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Marketo was built for advanced marketers, creating a steep learning curve for the rest of us. While HubSpot is a completely integrated, all-in-one platform, Marketo is centered on email automation and doesn't provide the tools to support inbound marketing activities. Both of these factors result in a data and reporting vulnerability, causing more work for marketers. What's the point of automation if everything isn't automated?
As marketers, you move fast and need a marketing-automation software that can keep up. While Pardot is used mostly by B2B companies and is a member of the Salesforce Sales Cloud, it is focused solely on marketing automation. HubSpot's all-in-one approach gives marketers a platform to manage everything from email marketing to social media and even their websites.
As HubSpot continues to grow its customer base, the same can be said for its customers. These companies are acquiring other companies or products, and often the acquisitions have software and processes already implemented, including marketing automation. To reduce costs and gain efficiencies, they are making the strategic decision to consolidate HubSpot platforms for an all-in-one solution.