Marketo

Best-In-Class Marketing Automation Software

Made for: 

Multi-channel inbound, event and search marketing

Not for: 

Small businesses looking for a simple tool

Pricing

 
Pricing Unavailable

Contact vendor for pricing information.

Product Demo

Focus

Customer focus

Industry focus

Features

Content creation

  • E-newsletter
  • Landing pages
  • Forms
  • Display and search ads

Promotion & distribution

  • Email
  • Social media
  • Mobile marketing

Support

  • Email support
  • Phone support
  • Online support
  • Customer care Twitter account

Automation

  • Email automation
  • Social media marketing automation

Analytics and Tracking

  • Email and landing page A/B testing
  • Email analytics
  • Revenue analytics
  • Campaign dashboard and reports

Marketo is the leader in digital marketing software and solutions. Our mission is simple: to help marketers master the art and science of digital marketing. As such, we’ve built the most innovative Engagement Marketing Platform for marketers to master the art and science of digital marketing. We deliver software that helps marketing understand its target audience, engage them as individuals on their terms, measure the impact of their marketing efforts, and manage the team for success. We are the only company delivering innovation at the rapid speed needed to help marketers keep pace with the demands of an ever-changing digital world. Marketo has created the most complete marketing ecosystem of technology providers, service experts, and agencies in the world. This vibrant set of technologies and partners provides the flexibility to extend our platform and tailor it to your specific needs today and in the future. The magic behind our platform is the Marketing Nation – a unique force of 50,000 marketers that share ideas, expertise and best practices – in an effort to help everyone master this ever-changing digital world. We are for marketers, by marketers.

Reviews of Marketo

Easy Way to See Sales Analytics

 
Survey Response
Overall rating: 

4.0

Features: 

Average: 4.5 (1 vote)

Ease of use: 

Average: 4 (1 vote)

Support: 

Average: 5 (1 vote)

Willing to refer: 

Average: 4.5 (1 vote)

About the Customer
Digital Marketing Manager, Pharmaceuticals Company

"Now we can then see all their activity, giving us way more insight into our customers."

Background

Please describe your company and your role?

I’m the digital marketing manager of a pharmaceuticals company.

Why did you start using Marketo?

We were looking for a platform that would, one, sync with our CRM so we use Salesforce as our CRM, but we were also looking for more than an email marketing platform. We were looking for a platform that would be able to integrate with our website, as well as kind of respond to customer behavior. Analytics was the other component, so being able to quickly see sin rates and open rates, and being able to manage our customers that have decided to opt out of receiving messages.

Solution

Why did you choose Market?

So, at the time, the other platforms weren't as robust. They have come a long way since then, but when we made the decision back in 2013, Marketo had the most robust automation capabilities. It had true...everything was all included within the platform. We evaluated Eloqua, we evaluated SalesForce.com, or we evaluated ExactTarget which is now SalesForce Marketing Cloud, and at the time, those platforms required additional third-party plugins to meet the automation capabilities that Marketo presented all in one package.

How do you use it?

So, the primary use is email communications. Year-to-date we've sent close to 750,000 emails to customers this year. So, the primary capability is sending emails. The secondary automation components will allow us to respond to customer digital behavior. So if you visit our website and say you want to download a brochure, Marketo can then react to that form field to send that customer a follow-up message with a link for them to download their brochure. We've also been able to integrate Marketo with our corporate websites, so those users that are out on our site looking at products or just perusing our site, once they actually are identified in Marketo, now we can then see all their activity, giving us way more insight into our customers.

Results

What are the results of your use of Marketo?

The Marketo platform allows us to quickly get visibility to our sales reps. So, what our customers are doing with our marketing assets allows our reps to be able to see what digital assets they're spending time with, so it allows them to make more informed sales calls, versus the cold calls some customers will tend to get. It also allows us to build really complex digital solutions. So, we've been able to integrate third party websites and other platforms to be able to have Marketo really be our true marketing engine force. Yeah, we were also using multiple different platforms, and so at the time that we made the decision to go with Marketo, we were able to solve a cost problem. So, we were able to standardize across the US on one platform and not have basically three times the spin for inferior tools.

