Marketo Review 2021: Web-Based Marketing That Builds Stronger Connections

Marketo Review 2021: Web-Based Marketing That Builds Stronger Connections
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Starter package $895/mo

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Marketo Review: In-Depth

The company focuses on bringing clients closer to their target audiences. To do this, brands need a solid outreach strategy. The tools below make email and social media campaigns much easier.

Marketo Key Features

  • Analytics
  • Digital Ads
  • Email Campaign Automation

 

  • Lead Generation & Management
  • Small Business Marketing
  • Social Media Outreach

 

Marketo Review: History

Marketo History

In 2006, Phillip Fernandez, Jon Miller, and David Morandi created this service out of a need. They wanted better outreach strategies that would support all industries. Within six years, the enterprise was serving over 2,000 clients. This includes brands like Cisco, McKesson, and PayPal. The company considers itself a “marketing nation” that includes businesses, partners, and customers.

  • Headquarters in San Mateo, California
  • Vista Equity Partners acquired Marketo in 2016
  • Adobe Systems bought the service in 2018 for $4.75 billion
  • Ranked #5 on Inc. Hire Power List 2012
  • Gartner Magic Quadrant for CRM Lead Management 2018 recognition

 

Service Features & Technical Details

Marketo focuses on marketing, but it still offers a wide selection of products. The service assists businesses in their campaigns from start to finish. Here are the highlights of this software suite.

Marketing Automation

The software makes things easier by automating many tedious tasks. This includes identifying target groups and preparing email campaigns ahead of time. In-depth analytics help teams figure out the best strategies.

  • Analytics
  • Audience Segmentation
  • Drip Campaigns
  • Landing Pages
  • Leading Nurturing/Scoring
  • ROI Tracking
  • Social Media Outreach
  • Webforms
  • Website Visitor Tracking

 

Lead Management & Nurturing

Marketo Lead Management & Nurturing

Finding the right customers can be hard. Marketo works in several capacities, such as social media and email. Brands can analyze where users are and how they interact with marketing efforts.

  • Campaigns
  • Contact Segmentation
  • Interaction Analytics
  • Lead Nurturing/Scoring
  • Prospects
  • Source Tracking

 

Sales Force Automation

These tools help with guaranteeing sales success. It starts from the top as companies refine their marketing tactics. The software is there for every step. This includes organizing client information, identifying areas of growth, and comparing results.

  • Campaign Planning
  • Channel Management
  • Contact Organization
  • Customer Databases
  • Email Marketing
  • Lead Scoring
  • Opportunity Identification
  • Performance Metrics
  • Referral Tracking

 

Features in Detail

Within those overarching areas, there are smaller processes that make Marketo particularly useful. For example, clients can develop their outreach efforts based on several factors. They could focus more on mobile ads or digital marketing. Or, a brand might want to work through email or integrated apps. Review the options below to see how this suite can benefit any business.

360° Email Campaigns

Marketo Email Campaigns

Consider that consumers see thousands of advertisements and messages each day. It can be hard to make oneself known with all that noise. This is where the software can help. The service looks at marketing from all angles. As a result, brands get a better idea of their target audience. This includes when and how to best reach them.

  • A/B testing
  • Audience segmentation
  • Automation
  • Drag-and-drop functionality
  • One-on-one interactions
  • Real-time analytics
  • ROI tracking
  • Social, mobile, and Web outreach
  • Trigger-based events

 

Automated Contact Management

In 2021, email is not the only way to reach customers. Marketo understands this and helps brands reach out via other channels, too. One of its products is an automated consumer marketing suite. This saves a lot of time and streamlines the team’s strategies. Plus, clients can see audience growth via the collaborative dashboard.

  • All-in-one contact management platform
  • Automated capturing tools
  • Engagement metrics
  • Mobile, social media, and Web communication

 

Artificial Intelligence Custom Marketing

This toolkit includes everything businesses need to refine their campaigns across all areas. They can develop a stronger voice on social media, through emails, and on webpages. This is an opportunity to build conversations with new customers. It’s also great for maintaining connections with long-term buyers. Everything funnels into the ultimate goal of developing client loyalty. The artificial intelligence modules allow for more personalization, too.

