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What is Marketo?

Industry Specialties: Serves all industries

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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#10

Marketo is ranked #10 on the top 10 Marketing Automation Software leaderboard based on a comprehensive analysis performed by SelectHub research analysts. Compare the leaders with our In-Depth Report.

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Marketo Pricing

Based on our most recent analysis, Marketo pricing starts at $895 (Monthly).

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Starting From
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Pricing Model
Monthly
Free Trial
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Training Resources

Marketo is supported with the following types of training:

Documentation
In Person
Live Online
Videos
Webinars

Support

The following support services are available for Marketo:

Email
Phone
Chat
FAQ
Forum
Help Desk
Knowledge Base
Tickets
Training
24/7 Live Support

Marketo Benefits and Insights

Why use Marketo?

Key differentiators & advantages of Marketo

  • 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. 

Industry Expertise

Serves major players in all industries, not just in the IT space.

Marketo Reviews

Average customer reviews & user sentiment summary for Marketo:

User satisfaction level icon: great

4522 reviews

81%

of users would recommend this product

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

Synopsis of User Ratings and Reviews

Based on an aggregate of Marketo reviews taken from the sources above, the following pros & cons have been curated by a SelectHub Market Analyst.

Pros

  • 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.

Cons

  • 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.

Researcher's Summary:

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.

Key Features

  • 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.

Limitations

This limitations, based on user feedback, are accurate at the time of this review:

  •  Email templates don’t have a drag-and-drop feature. 
  •  Doesn’t allow templates to be changed after an email is created. 
  •  Isn’t compatible with Litmus for testing emails. 

Suite Support

Support tiers include online, business, premier and elite. Subscribers have access to a level of support that enables high-quality online support and at least tier one phone support.

mail_outlineEmail: [email protected].
phonePhone: Online support subscribers only have access to priority one phone calls. Premier and elite subscribers can obtain 24/5 phone support.
schoolTraining: Product training is available through the resource section on the website, which offers events, webinars, customer community, blog and more.
local_offerTickets: A web submission form is accessible by logging in to access the portal.
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