HubSpot vs Marketo: Which Marketing Automation Platform Fits a B2B Team?

Short answer: Choose HubSpot Marketing Hub if you want marketing automation and the CRM on one platform, with prices you can see before a sales call. Professional costs $800 a month billed annually with 3 seats included, plus a one-time $3,000 onboarding fee. Choose Adobe Marketo Engage if your sales team already lives in Salesforce or Microsoft Dynamics, your marketing programs are complex, and you have someone whose job is to run the platform. Adobe quotes Marketo by database size and does not publish prices.

A note on the search results. When we checked Google for “hubspot vs marketo” on 9 November 2026, the first result was HubSpot’s own Marketo integration listing. Most of the rest were written by HubSpot partner agencies. One, from Lean Labs, still quotes 2018 prices for both tools. Another, from Campaign Creators, is a migration guide from Marketo to HubSpot. Every HubSpot price below comes from HubSpot’s Marketing Hub pricing page, checked on 9 November 2026. We resell neither product and have no affiliate deal with either.

HubSpot vs Marketo at a glance

	HubSpot Marketing Hub	Adobe Marketo Engage
What it is	Marketing automation on HubSpot’s own CRM, sold alongside sales, service and operations hubs	Marketing automation from Adobe, part of Adobe Experience Cloud
CRM	Built in, same database as sales	Separate. Native connectors for Salesforce, Microsoft Dynamics and Veeva (Adobe docs)
Published prices	Yes, every tier	No. Four packages, quoted by sales
Entry point	Free plan for up to 2 users; Starter from $20 per seat a month	Growth package, price on request
Mid tier	Professional: $800 a month billed annually, 3 seats, 2,000 marketing contacts, $3,000 onboarding	Select or Prime, price on request
Top tier	Enterprise: $3,600 a month, 5 seats, 10,000 marketing contacts, $7,000 onboarding	Ultimate, price on request
Who runs it	Marketers, often without a dedicated admin	Usually a Marketo admin or an agency
Best fit	Small and mid-sized B2B teams that want one platform	Larger B2B marketing teams on Salesforce or Dynamics

How much does HubSpot cost compared with Marketo?

HubSpot Marketing Hub lists four tiers on its pricing page, checked on 9 November 2026:

• Free: $0, for up to 2 users.
• Starter: $20 per seat a month, with a lower “starts at” price shown for new customers. 1,000 marketing contacts included.
• Professional: $800 a month billed annually, or $890 billed monthly. Includes 3 seats; extra seats are $45 a month. 2,000 marketing contacts. A one-time onboarding fee of $3,000.
• Enterprise: $3,600 a month. Includes 5 seats; extra seats are $75 a month. 10,000 marketing contacts. A one-time onboarding fee of $7,000.

Each paid tier also includes HubSpot Credits for its AI features: 500 on Starter, 3,000 on Professional and 5,000 on Enterprise. More marketing contacts cost extra, so price your real database before you compare.

Adobe Marketo Engage has been part of Adobe since Adobe agreed to buy Marketo for $4.75 billion in September 2018. It is sold in four packages, Growth, Select, Prime and Ultimate, according to Adobe’s packaging overview. Adobe does not publish prices. Quotes are based mainly on the size of your contact database, and add-ons such as Marketo Measure for attribution are priced on top. Several of the pages ranking for this search quote monthly prices for Marketo; none of them link to an Adobe source, so we have left those numbers out. Ask Adobe for a quote at your database size and at the size you expect in two years.

One more line belongs in the Marketo budget: the CRM. Marketo does not include one, so a team that does not already pay for Salesforce or Dynamics is buying two systems.

What does year one cost on HubSpot?

Illustrative. A B2B SaaS marketing team of five, 2,000 marketing contacts, billed annually, using only HubSpot’s published prices:

Year one	Professional	Enterprise
Platform	$800 x 12 = $9,600 (3 seats included)	$3,600 x 12 = $43,200 (5 seats included)
Extra seats	2 x $45 x 12 = $1,080	None needed
Onboarding (one time)	$3,000	$7,000
Year one total	$13,680	$50,200

Before tax, extra marketing contacts and any Sales Hub seats. Year two drops by the onboarding fee. For Marketo, put the Adobe quote, the CRM licences and the admin’s time (in-house or agency) in the same table before you compare.

Which is better for a B2B team?

Four questions decide it.

1. Which CRM does sales use? This is the main one. If sales runs on Salesforce or Dynamics and will not move, Marketo connects to it natively and is built for that setup. HubSpot also connects to Salesforce, and our guide to the Salesforce and HubSpot integration covers how. If sales is on HubSpot already, or you have no CRM yet, HubSpot puts marketing and sales on one database with no sync to maintain.

2. How complex are your programs? Marketo is built for large program libraries: many products, regions, events and nurture tracks, each with its own rules and reporting. HubSpot handles most B2B nurture, lead scoring and routing on Professional, and puts the more advanced controls on Enterprise.

3. Who will run it? Marketo usually needs a trained admin or an agency. HubSpot is easier for a generalist marketer to set up, which is why small teams start there. Either platform degrades without an owner.

4. Do you need prices before you talk to sales? HubSpot publishes them, Adobe does not. For a startup budgeting next year’s stack, that alone often decides it.

Where is each one stronger?

HubSpot is stronger when:

• Marketing and sales should work from the same contacts, companies and deals.
• You want to see the price and start this week.
• The team has no dedicated marketing operations person.
• You want reports like “pipeline by first campaign” without a data project.

Marketo Engage is stronger when:

• Sales runs on Salesforce, Microsoft Dynamics or Veeva and that will not change.
• You run many programs across products, regions and events, and need an admin-grade tool.
• You already buy from Adobe Experience Cloud.
• You have a Marketo admin, in-house or through an agency.

Can you run HubSpot and Marketo together?

Yes, and some teams do, usually during a migration or when one business unit runs each. HubSpot builds a certified Marketo integration that syncs Marketo leads and HubSpot contacts in real time, two-way or one-way. The integration itself is free, but it needs a Marketo subscription, and custom field mappings need Operations Hub Starter or higher. The listing showed 100+ installs on 9 November 2026.

Should you switch from Marketo to HubSpot?

Only for a reason you can put a number on: the total cost at your next renewal, the admin time you would save, or a report you cannot build today. A migration moves programs to workflows, smart lists to lists, scoring models, forms, landing pages, email templates and the CRM connection. Plan for:

• A period where both run. Use the sync above so nothing is lost while you rebuild.
• Historical data. Export program and campaign history you will want for reporting. It does not move by itself.
• Email sending. Warm up the new sending setup before you send at full volume, and check email deliverability on the new domain records.
• People. Train the team before you switch off the old tool, not after.

Moving the other way, from HubSpot to Marketo, usually comes with a move to Salesforce or Dynamics, so it is a CRM project as well.

What else should you compare?

If neither fits, our list of HubSpot alternatives covers the rest of the market. For the CRM side, see HubSpot vs Zoho, Pipedrive vs HubSpot and our HubSpot vs Salesforce entry. If your email program is mostly newsletters rather than B2B nurture, our Mailchimp pricing guide shows what a simpler tool costs. For the basics, see our marketing automation glossary entry.

Where Growigami fits

We do not resell either platform. Our marketing automation team works inside HubSpot, Salesforce or Zoho, whichever you already pay for: we build the nurture journeys and the inbound lead follow-up in the first month, then run them every week.