  • AI personalization
  • All-in-one dashboard
  • Consistent brand voice across all channels
  • Contact database
  • Custom ads, events, and pages
  • Lead scoring
  • Performance metrics
  • Premium support
  • Targeted campaigns

 

Location-Specific Messaging

A company is losing out on tons of opportunities if it isn’t online. Marketo offers mobile solutions so clients can reach thousands of more people daily. This suite of options lets brands send location-specific messages. It’s a great strategy for both potential buyers and existing customers. The beacon services alert consumers when they’re near the business’ physical store, too.

  • App creation
  • Geo-fencing technology
  • In-depth reports
  • Multiple customer touchpoints
  • Real-time push notifications

 

Audience Segmentation

With these features, companies can connect with clients wherever they are. It allows teams to look at different buyers across several channels and devices. This helps businesses perfect their outreach efforts and refine the sales funnel. The result is converting more website visitors into loyal customers. The service works with Microsoft Dynamics and Salesforce. Together, it provides deeper CRM insights and more customization.

  • Contact tracking
  • CRM insights
  • Drag-and-drop functionality
  • Inbound/outbound programs
  • Landing pages
  • Personalized lead nurturing
  • Progressive forms
  • Real-time reporting
  • Scalable campaigns

 

Performance Metrics

Marketo’s attribution solution helps clients make adjustments in real-time. The in-depth audience insights track consumer actions on all platforms. Plus, there are check-ins at all touchpoints. Businesses can interact with the customer from the moment they’re a prospect. This continues throughout the sales funnel and while they’re an existing buyer. Artificial intelligence streamlines the process even more.

  • AI tools
  • Automated reports
  • Dispersed marketing data
  • ROI tracking
  • Social and mobile analytics

 

Expert Implementation Assistance

The service’s implementation tools work for businesses of all sizes. Small and mid-sized companies can check out the Launch Pack packages. This involves consulting from a Marketo team member. The program is pre-built and includes onboarding help and training. Clients also receive advising and support. For larger enterprises, personalized plans are available. The experts work with clients to create a custom solution. It takes into account analysis, planning, deployment, and global rollout.

Marketo Launch Pack:

  • Good for all business sizes
  • Creative services assistance
  • One-on-one support
  • Single point of contact

 

Custom Implementation:

  • Access to project managers
  • Analytics
  • Clear marketing goals
  • Deployment planning
  • Global rollout
  • Solution reviews

 

Marketo Plans & Pricing

The service’s pricing model has its pros and cons. On the plus side, there are options for different business sizes. The downside is the upfront investment and a lack of transparency. Here is a closer review of each package. Check out the benefits, features, and considerations of each.

Select: All of the Automation Essentials

This package appeals to brands that are trying to grow. They may have a target audience in mind. Or, maybe the team is new to marketing and needs extra help. They get audience segmentation tools and access to dynamic content. The outreach campaigns extend to social media and mobile. There are even webinar services available.

Marketo Pricing Select

Features: Account database, Automation upgrades, CRM integration, Cross-channel nurturing, Custom roles/permissions, Daily API calls, Email marketing tools, Landing pages, Paid media targeting, Performance metrics & scaling, ROI tracking, SEO

Number of Users: 25

Number of Accounts: 5

Scheduling: Yes

Price: $875/mo

 

PROS:

  • Accommodates larger teams
  • Collaborative functionality
  • Prime audience tracking features
  • Scalable campaigns
  • Secure domains

CONS:

  • Limited automation
  • Pricey

 

Prime: A More Personalized Approach

One of the best things about the Prime plan is it offers more customization. With this package, teams can put more tools to work. This includes split testing and artificial intelligence. Together, they provide greater predictions that can inform upcoming campaigns. The downside is the pricing, which is twice as expensive as Select.

