Brandwave

Adobe Marketo Engage vs HubSpot:Which is more popular?

In September 2026, HubSpot had more branded searches than Adobe Marketo Engage among marketing automation platforms worldwide. HubSpot had about 1.5 million branded searches, while Adobe Marketo Engage had 1,300. HubSpot made up 55.9% of all marketing automation platform searches we track, and Adobe Marketo Engage accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about marketing automation platforms, HubSpot appeared in all four answers and Adobe Marketo Engage in three. HubSpot was mentioned before Adobe Marketo Engage in every answer.

Among marketing automation platforms worldwide in September 2026

Who do people search for more?

HubSpot, about 1167 searches for every 1 for Adobe Marketo Engage

HubSpot 1.5M searchesAdobe Marketo Engage 1.3K searches

Who does AI mention more?

HubSpot, mentioned in every answer we collected

HubSpot in 4 of 4Adobe Marketo Engage in 3 of 4

Who does AI recommend more?

HubSpot, named ahead of Adobe Marketo Engage in every answer

HubSpot first in 4Adobe Marketo Engage never first

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Top marketing automation platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, HubSpot appeared in all four answers. Adobe Marketo Engage was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. HubSpot was listed before Adobe Marketo Engage in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. HubSpot1st
  2. ActiveCampaign2nd
  3. Brevo3rd
  4. Klaviyo4th
  5. Adobe Marketo Engage5th
  6. Ortto–
  7. Keap–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • HubSpot4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • ActiveCampaign4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Brevo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Klaviyo3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Adobe Marketo Engage3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Ortto0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Keap0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about marketing automation platforms

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Adobe Marketo Engage or HubSpot more popular in search?

This chart shows how often people search Google for Adobe Marketo Engage and HubSpot by name. Each line represents a brand's share of searches for all seven marketing automation platforms we track, month by month, from English-language searches worldwide.

Adobe Marketo Engage and HubSpot among marketing automation platforms worldwide, by month

Share of searches by month for HubSpot, Adobe Marketo Engage. The figures are in the table below the chart.

View monthly share of searches table
MonthHubSpotBrevoKlaviyoActiveCampaignOrttoAdobe Marketo EngageKeap
Oct 202561.1%22.1%12.2%4.4%0.1%0.05%<0.01%
Nov 202556.6%25.2%13.9%4.1%0.09%0.05%<0.01%
Dec 202553.7%29.1%13.1%3.9%0.1%0.05%<0.01%
Jan 202661.6%22.4%12.3%3.7%0.08%0.04%<0.01%
Feb 202656.6%25.3%13.8%4.1%0.09%0.06%<0.01%
Mar 202658.7%26%11.7%3.5%0.09%0.06%<0.01%
Apr 202658.9%26.2%11.8%2.9%0.17%0.04%<0.01%
May 202654%29.4%13.2%3.2%0.11%0.04%<0.01%
Jun 202659%26.2%11.8%2.9%0.07%0.05%<0.01%
Jul 202654.2%29.7%13.3%2.7%0.08%0.04%<0.01%
Aug 202657.3%25.7%14.1%2.8%0.09%0.05%<0.01%
Sep 202655.9%30.5%11.2%2.2%0.07%0.05%<0.01%

How has the Adobe Marketo Engage and HubSpot comparison changed over the last 12 months?

3 findings

How did search popularity change for marketing automation platforms worldwide in September 2026?

1 change

  1. In September 2026, HubSpot lost share of searches among marketing automation platforms worldwide, from 57.3% to 55.9%.

How are branded searches counted?

22 search terms

Brandwave collects information about searches that people make online using Adobe Marketo Engage’s and HubSpot’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Adobe Marketo Engage

1 branded search term

  • adobe marketo engage

HubSpot

21 branded search terms

  • crm hub spot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm system
  • hubspot customer relationship management
  • hubspot forms
  • hubspot landing pages
  • hubspot marketing crm
  • hubspot operations hub
  • hubspot sales
  • hubspot sales hub
  • hubspot sales software
  • hubspot service hub
  • sales crm hubspot

How the Brand Demand Index is measured

Other head-to-heads among marketing automation platforms

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