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18 Ratings

Marketo

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Score 6.6 out of 101

Marketo

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Top Rated
1592 Ratings
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Score 8 out of 101

Add comparison

Likelihood to Recommend

Aprimo

I would advise him/her to meet with an Aprimo consultant to understand all of the capabilities of the software. I have a feeling that Aprimo does have the planning capability we urgently desire, but the training platforms Aprimo offers are very limited. Perhaps a valuable proposition would be for certain employees to become power users who are constantly seeking out improvements within our company's use of Aprimo.
Adrienne Spohr profile photo

Marketo

We love their forms, and the automation you're able to execute post form submission. I would say they are unparalleled in this area. The flexibility and power the automation provides is invaluable, and reduces the overhead with your Salesforce instance. Triggered actions are pretty fantastic as well - love that you're able to trigger things based on "in-time" actions - or now and when they happen in the future, AND you can trigger actions based on PAST actions, based on your custom timeline. Can't tell you how many times that's come in handy! Their data management is absolutely stellar, and the things you're able to do on that front are unrivaled. WYSIWYG is one of the better I've seen (love Unbounce in this area - they're close). Ability to inject forms into your webpages with ease - javascript or static HTML. Ability to capture utm parameters or cookie values is HUGE for us
Ian Nate profile photo

Feature Rating Comparison

Email & Online Marketing

Aprimo
Marketo
7.7
WYSIWYG email editor
Aprimo
Marketo
7.3
Dynamic content
Aprimo
Marketo
7.7
Ability to test dynamic content
Aprimo
Marketo
7.5
Landing pages
Aprimo
Marketo
7.3
A/B testing
Aprimo
Marketo
7.5
Mobile optimization
Aprimo
Marketo
7.2
Email deliverability
Aprimo
Marketo
8.1
List management
Aprimo
Marketo
8.6
Triggered drip sequences
Aprimo
Marketo
8.6

Lead Management

Aprimo
Marketo
8.3
Lead nurturing
Aprimo
Marketo
8.7
Lead scoring and grading
Aprimo
Marketo
8.5
Data quality management
Aprimo
Marketo
7.9
Automated sales alerts and tasks
Aprimo
Marketo
8.3

Campaign Management

Aprimo
Marketo
7.4
Calendaring
Aprimo
Marketo
6.6
Event/webinar marketing
Aprimo
Marketo
8.2

Social Media Marketing

Aprimo
Marketo
6.9
Social sharing and campaigns
Aprimo
Marketo
7.0
Social profile integration
Aprimo
Marketo
6.7

Reporting & Analytics

Aprimo
Marketo
7.0
Dashboards
Aprimo
Marketo
6.9
Standard reports
Aprimo
Marketo
7.2
Custom reports
Aprimo
Marketo
6.9

Platform & Infrastructure

Aprimo
Marketo
7.8
API
Aprimo
Marketo
8.1
Role-based workflow & approvals
Aprimo
Marketo
7.8
Customizability
Aprimo
Marketo
7.9
Integration with Salesforce.com
Aprimo
Marketo
9.0
Integration with Microsoft Dynamics CRM
Aprimo
Marketo
7.4
Integration with SugarCRM
Aprimo
Marketo
6.7

Pros

  • I love in particular the ability to add comments directly on the piece I am making edits/comments against
  • It is organized in a way that is easy to tell which sections you must fill out
No photo available
  • Engagement Programs - the ability to set up very complex, granular email nurture programs allows you to target people with incredibly personalized experiences at scale.
  • Lead management process - you can completely customize your lead stages to your sales cycle, set up your own revenue cycle to create unique analytics based on your company, and automate sales alerts and recycling to marketing based on your own criteria.
  • User friendly templates - The modules in Marketo email templates make putting together beautiful HTML emails a breeze.
Anne Angele profile photo

Cons

  • Perhaps it was an internal issue but majority of our back end admin was based overseas and this made time zone challenging
  • We could not edit a small change ourselves and would need an admin to edit it - this was silly when it was something simple like one missing word
No photo available
  • Improved Salesforce integration - increased functionality would be useful, but the basics are already there.
Anne Angele profile photo

Likelihood to Renew

Aprimo5.9
Based on 7 answers
I understand that there are other aspects of the program that our organization was hoping to utilize, once we got past the initial usage, but we hav not moved in that direction yet.
No photo available
Marketo8.0
Based on 137 answers
Marketo is a part of our business and right now there's no going back.
Robert Barrett, MBA profile photo

Usability

Aprimo3.7
Based on 4 answers
Relatively easy to learn the basics, but there are a significant number of nuances. The system does not have user-friendly ways of allowing mass data manipulation in order to track large budgets over time. The only solution seems to be exporting into an Excel data dump and then performing analysis from there.
Adrienne Spohr profile photo
Marketo7.4
Based on 88 answers
Marketo is best used for enterprise companies with large Marketing staffs who can attend to the multiple needs of the platform. A developer and designer are best to maximize the use of the platform.
Romy Ribitzky profile photo

Reliability and Availability

Aprimo10.0
Based on 1 answer
We have not yet experienced any downtime
No photo available
Marketo8.5
Based on 21 answers
Marketo has never been unavailable that I've seen other than regularly scheduled maintenance which is announced in advance.
Robert Barrett, MBA profile photo

Performance

Aprimo8.0
Based on 1 answer
We are struggling with it though I think it’s our firewall i.e. an internal issue. Accessing the software outside or on mobile is faster.

