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Marketo vs Keap

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Our analysts compared Marketo vs Keap 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.

Overview Pricing Benefits & Features Analyst Ratings Comparison Charts User Ratings Analyst Summary Screenshots
Marketo Software Tool
Keap Software Tool
SelectHub Award Winner
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Product Basics

Analyst Rating

82 Detailed Analysis

User Sentiment

Great User Sentiment (4522 Reviews)

Analyst Rating

80 Detailed Analysis

User Sentiment

Great User Sentiment (3344 Reviews)
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.
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Keap, formerly Infusionsoft, is a cloud-based solution designed to help small businesses optimize their CRM. It allows users to build custom marketing campaigns, set up workflow automations with a drag-and-drop builder and visualize their sales pipelines to improve efficiency.

It acts as a centralized platform for contact details, client activity and communication. Additionally, users can access robust integrations and a mobile app to expand potential and increase accessibility. Its extensive automation capabilities can streamline repetitive tasks, segment and score leads, and trigger follow-ups.

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$895 Monthly
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$59 Monthly
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Product Assistance

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Live Online
Videos
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Videos
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Email
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Knowledge Base
24/7 Live Support
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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. 
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  • Streamline Payment: Set up daily, weekly or monthly recurring payments based on business needs and send automatic reminders for faster payment. Generate and track invoices equipped with a “pay now” button, and charge the credit card on file. Integrations with tools like Xero or QuickBooks help keep data synced.
  • Save Time: Streamline your sales process by automating lead segmentation, task assignments, lead follow-ups and repetitive tasks.
  • Increase Conversion Rates: Keep leads engaged using automated follow-ups and personalized emails. Prioritize highly rated leads by using tags and creating custom lists with filters to send personalized messages.
  • Enhance Performance for Sales Reps: Empower your team by maintaining client activity, communication and contact data in a centralized platform. Delegate sales tasks, send reminders and alerts, and track progress for improved collaboration and accountability. Access appointments, messages, tasks and contacts remotely via a mobile app.
  • Strengthen Client Relationships: Respond quicker to queries and boost lead engagement with automated workflows and reminders for sales teams. Simplify appointment scheduling and client communication.
  • Optimize Sales Performance: Make data-driven decisions with comparative data reports that show ROI and areas to improve. Access updated information on KPIs via customized dashboard.
  • Improve Sales Management: Track and manage leads as they move through the sales pipeline, all from a single access point. Customize each sales stage to prioritize tasks. Send automated emails when leads move from one stage to another and enable sales reps to close deals consistently.
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  • 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.
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  • Workflow Automation: Design multi-step workflows to nurture leads, follow up with prospects and trigger actions based on client behavior. Automate lead segmentation, task assignment and onboarding.
  • Email Management: Build high-converting email campaigns using default templates and creating your own templates with a drag-and-drop editor. Minimize emailing clients twice by syncing with Gmail and Outlook. Personalize emails based on client activity and track campaign performance.
  • Lead Management: Prioritize “hot” leads using lead scoring, tags and automated campaigns triggered by likelihood of making a sale. Auto-assign leads to sales reps when they meet pre-set requirements. Pinpoint key demographics and locations by tracking lead sources.
  • Sales Pipeline: Close sales faster and manage leads through different stages of the funnel by building customizable sales pipelines using a drag-and-drop editor to automate stages, move leads and track statuses.
  • Appointment Scheduling: Streamline the scheduling process by enabling clients to book appointments during open calendar slots. Sync with Gmail and Outlook to avoid double-booking.
  • Text Management: Engage with high-scoring leads with text broadcasts. Improve open rates and minimize costs by sending personalized text messages via a toll-free number.
  • Reports and Dashboard: Optimize performance by monitoring comparative data that highlights key metrics and improvement areas. View and send important data updates to team members via a personalized dashboard.
  • Payment Processing: Simplify payment processes with instant quote creation, one-time or recurring invoices, and integration with payment processors including PayPal, Venmo and Stripe. Manage and monitor subscriptions and recurring payments.
  • Integrations: Expand your CRM capabilities with over 5,000 integrations using Zapier. Simplify usability by viewing integrated apps and their performance in one place. Create custom integrations by hiring a certified developer partner.
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Product Ranking

#6

among all
Marketing Automation Software

#74

among all
Marketing Automation Software

Find out who the leaders are

Analyst Rating Summary

82
80
64
7
99
84
75
92
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Lead Nurturing
Campaign Management
Dashboard and Reporting
Lead Management
Email Campaign Management
Lead Management
Dashboard and Reporting
Text Campaign Management
Compliance and Data Security
Email Campaign Management

Analyst Ratings for Functional Requirements Customize This Data Customize This Data

Marketo
Keap
+ Add Product + Add Product
AI-Based Capabilities Campaign Management Compliance And Data Security Dashboard And Reporting Email Campaign Management Lead Generation Lead Management Lead Nurturing Mobile Capabilities Platform Capabilities Social Media Campaign Management Text Campaign Management 64 99 75 94 88 68 90 100 78 81 88 43 7 84 92 99 92 86 100 83 61 86 25 93 0 25 50 75 100
43%
0%
57%
0%
0%
100%
100%
0%
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73%
7%
20%
67%
0%
33%
83%
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17%
91%
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9%
100%
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0%
85%
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15%
90%
0%
10%
57%
0%
43%
79%
0%
21%
90%
0%
10%
100%
0%
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100%
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0%
83%
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17%
70%
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30%
60%
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40%
82%
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18%
82%
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18%
88%
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12%
13%
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87%
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100%
86%
0%
14%

Analyst Ratings for Technical Requirements Customize This Data Customize This Data

63%
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37%
63%
0%
37%

User Sentiment Summary

Great User Sentiment 4522 reviews
Great User Sentiment 3344 reviews
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.

83%
of users recommend this product

Keap has a 'great' User Satisfaction Rating of 83% when considering 3344 user reviews from 5 recognized software review sites.

n/a
5.0 (20)
4.1 (2125)
4.2 (1527)
n/a
4.1 (1273)
4.2 (582)
n/a
n/a
4.4 (148)
4.0 (1815)
4.0 (376)

Awards

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SelectHub research analysts have evaluated Keap and concluded it earns best-in-class honors for Lead Management.

Lead Management Award

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.
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User-Friendly Interface: The platform features an intuitive interface with card-based navigation, making it easy for users to understand and navigate the system. A majority of users report its ease of use for creating automations and simplifying repetitive tasks.
Centralized Database: Accessing client data, activity and communications from a centralized platform eliminates data silos for many users.
Lead Management: The ease of evaluating, nurturing and segmenting leads is another plus point users note.
Campaign Builder: Users appreciate the campaign builder's ability to streamline CRM procedures and effectively automate marketing campaigns. The drag-and-drop builder is flexible and lets you create custom campaigns and automations.
Customer Support: Responsive customer support through various channels like chat, email and phone, ensures users can get assistance when needed.
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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.
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Cost for Integrations: Users mention additional costs for integration with other applications, which can be a drawback.
Learning Curve: Some users find certain features can be complex and time-consuming to pick up, requiring a significant time commitment for mastery.
Ecommerce Functionality: While suitable for many users, some find the eCommerce functionality lacks robust reporting and taxation features.
Mobile App Features: The mobile version has fewer features compared to the web version, potentially limiting functionality for users on the go.
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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.

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Keap is a suite CRM solution designed for small and mid-sized businesses. The platform offers a user-friendly interface, praised by users for its intuitive card-based navigation and ease of use.Users particularly value the ability to create campaigns, automations, simplify repetitive tasks and streamline CRM procedures through the drag-and-drop campaign builder. Centralized data storage eliminates data silos, and responsive customer support ensures assistance is readily available.However, integrations with other applications can lead to additional costs. Certain features, while powerful, have a learning curve, requiring a time investment to master. Additionally, the eCommerce functionality might not be ideal for complex eCommerce needs due to limitations in reporting and taxation features. Finally, the mobile app may not be as extensive as the web version.All in all, Keap provides a comprehensive solution with room for scalability and custom development.

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Screenshots

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Head-to-Head Comparison

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