Adobe Marketo Review (2024): Features, Usage, and Pricing

About Marketo Starting Price: Get in touch for a quote. Key Features: Engagement Map. Digital advertising. Target account management. Potential customer segmentation. Predict content. Multi-touch attribution.

Marketo Engage is a powerful marketing automation software available as a standalone product or within the Adobe tool suite. CRM Software Marketo itself can be integrated with top CRM providers for additional marketing feature and support.

Marketo is a unique solution that can generate, segment, and even nurture new leads and customers – all with the same capabilities as most Marketing CRM SoftwareI’ll highlight its key features and compare Marketo to similar marketing CRM tools to help you decide if it’s worth investing in as a standalone tool for advanced lead generation.

Marketo Pricing

Marketo’s pricing structure is slightly different than the typical CRM Pricingeach plan has a maximum number of available users. Marketo can be purchased through Adobe Suite or as a single product. All plan tiers listed below require contacting them for a price quote.

Here are the tiers of Marketo as a standalone solution:

• Growth: Accommodates up to 10 users and 20,000 calls per day. Provides core email marketing and segmentation capabilities, but with limited automation.
• choose: Accommodates up to 25 users and can make 50,000 calls per day. Provides essential marketing automation and measurement tools.
• Main: Accommodates up to 25 users and 50,000 calls per day. Provides lead generation and account-based marketing with advanced journey analytics and AI personalization.
• Final: Accommodates up to 25 users and 50,000 calls per day. Includes Marketo’s state-of-the-art marketing automation, Advanced Attribution, and Marketo Measure.

Marketo Features

Engagement Map

Engagement maps are built-in visualizations of all customer interactions and engagements. They are used to manage, measure, and adjust connected and multi-channel campaigns. Marketo’s engagement maps display ready-made visuals, campaign settings, workflow assessments, and even sharing capabilities. Advanced features like these enable teams to validate and scale successful intelligent campaigns.

Email Marketing

Adobe Marketo Engage Email Marketing can help craft the emails themselves, and can also build and update prospect segments in real time. Once completed, the email marketing feature can send personalized communications to prospects based on their activity in other channels. Real-time triggers will automatically send emails, and generate performance metrics and data reports.

Generative AI

Marketo Engage users can also use Adobe Sensei GenAI. This generative AI tool can be used with chatbots to turn them into brand ambassadors for your company, providing relevant answers and tone. This tool can also compile conversation summaries to help sales reps prepare for client meetings. The third benefit of this tool is Conversation and Conversation Assist, which generates a complete library of topics, questions, and responses for your generative chat or sales rep and live chat conversations.

Marketing Analytics

Marketo’s Marketing Analytics Tracker will automatically connect and organize data from all customer touchpoints across channels and campaigns. Users can select pre-built tiles and dashboards to report on specific channels, campaigns, or even individual pieces of content. With these advanced analytics and data insights, businesses can enhance strategies and campaigns at every stage of the funnel.

Benefits of Marketo

• Integrates with popular CRM providers.
• Users report that the template is highly customizable.
• Advanced lead scoring and segmentation tools.

Disadvantages of Marketo

• Real users reported outdated UX/UI.
• Marketo Measure reports are only available on the highest paid tier.
• No upfront pricing information available.

Marketo Alternatives

	market	HubSpot	Mailchimp	Proactive marketing activities
A/B Testing	No	Yes	Yes	Yes
Potential customer segmentation	Advanced	Advanced	Medium	Advanced
integrated	100+	1,500+	300+	900+
Artificial Intelligence Tools	Yes	Yes	Yes	Yes
Free Trial	7 days	none	30 days	14 days
Starting Price	Contact for a quote	Free starting price	Free starting price	$15 per user per month

HubSpot

HubSpot is a Top Free CRM And a great solution Small BusinessIt also offers a suite of marketing tools such as email campaigns, web forms, ad management, and more. Compared to Marketo, HubSpot also has sales and service solutions. This makes it a full-featured marketing CRM rather than just a marketing automation tool.

Mailchimp

Mailchimp is an email marketing and automation platform similar to Marketo. Mailchimp also has social media, SMS, and website marketing, but its main service is email marketing. Marketo has more advanced predictive analytics and reporting than Mailchimp.

Proactive marketing activities

ActiveCampaign also has all the key marketing automation tools like web forms, email campaigns, A/B testing, and generated content. Unlike Marketo, ActiveCampaign has a built-in CRM to further track all of these marketing activities. This channel and engagement CRM add-on is only available in the Plus, Pro, or Enterprise plans. Otherwise, it can integrate with Salesforce, Microsoft Dynamics, and others.

Review Methodology

To evaluate Marketo’s value as a lead generation and marketing solution, I assessed the platform’s best offers, pricing, and more against industry standards. I referenced Adobe’s online profile, my own CRM experience, and real user reviews. All of this helped me identify the software’s standout features and ideal use cases.

Here are the criteria I used to rate Marketo:

• cost: It accounts for 25% of the total score.
• Core features: It accounts for 25% of the total score.
• Customization: It accounts for 15% of the total score.
• integrated: It accounts for 15% of the total score.
• Easy to use: It accounts for 10% of the total score.
• Customer Support: It accounts for 10% of the total score.

FAQ

Can you use Marketo as a CRM?

Marketo itself cannot be used as a CRM software, but only as a marketing automation tool. Marketo can be integrated with CRMs to share data, campaign results, and engage with generated leads. Two CRMs it can integrate directly with are Salesforce and Microsoft Dynamics.

Is Marketo worth it?

If your business is looking for a powerful marketing automation tool to enhance your marketing efforts, is already a Salesforce or Microsoft Dynamics user, and has the budget, then Marketo is the way to go. If all of these factors are met, then it can be a great addition to your sales technology stack. If you’re looking for a more straightforward CRM with these features built in, there are other options, such as Freshsales, HubSpot, or Zoho CRM.