Top 3 Marketing Software: Comparison of HubSpot Marketing, Marketo and HasOffers

HubSpot: No. 1 Marketing Tool


Businesses, small and large have changed the way they handle marketing tasks. The advent of automation tools has remarkably improved the way businesses reach out to their target markets, turn leads into paying customers and plan and implement campaigns. So what is marketing software? The term refers to a variety of tools designed to maximize resources and get rid of monotonous tasks that marketing teams face.

Although these products do not come cheap, they are considered a sound investment for organizations who want to break into new markets. Marketing tools help businesses save precious time often wasted on manual marketing efforts, resulting in higher bottom lines. They have become so popular among businesses that the global market for marketing software is forecast to reach $35.27 billion from 2018 to 2022 at a CAGR of 14.1%.

Marketing Automation Software Market

This growth is seen to be fueled by the growth of social media, the increased popularity of mobile advertising and the uptick in the number of mobile devices. Small and medium-size businesses’ increasing adoption of the technology is also seen to drive this growth.

In this article, we take an in-depth look at the top 3 marketing software currently in the market. We compared their key features, pricing, integrations and other dimensions that would prove useful in identifying what is the best solution among the three.

top 3 marketing software tools

What are the top 3 marketing software?

1. HubSpot Marketing

First on our top 3 marketing software list is HubSpot Marketing. This robust solution is designed to help businesses unify all their marketing efforts, help foster growth among teams and boost lead conversions. It can help users design and modify their websites to be responsive to any visitor’s device without being assisted by IT professionals. You can try this solution on your own with a great free trial offered by the vendor. You can easily sign up for HubSpot Marketing free trial here.

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HubSpot Marketing won our Expert's Choice Award for 2018

HubSpot’s functionality results in the creation of visually pleasant and personalized landing pages, which can be utilized for campaigns and are able to distribute dynamic and static HTML messages. HubSpot can likewise help streamline marketing workflows, create content for publication and import data from other systems.

To further assist you in your marketing drives, HubSpot Marketing offers different SEO and social recommendations that can be used to share content with specific audiences and influencers. Users can come up with calls-to-action and personalized message to individual visitors. Strategies for generating leads can be easily created with the software’s contact forms and A/B texts as they are able to determine leads with real potential.

What’s even better about the platform is that it can ensure proper recording and examination of all customer interactions owing to its integrations with Salesforce or HubSpot CRM. These integrations results in data centralization, which makes for quick and accurate generation of reports by which one can view how your marketing efforts are impacting your profits.

2. Marketo

Popular marketing automation tool Marketo is known for being able to both streamline and simplify marketing processes, resulting in better efficiencies and increased bottom lines. This simple yet comprehensive app is highly-scalable, able to grow as your business does. It’s more than a marketing automation tool being useful in areas like customer engagement. It is highly customizable, providing users with the option of personalizing the system to their own liking.

With Marketo, businesses can come up with professional-looking templates for email even without HTML knowledge. The system is likewise very useful in email marketing, able to use actions, timing or pre-defined steps to send emails. All email sent from the platform can be embedded with social components. Users can create landing pages in a no time at all using the solution’s drag-and-drop functionality and predesigned templates. These pages can be transformed into Facebook pages with the product’s content functionalities.

Marketo is useful in lead management as well as it can collect promising leads using pre-determined parameters and criteria like sales reports, prospect behavior, demographics and product scores as basis. As a social marketing tool, Marketo can be applied in three areas–social engagement, social sharing, and social promotion. Lastly, the product uses analytics and reporting on the basis of which, reports can be crafted.

3. HasOffers

Although an equally powerful marketing solution with so much functionalities, HasOffers is limited to being a marketing performance app and does not support functions such as CRM, CMS or sales. However, this does not mean that the app is not a favorite among users, especially those who prefer exclusive marketing tools. Businesses who are already in possession of complete productivity suites are more likely to choose HasOffers.

