Marketing Automation
Software for Connected
Customer Experiences
A Buyer’s Evaluation Guide

Marketing Hub Enterprise vs. the Competition1

Executive Summary

New research shows:

1/374%

The average marketing leader
loses one third of their week (or13 hours) to manual, operationaltasks174% of marketing teams havesiloed workflows and disjointed
processes2

60%

85%

60% of marketers use 20+ tools
on a regular basis3

85% of brands believe they offer
personalized experiences, but
only 60% of consumers agree4

The disconnect is real — and it extends across data and systems, to the people wewant to connect with most.

2

After meeting with thousands of customers, we see
three challenges for marketers who want to spend lesstime, money, and resources consolidating data andsystems and more time building deeper connections:

Challenge #1

Challenge #2

Challenge #3

A cobbled techstack

Competition for
consumer attention

Incomplete marketingdata

Makes it impossible to
track real-time customer
behavior (or bridge gaps
between point solutions)

Makes it hard to rise
above the rest (andcreate relationshipsthat last)Makes it hard to be
strategic (or showtangible return oninvestment)

Solution #1
OptionTotal Cost Products Required

HubSpot$Salesforce$$$

CustomBehavioral
EventsSolution #2

Solution #3

Programmable
EmailMulti-Touch
Revenue
Attribution

Marketing Hub EnterpriseMarketing Cloud Corp
Pardot Plus
Eloqua Standard

Eloqua$$$$Oracle Content Marketing Basic
Cloud
Oracle Unity

Marketo$$$Marketo Engage Prime
Bizible*Dynamics 365 Marketing

Microsoft
Dynamics$$$

Dynamics 365 Customer Insights
Power BI

*Bizible required for attribution models other than even split3

Challenge #1
Without a single source of truth, you can’t track real-time customer behavior acrosssystems — or easily deliver a remarkable, end-to-end experience.
Solution

How It Works

HubSpot

Custom Behavioral Events can be tied to contacts, which can then be used
across HubSpot’s tools (including list segmentation, automation, and theCRM timeline).

Software: Marketing Hub
Enterprise
Feature: Custom Behavioral
EventsThis API allows you to bring event data from outside of HubSpot, such as
app and product usage, and use it inside the platform. This will require adeveloper to set up.

Price: $Pro Tip: Use Operations Hub to integrate all your data throughHubSpot and power even more accurate and precise targeting,segmentation, and personalization — either via HubSpot’s
industry-leading no-code integrations or bespoke custom
integrations built using Programmable Automation.

Salesforce
Software: Marketing Cloud Corp
Using Journey Builder
Feature: API Event in Journey
Builder

Custom Behavioral Events use the API event in Journey Builder to connect
the journey canvas to an API used to admit contacts into a journey. When
the API fires an event, the contacts entering the journey are stored in aMarketing Cloud data extension.
This event type requires some development work to configure an API.

Price: $$EloquaCustom behavioral events must be manually uploaded using a file thatcontains external event activity.

Software: Eloqua Standard andthe Oracle Infinity Behavioral
Intelligence Add-On

Oracle Infinity Behavioral Intelligence uses an Oracle CX tag to track
behavior across Oracle assets.

Feature: Manual Upload
Price: $$$$

MarketoSoftware: Marketo Engage Prime

Custom Data Events sends custom events for tracking and real-time
personalization. It can be used to send third-party data, or to trigger yourown custom event based on the visitor behavior.

Feature: Custom Data Events andWebsite Personalization

You must become a Web Personalization customer and have the RTP tag
deployed on your site prior to using the User Context API.

Price: $$Microsoft Dynamics

Uses Custom Event Triggers to conduct behavioral analytics.

Software: Dynamics 365
MarketingCustom events require collaboration between marketing users and adeveloper team. The latter will be responsible for integrating small snippetsof code in systems to trigger the event.

Feature: Custom Event Triggers
Price: $4

Challenge #2
Competition for consumer attention makes it hard to rise above the rest — and retain
customers for the long haul.
SolutionHow It Works

HubSpot

Draw on large amounts of data stored in a custom object or HubDB andeasily flex that data into a customizable template — without having to create
multiple templates to match targeting.

Software: Marketing Hub
Enterprise
Feature: Programmable EmailPrice: $Programmable Emails allow you to use advanced HubDB syntax to fully
individualize your email content at scale and deliver hyper-relevant
information targeted to specific audiences. Structured data sources andcustom objects can be included in programmable emails.

