpot’s new end-to-end sales hub aims to simplify CRM for mid-market customers
HubSpot, the firm that made its name by helping to define the in-bound marketing concept, announced the HubSpot Sales Hub Enterprise. While the company has been offering a CRM tool for five years now, where they feel they have addressed ease-of-use issues for salespeople, the new tool is about bringing a new end-to-end approach addressing not only the needs of sales people, but management and system admins, as well. HubSpot specifically sees larger companies in this space, like Adobe, Salesforce and SAP, acquiring different pieces of the stack, then incorporating them into a solution, or customers pulling together different pieces of the stack themselves. The company believes that by building a single integrated solution themselves, it’s going to be naturally easier to use.
2020. HubSpot unveils new content management system for marketers
HubSpot, the inbound marketing firm, is launching a standalone content management system designed to make it easy for marketing personnel to add and update content. While content management, in a sense, has been core to HubSpot from the beginning — many companies use their blogging platform, for example — the company built this one from the ground up for marketers. It allows developers to use the languages they want to build the site, while taking advantage of the HubSpot CMS’s modular structure. At the same time, the modules give marketers a friendly interface to make frequent changes required in a modern website.
2018. Adobe acquires Marketo for $4.75 billion
Adobe it to acquire marketing automation company Marketo for $4.75 billion. The deal gives Adobe a strong position in enterprise marketing as it competes with Salesforce, Microsoft, Oracle and SAP. It also gives Adobe a huge boost for its Marketing Cloud offering and provides it with not only a missing piece, but Marketo’s base of 5000 customers and the opportunity to increase revenue in this part of their catalogue, while allowing them to compete harder inside the enterprise.
2018. HubSpot added customer service tools to its marketing platform
HubSpot is expanding beyond sales and marketing with the official launch of its Service Hub for managing customer service. It includes an universal inbox for all your customer communications, a bot-builder to automate some of those customer interactions, tools for building a company knowledge base (which can then be fed into the bot-builder), tools for creating surveys and a dashboard to track how your service team is doing. ServiceHub benefits from being integrated with HubSpot’s existing products, allowing businesses to track their interactions with a customer across sales, marketing and support.
2017. HubSpot unveiled Conversations
CRM, marketing, sales and customer experience provider HubSpot unveiled a series of product updates that include integrations with Facebook (advertising), Shopify (ecommerce) and a new "Conversations" tool that, with the help of chatbots, unites customer messages into one inbox. According to HubSpot, Conversations is the evolution of our live chat platform. Having messages in one place is critical for moments like the handoff from sales to support. Features include conversation tie-ins to HubSpot CRM and the ability to build chatbots to aid the conversations process — leveraging technology from HubSpot’s recent acquisition of chatbot platform Motion AI.
2017. Marketo picks Google Cloud to migrate from on-prem data centers
Marketo, the marketing automation platform, has chosen Google Cloud Platform to migrate its entire on-prem operation. The partnership will extend beyond hosting with Google also providing deeper integration with GSuite. Google says that should enable Marketo customers to generate content and communicate with customers directly from the Marketo platform using Google tools like Gmail, Sheets and Hangouts Chat. In addition, Marketo plans to use Google BigQuery for advanced analytics and Google’s machine learning APIs with the goal of providing better marketing insights for its customers.
2017. Marketing platform HubSpot acquires AI startup Kemvi
Inbound marketing and sales platform HubSpot has acquired Kemvi, a startup applying artificial intelligence and machine learning to help sales teams. A few months ago, Kemvi launched DeepGraph, a product that analyzes public data so that salespeople can ident ify the best time (say, after a job change or the publication of an article) to reach out to potential customers. It also proactively reaches out to verify leads. HubSpot had been looking for new ways to bring AI technology into its platform to fight alternatives. It found Kemvi particularly appealing because it addressed a real need among salespeople.
2016. Vista Equity Partners acquired marketing platform Marketo
San Francisco-based Vista Equity Partners is acquiring online marketing platform Marketo for $1.79 billion. The acquisition will allow Marketo to continue to focus on customer success and to remain the independent category leader, continuing to set the agenda for product innovation and thought leadership for the entire digital marketing industry. It will also enable us to successfully deliver on the bold vision we recently set forth — to give tomorrow's marketers and the C-suite an ultra-high-scale enterprise platform for customer engagement.
2015. HubSpot launches own CRM system
HubSpot, a company best known for its marketing tools, launches its CRM product out of beta. The product is free, but HubSpot’s sales “acceleration” tool, Sidekick, will run you $50 per seat, per month. The company describes the CRM tool as built to help sales reps avoid some of the tedium that comes with data entry and interaction management. Its tool automatically takes in data from a reps sales process, and arranges it in a chronological format. The model of getting free software into companies and then upselling their IT departments is a method that software companies like Dropbox and Box have used to strong effect. There are still costs associated with that sales process, but, certainly, having your products inside more shops does cut some friction.
2015. Marketing platform Marketo adds LinkedIn integration
Engagement marketing platform Marketo adds integration with the professional networking site's lead-generation and nurturing solution. The solution is designed to help marketers "bridge the gap between digital, social and offline channels" and generate "relevant conversations with customers." LinkedIn officials explained on a blog that the solution addresses abandonment issues. When a prospect visits a web page, but then closes her browser, she's not forgotten. She's nurtured with a series of messages across LinkedIn social ads, display ads and other channels. When she later fills out a form, her email and other pertinent information is gathered in the company's Marketo system. She then gets email, display and social ads that relate to her demographics, website behavior and engagement with the company's content.