HubSpot vs Marketo: Pricing and Ratings Compared (2026)
Entry prices and free plans as read on each vendor's pricing page, and user ratings as published on review sites, for HubSpot and Marketo side by side. This page compares data; it is not a hands-on review.
On the data: On the data below, HubSpot leads on a free plan. We do not name an overall winner for this pair.
Short on time? Here's the quick answer
Based on published vendor pricing and features and on public review data, here's who should pick what:
HubSpot
CRM platform for scaling businesses
Best for you if:
- • You want generous free tier with CRM, forms, email, live chat, and basic reporting at no cost
Marketo
Orchestrate cross-channel campaigns with AI personalization and revenue attribution
Best for you if:
- • You want deep cross-channel orchestration in a single platform
| At a Glance | HubSpot | Marketo |
|---|---|---|
Starts at | Free plan, paid from $7/mo, billed monthly Starter plan | Not published |
Category | CRM Workflow Automation | Marketing Automation Email Marketing |
Rating | 3.9/5 G2 4.4 · Capterra 4.5 · TrustRadius 4.3 19,150 reviews | 3.8/5 G2 4.1 · SourceForge 2.5 3,163 reviews |
Free plan | No | No |
Watch out for | Contact pricing is the biggest trap: Marketing Hub Pro includes only 2,000 marketing contacts. | Add-ons like Marketo Measure can increase price |
Choose HubSpot or Marketo?
Choose HubSpot if
- You want generous free tier with CRM, forms, email, live chat, and basic reporting at no cost
- You want unified platform eliminates data silos between marketing, sales, and service teams
- You work in CRM, not marketing automation
Choose Marketo if
- You want deep cross-channel orchestration in a single platform
- You want robust multi-touch attribution links marketing spend to revenue
- You work in marketing automation, not CRM
In-Depth Analysis
HubSpot
CRM platform for scaling businesses
HubSpot's pricing is the most complex in SaaS, 7 Hubs, 4 tiers each, per-seat AND per-contact charges, plus mandatory onboarding fees.
Watch out
Contact pricing is the biggest trap: Marketing Hub Pro includes only 2,000 marketing contacts.
Strengths
- Pro: Generous free tier with CRM, forms, email, live chat, and basic reporting at no cost
- Pro: Unified platform eliminates data silos between marketing, sales, and service teams
- Pro: Intuitive interface with short learning curve compared to Salesforce
- Pro: Extensive integration marketplace and open API for custom connections
- Pro: HubSpot Academy provides free certifications and high-quality training content
Weaknesses
- Con: Pricing escalates quickly, Professional and Enterprise tiers are expensive for SMBs
- Con: Marketing contacts model means you pay more as your database grows
- Con: CMS is less flexible than WordPress for heavily customized websites
- Con: Reporting and analytics lag behind dedicated BI tools like Looker or Tableau
- Con: Contract terms require annual commitment; no monthly billing on higher tiers
Key features
Marketo
Orchestrate cross-channel campaigns with AI personalization and revenue attribution
It's best suited for large enterprises with significant marketing budgets and complex automation needs.
Watch out
Add-ons like Marketo Measure can increase price
Strengths
- Pro: Deep cross-channel orchestration in a single platform
- Pro: Robust multi-touch attribution links marketing spend to revenue
- Pro: Scales to millions of contacts with enterprise-grade reliability
- Pro: Tight integration with Salesforce and the wider Adobe Experience Cloud
- Pro: AI-driven personalization across email, web, and chat
Weaknesses
- Con: No public pricing-plans start around $40K/year and can exceed $1M
- Con: Steep learning curve requiring dedicated admin or consultant
- Con: Implementation timeline typically runs several months
- Con: Database-size pricing model makes costs unpredictable as contacts grow
- Con: UI feels dated compared to newer marketing automation tools
Key features
Plans and prices: HubSpot vs Marketo
| Tool | Plans and prices | Source |
|---|---|---|
| HubSpot |
| hubspot.com/pricing read Nov 2, 2026 |
| Marketo | No plan prices on file | business.adobe.com/products/marketo/pricing.html read Oct 3, 2026 |
Prices as read on each vendor's own pricing page on the date shown. Plans are listed per tool and are not matched against the other tool's plans: a plan name or price in one column says nothing about the same row in the other. Details on HubSpot pricing and Marketo pricing.
Key Takeaways
HubSpot
- Has a free plan
Marketo
- Choose if you want orchestrate cross-channel campaigns with AI personalization and revenue attribution
What the data shows
On the data below, HubSpot leads on a free plan. We do not name an overall winner for this pair.
- User ratings are within 0.2 points (3.9/5 from 19,150 reviews for HubSpot, 3.8/5 from 3,163 reviews for Marketo).
- HubSpot starts at $7/mo, billed monthly; Marketo has no public paid plan price on file.
- Only HubSpot has a free plan.
Criteria: user rating (only above 20 reviews on both sides, gap of 0.2 or more), entry price (only on the same billing basis), free plan. How we rate
Frequently Asked Questions
How do HubSpot and Marketo compare in 2026?
On the data below, HubSpot leads on a free plan. We do not name an overall winner for this pair. User ratings are within 0.2 points (3.9/5 from 19,150 reviews for HubSpot, 3.8/5 from 3,163 reviews for Marketo). HubSpot starts at $7/mo, billed monthly; Marketo has no public paid plan price on file. Only HubSpot has a free plan.
What are HubSpot and Marketo used for?
HubSpot: CRM platform for scaling businesses. Marketo: Orchestrate cross-channel campaigns with AI personalization and revenue attribution.
What does HubSpot cost vs Marketo?
HubSpot's cheapest paid plan is Starter at $7/mo, billed monthly. Marketo has no public paid-plan price on file. Prices read on the vendors' pricing pages, latest check Nov 2, 2026.
What's the main difference between HubSpot and Marketo?
HubSpot's main strength: generous free tier with CRM, forms, email, live chat, and basic reporting at no cost. Marketo's main strength: deep cross-channel orchestration in a single platform.