Pro Tip: Use Scheduled Triggers in Operations Hub to send hyperpersonalized programmable emails on a recurring basis. If you’reheading up marketing for a real estate company, for example,
help agents send out a newsletter with personalized listings everyweek. If you’re in e-commerce, circulate a monthly digest withpersonalized product recommendations.

Salesforce
Software: Marketing Cloud Pro

In Content Builder, the Dynamic Content block allows content to be
displayed according to rules based on subscribers’ attributes or data
extension column values.

Feature: Dynamic Content
in Content Builder
Price: $Eloqua

Dynamic Content allows you to create email content that changes based onspecific rules and conditions.

Software: Eloqua Standard andOracle Content Marketing Basic
Cloud Service

For example, you could personalize an email with the recipient’s sales rep
information based on the city, state, country, or region specified in thecontact’s profile.

Feature: Dynamic Content
in Design Editor
Price: $$$$

MarketoSoftware: Marketo Engage
Feature: Dynamic Content using
Marketing-Insights Service
Price: $$$Microsoft Dynamics
Software: Dynamics 365
Marketing and Customer Insights
Feature: Dynamic Content
in Marketing-Insights Service

Create a segmentation to create Dynamic Content in Email Editor.
Marketo includes the following warning. “CAUTION: The number of dynamic
content elements allowed is not unlimited. While there is no specific numberlimit (it can vary based on the combination of content), overusing dynamic
content can negatively affect the email’s performance. We recommend
keeping the amount of dynamic content elements used to under 20 peremail.”Dynamic Content uses Expressions created by Assist Edit to mergeinformation from the recipient’s contact record, place special links, and placeinformation and links from the content settings.
In order to create dynamic content based on conditions or segmentations,code must be used.

Price: $$5

Challenge #3
Gaps in marketing data lead to uninformed decision making — and make sustainable,
strategic growth tricky at best.
Solution

How It Works

HubSpot

Choose from nine attribution models to recognize your team for creating themoments that matter most in the customer journey — no custom analytics
skills required.

Software: Marketing Hub
Enterprise
Feature: Multi-Touch Revenue
Attribution
Price: $Rather than looking at simple reporting, HubSpot’s Multi-Touch Revenue
Attribution makes it possible to identify end-to-end areas of opportunity.
Enjoy access to every interaction customers have with your brand — whether
they happen on your website, in a custom app, or any other marketingchannel.
Pro Tip: Use Marketing Hub with Operations Hub to take yourreporting to the next level. Run advanced calculated fields in yourreports and track custom KPIs like date differences (e.g. timeto first MQL), first conversion, email engagement rates, profit
margins, and more.

Salesforce
Software: Pardot Plus andSalesforce (Any Edition)
Feature: B2B Marketing Analytics
and Campaign Influence Builder
Price: $$$Pardot and Salesforce need to be integrated using Connected Campaigns,
and customizable Campaign Influence Objects in Salesforce’s settings need
to be set up.
This solution requires:• Salesforce Leads• Salesforce Opportunities• Salesforce Campaigns and Parent Campaigns• Pardot Campaigns
In Salesforce the following data is available:• Influence of each campaign that led to deal• Influence of opportunities on the campaign
Pardot has three multi-touch revenue attribution models in theout-of-the-box B2B Marketing Analytics dashboard: First touch, even
distribution, and last touch.

EloquaDefinite parameters for a multi-touch attribution data science model in theOracle Unity Intelligence Workbench.

Software: Eloqua Standard
and Oracle Unity
Feature: Intelligence Workbench
EditorPrice: $$$$

MarketoSoftware: Marketo Engage Selectand Bizible

Marketo Advanced BI Analytics ($$$): Even split model only.
Marketo Performance Insights (included): Even split model only.
Bizible ($$$): U-shape, W-shape, full-path, custom, machine learning, etc.

Feature: Marketo Advanced BI
Analytics OR Marketo Performance
Insights OR Bizible
Price: $$$Microsoft Dynamics

No out-of-the-box capabilities; requires a custom-built model using a PowerBI dashboard.

Software: Dynamics 365
Marketing and Power BI
Feature: Custom-Built Dashboard
in Power BI
Price: $$6

Grow Better, Connected.

Marketing Hub Enterprise
makes it possible
Leader in the 2022 Gartner® Magic Quadrant™
for B2B Marketing Automation Platforms

Many Tools Cobbled

One Tool Crafted

In the past, marketers needed torely on multiple software solutions
to meet their growth goals.

Marketing Hub Enterprise makes it
possible to reduce your total costof ownership, build more durable
connections, and unlock better
value as you scale.
Learn more7