5 Marketo Alternatives to Consider

Are you looking to ramp up your lead generation, email marketing, customer relationship management (CRM) and sales processes?

If you are, you’re not alone. More than half of B2B companies (58%) are in the same boat – and they plan to adopt marketing automation technology in the coming year.

You’ve no doubt heard of Marketo. As one of the leading marketing automation platforms out there, Marketo is designed to help companies attract leads and build long-term relationships.

But is Marketo the best choice for your business? While the platform offers businesses robust functionality, it comes at a higher cost compared to other options and has a lengthy implementation process.

So, are there Marketo alternatives? 


Here, we’ll take a look at the leading Marketo alternatives available to your business. Use this resource to guide your decision as you choose a marketing automation tool.

Marketo Alternatives:

Introduction to Marketo

Marketo Logo

What the Vendor Says: “From acquisition to advocacy, drive measurable results.”

About Marketo

Marketo is a popular marketing automation software that enables companies to attract quality leads and drive measurable results with their campaigns.

What’s Offered by Marketo?

Marketo offers a robust platform with applications that focus on different facets of digital marketing.

These include:

  • Lead management
  • Email marketing
  • Mobile marketing
  • Social marketing
  • Digital advertising
  • Web personalization

The platform includes a drag-and-drop interface that marketing teams can use to create professional emails and landing pages. Companies can build automated campaigns across multiple channels and measure their results in real-time. Marketo also offers a robust set of tools for attracting and nurturing leads through the sales funnel.

Additional features include:

  • Real-time personalization
  • CRM integration
  • Campaign tracking
  • Event-based marketing
  • Analytics and reporting

Dashboard at a glance:

Dashboard at a glance

Dashboard at a glance

Performance Insights

How Much Does Marketo Cost?

Marketo offers four packages that bundle different marketing applications together. These bundles include features for:

  • Lead management
  • Email marketing
  • Account-based marketing
  • Multi-touch attribution
  • Mobile marketing

Here’s a snapshot of the bundles that Marketo offers:

Bundles that Marketo offers

Pricing for each bundle is based on database size. Companies interested in any of these bundles should reach out to Marketo’s sales team for pricing information.

Pros and Cons of Marketo

Pros: A robust marketing automation software with an intuitive user interface. Businesses can choose application bundles that fit their marketing needs.

Cons: Long setup process for smaller teams. Some users note that functionalities for the form and landing page builders are lacking.

Check out our Marketo review for more information.

Marketo Alternative #1: HubSpot


What the Vendor Says: “Marketing, sales, and service software that helps your business grow without compromise. Because ‘good for the business’ should also mean ‘good for the customer.’”

Introduction to HubSpot

HubSpot is a powerful all-in-one inbound marketing software for launching more effective marketing campaigns.

What’s Offered by HubSpot?

HubSpot offers a versatile platform that enables companies to grow their traffic, convert new leads and track their campaigns from one location.

The interface includes a drag-and-drop functionality for creating engaging landing pages and emails. Companies can utilize automation tools to build personalized campaigns and set up workflows. Companies can connect the platform with Salesforce to organize their leads or use HubSpot CRM, which is available for free.

Additional features include:

  • Lead management
  • Social media monitoring
  • Marketing analytics
  • Salesforce integration
  • Ad retargeting
  • List segmentation
  • Smart content

Dashboard at a glance:

HubSpot Dashboard

Contacts tab

Sales Dashboard

How Much Does HubSpot Cost?

HubSpot offers three plans for its marketing platform: Starter, Professional and Enterprise.

The Starter plan starts at $18 a month for 1,000 contacts and includes ad management, list segmentation, email marketing and more.

The Professional plan starts at $800 per month for 1,000 contacts and includes marketing automation, content creation tools, landing pages, custom reporting and more.

The Enterprise plan starts at $3,600 a month or 10,000 contacts and includes social permissions, adaptive testing, multi-touch revenue attribution and more.

