Marketo

Marketo

Marketing automation for digital marketers

4.2/5 (559 reviews)

Marketo Overview

Marketo® provides a complete marketing software platform to businesses of all sizes with tools for marketing automation, campaign management, & lead nurturing. Marketo® provides a complete marketing software platform to help propel fast-growing small companies and global enterprises alike through marketing automation. The sales effectiveness software aims to help businesses streamline marketing processes, deliver more campaigns, generate more win-ready leads, and improve sales performance. With proven technology, comprehensive services and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver.

Marketing automation tools within Marketo facilitate the creation of long-term relationships with customers through the creation and deployment of cross-channel marketing campaigns. Users can create targeted emails from scratch or by customizing one of the many inbuilt templates, and emails can be personalized for each user group based on interests, purchase history, engagement, and more. Email marketing campaigns can be automated and Marketo provides tools such as event triggers, A/B testing for campaigns, automatic member updates, performance reports and dashboards, tailored in-app mobile messages, location tracking, visitor behavior tracking, and much more.

The Marketo marketing automation solutions aims to help business users generate more high-quality sales leads and win more business with less manual effort to improve marketing return on investment (ROI). Marketing automation minimizes the busy work so users can focus on the creativity and quality of their marketing messaging and offers.

Pricing

Starting from
N/A
Pricing options
Free Trial
Subscription
Value for money

Devices

Business size

S
M
L

Markets

Asia, Australia, Brazil, Canada, China and 5 others, Europe, Germany, India, Japan, Latin America

Supported Languages

English, French, German, Japanese

Marketo Reviews

Overall rating
4.2/5
86% positive reviews
241
Excellent
240
Very good
66
Average
7
Poor
5
Terrible
Verified Reviewer

Flexible and Adaptable, Best for Technical Users

Used Daily for 2+ years
Reviewed on 2019/07/22
Review Source: Capterra

The depth of configurability has been a huge benefit for our organization, a global enterprise company with a complex international business structure. While there are challenges in terms of getting users up to speed, much of what we accomplish we could not have done on our previous systems in terms of the complexity of scoring, routing, and lead management.

Pros

The ability to customize and scale has been the biggest benefit of Marketo, paired with the levels of complexity that can be used to refine audiences and reporting in ways that cannot be acheived in other platforms.

Cons

There is a significant rampup and onboarding period, the tool is designed for a more technical user, which can cause some frustrations and leads to a learning curve

Rating breakdown

Value for Money
Ease of Use
Customer Support

Likelihood to recommend

10.0/10
Md masoom R.

Indeed a Best-in-Class Marketing Automation Software

Used Daily for 2+ years
Reviewed on 2019/07/03
Review Source: Capterra

My overall experience with Marketo Marketing Automation is satisfactory. I am using it daily for marketing automation for different marketing campaigns for different team members and I found this platform very helpful and amazing. My experience with their dashboards and reports features are mindblowing and this is the best thing about this tool.

Pros

I like almost everything about this amazing marketing automation tool. Some of the things that I like most about it is the following:

1. Marketo customer support team is very responsive and always available to help, this is something I like the most.

2. Marketo's simple and easy user interface is amazing and very easy to use. This is the second thing that I like about it.

3. Marketo's amazing dashboards and reports features are the 3rd things that I like most about it. It is very informatics.

Cons

I want to share one thing that I dislike about it and that is Marketo is a little bit expensive compared to other tool but I must say that it is worth to spend on it.

Rating breakdown

Value for Money
Ease of Use
Customer Support

Likelihood to recommend

9.0/10
Emanuela C.

My experience with Marketo

Used Daily for 2+ years
Reviewed on 2018/05/28
Review Source: SoftwareAdvice

Pros

Marketo is a great marketing tool that allows automating repetitive marketing activities. I am using Marketo since 4 years.
We use it to improve our lead generation process and we integrated Marketo with Salesforce. We are using Marketo Forms embedded on our website to get the personal information, track the activities done by leads and notify the sales reps. We are able to track campaigns (members are synced to Salesforce campaigns) and lead sources to measure effectiveness of marketing activities. We created a series of program templates that can be replicated to manage events, webinars, newsletters or email blastings. Cloning the templates all our marketers can start a new program easily customizing just the details, without errors and saving time. I want to mention a powerful feature that I use daily - smart lists - they allows to target a specific audience and continuously been fed with new members that match the criteria.

Cons

- Integration with MS Dynamics: we started with MS dynamics CRM and the integration is not seamless as the integration with Salesforce. We had unresolved issues for 3 years until we decided to move our CRM to Salesforce.
- Consulting Services: we started our project with direct Marketo consulting services but our project manager was not responsive and we had the impression that each PM had too many customers to manage and do not have the time to dedicate the right effort to each project. For this reason, we moved our project to an external consultant firm and the results are much better.
- Support: the response time of the standard support is not quick and usually it takes some days to resolve it.
- Landing pages: it is missing a validation workflow on the thank you pages (to be sure that those who will access the thank you page have successfully filled-out the form included in the landing page)
- Reporting: the reports are very basics

Rating breakdown

Value for Money
Ease of Use
Customer Support

Likelihood to recommend

7.0/10
Jasmine K.