Features

What are your favorite features?

So one, the marketing activity, so sending emails, creating landing pages, and having forms. Then two, the analytics components, so looking to see what all is going on and how campaigns are performing. Yeah, the lead database...we have now opened up access to the platform to our colleges in Canada, and so Marketo offers the ability to segment our lead database so we can separate customers, US vs Canada, as the laws are vastly different. We were able to make sure that we were compliant using those features.  

Have you used their customer service?

I like the customer service. If I have any issues, they have a nice, easy-to-use interface for me to log in and create a case, and then they're usually very responsive on responding to those cases to help get things taken care of. The process of cloning activities, so if I'm by myself creating similar marketing components over and over again, I can clone whole programs instead of having to start over each time. I think also being able to just take a little bit of their code and plugging it into all of our different platforms, and then have user data be tracked back into the Marketo analytics platform is pretty good.

They have very world-class customer support. Usually their FLA is four business hours, so even for non-production critical issues, if I submit a case at noon I'll typically have somebody working my case before the end of the day, and a lot of times I'll have my case resolved by the next business day. They do a great job of following up after the cases are closed to get your feedback on things that went well or things that could be changed. They seem to always be looking to improve their customer support experience.

Do you have any recommendations for this product?

I would tell them if they are truly in the market for marketing automation and not just an email thin platform, I would tell them that Marketo hands down is best in class, but it comes at a premium price. I would just make sure that they are truly planning to use the automation integration features. A lot of times people will go buy the biggest, best product, but they don't get their money's worth because they only scratch the surface on capabilities. There are a lot of platforms that send email and tell you how many messages were successfully sent, and Marketo is way more than that. No, I think that would be it. Their user community is very, very good as well. A lot of times, instead of opening a case, I can simply log into the community, voice my opinion, or put my problem out there, and the community of users and certified experts are there to provide guidance and feedback on issues that I may be having. Or, if I'm looking for the best way to solve a problem, nine times out of ten the problem has already been solved by somebody else. So, the community is very accommodating and very willing to help you out. No, that's it.

Experience: 

A pharmaceutical company uses Marketo for email communication and to see how potential clients are using their website. They like the ability to create forms and landing pages, as well as its great analytics.

 
Health Care and Life Sciences
 
1001-5000 Employees
 
Basel, Switzerland
Overall rating: 
4

UX/UI and Development Agency's Implementation of Marketo

 
Client Interview
Overall rating: 

4.5

Features: 

Average: 4.5 (1 vote)

Ease of use: 

Average: 4 (1 vote)

Support: 

Average: 5 (1 vote)

Willing to refer: 

Average: 5 (1 vote)

About the Customer
Digital Marketing Coordinator, UX/UI and Software Development Firm
 
$10,001 - $100,000/yr. spend

"Working with the Marketo support team has been great. They've been very responsive every time we're reached out."
— Digital Marketing Coordinator, UX/UI and Development Agency

Recommendations: 

The client is user experience/user interface consulting and software development agency in Quebec, Canada. The client utilizes Marketo for all of their email marketing and marketing automation needs. This client has had great interactions with the Marketo support team and enjoys most that Marketo integrates easily with Salesforce. This client is very satisfied with Marketo as a marketing automation tool. This development company highly recommends it for the support and resources they offer on best practice marketing automation.

BACKGROUND

Can you please provide a brief description of your company and the role that you play there?

Our company is a full-service software design and development company, we focus heavily on UX/UI [user experience/user interface]. We are located in Canada. I am the digital marketing coordinator.

OPPORTUNITY/CHALLENGE

What was the business challenge your company was facing that incited the need for this platform?

I wasn't around when we first began implementing Marketo. From my knowledge at that point, we had no marketing automation system in place and Marketo came out at top of our list.

SOLUTION

How does your company implement this platform or software?

All of our marketing email campaigns go through Marketo. This is to nurture the leads in our database, to be able to grab insights of how they're interacting with our content, so we're able to create more personalized content for them and understand what their needs are.

Was your company considering other platforms? Why this platform?