HubSpot also offers a free plan, which includes basic marketing tools like email marketing, contact management, social integrations and more.

There’s a 14-day free trial for HubSpot’s marketing platform.

Pros and Cons of HubSpot

Pros: Powerful marketing software that includes an intuitive user interface. Plenty of learning resources and training materials are available.

Cons: The complexity of the software means that additional training may be required to learn its features.

For more information, here’s an in-depth review of HubSpot.

Marketo Alternative #2: Adobe Marketing Cloud

Adobe Marketing Cloud

What the Vendor Says:Adobe Marketing Cloud, which now includes Marketo Engagement Platform, allows you to manage, personalize, optimize, and orchestrate cross-channel campaigns across B2B and B2C use cases.”

Introduction to Adobe Marketing Cloud

Adobe Marketing Cloud is an integrated marketing suite that helps companies measure and optimize their marketing campaigns.

What’s Offered by Adobe Marketing Cloud?

Adobe Marketing Cloud offers a comprehensive marketing suite that includes the following applications:

  • Adobe Campaign
  • Adobe Social
  • Adobe Experience manager
  • Adobe Media Optimizer
  • Adobe Analytics
  • Adobe Target
  • Adobe Analytics

Adobe Marketing Cloud also offers real-time dashboards, allowing marketing teams to drill down into their campaigns and gather actionable insights. Companies can use the platform’s robust functionalities to build effective campaigns and deliver a more personal experience to their customers.

Additional features include:

  • Cross-channel marketing
  • Audience management
  • Profile management
  • Social insights
  • Real-time digital analytics
  • A/B testing

Dashboard at a glance:

Adobe Marketing Cloud Dashboard

Reports and Analytics

Reports and Analytics

How Much Does Adobe Marketing Cloud Cost?

Adobe doesn’t display pricing information for its marketing automation platform. Instead, pricing is determined on a case-by-case basis.

Prospective clients can reach out directly to Adobe’s sales team to request a consultation or more specific pricing information.

Pros and Cons of Adobe Marketing Cloud

Pros: Integrated marketing solution that includes real-time dashboards and a collaborative interface. Comprehensive learning resources available for user training.

Cons: Pricing may be expensive for small and mid-sized businesses. Some users note a steep learning curve to learn the ins-and-outs of the software.

Check out our Adobe Marketing Cloud review for more details.

Marketo Alternative #3: RollWorks


What the Vendor Says: “Take the lead with the RollWorks Account-Based Platform, powered by data and machine learning.”

Introduction to RollWorks

RollWorks is a cloud-based B2B marketing platform that utilizes data and machine learning to generate growth and convert prospects into customers.

What’s Offered by RollWorks?

RollWorks offers a marketing solution that helps companies identify their ideal prospects, manage cross-channel campaigns and measure their results.

RollWorks lets companies use their database of 18 million B2B companies to discover new accounts based on specific criteria. Companies can use the database to find verified contacts and reach out directly to key decision-makers. Automation tools include the ability to send automated cold emails and notify sales teams when leads are ready to convert.

Additional features include:

  • Lead generation
  • Lead tracking
  • Automated sales outreach
  • Personalized sales content
  • Optimization and reporting
  • Territory management

Dashboard at a glance:

RollWorks Dashboard

RollWorks Email

RolloWorks Contacts

How Much Does RollWorks Cost?

RollWorks offers a unique pricing scheme. Companies only pay for verified leads that the platform delivers. These are leads that match a company’s customer profile and have a verified email address.

Pros and Cons of RollWorks

Pros: Powerful account-based marketing software that utilizes machine learning to improve results. Integrates with many popular CRM solutions.

Cons: Built primarily as a platform for nurturing B2B leads. B2C companies will need to look at other solutions to manage their marketing needs.

Check out our RollWorks review for additional information.

Marketo Alternative #4: QuickPivot


What the Vendor Says: “We make customer data easy.”

Introduction to QuickPivot

QuickPivot is a customer data platform that enables companies to manage customer journeys across multiple channels like search, print and email.