Marketo Pricing Prime

Features: A/B testing, Account-based marketing, All-in-one dashboard, Artificial intelligence module, Custom websites, Extended integrations, Predictive content, Revenue cycle model, Target management, Website retargeting

Number of Users: 35

Number of Accounts: 5

Scheduling: Yes

Price: $1,795/mo

 

PROS:

  • AI support
  • Deeper analytics
  • More personalization
  • Progressive retargeting
  • Streamlined customer journey

CONS:

  • Big price gap compared to Select plan
  • Some tools have limited functionality

 

Ultimate: Support at Every Touchpoint

This is the plan for accomplished brands and expert marketers. It doesn’t matter which industry they work in either. Teams get access to full automation solutions and advanced performance metrics. While the price is steep, it includes all options from previous tiers. There is also more customization and several testing tools.

Marketo Pricing Ultimate

Features: Complete automation, Consistent ROI tracking, Custom reports, Email deliverability, Full campaign deployment, Multi-touch attribution, Role-based permissions, Sandbox customization, Social referrals, Testing models,

Number of Users: 50

Number of Accounts: 5

Scheduling: Yes

Price: $3,195/mo

 

PROS:

  • Advanced analytics
  • Full access to automation tools
  • Includes Select and Prime features
  • More testing features
  • Premium attribution solution

CONS:

  • Limited multi-brand management
  • Very expensive

 

Enterprise: Full Capabilities Anywhere in the World

This plan is best for global brands. The suite supports multi-account access and permissions. So, it’s easier for distributed teams in different locations to keep a steady workflow. The Enterprise package also provides access to all the reporting and automation. Plus, clients can customize the auto-tools to suit their specific needs. The main disadvantage is the price.

Marketo Pricing Enterprise

Features: All Select, Prime, and Ultimate tools, Brand-specific onboarding, Customized automation tools, Multi-location support, One-on-one consulting, Personalized implementation, Webinars

Number of Users: Unlimited

Number of Accounts: Unlimited

Scheduling: Yes

Price: $4,595/mo

 

PROS:

  • Access to a Marketo professional
  • Includes all add-ons
  • Manage teams/brands across the globe
  • Unlimited users
  • Unparalleled scalability

CONS:

  • Some reports require extensions
  • Super expensive

 

Pricing & Key Features Comparison Chart

Most companies will find one of these four options to be a good fit. While the pricing is higher than others, the user tools are immense. Plus, Marketo is a strong CRM system. This creates an ideal combination of marketing and sales. Use the table below to make it easy to compare subscriptions.

Select Ultimate Prime Enterprise
Price/mo $895 $1,795 $3,195 $4,595
# of Users 25 35 50 Unlimited
# of Accounts 5 5 5 Unlimited
A/B Testing No No Yes Yes
AI No No Yes Yes
CRM Tools Yes Yes Yes Yes
Cross-Channel Support Yes Yes Yes Yes
Custom Roles Yes Yes Yes Yes
Landing Pages Yes Yes Yes Yes
Multi-Location Support No No No Yes
Onboarding Pre-built Pre-built Pre-built Custom
ROI Tracking Yes Yes Yes Yes
Sandbox No No Yes Yes
SEO Yes Yes Yes Yes

Terms & Conditions

This company offers a robust analysis of its policies. Clients can check out the End-User Agreement and subscription terms. Everything is up to date; the last revisions were in March 2021. The service complies with Adobe’s acceptable use policy.

The main idea is that customers can’t sell or redistribute the Marketo software. The enterprise reserves the right to alter products or solutions at any time. Sometimes, it may hire subcontractors to complete the consulting services. Also, it maintains the authority to end someone’s account at any time.

Privacy Policy

The team last updated this notice in December 2019. This privacy policy does not apply to Marketo’s third-party partners. The enterprise collects various client details. Examples include name, company, job function, postal address, telephone number, and browser information.

Collection methods include through the website, marketing events, third-parties, and at corporate events. The service uses this data to respond to inquiries and fulfill requests. It also uses it to send communications. The business secures this info with organizational, technical, and administrative measures.

Refund Policy

Users are responsible for paying all undisputed fees. This information is in the Marketo Master Subscription and Service Agreement. All fees are noncancelable and nonrefundable. Yet, the terms do state a few exceptions. This includes security breaches and deficient consulting services. Also, if the company changes a product, it may reduce functionality. In this case, clients need to submit a request within 30 days. If approved, they will receive a prorated refund.

Customer Support

Company support is crucial. Clients like having several ways to contact the administrative team. Here is how Marketo offers assistance to its customers.

