Marketo Pricing, Features, Reviews & Comparison of Alternatives


Marketing automation for digital marketers

4.22/5 (563 reviews)

Marketo overview

Marketo® provides a complete marketing software platform to businesses of all sizes with tools for marketing automation, campaign management, & lead nurturing. Marketo® provides a complete marketing software platform to help propel fast-growing small companies and global enterprises alike through marketing automation. The sales effectiveness software aims to help businesses streamline marketing processes, deliver more campaigns, generate more win-ready leads, and improve sales performance. With proven technology, comprehensive services and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver.

Marketing automation tools within Marketo facilitate the creation of long-term relationships with customers through the creation and deployment of cross-channel marketing campaigns. Users can create targeted emails from scratch or by customizing one of the many inbuilt templates, and emails can be personalized for each user group based on interests, purchase history, engagement, and more. Email marketing campaigns can be automated and Marketo provides tools such as event triggers, A/B testing for campaigns, automatic member updates, performance reports and dashboards, tailored in-app mobile messages, location tracking, visitor behavior tracking, and much more.

The Marketo marketing automation solutions aims to help business users generate more high-quality sales leads and win more business with less manual effort to improve marketing return on investment (ROI). Marketing automation minimizes the busy work so users can focus on the creativity and quality of their marketing messaging and offers.


Pricing options
Value for money
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Business size



United States, Asia, Australia, Brazil, Canada and 9 other markets, China, Europe, Germany, India, Japan, Latin America, Mexico, Middle-East and Africa, United Kingdom

Supported languages

English, French, German, Japanese
Marketo screenshot: Sales insightWhy Marketo?Marketo screenshot: Landing page creationMarketo screenshot: Lead scoringMarketo screenshot: Lead nurturingMarketo screenshot: Email marketingMarketo screenshot: Marketo Moments app - email trackingMarketo screenshot: Marketo Moments app - scheduled emailsMarketo screenshot: Marketo Moments app - lead reporting

Marketo reviews

Value for money
Ease of use
Customer support

Flexible and Adaptable, Best for Technical Users

Used daily for 2+ years
Reviewed 2019-07-22
Review Source: Capterra

The depth of configurability has been a huge benefit for our organization, a global enterprise company with a complex international business structure. While there are challenges in terms of getting users up to speed, much of what we accomplish we could not have done on our previous systems in terms of the complexity of scoring, routing, and lead management.

The ability to customize and scale has been the biggest benefit of Marketo, paired with the levels of complexity that can be used to refine audiences and reporting in ways that cannot be acheived in other platforms.

There is a significant rampup and onboarding period, the tool is designed for a more technical user, which can cause some frustrations and leads to a learning curve

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 10/10

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MD Masoom Raza

Indeed a Best-in-Class Marketing Automation Software

Used daily for 2+ years
Reviewed 2019-07-03
Review Source: Capterra

My overall experience with Marketo Marketing Automation is satisfactory. I am using it daily for marketing automation for different marketing campaigns for different team members and I found this platform very helpful and amazing. My experience with their dashboards and reports features are mindblowing and this is the best thing about this tool.

I like almost everything about this amazing marketing automation tool. Some of the things that I like most about it is the following: 1. Marketo customer support team is very responsive and always available to help, this is something I like the most. 2. Marketo's simple and easy user interface is amazing and very easy to use. This is the second thing that I like about it. 3. Marketo's amazing dashboards and reports features are the 3rd things that I like most about it. It is very informatics.

