Adobe Experience Manager vs HubSpot CMS

Adobe Experience Manager vs HubSpot CMS


Welcome to our comprehensive comparison guide between two leading content management systems: Adobe Experience Manager and HubSpot. This guide is designed to assist digital leaders and decision-makers in evaluating which CMS will best fit their organization's needs. Both systems offer a range of features and capabilities, so it's crucial to delve into the details to determine which CMS aligns with your requirements. We will thoroughly examine various aspects such as design, content management, collaboration, performance, customization, SEO, security, and support. Let's dive into the comparison and help you make an informed decision.

Foundations of CMS

When comparing Adobe Experience Manager (AEM) and HubSpot, it's important to consider their foundations as content management systems.

Adobe Experience Manager: AEM is a powerful enterprise-level CMS that combines content management, digital asset management, and digital marketing capabilities. It is built on a Java-based architecture, providing flexibility and scalability for large organizations with complex requirements. AEM emphasizes seamless integration with other Adobe products, making it an attractive option for businesses already invested in Adobe's suite of marketing tools.

HubSpot: HubSpot, on the other hand, is a comprehensive all-in-one marketing platform that includes a CMS. HubSpot CMS is designed with ease of use in mind, focusing on providing a user-friendly interface for marketers and small to medium-sized businesses. It offers various marketing features, including lead generation, email marketing, and customer relationship management. HubSpot CMS is built on a modern cloud infrastructure, ensuring reliability and accessibility.

Both AEM and HubSpot have their unique strengths and target different types of organizations. Let's explore key considerations in more detail.

Scalability: AEM is renowned for its ability to handle large-scale enterprise websites with complex structures and high volumes of content. It provides robust multi-site management, allowing organizations to efficiently manage multiple websites under one umbrella. HubSpot CMS, while also scalable, is better suited for smaller to medium-sized businesses that require a user-friendly platform with built-in marketing capabilities.

Integration: When evaluating CMS options, it's important to assess how well they integrate with other tools and systems used within your organization. AEM excels at integration, especially with other Adobe products like Adobe Analytics and Adobe Campaign. HubSpot CMS, being part of the broader HubSpot ecosystem, seamlessly integrates with HubSpot's marketing automation features, enabling marketers to leverage data-driven insights for personalized campaigns.

Cost: The cost of ownership is an essential consideration for any CMS. AEM is typically considered a higher-priced solution, especially for large enterprises, due to its robust feature set and customization options. HubSpot offers a range of pricing tiers, making it more accessible for smaller businesses, with the ability to scale up as the organization grows.

Understanding the foundations of AEM and HubSpot is crucial in evaluating their suitability for your organization. In the following sections, we will delve into specific features and capabilities of each system to help you make an informed decision.

Design & User Experience

When it comes to the design and user experience of a CMS, both Adobe Experience Manager (AEM) and HubSpot prioritize creating visually appealing and intuitive interfaces. Let's explore how these two systems approach design and user experience.

Adobe Experience Manager:

AEM offers extensive design capabilities that empower users to create unique and engaging web experiences. With its powerful authoring environment, users have the flexibility to design pages using drag-and-drop components, templates, and content fragments. AEM's component-based approach enables users to build modular content layouts and easily reuse them across the site.

Moreover, AEM provides a responsive design mode, allowing content authors to preview and optimize web pages for different devices and screen sizes. This feature is crucial in today's mobile-driven world, as it ensures an optimal user experience across various devices.

In terms of customization, AEM provides deep-level control over the look and feel of websites. Developers can leverage Adobe's robust set of tools, such as Adobe Experience Manager Sites and Adobe XD, to create and customize templates, themes, and stylesheets to align with their brand identity.


HubSpot CMS places a strong emphasis on ease of use and providing a seamless experience for marketers and non-technical users. The system offers a user-friendly drag-and-drop editor that enables users to create and edit web pages without any coding knowledge.

