Home > Marketing Automation Software > Marketo > Marketo vs iContact

Marketo vs iContact

Last Updated: November 18th, 2024

Our analysts compared Marketo vs iContact based on data from our 400+ point analysis of Marketing Automation Software, user reviews and our own crowdsourced data from our free software selection platform.

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Product Basics

Marketo Engage offers a cloud-based marketing platform for companies to manage and monitor customer relationships. Its integrated modules include marketing automation, social marketing, email marketing, lead nurturing, budget management, analytics, sales insight and website personalization.

It’s designed to serve both B2B and B2C environments. There’s also an active marketers’ community named the Marketo Marketing Nation in which marketers around the globe share their knowledge, ideas and best practices.

iContact is an email automation and marketing tool geared towards small and medium-sized businesses running Windows, MacOS and Linux. It offers several standard features, with a distinct focus on email features and easy-to-use technology. These include templates, a drag-and-drop editor, automation, A/B testing, list segmentation and campaigns.

It also comes bundled with a handful of additional features to support marketing and sales activities, such as reporting, landing pages, sign-up forms and a free email lookbook.

$895 Monthly

Free Trial is available →

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Tailored to your specific needs

$8.50 Monthly

Free Trial is available →

Get a free price quote

Tailored to your specific needs

Small

Medium

Large

Small

Medium

Large

Windows

Mac

Linux

Android

Chromebook

Windows

Mac

Linux

Android

Chromebook

Cloud

On-Premise

Mobile

Cloud

On-Premise

Mobile

Product Assistance

Documentation

In Person

Live Online

Videos

Webinars

Documentation

In Person

Live Online

Videos

Webinars

Phone

Chat

FAQ

Forum

Knowledge Base

24/7 Live Support

Phone

Chat

FAQ

Forum

Knowledge Base

24/7 Live Support

Product Insights

Web Forms: Generate complete customer profiles via social form fills and progressive forms that can recognize known website visitors. Also, ask new questions to visitors.
AI-Powered Content Suggestions: Automatically present relevant content across multiple channels using machine learning and predictive analytics, which identifies top-performing content. Choose content recommendations from the website assets such as videos, e-books, case studies and blog posts.
Marketo Sales Connect: Connect sales and marketing with a single workflow for automated and personalized inbound and outbound engagements.
Better Focus: Sales reps can prioritize and close deals by accessing real-time insights about customers from both sales and marketing touchpoints.
Team Coordination: Plan, coordinate and share marketing activities through a centralized calendar. This simplifies scheduling individual components of a single campaign or coordinating activities across teams.
Campaign Control: Build and modify marketing campaigns directly in the calendar with simple drag-and-drop functionality.
Data Tracking: Track goals and progress with calendar HD, using rotating calendar views and custom background images.
Customer Segmentation: The built-in Audience Hub tool automatically updates members in each segment as their behaviors or demographics change.
AI-Powered Account Profiling: Uses AI-based best-fit indicators for converting into ABM filters to personalize and deploy ABM campaigns by activating the target account list. Also provides predictive customer profile models, custom model tuning and recommendations based on predictive scoring.

Automate Funnels: Streamline all levels of the marketing funnel, taking the work of a whole marketing team and automating it.
Manage Subscribers: Easily access and manage contacts list, facilitating healthy relationships with the right leads.
Boost Sales: Nurture leads and pass them along to sales with included CRM integrations.
Unlimited Users: Onboard unlimited new users at no additional cost.

Search Engine Optimization: Compares keyword rankings of competitors, provides recommendations for new keywords for higher ranking web pages, and discovers inbound link opportunities based on targeted keywords and competitors’ links.
CRM Integration: Offers native integrations for Salesforce and Microsoft Dynamics 365 applications to provide a bi-directional data sync that auto-updates every five minutes. Also facilitates custom-configured integrations for various CRM platforms such as NetSuite, Oracle, SAP Sales Cloud and SugarCRM.
Lead Scoring: Rank customers by assigning positive and negative scores based on demographics or their likelihood to exhibit certain behaviors, such as making a new purchase, being open to cross-sell offers and more.
Email Marketing: Supports both batch and real-time triggered emails. Helps:

Create personalized campaigns for mobile, web, ads and more using a visual editor and responsive templates.
Personalize content based on inferred information from website visitors, such as company, country, zip code and city, helping segment and localize content.
Use browsing behavior to identify product interest for target accounts.

Mobile Marketing:

Helps connect with customers on the go, track inputs from different marketing channels and respond via mobile apps.
Sends push notifications and in-app messages, and incorporates beacon and geo-fencing technology to send location-relevant messages to customers.
Visual dashboards measure overall performance by opens, installs and session duration across multiple apps.

Social Media Marketing: Facilitates running social polls, sweepstakes and referral campaigns with built-in social share buttons and shareable videos. Integrates social metrics into marketing reports to help measure the impact of social activity on conversions and revenue.
Digital Ad Campaigns: Connects with Facebook, Google, LinkedIn and other advertising platforms, and targets customers with relevant ad campaigns.
Analytics and Reporting: Automatically connect data from different sources into a unified platform. Enables:

Mapping and measuring a customer journey at every stage through shareable, prebuilt dashboards and ad-hoc reporting tools.
Designing custom models with the help of AI.
Leveraging a suite of attribution models.