What’s Offered by QuickPivot?

QuickPivot offers powerful features that companies can use to segment their customer data and develop more personalized marketing campaigns. QuickPivot includes the following modules:

  • QuickCollect
  • QuickTarget
  • QuickPalette
  • QuickInteract
  • QuickImpact
  • QuickConnect

With Palette, companies can produce automated customer lifecycle workflows and engage prospects at every stage. The platform also utilizes machine learning and predictive analysis that reveal actionable insights.

Additional features include:

  • Custom segmentation
  • Email marketing
  • Behavioral analytics
  • Drip campaigns
  • Data matching
  • Lead scoring
  • Third-party integrations

Dashboard at a glance:

QuickPivot Dashboard

Program Palette

Quick Target

How Much Does QuickPivot Cost?

QuickPivot doesn’t display pricing information on its website. Interested businesses can request a demo or reach out to its sales team for pricing information.

Pros and Cons of QuickPivot

Pros: Ability to create cross-channel marketing campaigns from one platform. Modules can be purchased individually or all together.

Cons: Primarily intended for B2C companies. B2B companies looking to manage their campaigns should consider other solutions.

Check out our QuickPivot review to learn more about this vendor.


Marketo Alternative #5: SAP Marketing Cloud


What the Vendor Says: “Fulfill the promise of CRM by activating customer data, engaging with speed and intelligence, and optimizing marketing to drive growth and revenue with SAP Marketing Cloud.”

Introduction to SAP Marketing Cloud

SAP Marketing Cloud is a robust platform that helps companies make sense of their customer data and deliver more personalized experiences.

What’s Offered by SAP Marketing Cloud?

SAP Marketing Cloud brings together a plethora of marketing tools that enable companies to drive measurable results with their campaigns.

Features include dynamic customer profiling, marketing planning, cross-channel promotion, account-based marketing and more. With real-time business intelligence, companies can gather actionable insights about their campaigns and make better decisions.

Additional features include:

  • Dynamic segmentation
  • CRM integrations
  • Campaign automation
  • Customer profiles
  • Intelligent insights
  • Collaboration tools
  • Account-based marketing
  • Data visualization

Dashboard at a glance:

SAP Hybris Marketing Cloud Dashboard

Spend for Marketing Plans

Pipeline & Deals

How Much Does SAP Marketing Cloud Cost?

SAP offers three plans: Standard, Professional and Enterprise.

The Standard edition includes features like dynamic customer profiling, marketing analytics, account-based marketing and more.

The Professional edition includes enhanced campaign management, online collaboration tools and more.

The Enterprise edition includes more advanced features like marketing planning and budget capabilities and more.


Prospective clients can sign up for a free 30-day trial or fill out a form on the website to request a quote.

Pros and Cons of SAP Marketing Cloud

Pros: Ability to import and analyze large data sets from various sources. Flexible configurations are available for creating automated workflows.

Cons: The platform may be too complicated for small businesses. Some users note a cumbersome integration process.

Check out our SAP Marketing Cloud review if you’re interested in this vendor.

The Right Marketo Alternative for Your Business

We’ve provided a comprehensive overview of the leading Marketo alternatives. But you may still find it challenging to choose one for your business.

Here are some Marketo alternatives that we recommend checking out:

The Right Marketo Alternative for Small Businesses

We recommend small businesses check out:

The Right Marketo Alternative for B2Bs

We recommend B2Bs check out:

The Right Marketo Alternative for Large Enterprises

We recommend large enterprises check out:


Marketing automation software allows companies to nurture new leads, deliver a more personalized experience and scale their campaigns across multiple channels.

Marketo is a robust platform that helps companies track every stage of the customer journey. However, it doesn’t offer a built-in CRM, and some features like the landing page builder are lacking when compared to other vendors.

Better Buys has several resources to help you compare the leading Marketo alternatives so you can find marketing automation software that may be a better fit for your business.

Related Resources