As Microsoft advances with marketing automation, we compare Dynamics 365 vs HubSpot and which is right for your organisation.
As marketing automation and CRM technologies continue to converge, businesses are increasingly evaluating Dynamics 365 vs HubSpot to determine which platform better aligns with their marketing and customer engagement strategies. In this comparison, we examine both platforms across pricing, features, integration, reporting, and more to help organisations make a more informed decision.
Dynamics 365 vs HubSpot: Overview
Both Microsoft Dynamics 365 Customer Insights (formerly Dynamics 365 Marketing) and HubSpot are powerful platforms designed to streamline marketing operations, enhance customer engagement, and support growth. However, they cater to slightly different business needs.
- Dynamics 365 is part of Microsoft’s broader business ecosystem and integrates seamlessly with tools like Outlook, Teams, SharePoint, and Power BI, offering more control and scalability
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HubSpot is known for its intuitive interface and fast time-to-value for marketing teams looking for an all-in-one platform.
Feature Comparison: Dynamics 365 vs HubSpot
| Feature | Dynamics 365 Customer Insights | HubSpot Marketing Hub |
|---|---|---|
| Email & Campaign Automation | ✔ Yes, drag-and-drop editor | ✔ Yes, with pre-built templates |
| Lead Scoring & Nurturing | ✔ Advanced journey control | ✔ Yes, with workflows |
| CRM Integration | ✔ Native with D365 Sales | ✔ Built-in CRM, but contact-focused |
| AI & Personalisation | ✔ Real-time journey orchestration | ✔ Basic AI features |
| Event Management | ✔ Fully integrated | ✖ Requires third-party tools |
| Billing & Invoicing Support | ✔ Part of wider CRM capabilities | ✖ Not supported |
Dynamics 365 provides a more complete business solution by combining advanced marketing features with mature CRM capabilities. HubSpot, while powerful in campaign management, lacks some of the operational depth required by larger or more complex organisations.
Reporting and Data Insights
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HubSpot provides user-friendly dashboards and reporting for campaign tracking but is often limited in customisation unless you upgrade or purchase add-ons.
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Dynamics 365 integrates directly with Power BI, giving marketers advanced data modelling, segmentation, and reporting flexibility that scales with business needs.
However, with Dynamics 365 Microsoft has taken a slightly different track in developing a marketing automation solution. Rather than the more glossy appearance, it's focused on enhancing control of user journeys – including the ability to shape this in real-time. This functionality has excited many marketers (notably those who target in-market audiences) as they’re able to direct prospects along more personalised journeys. This, in turn, can help increase conversions through more relevant content and touchpoints.
Dynamics 365 Customer Insights pairs intuitively with Dynamics 365 Sales - a market-leading sales CRM solution. This combination means that data on every marketing interaction is available to sales teams - and vice versa. Overall, this means overall an organisation can have smarter conversations with its prospects and customers.
Dynamics 365 vs HubSpot: Integration
There’s no hiding that integration remains a point of contention for HubSpot.
Linking a mature CRM system to HubSpot can be a nightmare of data and field alignments – a process that can conceivably take weeks. This carries a not-inconsiderate time and financial cost (partly explaining why HubSpot has been keen to develop CRM functionality to keep users within its system).
In contrast, if an organisation is already using Dynamics 365 Sales then it can integrate Dynamics 365 Customer Insights in just a couple of hours. Data can then also flow across wider Dynamics 365 module integrations.
And the integration potential of Dynamics 365 goes far wider: applications including Microsoft 365, Teams, LinkedIn and Power Platforms all work with and can enhance the platform, delivering new levels of data insight.
Customisation and Scalability
Dynamics 365 is ideal for businesses looking for custom workflows, multi-department use, and long-term scalability. It supports tailored customer journeys and can evolve with your business processes over time.
HubSpot is better suited for small to medium-sized teams who want simplicity, fast setup, and fewer IT dependencies—but with some limitations on customisation and flexibility.
Cost Comparison
| Cost Factor | Dynamics 365 Marketing | HubSpot Marketing Hub |
|---|---|---|
| Starting Price | £1,307.20 per tenant/month (unlimited users) | From £702/month (for 3 users) to £3,000+ pm (5 users+) |
| User-Based Pricing | No (based on tenant) | Yes, often increases with contacts/users |
| Implementation Cost | Typically higher, tailored setup | Lower, standard onboarding |
While HubSpot may appear cheaper initially, Dynamics 365 can offer better value in the long term, especially for businesses that need robust integration with sales and finance.
Dynamics 365 vs HubSpot: Which Should You Choose?
Choose HubSpot if:
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You're a small to medium business with simple marketing needs
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You prefer a fast setup with pre-built tools
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You don’t require deep CRM or ERP integration
Choose Dynamics 365 if:
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You’re a growing or enterprise-level organisation
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You need full control over marketing and sales data
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You want a platform that integrates deeply across departments and tools
When comparing Dynamics 365 vs HubSpot, the right choice comes down to your business's size, complexity, and long-term strategy. Dynamics 365 offers the scalability and control needed for enterprise operations, while HubSpot provides an approachable entry point for leaner marketing teams.
Looking to explore Marketing solutions for Dynamics 365 in more detail? Contact us to arrange a demo or speak with a consultant about what Microsoft Dynamics can deliver for your marketing strategy:
