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Marketo

Marketo Verified Reviews & Ratings

San Mateo, California
Marketo was founded in 2006 by Phil Fernandez, Jon Miller and David Morandi, and released its first product –...
2006
Year Founded
100%
Recommend It
19
User Reviews
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Marketo was the clear winner when first…

Marketo was the clear winner when first looking at marketing automation solutions. The robust software certainly met our needs at the time, but also offered features we were very new too. This allowed us to evolve our marketing processes and streamline certain aspects of it. Marketo will take a few months to learn the basics, and even then you will find yourself learning new things even years later. With the valuable resources Marketo offers, they set you up for success. Customize-able. You can certainly find a way to accomplish any marketing task. – The Community is a tremendous resource to learn and Certification is available to validate your proficiency. Support can take a few days to resolve issues. – Navigation and accessibility can be a bit earlier, (ex. cannot run ¿Lead Actions¿ from smart campaign¿s results tab, program¿s member’s tab, or Lead Details page) Get Sales involved in the lead scoring process so you can collaborate on what constitutes the warmest leads to send to them. – Set aside adequate time for the implementation. Be prepared to spend several hours a day learning the solution. There is a steep learning curve with Marketo, but that is because it is unlike other solutions.  

Marketo was the clear winner when first looking at marketing automation solutions. The robust software certainly met our needs at the time, but also offered features we were very new too. This allowed us to evolve our marketing processes and streamline certain aspects of it.

Marketo will take a few months to learn the basics, and even then you will find yourself learning new things even years later. With the valuable resources Marketo offers, they set you up for success.

Customize-able. You can certainly find a way to accomplish any marketing task. – The Community is a tremendous resource to learn and Certification is available to validate your proficiency.

Support can take a few days to resolve issues. – Navigation and accessibility can be a bit earlier, (ex. cannot run ¿Lead Actions¿ from smart campaign¿s results tab, program¿s member’s tab, or Lead Details page)

Get Sales involved in the lead scoring process so you can collaborate on what constitutes the warmest leads to send to them. – Set aside adequate time for the implementation. Be prepared to spend several hours a day learning the solution. There is a steep learning curve with Marketo, but that is because it is unlike other solutions.

 

Pros: None.
Cons: None.

I’ve used Marketo both as a brand side…

I’ve used Marketo both as a brand side manager and as a consultant on the agency side. It is incredibly powerful and can be used in almost any business environment. From traditional b2b to education to publishing. It can be the central part of any martech stack if leveraged appropriately with enough supporting knowledge. No other MA platform will match the SFDC integration (yes, including SFMC) which makes it a no-brainer for any SFDC customer truly investing in MA. The partner community is vast with integrations to do almost anything you need. And, of course, the marketing piece is insanely customizable to the customer journey. the flexibility – the powerful – integrations – reporting capabilities speed – complexity (also a major pro) – time to train Make sure you have a knowledgeable team led by an MCC (not MCE, and actual consultant) or hire an agency to do your implementation. Don’t hire Marketo Professional Services, their approach is too cookie cutter. Get connected with one of their implementation partners (LeadMD, Fathom Marketing, or Elixiter).  

I’ve used Marketo both as a brand side manager and as a consultant on the agency side.

It is incredibly powerful and can be used in almost any business environment.

From traditional b2b to education to publishing.

It can be the central part of any martech stack if leveraged appropriately with enough supporting knowledge.

No other MA platform will match the SFDC integration (yes, including SFMC) which makes it a no-brainer for any SFDC customer truly investing in MA.

The partner community is vast with integrations to do almost anything you need. And, of course, the marketing piece is insanely customizable to the customer journey.

the flexibility – the powerful – integrations – reporting capabilities

speed – complexity (also a major pro) – time to train

Make sure you have a knowledgeable team led by an MCC (not MCE, and actual consultant) or hire an agency to do your implementation.

Don’t hire Marketo Professional Services, their approach is too cookie cutter. Get connected with one of their implementation partners (LeadMD, Fathom Marketing, or Elixiter).

 

Pros: None.
Cons: None.

As someone who works in sales…

As someone who works in sales operations, I was always intrigued with what happens to a lead outside of the normal sales cycle. I was able to get approval for training for Marketo and with my knowledge in Salesforce (admin certified), bridging the gap between both systems have been a game changer for our organization. I have really been able to take advantage of how a lead is marketed and nurtured to, so that when the lead is ready to engage with sales, they are a bit more qualified, making sales conversations easier and faster. We’ve implemented lead scoring, different nurture programs, drip campaigns, automated lead routing based on assigned quota, properly tagged leads based on what channel they’ve come from…I could go on and on. I love Marketo and I love what it can do alongside Salesforce. The Marketo widget in Salesforce is great. It lets a seller know exactly what pages they visited on your website, which emails they opened, what they’ve downloaded, including dates and timestamps. This REALLY helps a seller prepare for an initial call and sets them up for success. Marketo’s integration with Salesforce is great and because I was already Salesforce certified, it was pretty easy for me to learn Marketo. It can be a bit slow to do some stuff in Marketo, it’s not as fast as Salesforce.

As someone who works in sales operations, I was always intrigued with what happens to a lead outside of the normal sales cycle. I was able to get approval for training for Marketo and with my knowledge in Salesforce (admin certified), bridging the gap between both systems have been a game changer for our organization.

I have really been able to take advantage of how a lead is marketed and nurtured to, so that when the lead is ready to engage with sales, they are a bit more qualified, making sales conversations easier and faster.

