Marketo Review

San Mateo, CA
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Marketo At A Glance

Good: The ability to purchase application bundles that focus on the digital marketing areas desired.
Bad: Some customers say the form and landing page builder is lacking and the set up process for small teams can be tedious.
Bottom Line: An enterprise-level marketing automation that can easily scale for any type of business that wishes to grow quickly and efficiently.

Product Overview

Marketo is a cloud-based marketing platform for all types of organizations that wish to boost digital marketing efforts. The platform’s features are broken into applications that are focused on various techniques of digital marketing. These applications include:

  • Marketing automation
  • Account-based marketing
  • Email
  • Mobile
  • Social
  • Digital ads
  • Web
  • Marketing analytics
  • Content AI

To keep your marketing and sales team on the same page, Marketo has a native Salesforce integrate as well as other popular CRM solutions.


Marketo offers applications that focus on various aspects of digital marketing. The following features are found in the Marketing Automation application. Please refer to Marketo’s site for more information about the other applications.

Lead generation – Easily attract and engage with potential customers from the start of their customer journey through tactics like search marketing, landing pages, web personalization, forms, social media and behavior tracking.

Lead nurturing – Build and scale cross-channel, automated campaigns to personalize a lead’s experience and convert them into a customer. Lead nurturing includes batch and real-time triggered emails, automatic segmentation as lead behavior changes and mobile marketing abilities to reach customers wherever they are.

CRM integration – Marketo integrates with most CRM systems, allowing you to identify your most valuable leads and automatically bringing them to the attention of your sales team. Your sales team can then focus more on converting leads instead of dead-end contacts.

Campaign tracking – Campaign tracking includes useful tools such as a web-based calendar to easily coordinate your team, dashboards and ad hoc reports to quickly identify and share key findings, and campaign performance tracking to quickly spot what’s working and what’s not.

Target Market

Marketo is an enterprise-level marketing automation that can easily scale for any type of business that wishes to grow quickly and efficiently. We’ve listed ten of Marketo’s customers:

  • BNY Mellon
  • Canon
  • Children's Hospital Boston
  • Microsoft
  • Sherwin-Williams
  • Stanford
  • Panasonic
  • Nokia Networks
  • George Washington University
  • CA Technologies

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Marketo offers implementation packages for both small to mid-sized businesses and enterprises. These include:

Launch Pack Packages – Launch Pack packages are ideal for small and medium businesses. A Marketo consultant will be assigned as a point of contact, and the pre-defined package includes onboarding services such as setup and configuration assistance, hands-on training, one-on-one consulting and creative services support.

Custom Enterprise Implementation Programs – For enterprise implementation packages, Marketo’s project managers and expert consultants will help create an onboarding plan that aligns with your marketing objectives. The custom implementation packages can include services for business analysis and deployment planning, solution implementation and global rollout.

Customer Service & Support

Marketo customers are assigned a consultant to help them through onboarding and training. Marketo also offers other services to help organizations create effective campaigns for their business. These services include:

  • Expert consulting – Marketo’s expert consultants are available for advice on marketing best-practices, hands-on assistance and strategic marketing guidance.
  • Strategic advisory services – Marketo’s team of digital marketing experts will help organizations assess the status of their current digital marketing efforts, align business and marketing goals, and create a digital marketing strategy to follow.
  • Creative services – The creative services team can help businesses design and create attractive email, landing page and mobile templates for your business.

Marketo’s support representatives are also available at any point via phone, email or online chat.


Marketo breaks down its pricing packages into bundles so organizations can purchase exactly what they need. These include bundles that focus on:

  • Lead management
  • Email marketing
  • Consumer marketing
  • Customer-based marketing
  • Mobile marketing

Each bundle’s pricing is based on the number of contacts you have in your marketing database, not solution-usage. Quotes and custom bundles are available by contacting Marketo’s sales reps.

Please note: The lead management bundle is the only solution that has a tiered-package offering. The tiers include Basic, Pro, Elite and Enterprise. Please refer to Marketo’s bundle page for more information.


Some customers have mentioned that Marketo’s form and landing page builder is not robust, making the task tedious. Others have mentioned a steep learning curve during the solution’s initial set up, especially for small teams.


Marketo Screenshot 1
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The idea of Marketo came to Phil Fernandez and his co-founders when they started cold-calling CMOs and asking what kept them up at night. After hearing about the pressure and stress from challenges like providing data on marketing ROI, Marketo’s founders decided to create a marketing solution that helped answer these tough questions and allowed marketers to engage their customers in a more valuable way.

Marketo was founded in 2006 and is headquartered in San Mateo, CA.

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