HubSpot also provides a library of pre-built templates and modules, allowing users to kickstart their design process. These templates are designed to be responsive and can be customized to match the brand's visual identity.

Additionally, HubSpot's design tools integrate smoothly with the rest of the platform, allowing users to incorporate personalized content, calls-to-action, and forms effortlessly. The WYSIWYG (What You See Is What You Get) editor makes it easy for users to visualize the final output as they create and edit content.


Both AEM and HubSpot offer powerful design capabilities, but there are some key differences to consider.

AEM's focus on customization and deep-level control provides greater flexibility for organizations that require intricate design elements and a highly tailored web presence. It is a preferred choice for companies with complex design requirements or those who want to leverage Adobe's suite of design tools.

HubSpot, on the other hand, prioritizes simplicity and ease of use. It is an excellent choice for marketers or small to medium-sized businesses that prioritize speed and agility in web design without sacrificing quality. HubSpot's extensive template library, drag-and-drop editor, and seamless integration with marketing features make it a user-friendly option for those without advanced design skills.

Ultimately, the choice between AEM and HubSpot for design and user experience depends on your organization's preferences, resources, and level of design expertise.

Content Management

Content management is a critical aspect of any CMS, as it dictates how efficiently and effectively you can create, manage, and distribute content across your website. Let's explore how Adobe Experience Manager (AEM) and HubSpot stack up in terms of content management capabilities.

Adobe Experience Manager:

AEM offers a robust and comprehensive content management system that caters to the needs of large enterprises with complex content requirements. With AEM, users can create, edit, and publish content through a user-friendly interface, providing both technical and non-technical users the ability to contribute to the website's content.

One of AEM's standout features is its ability to manage digital assets effectively. It provides advanced digital asset management capabilities that allow users to organize, search, and deliver a wide range of media assets, including images, videos, and documents. AEM's integration with Adobe Creative Cloud makes it seamless to collaborate between designers and content authors, ensuring a smooth workflow.

AEM also offers strong localization and translation support, enabling organizations with a global presence to easily manage and translate content into multiple languages. This feature streamlines the localization process and ensures a consistent user experience across different regions.


HubSpot's content management capabilities are designed to cater to the needs of marketers and small to medium-sized businesses. HubSpot CMS offers a user-friendly interface that allows marketers and content creators to easily create, edit, and publish content without requiring technical expertise.

With HubSpot, users have access to a flexible content editor that supports a wide range of content types, such as blog posts, landing pages, and website pages. The system provides a user-friendly interface for managing content, allowing users to organize and categorize content for easy retrieval.

HubSpot CMS also offers SEO recommendations and tools that guide users in optimizing their content for search engines. This feature helps improve the website's visibility and organic traffic.


When comparing AEM and HubSpot in terms of content management, it's important to consider the specific needs of your organization. Here are some key points to consider:

AEM's advanced content management capabilities make it a preferred choice for large enterprises with multiple websites or complex content structures. It excels in managing digital assets, allowing organizations to efficiently handle a large volume of rich media assets. Additionally, AEM's strong localization support is beneficial for global organizations.

HubSpot CMS, on the other hand, is geared towards marketers and small to medium-sized businesses. It offers a user-friendly interface and easy-to-use content editor, empowering marketers to create and manage content without relying on IT resources. HubSpot's built-in SEO recommendations and tools also make it a valuable choice for organizations focused on optimizing their content for search engines.

In summary, AEM is well-suited for enterprise-level organizations with complex content requirements and a need for robust asset management capabilities. HubSpot CMS is ideal for marketing-focused organizations that prioritize ease of use and integration with other marketing tools.

Collaboration & User Management

Effective collaboration and user management are crucial aspects of a content management system (CMS) that allow multiple team members to work together efficiently. Let's explore how Adobe Experience Manager (AEM) and HubSpot compare in terms of collaboration and user management capabilities.

Adobe Experience Manager:

AEM is designed to support collaboration among teams, enabling users to work together on content creation, editing, and publishing. It offers role-based access control, allowing administrators to define user roles and permissions. This ensures that each team member has appropriate access levels and capabilities based on their responsibilities.

