HubSpot vs. Marketo vs. Pardot: Choosing the Best Marketing Platform
Selecting a marketing platform is a big decision for any company. You want a platform that meets the specific needs of your company while also being easy enough for your employees to use. The last thing you want is to invest in an expensive platform only to find months later it doesn’t fit your company’s needs or that there’s still some staff struggling to learn how to use it.
Here we dive into three different marketing platforms, their benefits and drawbacks: Hubspot, Marketo, and Pardot. We prefer Hubspot because it’s an all-in-one tool that’s easy to learn and use, but it’s certainly not the only option for companies who want to focus on inbound marketing. Ultimately, the choice depends on your business, your budget, and the goals you’ve set in your inbound marketing strategy.
HubSpot vs. Marketo
The overview: Marketo is a mid-market marketing automation tool that focuses on lead management with a strong emphasis on email. It’s a popular choice for enterprise-level corporations because of its close integration with Microsoft’s CRM product. Marketo is for corporations willing to spend, because the product is pricey.
The breakdown: HubSpot and Marketo feature similar tools, including email marketing, landing pages, forms, automated workflows, list management, and lead scoring. Both platforms have detailed reporting, helping companies track the effectiveness of their campaigns. When comparing HubSpot vs. Marketo, a few key differences emerge between these two marketing automation platforms.
- Marketo doesn’t have a social media tool and doesn’t include a blog or website platform like HubSpot.
- Marketo has a strong focus on email automation and lead management, but if you’re looking for a platform that will also boost lead generation, Hubspot has the edge. Hubspot focuses on lead generation using inbound marketing methods, like providing informative blog posts, engaging social media content, and the tools you need to analyze results.
- Marketo takes some technical know-how to get the most out of its features. When setting up landing pages and emails in Marketo, you may need someone on your team with HTML and/or CSS experience to ensure they are mobile friendly. Marketo’s reporting interface can also be tough to navigate. If the reporting tools are hard to use, then are they really worth it?
HubSpot vs. Pardot
The overview: Pardot is Salesforce’s B2B marketing automation suite. It’s a popular choice for sales-focused companies because it integrates well with the Salesforce customer relationship management software (it is owned by Salesforce, after all).
The breakdown: A lot of Salesforce CRM users believe that because they use Salesforce, they should use Pardot, but that’s not necessarily the case. If you’re comparing HubSpot vs. Pardot, keep in mind HubSpot has a Salesforce integration and is actively working to improve its CRM.
- Pardot is a common platform for companies that are sales-driven and the reporting tools, which offer metrics like lifecycle stage analysis for deals closed won, reflect this. It’s obviously a perk for companies focused on growing sales but isn’t as helpful for businesses looking to grow in other areas.
- Like Marketo, Pardot doesn’t have a blog or website platform.
- If commitment is an issue for your company, Pardot offers a more flexible cost structure, while HubSpot requires a 12-month contract.
- Pardot has a steeper learning curve than HubSpot, and may also require some HTML and/or CSS know-how on your team to get emails and landing pages that are responsive to mobile platforms.
Conclusion: Which is the best marketing automation platform?
If you want to invest more in inbound marketing or are looking for a platform that’s easy for your employees to use, HubSpot is a great choice, but it certainly isn’t the only choice. When considering HubSpot vs. Marketo or HubSpot vs. Pardot, think about the features your company needs from a platform. What are your marketing goals and what kinds of metrics will help you track that progress? Who’s going to be using the platform the most and what kind of experience do they have? And of course, you always have to consider your budget.
If you’re interested in learning more about how HubSpot can help your business grow or how to get your company set up with HubSpot, contact Raka today and we can walk you through the benefits and process!