Benchmarking of marketing automation software

Captivea LLC, Sebastien Riss

Are you about to equip yourself with automation marketing software to take your marketing and sales departments to the next level? Wise decision! Now all you have to do is choose the right solution.

Can't figure out which one is best for you? Damn it! In this case, I suggest that we study the overview of the main automation marketing tools together... You can then decide with all the information.


logo hubspot
logo Mautic
logo Marketo


logo salesforce pradot
logo odoo

Product

  • Creation date
  • Proprietor
  • Target
  • Clients                                                           
  • User Community

Hubspot

  • 2005
  • Hubspot
  • B2B
  • SMEs, Agencie                                                   
  • 34,000 customers

Mautic

  • 2014
  • Mautic
  • B2B and B2C
  • Very small businesses, SMEs, Agencies
  • + 50,000 companies

Marketo

  • 2006
  • Adobe
  • B2B and B2C
  • SMEs, Large Accounts                    
  • 5,000 customers

Pardot

  • 2006
  • SalesForce
  • B2B
  • SMEs, Large Accounts                     
  • -

Odoo

  • 2004
  • Odoo
  • B2B and B2C
  • Small business, SMEs, Large Accounts
  • 3 million users

The basic features

Product

  • Scenario and campaign management              
  • Scoring                                                                                                                                                               
  • Tracking                         
  • Segmentation
  • HTML editor                                                      

Hubspot

  • Easy to learn, overview well mastered                    
  • Default model or build your own, easy to manage in the parameters                                                   
  • Website, emails and IP address detection
  • Yes
  • Yes, efficient with the
    ability to create
    templates
  • Try it now

Mautic

  • Workflows built in the form of a tree structure, fairly easy to use
  • System of points and actions resulting from it, to be managed from the campaigns or the dedicated space
  • Website, emails and IP address detection
  • Yes
  • Yes, efficient with the
    ability to create
    templates
  • Try it now

Marketo

  • Also in tree mode, no overview                                                       
  • Default model or to build yourself, possible import of models                                                               
  • Website, emails and IP address detection
  • Yes
  • Yes, efficient with the
    ability to create
    templates
  • Try it now

Pardot

  • Intuitive solution at first sight but whose subtleties must be understood
  • Predefined but customizable templates, to be managed from the parameters                    
  • Website, emails and IP address detection
  • Yes
  • Yes, efficient with the
    ability to create
    templates
  • Try it now

Odoo

  • Easily accessible features. Easy to use and easy to use            
  • Possible in CRM based on demographic and behavioral criteria.                                           
  • Website, emails with UTM
  • Yes
  • Yes, efficient with the
    ability to create
    templates
  • Try it now

Advanced features

Product

  • Multilingual             
  • Rights management
  • CRM integration                                                
  • Interface languages                                                                                                                                                                                 

Hubspot

  • Yes
  • Yes
  • Yes, perfect with Hubspot CRM, more complex with others
  • Yes
  • 6 languages (English, Brazilian, Portuguese, French, German, Japanese and Spanish)

Mautic

  • Yes
  • Yes
  • Perfect with all CRMs thanks to open source
  • Yes
  • 22 languages (French,English, German,Chinese, Spanish,Japanese, Portuguese,Czech...)

Marketo

  • Yes
  • Yes
  • Yes, perfect with market-leading CRM
  • Yes
  • 6 languages (English, French, German, Japanese, Portuguese and Spanish)                     

Pardot

  • Yes
  • Yes
  • Yes, perfect with Salesforce, more complex with others
  • Yes
  • English                                                                                                                                

Odoo

  • Yes
  • Yes
  • Yes, perfect with CRM and Odoo websites
  • Yes
  • 79 languages (English,Spanish, French,Chinese, Dutch,German, Italian,Portuguese,...

Getting Started

Product

  • Ergonomics
  • Editor resource            
  • Geographical location of servers
  • GDPR compliance   

Hubspot

  • +++
  • Very many resources 
  • US                                    
  • Yes

Mautic

  • ++
  • Very many resources and user community 
  • US or at any integrator
  • Yes

Marketo

  • -
  • Some resources and tutorial videos
  • Europe / US / Asia
  • Yes                               

Pardot

  • --
  • Few resources           
  • US                              
  • Yes

Odoo

  • +++
  • Very many resources and user community
  • BE / US or at any integrator
  • Yes

Prices

Product

  • small and medium-sized enterprises (about 3,000 contacts)
  • medium-sized and intermediate companies (about 10,000 contacts)
  • Intermediate size company and major accounts ( more than 10,000 contacts)

Hubspot

  • from $50 / month                                                                             
  • $840 / month                                                                                   
  • $ 3350 / month                                                                                     
  • Buy now

Mautic

  • Free license                                                                                       
  • Free license                                                                                        
  • Free license                                                                                             
  • Buy now

Marketo

  • -                                                                                                            
  • $10,000 / year                                                                                    
  • $ 15,400 / year                                                                                               
  • Buy now

Pardot

  • $ 1,000 / month                                                                                     
  • $ 2,000 / month                                                                                        
  • $ 3,000 / month                                                                                        
  • Buy now

Odoo

  • $ 24.00 / month / user                                                                 
  • $ 24.00 / month / user                                                                 
  • $ 24.00 / month / user                                                                
  • Buy now

Our viewpoint

Hubspot

  • Ergonomic and efficient solution. Many useful features, excellent marketing content to inform/train. This solution quickly becomes expensive if you have a large contact base.
  • Try it now

Mautic

  • High-performance, open-source solution allowing for customization and strong IS integration                                                                                                                                           
  • Try it now

Marketo

  • Very complete and efficient solution but at very high prices. Ergonomics and UX are not always there.                                                                                                                                       
  • Try it now

Pardot

  • Powerful and quite complete solution, but expensive and complicated to handle and with limited editor resources.                                                                                                 
  • Try it now

Odoo

  • Recent but promising solution, especially for the possibility of connection with the entire Odoo universe: ERP, CRM, Billing, HR etc.                                                                               
  • Try it now

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