With AEM's built-in workflow engine, teams can easily create and manage content workflows. The workflow engine allows users to define the content approval process, ensuring that content goes through the necessary review and approval stages before being published. This helps maintain quality control and ensures that content meets the organization's standards.

AEM also provides collaboration features such as commenting and versioning, allowing team members to provide feedback on content and track changes over time. These features enhance communication and streamline the content creation process.


HubSpot CMS offers several collaboration and user management features to facilitate teamwork and streamline content creation. It provides role-based access control, allowing administrators to define user roles and permissions, ensuring that team members have appropriate access to create, edit, and publish content.

HubSpot also offers content collaboration tools such as a built-in commenting system, allowing users to provide feedback directly on specific pieces of content. This feature helps streamline the review process and ensures that all feedback is easily accessible.

Furthermore, HubSpot provides a content calendar that allows team members to visualize and plan content creation and publication. The calendar provides an overview of scheduled content, ensuring that everyone is aligned and aware of upcoming tasks and deadlines.


Both AEM and HubSpot offer collaboration and user management features, but there are some key differences to consider:

AEM's focus on enterprise-level capabilities makes it a robust choice for organizations with complex collaboration needs. Its advanced workflow engine and extensive user management options provide flexibility in defining roles and permissions. This is particularly beneficial for large organizations with multiple teams and a need for strict content governance.

HubSpot CMS, on the other hand, provides collaboration features that are well-suited for smaller to medium-sized teams. Its user-friendly interface and built-in commenting system make it easy for team members to collaborate on content creation and provide feedback. The content calendar helps keep teams organized and aligned, ensuring a smooth content creation and publication process.

In summary, when considering collaboration and user management capabilities, AEM is ideal for large enterprises with complex collaboration needs and a requirement for extensive user management options. HubSpot CMS is best suited for small to medium-sized teams looking for user-friendly collaboration tools that enhance teamwork and streamline content creation processes.

Performance, Scalability, & Hosting

Performance, scalability, and hosting are crucial considerations when choosing a content management system (CMS). These factors impact the speed, reliability, and accessibility of your website. Let's compare how Adobe Experience Manager (AEM) and HubSpot fare in terms of performance, scalability, and hosting options.


AEM is renowned for its performance capabilities, especially when it comes to handling large-scale enterprise websites. Its Java-based architecture and caching mechanisms ensure efficient content delivery and fast page load times. AEM also provides built-in content delivery network (CDN) integration, enabling organizations to deliver static content from servers closest to the user's location, further optimizing performance.

HubSpot CMS also offers solid performance, leveraging a modern cloud infrastructure to ensure speedy content delivery. HubSpot uses a global CDN to optimize content distribution and minimize latency. Additionally, HubSpot employs performance optimizations, such as file minification and image compression, to improve page load times.


When it comes to scalability, AEM is designed to handle the needs of large enterprises with complex content structures and high traffic volumes. Its architecture allows for a distributed deployment model, distributing the load across multiple instances, servers, and even geographic locations. Organizations can easily scale AEM horizontally by adding more servers or vertically by increasing the resources allocated to each AEM instance.

HubSpot CMS is also scalable, but it primarily caters to small to medium-sized businesses and may not offer the same level of scalability as AEM for organizations with extensive scaling requirements.

Hosting options:

AEM provides several hosting options to accommodate different organizational requirements. It can be deployed on-premises, in cloud environments, or as a managed service. This flexibility allows organizations to choose the hosting option that aligns with their infrastructure and security needs.

HubSpot CMS, on the other hand, is a cloud-based CMS, and hosting is managed by HubSpot. This simplifies the deployment process for users, as they don't need to worry about hosting or server management. HubSpot's cloud hosting ensures high availability and reliable performance.