We’ve implemented lead scoring, different nurture programs, drip campaigns, automated lead routing based on assigned quota, properly tagged leads based on what channel they’ve come from…I could go on and on. I love Marketo and I love what it can do alongside Salesforce.

The Marketo widget in Salesforce is great. It lets a seller know exactly what pages they visited on your website, which emails they opened, what they’ve downloaded, including dates and timestamps.

This REALLY helps a seller prepare for an initial call and sets them up for success. Marketo’s integration with Salesforce is great and because I was already Salesforce certified, it was pretty easy for me to learn Marketo.

It can be a bit slow to do some stuff in Marketo, it’s not as fast as Salesforce.

Pros: None.
Cons: None.

I’ve used Marketo and the other two…

I’ve used Marketo and the other two large marketing automation tools over the last 7 years. All the platforms are valuable, but where Marketo really stands above the rest is in its rich feature sets and ease-of-use. It also has a fabulous user community, the best that I’ve seen of any software solution. The very active and helpful user community even rivals that of Salesforce CRM, and S CRM has a LOT more users in their community. I do a fair amount of side consulting, and whenever I’m making recommendations for marketing automation software I first recommend Marketo. 1. Super feature rich. 2. Very scalable – I can clone and launch new programs, webinars, nurturing drip campaigns, etc. very quickly. 3. Best user community around. While the user community is an excellent resource for finding solutions to problems you may run into, I don’t feel like their support is as fabulous as the rest of the solution. While support is good, it’s not amazing – and amazing is something I’ve come to expect from Marketo. Shop around and find the solution that best fits your needs, but also don’t be swayed into getting a really cheap solution, because you get what you pay for and it won’t be able to scale up with your company’s growth. Marketo can. At my current employer, we were using one of the other leading marketing automation solutions and had to upgrade to Marketo. Implementing Marketo is not bad, but it still requires a fair amount of setup and work, so I’d recommend going with the right solution the first time.

I’ve used Marketo and the other two large marketing automation tools over the last 7 years. All the platforms are valuable, but where Marketo really stands above the rest is in its rich feature sets and ease-of-use. It also has a fabulous user community, the best that I’ve seen of any software solution.

The very active and helpful user community even rivals that of Salesforce CRM, and S CRM has a LOT more users in their community. I do a fair amount of side consulting, and whenever I’m making recommendations for marketing automation software I first recommend Marketo.

1. Super feature rich. 2. Very scalable – I can clone and launch new programs, webinars, nurturing drip campaigns, etc. very quickly. 3. Best user community around.

While the user community is an excellent resource for finding solutions to problems you may run into, I don’t feel like their support is as fabulous as the rest of the solution. While support is good, it’s not amazing – and amazing is something I’ve come to expect from Marketo.

Shop around and find the solution that best fits your needs, but also don’t be swayed into getting a really cheap solution, because you get what you pay for and it won’t be able to scale up with your company’s growth.

Marketo can. At my current employer, we were using one of the other leading marketing automation solutions and had to upgrade to Marketo. Implementing Marketo is not bad, but it still requires a fair amount of setup and work, so I’d recommend going with the right solution the first time.

Pros: None.
Cons: None.

Measuring movement and success through…

Measuring movement and success through specific programs is very helpful. On a very basic level, looking at acquisition program and a lead source is very helpful. We have been able to develop much better reporting for our executives and show them ROI from the Marketing team. From an operational standpoint, the organization is so much better than it has been in the past. It’s easy to know where to pull data from and things can get done much quicker with templates. Everything can be organized the way that works for our team. There are very few limits to the way we can set up programs and we are able to customize fields, analytics, etc to tell us whatever it is we need to know. We’ve used other systems (like HubSpot) and they are not nearly as flexible. I also LOVE the Marketo Community. We’ve learned a lot from our peers in different discussions. Cons: Sometimes there are too many options and not enough guidance on best practices. Marketo has documentation on different products, but they don’t tell me WHY I might want to use a specific feature, just how I would go about doing so. Utilize Community and Marketo Product Docs. Don’t stop asking questions as there are always other people who are either struggling with the same challenges or have a solution for your challenge. Also, take the time to mess around and learn the product. It does take time, but you will greatly benefit from playing around with the different program types, naming conventions, workflows, etc.

Measuring movement and success through specific programs is very helpful. On a very basic level, looking at acquisition program and a lead source is very helpful. We have been able to develop much better reporting for our executives and show them ROI from the Marketing team. From an operational standpoint, the organization is so much better than it has been in the past. It’s easy to know where to pull data from and things can get done much quicker with templates.

Everything can be organized the way that works for our team. There are very few limits to the way we can set up programs and we are able to customize fields, analytics, etc to tell us whatever it is we need to know. We’ve used other systems (like HubSpot) and they are not nearly as flexible. I also LOVE the Marketo Community. We’ve learned a lot from our peers in different discussions.

Cons: Sometimes there are too many options and not enough guidance on best practices. Marketo has documentation on different products, but they don’t tell me WHY I might want to use a specific feature, just how I would go about doing so.

Utilize Community and Marketo Product Docs. Don’t stop asking questions as there are always other people who are either struggling with the same challenges or have a solution for your challenge. Also, take the time to mess around and learn the product. It does take time, but you will greatly benefit from playing around with the different program types, naming conventions, workflows, etc.

Pros: None.
Cons: None.
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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.

 

Marketo Pricing and Services

 

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 of Marketo

 

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.

Screenshots
  • Marketo Performance Insights
    Marketo Performance Insights
  • Market Activity Log
    Market Activity Log

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