Impressive and efficient

Used Daily for 1+ year
Reviewed on 2017/12/20
Review Source: SoftwareAdvice

Marketo gives me the opportunity to seamlessly deliver information to the sales users in my organization through the Marketo Sales Insights tool in Salesforce as well as triggered alerts/emails. I really enjoy the speed of the Salesforce sync as we are able to create/monitor campaigns and attribute revenue almost instantly.

Pros

Marketo is consistently ranked by analysts as a top automation solution, and I can finally see why! As a marketer, it’s simple to use but also robust for program management from creation to reporting. On a day-to-day basis, I use Marketo within a B2B environment and we wouldn’t be able to function without it. It’s a key tool for my marketing strategy, one of our most used functionalities is cloning programs, tactics, and campaigns. This allows us to make fewer mistakes and maintain continuity from user-to-user, an efficiency for my nimble, growing team.

What I’d like to see is continued product improvement driven by customer voices. I’m excited for the new Mercury UI to debut in 2018!

Cons

As an admin within a small team, the uptime to full functionality can be like climbing a steep hill on a cold day. Simply put, learning this tool can feel cumbersome if it’s not your only responsibility. Luckily, the Marketing Nation Community combined with the product docs and Marketo University prove to be helpful resources for growing your knowledge. Within a year I was able to confidently learn the tool, contribute new ideas, and become a Marketo Certified Expert (MCE).

Service/support - Compared to other automation platforms, there seems to be limited support and desire for accounts to have a 1:1 communication on a regular basis with an account rep. We’ve recently been assigned a new rep and we're making progress.

Rating breakdown

Value for Money
Ease of Use
Customer Support

Likelihood to recommend

10.0/10
Austin S.

Best-in-class Marketing Automation Solution

Used Daily for 2+ years
Reviewed on 2017/06/06
Review Source: SoftwareAdvice

Pros

Marketo is the "Porsche with a manual transmission" of marketing automation platforms. It's full of cool features and is incredibly powerful. The strengths: 1) Workflow flexibility that is unmatched by other platforms. Building complex data management, lead scoring, and organizational processes (such as lead routing) is very achievable in Marketo. They basically give you every function they can possibly code and let their customers piece them together as they like (more on this in #7). 2) The engagement programs, primarily meant for lead nurturing, are truly best-in-class. It's a little bit of an adjustment at first, but it really simplifies complex nurturing tracks and saves marketers from putting prospects into multiple tracks at once (which happens more than most admit) 3) The vision is impressive. Marketo has a clear, long-term vision that they continually deliver on. Examples being advances in personalization, ABM, ect. I'd bet on them to lead the way (or buy the way via Vista ) to whatever is next in marketing automation, such as AI or machine learning.

Cons

I love Marketo. But, there are some things I don't love. 1) The landing page builder has made improvements but still, leaves some to be desired. Unless a template available for import matches what you'd like to do, you pretty much have to hire a developer to build your templates. 2) The reporting is somewhat overhyped. They REALLY sell revenue cycle analytics, but in reality, it's tough to implement and even tougher to accurately maintain. Since data is essentially timestamped and not stored in an external record (i.e. like Salesforce has for a campaign member), if you mess it up, you're SOL. Marketo's advice to me was "don't mess up."

Rating breakdown

Value for Money
Ease of Use
Customer Support

Likelihood to recommend

9.0/10

Marketo Pricing

Starting from
N/A
Pricing options
Free Trial
Subscription
Value for money

Pricing depends on tools and features needed and Marketo offers bundles for; Lead Management, Email Marketing, Consumer Marketing, Customer Base Marketing, and Mobile Marketing.

Contact Marketo sales for more pricing information.

A discount is available for non-profit organizations.

Marketo Features

  • A/B Testing
  • API
  • Activity Dashboard
  • Campaign Analysis
  • Campaign Management
  • Customizable Templates
  • Data Import/Export
  • Drag & Drop Interface
  • Email Marketing
  • Engagement Analytics
  • Multi-Channel Marketing
  • Real Time Data
  • Reporting & Statistics
  • Social Media Integration
  • Third Party Integration

  • Automatic Notifications
  • Content Management
  • Customizable Branding
  • Monitoring
  • Real Time Analytics

