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Marketo

San Mateo, California
Marketo was founded in 2006 by Phil Fernandez, Jon Miller and David Morandi, and released its first product –...
2006
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Provider Overview

Marketo was founded in 2006 by Phil Fernandez, Jon Miller and David Morandi, and released its first product – Marketing Lead Management – in 2008. Since then, it has sought to create a comprehensive marketing ecosystem that encompasses email, mobile and social media marketing, sales insights, predictive content, automation, analytics and more. It touts itself as a platform “for marketers, by marketers.” In 2012-13, Marketo ranked on the Inc. 500.

Marketo saw substantial growth in user base and revenue between 2010 and 2012. Since then, they’ve won successive rounds of funding. The company went public in 2013.

In June 2016, it was announced that Marketo would be acquired by Vista Equity Partners for approximately $1.79 billion.

Intended Customers

Small to Midsize Businesses

Free Trial

No

Features

  • Lead Generation
  • Lead Management
  • Email Marketing
  • Marketing Automation
  • Consumer Marketing
  • Social Marketing
  • Reporting & Analytics
  • Mobile Marketing
  • Service & Support

All Available Plans & Services

Marketo provides bundles of features sold separately. Businesses can subscribe to one or more bundles depending on their needs. These bundles include Lead Management, Email Marketing, Consumer Marketing, Consumer Base Marketing and Mobile Marketing.

Basic Pro Elite
Pricing
Billed Annually Based on Contacts Based on Contacts Based on Contacts
Lead Management
Customer Engagement Engine Yes Yes Yes
Lead Scoring Yes Yes Yes
Segmentation Yes Yes Yes
Lead Nurturing Yes Yes Yes
Search Engine Optimization Yes Yes Yes
Email, Landing Pages, Forms Yes Yes Yes
Social Marketing, Events, Webinars Yes Yes Yes
A/B Testing Yes Yes Yes
Sales Intelligence Yes Yes Yes
CRM Integration Yes Yes Yes
Campaign Dashboards & Reports Yes Yes Yes
Marketing Calendar Yes Yes Yes
Digital Ads No Yes Yes
Predictive Content No Yes Yes
Program and Campaign Analysis No Yes Yes
Integrations No Yes Yes
Developer API No Yes Yes
Increased Marketing & Sales Users No Yes Yes
Anonymous Retargeting No No Yes
Opportunity Influence Modeler No No Yes
Revenue Modeler No No Yes
Success Path Analyzer No No Yes
Advanced Report Builder No No Yes
Email Marketing Features Sold as Bundle Features Sold as Bundle Features Sold as Bundle
Consumer Marketing Features Sold as Bundle Features Sold as Bundle Features Sold as Bundle
Consumer Base Marketing Features Sold as Bundle Features Sold as Bundle Features Sold as Bundle
Mobile Marketing Features Sold as Bundle Features Sold as Bundle Features Sold as Bundle
Onboarding Add-On Add-On Add-On

Editor’s Bottom Line

Marketo covers the key components of digital marketing – content creation, publishing, social marketing, email marketing, lead management, analytics and reporting. Its robust suite of tools and active community of marketers win it adulation among its users. Its modern pricing model is fairly opaque; there are subscription tiers for Marketo’s core Lead Management services with auxiliary ‘bundles’ available separately. Companies that don’t want certain features can opt out of them, but a business seeking a full-featured marketing automation solution will likely subscribe to most of them. Doing so will puts Marketo’s pricing in the range of industry peers, if not a little lower, but as rates aren’t made generally available and depend on your number of contacts, precise numbers are hard to pin down.

Marketo is widely praised for its ease of setup. The platform is intuitive and usable even to newcomers; it’s not the most beautiful interface, but its features are clearly labeled, its customer support team highly regarded, and its community of users active and helpful with campaigns and technical issues. In short, while the user interface may seem ‘academic’, Marketo’s got it where it counts with plenty of resources and assistance available should you stumble.

Marketo, as a solution “by marketers, for marketers,” puts together a platform your marketing team would appreciate. Its lead nurturing features include rules and filters for personalized emails with dynamic content according to lead segments; multi-step workflows are programmable to perform system functions based on filters and real-time triggers; landing pages, emails and forms are created through a drag-and-drop design interface; the platform enables social sharing and engagement with videos, social polls and social lead scoring. Marketo offers close sync between its marketing platform (including Sales Insights) and many CRMs, including Salesforce.com, Dynamics 365, SAP and others.

Marketo has historically fallen a little short in their landing page and form builder, but recent updates have improved the interface considerably. Certain aspects are still considered a bit less refined than their industry peers. Moreover, the platform has limitations in built-in reporting and analytics, but extensions available through its marketplace, LaunchPoint, can expand its reporting functionality.

Overall, Marketo is a well-regarded marketing automation solution, particularly for small to midsized businesses. It offers some flexibility in features and pricing, and with its close integration with major CRMs, robust features and active community and support team, Marketo is a highly credible marketing solution at generally competitive rates.

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