This marketing application is designed to help users make their own mobile or desktop ad network, helping advertisers, ad agencies and networks in handling direct publisher relationships. It is capable of generating invoices, computing payouts and managing publishers, campaigns and creatives.

HasOffers is not only easy to set up, it is much easier to operate, thanks to its intuitive interface. Advertising campaigns can be created in minutes with performance advertising customized to suit every business. This is what makes the system so popular among known mobile and desktop networks aside from the fact that is able to monitor, measure and handle thousands of publishers all from a single dashboard.

Comparison of Marketing Features

Albeit not an exclusive marketing platform, Hubspot Marketing offers businesses a wide array of benefits, making it a total marketing solution and then some. This is why it is regarded as a total solution for businesses who require, marketing, sales and CRM functionalities. As it is an inbound marketing software, the tool is very useful in lead generation. However, it is not equipped to handle thousands of leads at a time, making it suitable for businesses who require lead generation through marketing automation.

Marketo, on the other hand, is designed to efficiently manage leads, from collection to assigning scores. It likewise educates users and alter content delivery, making it effective in nurturing leads. Its automated marketing features enable the system to manage thousands of leads anytime. However, unlike HubSpot, it lacks the tools for leads generation but shares the ability to automate workflows.

Meanwhile, HasOffers helps online sellers by providing valuable insights into the purchase process, enabling them to export and compare critical information on which decisions and planning can be based.

Comparison of Analytics

HubSpot Marketing has robust analytics that offer critical insights that enable users to come up with comprehensive reports, analyze customer behavior and monitor how their marketing campaigns are doing. They can likewise identify key market trends by analyzing reports in their CRM. These tools are not only beneficial, they are more importantly easy to use, so that marketers can focus on what they really are supposed to do.

Marketo’s analytics offer visibility into a companies’ marketing efforts, with users seeing the relationship between their marketing drives and changes in sales over periods of time. The app is also able to implement predictive analysis based on CRM data, digital behavior patterns and CRM data.

HasOffers, while having its own web analytics features, takes the bar a notch higher by allowing for integration with Google Analytics, enabling businesses to capture valuable insights into the performance of publishers. Its web analytics functionalities include campaign management, conversion, goal and keyword tracking and multiple site management, among others.

Comparison of Customer Support

For customer support, HubSpot is the clear winner, providing phone, email and live chat that is available 24/7. It allows for self-service through a knowledge base that can provide answers to commonly asked questions. The platform offers training programs, user guides and platform certifications to help customers achieve mastery of the solution.

Marketo’s customer support program comes in the form of email, live chat and phone, with users provided with a knowledge base. A user forum is also accessible, allowing them to discuss pertinent issues related to the software. New users are given a consultant to train them on the product’s use. Although similar to HubSpot’s, Marketo’s support program is not as comprehensive as the latter’s.

For its part, HasOffers’ customer support can greatly benefit online sellers, enabling agents to directly communicate with customers, provide online support, live training and even share support documentation. Customer support can also be accessed via email and phone.

Comparison of Integrations

As HubSpot Marketing is touted as a complete solution, it is not surprising that it has myriad integrations under its belt. Depending on what a business needs, a suitable integration is bound to be available. For instance for analytics, HubSpot integrates with databox, hotjar, Klipfolio, DataHero and Lucky Orange. For advertising, the platform integrates with AdRoll, Perfect Audience and brix, among a host of other applications. A software with integrations as comprehensive as this is bound to benefit any business.

Marketo prides itself in being able to seamlessly integrate with most CRM solutions. These include Salesforce, Microsoft Dynamics, Netsuite, Oracle, SAP Cloud for Sales and SugarCRM. Meanwhile, HasOffers offers integrations with different third-party applications, including Google AdWords, LimeLight CRM, Shopify, Atlas, Invoca, Google Checkout, Magento, 3DCart and Atlas, to name a few.