I want to share one thing that I dislike about it and that is Marketo is a little bit expensive compared to other tool but I must say that it is worth to spend on it.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 9/10

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Emanuela Cecchetti

My experience with Marketo

Used daily for 2+ years
Reviewed 2018-05-28
Review Source: Software Advice

Marketo is a great marketing tool that allows automating repetitive marketing activities. I am using Marketo since 4 years. We use it to improve our lead generation process and we integrated Marketo with Salesforce. We are using Marketo Forms embedded on our website to get the personal information, track the activities done by leads and notify the sales reps. We are able to track campaigns (members are synced to Salesforce campaigns) and lead sources to measure effectiveness of marketing activities. We created a series of program templates that can be replicated to manage events, webinars, newsletters or email blastings. Cloning the templates all our marketers can start a new program easily customizing just the details, without errors and saving time. I want to mention a powerful feature that I use daily - smart lists - they allows to target a specific audience and continuously been fed with new members that match the criteria.

- Integration with MS Dynamics: we started with MS dynamics CRM and the integration is not seamless as the integration with Salesforce. We had unresolved issues for 3 years until we decided to move our CRM to Salesforce. - Consulting Services: we started our project with direct Marketo consulting services but our project manager was not responsive and we had the impression that each PM had too many customers to manage and do not have the time to dedicate the right effort to each project. For this reason, we moved our project to an external consultant firm and the results are much better. - Support: the response time of the standard support is not quick and usually it takes some days to resolve it. - Landing pages: it is missing a validation workflow on the thank you pages (to be sure that those who will access the thank you page have successfully filled-out the form included in the landing page) - Reporting: the reports are very basics

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 7/10

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Jasmine Kyles

Impressive and efficient

Used daily for 1-2 years
Reviewed 2017-12-20
Review Source: Software Advice

Marketo gives me the opportunity to seamlessly deliver information to the sales users in my organization through the Marketo Sales Insights tool in Salesforce as well as triggered alerts/emails. I really enjoy the speed of the Salesforce sync as we are able to create/monitor campaigns and attribute revenue almost instantly.

Marketo is consistently ranked by analysts as a top automation solution, and I can finally see why! As a marketer, it’s simple to use but also robust for program management from creation to reporting. On a day-to-day basis, I use Marketo within a B2B environment and we wouldn’t be able to function without it. It’s a key tool for my marketing strategy, one of our most used functionalities is cloning programs, tactics, and campaigns. This allows us to make fewer mistakes and maintain continuity from user-to-user, an efficiency for my nimble, growing team. What I’d like to see is continued product improvement driven by customer voices. I’m excited for the new Mercury UI to debut in 2018!

As an admin within a small team, the uptime to full functionality can be like climbing a steep hill on a cold day. Simply put, learning this tool can feel cumbersome if it’s not your only responsibility. Luckily, the Marketing Nation Community combined with the product docs and Marketo University prove to be helpful resources for growing your knowledge. Within a year I was able to confidently learn the tool, contribute new ideas, and become a Marketo Certified Expert (MCE). Service/support - Compared to other automation platforms, there seems to be limited support and desire for accounts to have a 1:1 communication on a regular basis with an account rep. We’ve recently been assigned a new rep and we're making progress.

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 10/10

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Austin Schmidt

Best-in-class Marketing Automation Solution

Used daily for 2+ years
Reviewed 2017-06-06
Review Source: Software Advice

Marketo is the "Porsche with a manual transmission" of marketing automation platforms. It's full of cool features and is incredibly powerful. The strengths: 1) Workflow flexibility that is unmatched by other platforms. Building complex data management, lead scoring, and organizational processes (such as lead routing) is very achievable in Marketo. They basically give you every function they can possibly code and let their customers piece them together as they like (more on this in #7). 2) The engagement programs, primarily meant for lead nurturing, are truly best-in-class. It's a little bit of an adjustment at first, but it really simplifies complex nurturing tracks and saves marketers from putting prospects into multiple tracks at once (which happens more than most admit) 3) The vision is impressive. Marketo has a clear, long-term vision that they continually deliver on. Examples being advances in personalization, ABM, ect. I'd bet on them to lead the way (or buy the way via Vista ) to whatever is next in marketing automation, such as AI or machine learning.