They have a multi-tenant and single tenant option (more expensive) . We bought the single tenant option in anticipation of using Campaign Management and based upon our scale. You get more capabilities with single tenant
No photo available
Marketo7.9
Based on 27 answers
Pages do not load quickly and caching is not available with Marketo. Google PageSpeed ranks it pretty low, which is something I'm hoping they'll improve in future releases.
Robert Barrett, MBA profile photo

Support

Aprimo8.0
Based on 1 answer
Customer service has been responsive and attentive in line with the service we have bought. However, any organization that wants to make investments in Aprimo should plan to make an investment in internal support headcount to serve as the first line of defense for user issues and inquiries otherwise it could become too expensive.

We are on a standard service plan. You get 8 hours/month of whatever you want to ask them. This has been good enough. Will be buying more when we implement campaign management
No photo available
Marketo6.9
Based on 77 answers
Some support reps are great, and others don't help at all. Calling the phone line is useless.
Carley Donovan profile photo

In-Person Training

Aprimo8.0
Based on 1 answer
Aprimo offered a number of hands on sessions customized for each group. As such, they address specific needs and configurations of each team. These sessions also offered another round of cross-functional collaboration in process design.
No photo available
Marketo7.0
Based on 10 answers
I took in-person training at their annual summit and loved the exposure it gave me to other Marketing users.
Robert Barrett, MBA profile photo

Online Training

Aprimo6.0
Based on 1 answer
It was very generic and we took it prior to configuration. It was however adequate to educate our user in the basic capabilities that will have become available to them after deployment.
No photo available
Marketo2.5
Based on 25 answers
Great training system- mostly just a matter of setting aside the time to get in there and learn the system
Kristi Eide profile photo

Implementation

Aprimo10.0
Based on 1 answer
We were very well supported. TopRight who performed the process/requirements definition as well as project management functions came with ample experience with various marketing automation platforms. They also came with very good multi-channel marketing experience that allowed them to tackle this implementation as a marketing deployment and not a technology deployment. TopRight bring expertise in multi-channels strategy.

Aprimo performed the configuration and training functions. Their personnel were very well versed in their platform and brought much empathy to a deployment that required a great deal of change management.

I am stunned by how many people (from for-profit sector who work here) have not been exposed to these types of platforms. I want to make sure that folks are so accustomed to user interface. When I roll-out campaign management, teaching them the art and science of campaign management versus just learning the tool. TopRight are marketers. They are familiar with all these technologies. Their job has been to define processes, best practices and turn into training. Similar to training from Salesforce.com about funnel mgmt etc, vs. just the product. We will create training modules that are agnostic to the platform
No photo available
Marketo7.2
Based on 36 answers
I inherited a well-oiled machine.
Robert Barrett, MBA profile photo

Alternatives Considered

Unica - Both platforms (i.e. Unica and Aprimo) delivered comparable capabilities. However, due to internal limitations around technical support and technical maturity of the organization we selected Aprimo as it delivered the more user friendly user interface. Unica requires more technical saviness. With Aprimo you can be completely non-technical.

We evaluated Epsilon, but they were too expensive and don’t compete on price.

We evaluated Axciom. They offered an outsourced full service and were very powerful, but we wanted to bring capabilities more in-house. The capabilities were more advanced that we needed today. We felt Aprimo or Unica could both carry us a long way.

We did not look at marketing automation vendors like Eloqua, Marketo. From a scale standpoint, we were looking for campaign management and not just marketing automation. Also wanted MRM (Marketing Resource Management) or internal workflow management capabilities. We did not take a deep dive as they didn’t have the full suite solution
No photo available
Of all the options I've used, Marketo is the most customizable and allows you to have the most control over how it's used. While you can get base level functionality out of any of the marketing automation tools I've tried, if you're looking to do anything unique or innovative, I'd recommend Marketo.
Anne Angele profile photo

Scalability

No score
No answers yet
No answers on this topic
Marketo7.3
Based on 7 answers
We have noticed performance issues when large jobs are submitted. Typically involving imports or massive data changes but we've noticed slowdowns and bottlenecks.
Robert Barrett, MBA profile photo

Return on Investment

  • Very challenging to Adapt especially complex workflows
  • Ability to meet organisational changes that will reduce the ROI
Kishore Rachapudi profile photo
  • Lead velocity improvements, faster lead conversion.
  • Well orchestrated, predictable, repeatable campaigns.
  • Increased employee efficiency as employees found it easier to understand and confident to make changes.
  • Better funnel reporting.
Rajesh Talele profile photo

Pricing Details

Aprimo

General
Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Aprimo Editions & Modules
Aprimo
Additional Pricing Details

Marketo

General
Free Trial
Yes
Free/Freemium Version
Premium Consulting/Integration Services
Yes
Entry-level set up fee?
Optional
TBD*
1.  depends on scope and complexity
Marketo Editions & Modules
Marketo
Edition
Spark
$8951
Standard
$1,7951
Select
$3,1951
1. per month up to 10,000 records
Additional Pricing Details
For the Enterprise edition, contact Marketo for a custom quote.