We have looked at moving to another automation system, but there were so many features that Marketo offered us, and there was so much invested in Marketo that it would be hard to leave. Marketing automation systems take a lot of work to understand, which is the reason why we stayed with Marketo. Marketo is our go-to marketing automation tool, and the integration with Salesforce has been great. That way we can not only see the marketing activities, but also bridge it to sales team, and how our marketing is affecting our sales and whether we're on track, generating leads and how marketing affects the entire business funnel.

On an annual or monthly basis, how much does your company spend to utilize the platform?

We spend about $30,000 to $40,000 annually to implement Marketo.

RESULTS

Can you share any success, metrics, or overall results of your implementation of this platform?

We've been able to build a lead nurture cycle, so we're able to track where each lead is in the buying lifecycle and personalizing our campaigns based on those aspects. We weren't able to do that beforehand, so the insights have really helped shape our marketing program, to determine the best approaches.

FEATURES

Were there any software features or tools that really impressed you?

Their community section is great. They have great resources, not only on the how-tos of Marketo, but best practices in marketing automation and real-time personalization.

Looking back, are there any areas of the software upon which you feel could be added or improved?

At this time, no, just because I know they've been working on a lot of additional features, such as the real-time personalization, incorporating SEO [search engine optimization] into their platform, and trying to get a holistic platform for marketing and not just email automation. It seems like they've already been expanding.

Have you had to interact with the platform's support team or reference their support resources?

Working with the Marketo support team has been great. They've been very responsive every time we're reached out.

OVERVIEW

We have a few quick questions and, for each question, we ask you to rate the software on a scale of one to five, with five being the best. What would you give the software for functionality of the features available?

Four and a half. It is great, but it's also very complex. The support team and the community has been able to help that area, in the complexity of the Marketo system.

What would you give the software for ease of use or ease of implementation into your business?

Four, based on the complexity of Marketo and having to bring in a consultant just to see how to structure it in a more efficient manner properly.

For support, as in responsiveness of the team or helpfulness of the resources available?

Five.

For overall satisfaction with the platform?

Four and a half.

How likely are you to recommend the software to a colleague or similar business?

Five.

 
Information Technology and Services
 
201-500 Employees
 
Quebec, Canada

RATINGS

OVERALL SCORE: 4.5
FEATURES: 4.5
EASE OF USE: 4.0
SUPPORT: 5.0
WILLING TO REFER: 5.0
Overall rating: 
4.5

Marketo Implementation at Marketing and Consulting Firm

 
Client Interview
Overall rating: 

4.5

Features: 

Average: 3.5 (1 vote)

Ease of use: 

Average: 4.5 (1 vote)

Support: 

Average: 2.5 (1 vote)

Willing to refer: 

Average: 5 (1 vote)

About the Customer
 
$10,001 - $100,000/yr. spend

"Marketo has helped us to qualify and generate leads. Marketo has improved our inbound marketing and ability to nurture qualified leads. With Marketo, we are able to get leads to a place where they're worthy of a sale and tracking their behavior. Without Marketo, we wouldn't be able to do that."
— Corporate Marketing Manager, Marketing and Consulting Firm

Recommendations: 

The Marketo client is a marketing and consulting firm located in the Greater Washington, D.C., area. This client's implementation of Marketo as an internal solution has evolved during the last two years with the addition of new marketing leadership. The client states that their inbound leads have grown by 60 percent to 70 percent. This client highly recommends Marketo for its' campaign alerts and ability to quickly produce basic reporting. This client believes that Marketo has ample room to improve upon their support and service offerings.

BACKGROUND

Please describe your organization.

We are a consulting and managed services company working with enterprise-level clients. We focus mostly on the B2B [business-to-business] space and work to deliver marketing and sales solutions. We deliver four core solutions for our clients: demand creation, lead nurturing, sales enablement, and loyalty and retention solutions all with the goal of accelerating the buyer's journey and generating more sales for our clients.

What is your role and responsibilities?

I'm the corporate marketing manager. I'm responsible for the strategy and execution of our marketing. I manage the campaigns that allow us to deliver our solutions and value proposition across multiple digital channels. 

