Pricing Summary 

Marketo Pricing

Marketo offers four tiers of pricing, with varying features across each and a suite of add-ons. You will also pay extra for SSL, Revenue Cycle Analytics, Real Time Personalisation and SEO tools.

Spark -$895

Includes:

  • Email marketing
  • Lead management/nurture/scoring
  • Event marketing & webinars
  • CRM integration
  • 5 Sales Insight users
Select – $3,195

All Standard features plus:

  • Advanced analytics
  • Calendar HD
  • Custom User Roles
  • 20 Sales Insight Users
Standard – $1,795

All Spark features plus:

  • Phone support
  • A/B testing
  • Dynamic content
  • Customer journey analysis
  • ROI Analysis
  • API & Integrations
  • Marketo Ad Bridge
  • 10 sales insights users
Enterprise – N/A

Sales required to create a custom quote. Pricing based on the amount of contacts you have in the system. With Marketo your pricing tier will increase as follows:

  • Below 10,000
  • Between 10,000 and 30,000
  • Between 30,000 and 100,000
  • 100,000 to 250,000
  • 250,000 to 500,000
  • 500,000 to 750,000
  • 750,000 to 1m
  • 1m+ 

Salesforce Pricing

Pardot offers three tiers of pricing, with varying features across each and a suite of add-ons. Pricing based on the amount of contacts you have in the system is a secondary element (as with HubSpot and Pardot). With Pardot your pricing tier will increase for every 10,000 contacts you have at a price of $100 per month. You will also pay extra for Salesforce Engage at $50 per month.

Standard -$1,000

Includes:

  • In-depth prospect tracking
  • Lead management/ nurture/ scoring/ grading
  • Email marketing
  • ROI reporting
  • Forms and landing pages
  • Standard CRM integration
Pro – $2,000

All Standard features plus:

  • Advanced email analytics
  • Email rendering preview and spam analysis
  • Email and landing page A/B testing
  • Advanced dynamic content
  • Google AdWords integration
  • API access (25k calls per day)
  • Integrated marketing calendar
  • Social profiles
  • Chat support
Ultimate – $3,000

All Pro features plus:

  • Custom user roles
  • Custom object integration
  • API access (100k calls per day)
  • Dedicated IP address
  • Phone support

  

Hubspot Pricing

HubSpot offers four supported tiers of pricing for its marketing software. It also offers a CRM system for free and Sales and Service bolt-ons. 

Pricing based on the amount of contacts you have in the system is a secondary element (as with Marketo and Pardot). With HubSpot your pricing tier will increase for every 1,000 contacts you have with the price depending on which tier you’re on.

Starter -$50 p/m

Includes

  • Dashboard
  • Basic forms
  • Contact activity
  • Contact management
  • Facebook ads
  • Removed HubSpot branding
  • Phone & email support
Basic – $200 p/m

All Starter features plus:

  • Blog & content creation tool
  • SEO & content strategy
  • Responsive designs
  • Social media publishing and management
  • Email marketing
  • Call to actions
  • Landing pages
  • SSL
Professional – $800 p/m

All Basic features plus:

  • Marketing automation
  • Lead nurturing
  • Salesforce integration
  • Dynamic content
  • Attribution reporting
  • User roles
  • A/B testing
Enterprise – $2,400 p/m

All Professional features plus:

  • Custom revenue reporting
  • Customer event reporting
  • Custom event triggers
  • Predictive lead scoring
  • Contacts reporting
  • Company reporting
  • Event-based segmentation

Ok, so which one makes sense for your business  

Hubspot Summary: 

HubSpot is a marketing-focused platform that includes marketing automation at a certain tier level. Built around a process of marketing called the inbound methodology. This helps to create helpful touch points with potential customers you want to engage with. 

Whereas many platforms integrate with others so you need multiple software licenses, HubSpot positions itself as an all-in-one system with a basic sales pipeline and dashboard integrated with the suite of marketing tools. It has (like the others) a CRM built-in with the ability to create lists, segment contacts and add sales notes, and a history of how that contact has interacted with your marketing. 

On the downside, Hubspot has created their tools for SME’s and the features in the base plans include these. Though Hubspot’s automation is good and there are several integrations with various other platforms, it is not well to be designed used in separation to its own sales and CRM modules. 

HubSpot includes email marketing, social media publishing, A/B testing of emails and landing pages, website hosting, prospect analysis, blogging, landing page creation, forms and customer segmentation.

Hur you’re on. You get phobSpot offers users an onboarding process to get the most out of the software, and their support isn’t tied to the tiene, email and chat support (if you can work within their time zones). Because HubSpot was built by marketers, you’ll find a lot of the creation tools (Landing page and email builder tools). 

Marketo Summary: 

Marketo features some very standard marketing automation tools including email marketing, landing page creation, forms, automated workflows, list management, lead scoring, visitor tracking, SEO and more.

These are the base features that come with all Marketing automation tools listed here so we will not delve into those in too much detail. 

A point of difference between Marketo versus the others, is the fact that has integrations with Salesforce, SugarCRM and Microsoft Dynamics. It does not have tight integrations with Copper so it’s likely that third party integrations and custom API integrations will need to be created.

The cost aligns with this enterprise target audience. Some may find the interface slightly outdated, but then in most corporates that is often the norm for software deployed at that level.

It’s also worth noting that Marketo is geared towards automation rather than offering automation as part of a suite of solutions. For example, you won’t be able to post social media content through the portal and you won’t be able to blog or manage a website on the platform either. Also it’s likely that the campaign manager will need to know HTML and CSS for creating responsive Landing pages and Email campaigns. 

Salesforce – Pardot Summary: 

Pardot specialises as B2B marketing automation software, that has grown after its acquisition by Salesforce. Offering campaign reporting, email automation, revenue reporting and landing pages, it ties Salesforce’s CRM and sales cloud with marketing automation. 

The software includes A/B testing, progressive profiling, AdWords integration and a visual workflow designer called Engagement Engine.

It is quite sales focused, and uses Salesforce’s Engage range of tools to connect with prospects more effectively. You get real time alerts, marketing approved email templates, drip campaigns for sales to use, and Gmail and Salesforce.com integration and reporting. Using Pardot does can also allow you to access to some market leading reports and there are direct integrations with GoodData, Google Analytics and AdWords.

Being owned by Salesforce means it’s a natural fit for many businesses already on Salesforce, but there are a few ways in which it doesn’t stack up to the competition. And with both Marketo and HubSpot having Salesforce integrations, this doesn’t give Pardot as much of an edge as it would normally. Once again, Pardot is used best within the Salesforce CRM, sales and marketing cloud, and is not as adaptable as its competitors outside the ecosystem to other systems. 

With Pardot, there isn’t a solid methodology on how to apply the technology to improve results. Instead you may find the Wizard tool encouraging a more ‘segment and send’ type of automation. As with Marketo, you will need HTML and CSS experience to create responsive designs as landing pages and emails are not natively responsive.