Both AEM and HubSpot prioritize performance and offer hosting options, but there are some key differences to consider:

AEM is a powerhouse in terms of performance, making it an excellent choice for large enterprises with high traffic volumes and complex content structures. Its caching mechanisms, CDN integration, and scalable architecture ensure fast and efficient content delivery.

HubSpot CMS caters to smaller businesses but still offers solid performance and reliability. It leverages a modern cloud infrastructure and CDN to optimize content delivery. HubSpot's managed hosting removes the burden of server management, making it an attractive option for organizations that prioritize ease of use and convenience.

Organizations should consider their specific performance and scalability requirements when choosing between AEM and HubSpot. If you require advanced performance capabilities and have extensive scaling needs, AEM may be the better fit. However, if you prefer a cloud-based CMS with managed hosting and solid performance, HubSpot CMS is a viable choice.

Customization, Extensions, & Ecosystem

Customization, extensions, and a thriving ecosystem are important factors to consider when evaluating a content management system (CMS). They determine the flexibility and extensibility of the system, allowing you to tailor it to your specific needs and integrate with other tools. Let's compare how Adobe Experience Manager (AEM) and HubSpot fare in terms of customization, extensions, and ecosystem.


AEM offers extensive customization options, making it a favored choice among organizations with unique design and functionality requirements. Its component-based architecture allows developers to create custom components, templates, and themes to suit their specific needs. AEM also provides a comprehensive set of development tools, including Adobe Experience Manager Sites and Adobe XD, facilitating the creation and customization of websites.

HubSpot CMS, while also offering customization options, is more geared towards marketers and non-technical users. It provides a library of pre-built templates and modules that can be easily customized to match the brand's visual identity. HubSpot's drag-and-drop editor and intuitive interface allow users to make design and content changes without requiring advanced technical skills.


AEM boasts a vast ecosystem of extensions and integrations. It offers the Adobe Marketing Cloud, a suite of digital marketing tools designed to seamlessly integrate with AEM, including Adobe Analytics, Adobe Campaign, and Adobe Target. These integrations provide additional functionality and enable organizations to create personalized, data-driven experiences for their users.

HubSpot CMS also offers an extensive range of extensions and integrations through the HubSpot App Marketplace. The marketplace includes various integrations with popular tools and platforms, such as CRM systems, email marketing platforms, and e-commerce solutions. These extensions enhance the capabilities of HubSpot CMS and allow for streamlined workflows and integrated marketing campaigns.


AEM benefits from its integration with the broader Adobe ecosystem. As part of the Adobe Experience Cloud, AEM seamlessly integrates with other Adobe products, allowing organizations to leverage a comprehensive suite of marketing, analytics, and customer experience tools. The Adobe ecosystem provides a complete end-to-end solution for digital marketing and content management needs.

HubSpot CMS, on the other hand, is part of the HubSpot ecosystem, which includes a range of marketing, sales, and customer service tools. This ecosystem offers seamless integration between different HubSpot products, allowing organizations to manage their entire customer journey in one platform.


When comparing customization, extensions, and ecosystem, consider the following:

AEM provides a high level of customization and deep-level control over the design and functionality of websites. It offers a wide range of development tools and integrates seamlessly with other Adobe products, making it a preferred choice for organizations needing extensive customization and advanced marketing capabilities.

HubSpot CMS, while also offering customization options, caters more towards marketers and non-technical users. It provides a library of pre-built templates and modules that can be easily customized. HubSpot's extensive App Marketplace also offers a variety of integrations to enhance the CMS's functionality and streamline marketing efforts.

Ultimately, the choice between AEM and HubSpot for customization, extensions, and ecosystem depends on your organization's specific needs and resources. If you require deep-level customization and integration with a comprehensive marketing ecosystem, AEM may be the better fit. For marketers and smaller businesses seeking a user-friendly CMS with accessible customization options and a range of integrations, HubSpot is a valuable choice.