OPPORTUNITY/CHALLENGE

What was the business challenge your company was facing that incited the need for a content marketing platform? How do you implement Marketo?

I started with this company about two and a half years ago. They had already implemented Marketo, but it wasn't being used to its full capacity. The team prior to me joining used Marketo very simple one-off email campaigns and simple data-based management with the tool. Prior to coming here, I had an extensive background using Marketo in my previous role. I was Marketo technically certified. When I got here I shifted our use toward multitouch campaigns, set up nurturing, and set up an inbound lead management program within the tool. It was a two-part process: one, set up multitouch campaigns that when people came into our system or downloaded a form or something we kept continually engaging them and tracking their behavior. Then as a more robust data management qualification tool so once people got into a certain cadence with us or interacted with us on multiple levels, which then has the ability to qualify them and send them over to sales for further qualification – hopefully for a final purchase.

SOLUTION

Did your company have a formal selection process for deciding on a content marketing platform?

Marketo is perfect for us. I have worked with other marketing automation platforms. Others are more complex or just email focused and not true automation. I think Marketo is perfect for us because it's a simple tool that can be managed by one or two people. It doesn't require a lot of IT [information technology] or technical skills and does not require a lot of configuration. It's an agile system, and it allows are company to move very quickly.

Did you initially begin with the platform's free version or trial period? What pricing plan does your company currently utilize?

Marketo uses a database subscription model so their pricing goes up as the contacts in your database increase. Our company has less than 100,000 contacts, so we pay around $40,000 a year to implement Marketo, which is actually pretty expensive as far as marketing automation tools go, but we get a discount because we're a Marketo partner. As far as value for our money, this is a twofold question. I think the system offers a lot as far as usability, and what you can do with it.

RESULTS & FEEDBACK

Can you share any success, metrics, or overall results of your content marketing campaign since initial implementation of the platform?

Our inbound traffic has gone up a ton. People who have come to our website, filled out the contact form, and qualified as good lead through the Marketo system has greatly increased. When I first joined this company, we received 350 total inbound leads for the year. Last year, I think we doubled that if not a 60 percent to 70 percent increase. 

We are now able to implement and develop a qualified lead process. No one before was able to say, "Hey, this lead came into the system. Are they in our right demographic? Are they doing the right behaviors? Yes. Send them over to sales." We use Marketo to say what triggers and behaviors we want to look for to indicate whether the lead is worthy of a sales call. Marketo has helped us to qualify and generate leads. Marketo has improved our inbound marketing and ability to nurture qualified leads. With Marketo, we are able to get leads to a place where they're worthy of a sale and tracking their behavior. Without Marketo, we wouldn't be able to do that.

FEATURES

Were there any software features or tools that you were really impressed by that potential buyers should be aware of?

I enjoy Marketo's alerts that are sent when certain triggers are hit. For example, you are able to set up campaigns to say, "if X lead does this, send an alert to the sales and marketing team." The alerts are real time and our team gets excited when a potential buyer sets off one of the triggers.

Are there any areas of the platform that you feel are not intuitive or that you feel could be improved upon?

I think that Marketo lacks on the services side. I also work with Eloquent, so I'm using that tool as my comparison. On the services side, Eloquent does a better job of implementing a customer success manager. I'm not really affected by the lack of a success manager because I know the Marketo system very well. However, I wish there was someone on the Marketo services side to say, "Here are the new things we're rolling out. Do you want to implement this? How do you see yourself using it in the next six to 12 months? Let us help you get there." For what our company is paying, I wish that was an aspect that was more involved. Marketo's analytics functionality has always been a lacking area for me. In their reporting section, they give you rounded data. So, 1,000 people opened this email, but you can't dive deeper to see who those people actually are. You have to go into another section of the platform to get the individual people who actually took an action that you would like to pull a report together on. 

OVERVIEW

We ask you to rate the software on a scale of one to five, with five being the top score. What would you give the platform for ease of use and implementation?

Four and a half.

What would you give the platform's features for desired functionality?