Telephone

Individuals can call the corporate headquarters in California at +1-877-260-6586. There is also a dedicated support center. The number for that is +1-877-270-6586. Help is available Monday through Friday. The service hours are from 6 a.m. to 6 p.m. PST.

Email

People can message the U.S. customer care team directly at [email protected] The sales offices are in Portland, Denver, and Seattle. There are more centers in Japan, Ireland, London, Australia, and Tel Aviv. Individuals can contact these teams at [email protected]

Online Chat

The website does not have an online chat center. Also, there aren’t any chatbots. There is a submission form on the contact page, though. Individuals can enter their details and send it off to the support team. It asks for a name, email address, phone number, company, and location.

Support Center

There is a link to the Resource Center at the bottom of the website. There, visitors can sort by topic and type. There are articles and blog posts about all kinds of subjects. Some examples are marketing predictions and campaign planning. There is also a lead nurturing guide and related webinars. Individuals can scroll down to explore Marketo’s Success Kits. People can download these tutorials for free.

Quality of Service

The service has 3.5 out of 5 stars on Trustpilot. This is an average rating, yet it’s based on only four reviews. Most users say that the software is powerful, but it requires a learning curve. Online reviewers and tech experts echo this feeling. There is lots of room for customization, but it takes time to get used to it. Also, the automation tools are great, but the reports could be better. More people would prefer more accurate analyses and comparisons.

Customer Types

Before someone decides to check out this application, they should review this section. The website seems to appeal to a variety of customers. Yet, there may be some teams that are better suited to the software.

Small Businesses

This program could be a hit or miss for a smaller company. It depends on the size and the number of teams. A brand with both online and physical stores would be a good fit. Younger businesses may not have the revenue to invest in this expensive software.

Mid-Sized Companies

It looks like Marketo is best suited to a mid-sized brand. These businesses can find enough support for many teams and campaigns. The pricing may be a bit high for some, but this depends. Also, various industries can make good use of the software.

Large Enterprises

A nationwide or global corporation should check out this suite of solutions. There are different price points to suit various needs and company sizes. Plus, the higher plans offer greater customization and control. Those who can afford the Enterprise package can get personalized onboarding.

Freelancers

This is not a viable option for contractors or freelancers. The prices are too high and difficult to maintain. This is a shame because the toolkit is robust and could benefit many entrepreneurs. A start-up might be able to afford the lowest plans.

Marketo Pros & Cons

This service can be a huge timesaver for teams of various sizes. The all-in-one platforms make it easier to manage tasks and assign roles. It’s also nice that there are four different pricing tiers. The organized suite allows for lots of personalization. The downside is how long it takes to get familiar with it.

  • Customers have access to plenty of lead tools
  • Its features appeal to every step of the sales funnel
  • Marketo's website has tons of free resources
  • Most clients say the support team is responsive
  • Organized dashboards keep things running smoothly
  • The automations are customizable
  • There are marketing and CRM tools
  • It’s very expensive
  • Reporting is not its strong suit
  • There’s a steep learning curve

Service Alternatives

Some brands may not have the finances to afford Marketo. That’s okay because there are plenty of competitors. Check out each service review and how it compares. The chart can also help teams identify must-have tools in each system.

1. SharpSpring: Automate Emails, Socials, and More

SharpSpring Main Alternatives

This is another all-in-one platform. Some of the highlights include a blog builder and dynamic forms. Social media planning modules translate email content to online engagement. The Visitor ID tool can identify anonymous users who visit the client’s website. This helps even more with lead scoring and nurturing.

2. Iterable: World-Class Customer Engagement

Iterable Main Alternatives

This platform digs in and finds deeper client data. Businesses can access real-time analytics from first and third-party integrations. Plus, they can create whatever kind of campaign they want. It could be a social ad, SMS notifications, email marketing, or something else.

3. ActiveCampaign: Affordable & Accessible to Beginners

ActiveCampaign

The great news is that this platform supports unlimited sending. The bad news is that the basic plan has many limitations. Clients will get access to automated marketing, newsletters, and subscription forms. Yet the lead scoring and analytics aren’t available.