Comparison of Pricing Plans

HubSpot Marketing is being offered on a variety of pricing models. These include a free plan, which comes with all the basic functionality of the program. It is limited in features but is generally recommended for new users and compact teams. And then there is the Starter plan, which comes for $50/month (all packages are billed annually). It comes with all the basic features such as lead tracking and customizaton. The Basic package, meanwhile, starts at $200 per month and a $600 one-time onboarding fee. It allows for 1,000 contacts and 3,000 visitors per month. For additional 1,000 contacts, users are charged an additional $100 per month. The Pro plan comes for $800 per month plus and an additional $3,000 onboarding fee. It likewise allows for 1,000 contacts and unlimited site visits. For additional 1,000 contacts, users are charged $10 per month. Lastly, the Enterprise model comes for $2,400 per month and a $5,000 onboarding fee. It includes unlimited site visits and 10,000 contacts. For additional 1,000 contacts, users are charged $10/month. Under this plan, additional features such as reporting, lead scoring and advanced reports generation are included.

Marketo, on the other hand, is being offered on a price-quote basis. These offerings are based on a number of bundles for the required solution. Such bundles include email marketing, lead management, consumer marketing, customer base marketing and mobile marketing.

HasOffers, meanwhile, is being offered in three SMB and enterprise pricing plans. These include the Professional plan, which comes for $279/month. It comes with 100 offers and unlimited users, 300,000 gross clicks/month, limited API, email support, a publisher interface and Mail Room access. The Enterprise plan, on the other hand, can be purchased for $7.99/month. It comes with unlimited offers and users, 1 million gross clicks/month, a complete 2-way API, phone chat and email support, a publisher interface, access to Mail Room, fraud detection and alerts and support for international currencies and languages. Lastly, the Elite plan is quote based, providing infinite clicks/month, custom API support, premium support and all feature access.

Comparison of Mobile Support

All three platforms are ideal for use by remote and decentralized marketing teams as they support mobile devices. However, HubSpot again tops the list owing to its support of all mobile devices, including those running on Android, iOS and Windows Mobile. Meanwhile, desktop versions is also an area where HubSpot Marketing stands out, supporting every type of machine currently in the market. Marketo , although designed to run on Windows and Mac does not support Linux systems. HasOffers comes close to HubSpot Marketing, supporting systems like Android, iOS, Windows, Linux, Mac and Web-based.

Our Final Verdict

As marketing tools, all three solutions have been found to perform well. However, our experts conclude that HubSpot shines the brightest in terms of marketing functionality. Although Marketo has the ability to manage massive numbers of leads, HubSpot is still the one with the tools needed to automatically generate leads, which is a must for any such software. As for HasOffers, the app allows users to export and compare important data by gaining valuable insights into the purchase process.

In the area of analytics, HubSpot also dominates although Marketo shares such feature. What clinches it for the former is its ease of use. Users do not necessarily have to have solid IT backgrounds to be able to efficiently operate the system. Marketo offers analytics, which are very useful although a bit limited compared to HubSpot. HasOffers’ web analytics tools include features such as campaign management, keywords, goals, and conversions tracking. Its integration with Google Analytics provides users with insights into publisher performance.

The three software solutions have very similar customer support programs but HubSpot undeniably large environment certainly begets the more comprehensive support. HasOffers just like Marketo, offers limited support access but is seen to help online sellers as it promotes direct customer communication. As for their pricing, HubSpot and HasOffers anchor their pricing based distinct plans. Marketo, on the other hand, bases its models on a number of service category bundles.

For mobile support, HubSpot once again tops the list, supporting virtually any device such as Windows Mobile, iOS and Android. Its desktop versions likewise stand out, supporting every platform there is. Marketo, although designed to run on Windows and Mac does not support Linux systems. HasOffers comes close to HubSpot Marketing, supporting mobile systems like Android, iOS and machines running on Windows, Linux, Mac, and Web-based.

We highly recommend that you try out free trials of HubSpot Marketing and all other this solutions first, just to see how each tool works in action. You can easily sign up for HubSpot Marketing free trial here.

Category: B2B News

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