Three and a half. I think Marketo has room to grow. I think it could get more advanced. For a small company like us, I think it works great because we don't have a lot of demands, and we are not doing a lot of advanced marketing. But, if we were a bigger company and wanted higher-level customization, the features wouldn't be there.

For support, as in responsiveness and resources available?

Two and a half. As someone who's experienced in Marketo, I know support has been dead wrong before. If you want high-level support you have to pay for it. I don't think that's right. I'm not a fan.

For overall usability and satisfaction with the platform?

Four and a half. For what we need to do it's great. It's easy to use and quick. I can turn things around fast. I can do basic reporting that I need. I can get data that I need out of it. For our particular uses, it definitely does the job.

How likely are you to recommend the platform to a similar business?

Five. If they're enterprise probably a lesser score. But, if you're an SMB [small- and medium-sized business] or a small company, I'd recommend it for sure.

 
Marketing and Advertising
 
51-200 Employees
 
Washington, DC

RATINGS

OVERALL SCORE: 4.5
FEATURES: 3.5
EASE OF USE: 4.5
SUPPORT: 2.5
WILLING TO REFER: 5.0
Overall rating: 
4.5

It's a Miracle For My Company

 
Survey Response
Overall rating: 

5.0

Features: 

Average: 5 (1 vote)

Ease of use: 

Average: 4.5 (1 vote)

Support: 

Average: 5 (1 vote)

Willing to refer: 

Average: 5 (1 vote)

About the Customer
Manager, Arts, Entertainment Company
 
$251 - $1000/mo. spend
 
Arts & Entertainment
 
501-1000 Employees
 
Detroit, MI

"Marketo has made it so easy for my company to flourish."

Recommendations:

Do it already! You would have to search the ends of the earth to find something even close to this. Nothing will benefit your company better.

Experience:

The speed and performance of the software are 2 things that I see people complaining about online. It's just a small problem if you ask me but if the performance could somehow be sped up I think that the stock prices would rise and more people will become more interested in what Marketo has to offer.

Well when finding out about Marketo I decided to take a look at a blog like I always do. I found a blog with the 7 best features with Marketo. I personally like the Customer Favorites Feature, the A/B Email testing and the Micro Targets Website Visitors.

I think that Marketo has performed VERY well. I'd honestly give it a 4.5/5 stars just because of the speed. Other than that it's like a miracle for my company. Marketo has made it so easy for my company to flourish.

Pros:

I like the features that it has and the variety of them. I was so glad when I saw the robust amount.

Cons:

Just the speed

Overall rating: 
5

Sophisticated Email Campaigns With Marketo

 
Survey Response
Overall rating: 

3.0

Features: 

Average: 4 (1 vote)

Ease of use: 

Average: 3.5 (1 vote)

Support: 

Average: 2.5 (1 vote)

Willing to refer: 

Average: 4 (1 vote)

About the Customer
Associate, Marketing
 
Business services
 
1001-5000 employees
 
Des Moines, IA

"The main benefit we've seen is that we can keep our leads and their scores all in one place... I don't think we could successfully run our digital marketing efforts without it."

Experience:

We wanted an all-in-one solution that would allow us funnel, score, and communicate with leads. Marketo is sophisticated in that we can send email campaigns to our leads no matter where they are in the funnel, and we can even create custom landing pages. The landing page and form aspect is not very flexible, and we oftentimes find ourselves overwriting the code Marketo puts in place. Marketo is also good about pushing updates often, but it is sometimes at the expense of the quality of our layouts. Marketo syncs very well with Salesforce so when we nurture our leads, we can easily send them along to our sales team.

We use nearly all features of email sends, including drip marketing, newsletters, and more. We also use landing pages and form embeds on our external website using Marketo Munchkin. We use lead scoring as well as nurturing. We connect Marketo with our Salesforce instance and sync leads once they have scored a certain level. We are in the process of implementing RTP (Real Time Personalization) on our website, as well.

Overall, Marketo is more helpful than not. Sometimes, we find that the product updates force us to overhaul the layout and design of all our marketing assets within Marketo, which can be frustrating. Marketo does run slowly at times, but this has come to be expected as the norm among those who use it on our team. The main benefit we've seen is that we can keep our leads and their scores all in one place. Now that we are so ingrained in it, we couldn't get rid of it. I don't think we could successfully run our digital marketing efforts without it.

