While Marketo also has an excellent user interface with intuitive dashboards and navigation, it's trickier to get around than the simplicity of Hubspot.
There's no doubt that Marketo has a slightly more 'grown up' business analyst feel than Hubspot. When I use Marketo, I could almost be using Tableau, Alteryx, or some other sophisticated data heavy tool like that. Hubspot is more intuitive with step by step guides to use. Marketo is part of Adobe and is a great tool to use for digital marketing, b-2-b lead generation, as part of your organisation or digital marketing company.
In addition to better analytics than Hubspot, Marketo also has the advantage of being part of Adobe. Any marketer knows the power of Adobe, from photoshop through to Dreamweaver and it's stock pictures. It is a Marketing one-stop-shop.
Adobe acquired Marketo, paying US$4.75 billion back in 2019. The B2B marketing automation player is now part of the Adobe Experience Cloud, providing a strong B2B marketing automation platform to join the enterprise martech stack.
Marketo’s UX is focused more on larger enterprises where certain users within an organization, rely on specific areas of the platform. For enterprises that need deep analytics and workflows, Marketo may be the better product than others like Active Campaign, Hubspot or Pardot.
Marketo is also one of those 'teams' like Eloqua, that certain marketers love. It's like being a diehard Miami Dolphins fan, or supporting Fulham FC. You stand by your platform, come hell or high water.