Marketo

What

Marketo labels itself world leader in marketing automation for companies of any size. A bold claim. True if you define Marketing Automation as focussing on lead generation and nurturing, preferably in a B2B environment. The platform allows building solid automated campaigns across different channels with some AI thrown in for good measure.

For whom

Marketo proposes several bundles to fit specific needs, catering to companies with a small B2B list as well as those with a large B2B database. It allows you to compile your own bundle where you only pay for the modules you actually need. If you want a platform that can grow parallel with your business, Marketo could be the ticket for you. However, be aware that Marketo has no central relational database nor a CRM system. Integration with your CRM system (like Salesforce.com, Sugar CRM, Dynamics,…) might be needed to get the most out of the system. With LaunchPoint, Marketo has an extensive marketplace allowing to enhance Marketo with useful extensions. While you will probably need more budget (for the extensions with a licence fee) and technical knowledge to implement, in return you get a platform customised to your specific needs.

Key Features

  • Cloud based
  • Audience segmentation
  • A/B testing
  • Social integration
  • Personalization
  • Landing pages & forms
  • Dashboards & reports
  • API
  • Retargeting
  • Lead scoring
  • Nurturing
  • Behavioural tracking
  • Content AI
  • Training programs
  • Advanced analytics
  • Marketo LaunchPoint marketplace

Modules

  • Lead management
    • Basic
    • Pro
    • Elite
    • Enterprise
  • E-mail marketing
  • Consumer marketing
  • Consumer Base marketing
  • Mobile marketing

Customers

As Marketo markets itself as the go-to solution for all businesses, it comes as no surprise that the customer base is made up of companies in all shapes and sizes, including Canon, Hyundai, Citrix, Panasonic, Nokia and Xerox.

Pricing

Marketo bundles are highly customisable, making standard pricing not readily available. On their website, Marketo always directs visitors to their sales reps for pricing. Starting from 2000 dollars/month, expect to pay 5000+ dollars/month for a professional bundle.