SEO, Marketing, & Monetization

Search engine optimization (SEO), marketing capabilities, and monetization options are crucial considerations for organizations evaluating content management systems (CMS). These factors directly impact the visibility of your website, the effectiveness of your marketing efforts, and the ability to generate revenue. Let's compare how Adobe Experience Manager (AEM) and HubSpot perform in terms of SEO, marketing features, and monetization options.


AEM offers robust SEO capabilities, allowing organizations to optimize their website content for search engines. It provides built-in SEO features, such as customizable URL structures, meta tags, and XML sitemaps. AEM also enables content authors to define and manage search engine-friendly URLs, ensuring that pages are easily discoverable by search engines.

HubSpot CMS also emphasizes SEO and provides various tools to optimize website content. It offers built-in SEO recommendations, allowing users to identify areas for improvement and optimize their content accordingly. HubSpot also provides features like sitemap generation, content performance tracking, and the ability to set up redirects to enhance SEO efforts.

Marketing Features:

AEM is part of the broader Adobe Marketing Cloud, which offers extensive marketing features. It seamlessly integrates with Adobe Analytics, Adobe Campaign, and other Adobe marketing tools, enabling organizations to leverage data-driven insights and create personalized, targeted marketing campaigns. AEM's capabilities encompass marketing automation, email marketing, customer segmentation, and personalization.

HubSpot CMS is built with marketing in mind, offering a wide range of marketing features directly within the platform. It provides tools for lead generation, email marketing, lead nurturing, and contact management. HubSpot's marketing automation capabilities enable organizations to deliver personalized content and track user interactions throughout the customer journey.


AEM does not have built-in monetization options as it primarily focuses on content management and marketing capabilities. However, organizations can integrate third-party e-commerce platforms or advertisement systems to monetize their websites effectively.

HubSpot CMS offers various monetization options for organizations looking to generate revenue from their websites. It provides e-commerce functionalities, allowing users to create online stores, manage product catalogs, and process payments. Additionally, HubSpot's native integrations with payment gateways facilitate secure transactions and streamlined financial management.


When comparing SEO, marketing features, and monetization options, consider the following:

AEM offers robust SEO capabilities and integrates with the Adobe Marketing Cloud, providing advanced marketing features and the ability to create personalized experiences. It is an excellent choice for organizations seeking an all-encompassing marketing solution and have the resources to dedicate to the Adobe ecosystem.

HubSpot CMS prioritizes marketing and provides a range of built-in marketing features for lead generation, nurturing, and email marketing. HubSpot's SEO tools and recommendations help optimize website content for search engines. It also offers e-commerce functionality, providing organizations with opportunities for monetization.

The choice between AEM and HubSpot for SEO, marketing features, and monetization depends on your organization's specific goals, resources, and requirements. If you require advanced marketing tools and integration with a comprehensive marketing ecosystem, AEM may be the better fit. For smaller businesses and marketers seeking a user-friendly CMS with built-in marketing features and monetization options, HubSpot is a strong contender.

Security & Compliance

Security and compliance are critical considerations when selecting a content management system (CMS), especially for organizations that handle sensitive data or operate in regulated industries. Let's compare the security and compliance features offered by Adobe Experience Manager (AEM) and HubSpot CMS.


AEM prioritizes security and provides various features to protect the integrity and confidentiality of your website and data. It offers role-based access control, allowing administrators to define user roles and permissions based on their responsibilities. AEM also provides secure coding practices and supports authentication mechanisms like Single Sign-On (SSO) for enhanced user authentication and authorization.

In terms of data protection, AEM offers encryption options to secure sensitive data at rest and in transit. It also supports secure transfer protocols like SSL/TLS for secure communication between website users and the server.

HubSpot CMS also emphasizes security and ensures data protection measures are in place. It provides robust user authentication mechanisms, including password policies and two-factor authentication, to enhance account security. HubSpot's hosting environment is built to industry best practices and undergoes regular security audits and assessments to maintain a secure infrastructure.