Pros:

We like the Marketo Community where we can quickly find answers. We like that all leads are housed in one platform, and they can be nurtured and scored from there. We can segment and pull lists, and create campaigns for our leads.

Cons:

Marketo has a tendency to be slow. Likewise, the platform updates often provide more harm than good in our instance, which is frustrating. Sometimes it is difficult to find answers in the Community, as it is not very organized. Reaching out to our customer relations specialist isn't usually helpful for us, either.

Overall rating: 
3

Email Marketing With Marketo

 
Survey Response
Overall rating: 

2.0

Features: 

Average: 2.5 (1 vote)

Ease of use: 

Average: 2 (1 vote)

Support: 

Average: 2 (1 vote)

Willing to refer: 

Average: 2 (1 vote)

About the Customer
Associate, Marketing
 
Health care and life sciences
 
1001-5000 employees
 
Detroit, MI

"It's really hard to use. We've had issues with making changes within our content. Oftentimes, we make changes, but they are not implemented."

Experience:

It's really hard to use. We've had issues with making changes within our content. Oftentimes, we make changes, but they are not implemented. We mostly use it for email newsletters. It does what we need it to, but has a very steep learning curve.

Pros:

It does what we need it to do.

Cons:

It doesn't always save changes or tell you where the error is. I’d be great if it could have a notification telling you what the issue is if it cannot compute what you are trying to do.

Overall rating: 
2

Great Lead Tracking with Marketo

 
Survey Response
Overall rating: 

4.5

Features: 

Average: 4.5 (1 vote)

Ease of use: 

Average: 4.5 (1 vote)

Support: 

Average: 4.5 (1 vote)

Willing to refer: 

Average: 4.5 (1 vote)

About the Customer
Senior Manager , Marketing
 
Telecommunications
 
1001-5000 employees
 
Honolulu, HI

"We've only just started to use Marketo, so our experience is relatively limited so far. We anticipate we'll be able to get a lot better at lead management, being able to track the value of leads and ultimately the success (or lack thereof) of individual campaigns at a very granular level."

Experience:

We just started to use Marketo this year. We're very excited to put some structure around what's been the 'wild wild west' for us in terms of digital marketing. We've only just started to use Marketo, so our experience is relatively limited so far. We anticipate we'll be able to get a lot better at lead management, being able to track the value of leads and ultimately the success (or lack thereof) of individual campaigns at a very granular level.

Pros:

The lead tracking capabilities are great.

Cons:

I don't have any real downsides right now.

Overall rating: 
4.5

Doubled Online Presence With Marketo

 
Survey Response
Overall rating: 

4.5

Features: 

Average: 3 (1 vote)

Ease of use: 

Average: 5 (1 vote)

Support: 

Average: 4 (1 vote)

Willing to refer: 

Average: 4.5 (1 vote)

About the Customer
Director, Marketing
 
Business services
 
501-1000 employees
 
Boston, MA

"They allow us to accomplish what we wanted to do. Their team is very professional. It has doubled our online exposure."

Experience:

They allow us to accomplish what we wanted to do. Their team is very professional. It has doubled our online exposure.

Pros:

It is priced right and easy to use.

Cons:

Nothing. I love it all.

Overall rating: 
4.5

Increased Brand Loyalty With Marketo

 
Survey Response
Overall rating: 

5.0

Features: 

Average: 4.5 (1 vote)

Ease of use: 

Average: 5 (1 vote)

Support: 

Average: 5 (1 vote)

Willing to refer: 

Average: 5 (1 vote)

About the Customer
Manager, Marketing
 
Government
 
501-1000 employees
 
Cincinnati, OH

"It has increased our interaction with potential customers and people in our industry. Marketo has helped us increase brand loyalty."

Experience:

It has increased our interaction with potential customers and people in our industry. Marketo has helped us increase brand loyalty.

Pros:

It has helped us increase our communication with our customers.

Cons:

It doesn’t have any disadvantages.

Overall rating: 
5