I love Marketo. But, there are some things I don't love. 1) The landing page builder has made improvements but still, leaves some to be desired. Unless a template available for import matches what you'd like to do, you pretty much have to hire a developer to build your templates. 2) The reporting is somewhat overhyped. They REALLY sell revenue cycle analytics, but in reality, it's tough to implement and even tougher to accurately maintain. Since data is essentially timestamped and not stored in an external record (i.e. like Salesforce has for a campaign member), if you mess it up, you're SOL. Marketo's advice to me was "don't mess up."

Rating breakdown

Value for money
Ease of use
Customer support

Likelihood to recommend: 9/10

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Marketo pricing

Pricing options
Free trial
View Pricing Plans

Pricing depends on tools and features needed and Marketo offers bundles for; Lead Management, Email Marketing, Consumer Marketing, Customer Base Marketing, and Mobile Marketing.

Contact Marketo sales for more pricing information.

A discount is available for non-profit organizations.

Marketo features

A/B Testing
Activity Dashboard
Campaign Analysis
Campaign Management
Customizable Templates
Data Import/Export
Drag & Drop Interface
Email Marketing Management
Engagement Analytics
Multi-Channel Marketing
Reporting & Statistics
Social Media Integration
Social Network Marketing
Third Party Integration

Automatic Notifications (179 other apps)
Content Management (237 other apps)
Customizable Branding (237 other apps)
Monitoring (229 other apps)
Real Time Analytics (204 other apps)

Security and privacy


Encryption of sensitive data at rest
HTTPS for all pages

Access control

Multi-factor authentication options
This will ask you to sign in with LinkedIn

Additional information for Marketo

Key features of Marketo

  • Marketing automation
  • Inbound marketing
  • Event marketing
  • Social marketing
  • Sales insights
  • Marketing budgeting
  • Revenue modeler
  • Anonymous retargeting
  • Opportunity influence modeler
  • Success path analyzer
  • Sales intelligence
  • Progressive profiling
  • Retargeting
  • Predictive content
  • Push notifications
  • Business analysis
  • Marketing calendar
  • Campaign planning
  • Campaign segmentation
  • Conversion tracking
  • Custom forms
  • Customizable reporting
  • Customizable email & landing page templates
  • Data import
  • Data mapping
  • Data visualization
  • Email tracking
  • Mobile integration
  • Multi-channel management
  • Pipeline management
  • Real time data
  • Real time notifications
  • SEO management
  • Social media integration
  • Third party integration
  • Visitor tracking
  • Website integration
  • Workflow engine
  • Activity dashboard
  • Multi-campaign
  • Advertising management
  • Prioritizing
  • Customer segmentation
  • Visual analytics
  • Program & campaign analysis
  • Conversion rate optimization
  • Data import/export
  • Drag & drop
  • Custom landing pages
  • Demographic data
  • Social network marketing
  • Event triggered actions
  • A/B testing
  • Drip email marketing
  • Email templates
  • Landing page templates
  • Location tracking
  • Multi-channel marketing
  • Scheduled emails
  • SMS marketing
  • Social advertising
  • Web forms
  • ROI analytics
  • Event triggered email
  • Email delivery tracking
  • Campaign dashboards & reports
  • Lead segmentation
  • Click-through tracking
  • Reporting & analytics
  • Email preview functionality
  • Campaign management
  • Campaign performance reports
  • Lead management
  • Collaboration tools
  • Customer engagement engine
  • Behavior tracking
  • Customer experience management
  • Email marketing
  • Lead nurturing
  • Visitor targeting
  • Campaign scheduling
  • Email nurturing
View All Features


Marketing automation: create, automate, and measure campaign effectiveness across channels.

Email: engage customer through relevant, targeted email campaigns with behavioral triggers and automation.

Mobile: communicate with customers wherever they are with push notifications, in-app messages, and location tracking.

Social: integrate social media platforms to find new leads and turn them into loyal customers.

Marketing analytics: analyze the impact of the business and improve weak areas based on visual reports and analytics.