4. Pardot: A Full B2B Toolkit

Pardot Alternatives

This B2B marketing software is part of Salesforce. So, Pardot has the power of marketing automation and CRM. The basic subscription comes with lead scoring, ROI reporting, and several integrations. Clients have to upgrade to take advantage of the AI tools.

5. GetResponse: Ads That Reach More Audiences

GetResponse Alternatives

Businesses can achieve better online engagement and growth with this software. The standard plan includes unlimited landing pages and marketing templates. There are even a few CRM tools. Clients also receive access to Facebook Ads and related social media modules.

6. Klaviyo: A Good Primer to Multi-Channel Marketing

Klaviyo Main Alternatives

This platform is great for businesses that need a marketing upgrade. Klaviyo helps with email and SMS campaigns. Clients can track ROI across all channels. The software comes with Facebook and Shopify integration, among others. Pricing depends on the number of contacts.

Marketo & Competitors Comparison Table

This table reviews the basic packages for each provider. These available options reflect the smallest paid plan, not free trials. More tools are available with the upgraded subscriptions.

Marketo Service Sharp
Spring
Iterable Service Active
Campaign
Pardot Service Get
Response
Klaviyo Service
Price $875/mo $550/mo $500/mo $15/mo $1,250/mo $15/mo $20/mo
# of Users 25 Unlimited 30 3 25 15 3
# of Accounts 5 Unlimited 5 1 2 1 1
Blog Builder No Yes No No Yes No No
CRM Tools Yes Yes Yes No Yes Yes Yes
Customer Support Email, Phone Phone, Request Ticket Online chat, Phone Email, Online Chat Phone, Request Ticket Email, Online Chat Email, Online Chat
Email Campaigns Yes Yes Yes Yes Yes Yes Yes
Landing Pages Yes Yes Yes Yes Yes Yes Yes
Lead Scoring Yes Yes Yes No Yes Yes Yes
Marketing Automation Yes Yes Yes Yes Yes Yes Yes
ROI Tracking Yes Yes Yes No Yes Yes Yes
Website Visitor Tracking Yes Yes Yes No Yes Yes Yes

FAQs

Who Uses Marketo?

Businesses of varying sizes and industries can use Marketo. Also, an entrepreneur or social media influencer may find it useful. The platform focuses on building more online engagement. So, anyone who wants to target specific audiences can try this service. Typical clients include a marketing outreach coordinator or a sales team.

Why Did Adobe Acquire Marketo?

Adobe already had a marketing platform. Yet, the resources in it were less developed. The Marketo acquisition helped to boost those features. According to a press release, the merger allowed Adobe to offer unrivaled solutions.

The primary goal is to deliver transformative customer experiences for all clients. At the time, the Adobe Experience Cloud was successful among B2C clients. Acquiring the software added more opportunities for existing users.

Is Marketo Easy to Use?

Most reviews describe the platform as organized and rich in features. At the same time, it seems that many people needed to overcome a learning curve. The dashboard is not as intuitive as it could be. This doesn’t mean it’s terrible, though. When users slowly integrated their work, they found the tools to be helpful.

Which is Better: Hubspot or Marketo?

It depends on the company and what they want to do. Marketo focuses on marketing automation. Teams can engage with audiences across landing pages, social media, and email. Hubspot is a similar service and even has a free CRM toolkit. It also provides outreach and engagement systems.

The main difference is in the details. Marketo offers all-in-one subscriptions at varying levels. Hubspot sells “hubs” or packages dedicated to specific areas. This includes Marketing, Sales, Customer Service, and Content Management.

A Fully Functional Option With Few Setbacks

Marketo offers all the capabilities that companies need to spread their message. The biggest disadvantage is the less-developed reporting. Still, the platform works well for automating outreach tasks and content. Clients can create campaigns for social media, the Web, and mobile. For brands that can afford it, the software is worth a look.

Published: December 18, 2020 | Updated: December 18, 2020
Megan Green

Megan Green

Megan is a writer who works at the junctures of science and stories. Previously, she has been the editor of a fashion magazine, an educator, mom, and a baker. She is keen on working with brands and lifestyle products, and outdoor tasks. Megan is outgoing, optimistic and has a great personality. She delivers top-notch content with a unique view on usual things.

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