AEM offers features to assist organizations in meeting compliance requirements. It supports integration with Adobe's Experience Cloud solutions, including Adobe Analytics, which helps organizations track and analyze user behavior while adhering to data privacy regulations. AEM also provides audit logs and reporting capabilities to support compliance efforts by providing visibility into user actions and content changes.

HubSpot CMS is designed to support compliance efforts as well. HubSpot adheres to industry standards and regulations, such as GDPR and CCPA, and provides tools to help users meet their compliance requirements. HubSpot's Data Protection Addendum and other compliance resources assist organizations in managing data privacy and security.


When comparing security and compliance, consider the following:

AEM offers robust security features and customization options, making it a suitable choice for organizations with strict security requirements or those operating in regulated industries. Its integration with the Adobe Experience Cloud provides additional tools for data protection and compliance efforts.

HubSpot CMS also prioritizes security and compliance, providing robust authentication mechanisms and maintaining a secure hosting infrastructure. HubSpot's compliance resources and features assist organizations in meeting their privacy and security obligations.

The choice between AEM and HubSpot for security and compliance depends on your organization's specific requirements, industry regulations, and level of customization needed. Both systems offer strong security measures and compliance support, allowing organizations to ensure the safety and integrity of their data.

Migration, Support, & Maintenance

Migrating to a new content management system (CMS) and ensuring ongoing support and maintenance are crucial aspects of the decision-making process. Let's compare how Adobe Experience Manager (AEM) and HubSpot CMS perform in terms of migration capabilities, support offerings, and ongoing maintenance.


AEM provides migration tools and resources to assist organizations in transitioning from their existing CMS to AEM. Adobe offers professional services and partnerships with migration specialists to ensure a smooth migration process. The specific migration strategy will depend on the complexity of the existing CMS and the amount of content to be migrated.

HubSpot CMS also offers migration support, providing resources and guides to help organizations move their content from their current CMS to HubSpot. HubSpot provides documentation and best practices to facilitate the migration process and minimize disruptions to the website.


AEM offers comprehensive support options to assist organizations in managing their CMS. Adobe provides technical support through various channels, including online resources, community forums, and customer support portals. Additionally, organizations can opt for premium support offerings for additional assistance and access to dedicated support teams.

HubSpot CMS provides support through various channels as well. Users can access HubSpot's extensive knowledge base, community forums, and support documentation. HubSpot also offers email and phone support options, with different levels of support available based on the selected pricing plan.


AEM requires regular maintenance to ensure optimal performance and security. Adobe provides updates, patches, and bug fixes to address issues and improve the system's functionality. Organizations can also take advantage of Adobe's managed services, which provide ongoing maintenance and operational support.

HubSpot CMS minimizes the need for manual maintenance as it is a cloud-based system. HubSpot manages server maintenance, security updates, and system upgrades, ensuring that users have access to the latest features and improvements without the need for manual intervention.


Here's what to consider when comparing migration, support, and maintenance between AEM and HubSpot CMS:

AEM offers a range of migration resources and professional services to ensure a smooth transition. Its comprehensive support options, including premium support offerings, provide organizations with access to a robust support network. Ongoing maintenance is required, with options for managed services available.

HubSpot CMS provides migration support and guidance to simplify the transition process. Its support offerings include various channels and levels of support, allowing organizations to choose the option that best suits their needs. With HubSpot's cloud-based system, ongoing maintenance is handled by HubSpot, ensuring system updates and security patches without manual intervention.

When considering migration, support, and maintenance, organizations should assess their specific requirements, available resources, and preferences. AEM provides a comprehensive and customizable approach, while HubSpot CMS offers a streamlined experience with managed maintenance.


Martin Dejnicki
Martin Dejnicki

Martin is a digital product innovator and pioneer who built and optimized his first website back in 1996 when he was 16 years old. Since then, he has helped many companies win in the digital space, including Walmart, IBM, Rogers, Canada Post, TMX Group and TD Securities. Recently, he worked with the Deploi team to build an elegant publishing platform for creative writers and a novel algorithmic trading platform.