Email Builder: A no-code interface is included, making it easy to build effective emails without any programming experience.
Automatic Email: Running without user intervention, it can accurately deliver emails on time.
Scalable Templates: Built to be delivered efficiently, effectively and to display correctly on mobile or desktop platforms.
Time-Based Campaigns: Create and map out time-based campaigns in a short amount of time by utilizing multiple email templates and building platforms.
A/B Testing: Test content performance and customer reception by splitting email campaigns into groups.
Email Lookbook: Select from 55 prebuilt email designs, free of cost, that have been proven to generate high ROI.
List Segmentation: Send relevant and personalized emails using audience segmentation, increase subscription chances by creating and targeting audience lists based on defined conditions, and send dynamic content by incorporating merge fields into messaging.
Reporting: Stay informed with updates about campaigns through dashboards, make informed business decisions with real-time reports, and track and analyze data using granular reports.
Integrations: Integrates with major platforms such as Google Forms, HubSpot CRM, Salesforce, PayPal, Zoho CRM, WordPress, Zapier, Magento, Shopify, LeadsBridge and more.
Sign-Up Forms: Create forms quickly using an easy interface and embed them on a website or business Facebook page.
Salesforce Mass Email: Gain insights into campaign effectiveness through reports and dashboards, send personalized emails using templates, track opens and clicks, and explore customers’ response to email campaigns.

Product Ranking

#6

among all
Marketing Automation Software

#17

among all
Marketing Automation Software

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Analyst Rating Summary

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Analyst Ratings for Functional Requirements Customize This Data Customize This Data

Marketo

iContact

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43%

57%

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91%

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82%

18%

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88%

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63%

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User Sentiment Summary

81%

of users recommend this product

Marketo has a 'great' User Satisfaction Rating of 81% when considering 4522 user reviews from 3 recognized software review sites.

86%

of users recommend this product

iContact has a 'great' User Satisfaction Rating of 86% when considering 2227 user reviews from 5 recognized software review sites.

4.1 (2125)

4.1 (1069)

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4.48 (548)

4.2 (582)

4.5 (521)

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3.8 (4)

4.0 (1815)

4.0 (85)

Synopsis of User Ratings and Reviews

Lead Management: The ability to route and categorize leads based on requirements is helpful for staying on top of customers inputs, in the view of 60% of users talking about lead management.

Customizable: All reviews on this aspect agree that the system is highly customizable and offers email templates that can be created as per requirements.

Automation: Marketing and sales automation make it easy to use and eliminate manual entry, according to 83% of users who reviewed this feature.

Reporting: Provides custom reports that fit the user requirement and are insightful, say 75% of users referencing reporting.

Integrations: Integrations for websites, event platforms, survey platforms, mobile apps and more, along with two-way integration with CRM systems, aid functionality, according to 75% of users mentioning integrations.

Customer Support: The training is great and customer support is responsive, according to 66% of reviews on this topic.

Email Automation: Equipped with every essential feature, the tool enables quick email sending, keeping track of delivered mails, mass emails, marketing campaigns and more, according to 97% of reviewers referencing it.

Ease of Use: The system is easy to learn, understand and use, note 96% of reviewers referencing user-friendliness.

Templates: Almost 75% of reviewers mentioning templates report that well-designed, customizable templates help save time and auto-answer templates help deliver emails designed for all devices.

Interface: A clear, pleasant and clean interface is a benefit to 81% of reviewers who mention it.

Support: Every user mentioning this aspect notes that customer service is fast and attentive.

Feature-Rich: Features like A/B testing, automation, email subscriber entity management, multi-user accessibility and a drag-and-drop editor are a plus, in the experience of every user referencing them.

Not User-Friendly: The functionality is cumbersome and pages take time to load, in the experience of 60% of users who reviewed the usability.

Dashboard: Campaign dashboards are outdated and the design needs an upgrade, according to 75% of users specifying this feature.

Cost: It has a high cost for the few tools offered, and it’s also expensive to use large volumes of data, according to almost 80% of users mentioning pricing.

Limitations: Every user talking about this aspect mentions limitations such as limited storage and email customization, difficulty in fixing mistakes, deleting files, adding contacts and spell check.

As a part of the Adobe Experience Cloud, Marketo Engage supports both demand and account-based marketing strategies that work in sync with marketing and sales. It offers a range of features that help businesses operations. Notable features that users call out include custom reports, automation tools and lead management. It’s highly customizable and can integrate with a wide range of business systems. Users also appreciate the robust customer service. Some limitations include an inconvenient mobile app, outdated user interface for campaign dashboards and cumbersome functionality. Overall, businesses looking to automate their sales and marketing efforts will find the system has a lot to offer.

iContact provides email automation and marketing tools in an easy-to-use interface. It offers a wide range of features and offers a lot of options to make interesting designs and templates. It also has a prompt customer service team according to most reviewers. However, the pricing is on the higher side and there are certain limitations that prevent users from getting the most out of the solution. Overall, it has a lot to offer for email marketing, with use-friendly tools that are great for small and medium businesses, though there are more robust platforms available.

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FAQ

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