Additional information for Marketo

Key features of Marketo

  • A/B testing
  • Activity dashboard
  • Advertising management
  • Anonymous retargeting
  • Behavior tracking
  • Business analysis
  • Campaign dashboards & reports
  • Campaign management
  • Campaign performance reports
  • Campaign planning
  • Campaign scheduling
  • Campaign segmentation
  • Click-through tracking
  • Collaboration tools
  • Conversion rate optimization
  • Conversion tracking
  • Custom forms
  • Custom landing pages
  • Customer engagement engine
  • Customer experience management
  • Customer segmentation
  • Customizable email & landing page templates
  • Customizable reporting
  • Data import
  • Data import/export
  • Data mapping
  • Data visualization
  • Demographic data
  • Drag & drop
  • Drip email marketing
  • Email delivery tracking
  • Email marketing
  • Email nurturing
  • Email preview functionality
  • Email templates
  • Email tracking
  • Event marketing
  • Event triggered actions
  • Event triggered email
  • Inbound marketing
  • Landing page templates
  • Lead management
  • Lead nurturing
  • Lead segmentation
  • Location tracking
  • Marketing automation
  • Marketing budgeting
  • Marketing calendar
  • Mobile integration
  • Multi-campaign
  • Multi-channel management
  • Multi-channel marketing
  • Opportunity influence modeler
  • Pipeline management
  • Predictive content
  • Prioritizing
  • Program & campaign analysis
  • Progressive profiling
  • Push notifications
  • ROI analytics
  • Real time data
  • Real time notifications
  • Reporting & analytics
  • Retargeting
  • Revenue modeler
  • SEO management
  • SMS marketing
  • Sales insights
  • Sales intelligence
  • Scheduled emails
  • Social advertising
  • Social marketing
  • Social media integration
  • Social network marketing
  • Success path analyzer
  • Third party integration
  • Visitor targeting
  • Visitor tracking
  • Visual analytics
  • Web forms
  • Website integration
  • Workflow engine

Benefits

  • Marketing automation: create, automate, and measure campaign effectiveness across channels.

  • Email: engage customer through relevant, targeted email campaigns with behavioral triggers and automation.

  • Mobile: communicate with customers wherever they are with push notifications, in-app messages, and location tracking.

  • Social: integrate social media platforms to find new leads and turn them into loyal customers.

  • Marketing analytics: analyze the impact of the business and improve weak areas based on visual reports and analytics.

  • Marketo FAQs

    Below are some frequently asked questions for Marketo.

    Q. What type of pricing plans does Marketo offer?

    Marketo offers the following pricing plans:

    Pricing model: Subscription

    Free Trial: Available

    Pricing depends on tools and features needed and Marketo offers bundles for; Lead Management, Email Marketing, Consumer Marketing, Customer Base Marketing, and Mobile Marketing.

    Contact Marketo sales for more pricing information.

    A discount is available for non-profit organizations.

    Q. What are the main features of Marketo?

    Marketo offers the following features:

    • A/B testing
    • Activity dashboard
    • Advertising management
    • Anonymous retargeting
    • Behavior tracking
    • Business analysis
    • Campaign dashboards & reports
    • Campaign management
    • Campaign performance reports
    • Campaign planning
    • Campaign scheduling
    • Campaign segmentation
    • Click-through tracking
    • Collaboration tools
    • Conversion rate optimization
    • Conversion tracking
    • Custom forms
    • Custom landing pages
    • Customer engagement engine
    • Customer experience management
    • Customer segmentation
    • Customizable email & landing page templates
    • Customizable reporting
    • Data import
    • Data import/export
    • Data mapping
    • Data visualization
    • Demographic data
    • Drag & drop
    • Drip email marketing
    • Email delivery tracking
    • Email marketing
    • Email nurturing
    • Email preview functionality
    • Email templates
    • Email tracking
    • Event marketing
    • Event triggered actions
    • Event triggered email
    • Inbound marketing
    • Landing page templates
    • Lead management
    • Lead nurturing
    • Lead segmentation
    • Location tracking
    • Marketing automation
    • Marketing budgeting
    • Marketing calendar
    • Mobile integration
    • Multi-campaign
    • Multi-channel management
    • Multi-channel marketing
    • Opportunity influence modeler
    • Pipeline management
    • Predictive content
    • Prioritizing
    • Program & campaign analysis
    • Progressive profiling
    • Push notifications
    • ROI analytics
    • Real time data
    • Real time notifications
    • Reporting & analytics
    • Retargeting
    • Revenue modeler
    • SEO management
    • SMS marketing
    • Sales insights
    • Sales intelligence
    • Scheduled emails
    • Social advertising
    • Social marketing
    • Social media integration
    • Social network marketing
    • Success path analyzer
    • Third party integration
    • Visitor targeting
    • Visitor tracking
    • Visual analytics
    • Web forms
    • Website integration
    • Workflow engine

    Q. Who are the typical users of Marketo?

    Marketo has the following typical customers:

    Large Enterprises, Mid Size Business, Non Profit, Small Business

    Q. What languages does Marketo support?

    Marketo supports the following languages:

    English, French, German, Japanese

    Q. What type of pricing plans does Marketo offer?

    Marketo has the following pricing plans:

    Subscription

    Q. Does Marketo support mobile devices?

    Marketo supports the following devices:

    Android, iPhone, iPad

    Q. What other apps does Marketo integrate with?

    Marketo integrates with the following applications:

    Bitium, Bizible, Influitive, LeadExec, Oktopost, Scoop.it, Smartsheet, Velocify, Vidyard, ion interactive

    Q. What level of support does Marketo offer?

    Marketo offers the following support options:

    FAQs, Forum, Knowledge Base, Online Support, Phone Support, Video Tutorials