What users are saying about

Aprimo

18 Ratings

Marketo

Top Rated
1561 Ratings

Aprimo

18 Ratings
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Score 6.7 out of 101

Marketo

Top Rated
1561 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

Marketo is an excellent Marketing Automation Platform geared towards marketers. If you are looking for a platform that is easy to use for both Marketing and Sales, this platform may be tricky to onboard. Marketo Smart Lists is a key feature and a very helpful tool for marketers when trying to target a specific group of people. The filters within Smart Lists are extensive and nearly every filter you can think of is available. The ability to create an AMB campaign in Marketo was a key project for our team to undertake. The Account Based Marketing tool within Marketo proved to be useful and helpful when targeting specific high producing prospects. However, you are limited to the number of accounts you can create for your ABM campaign. It would be helpful if this number was not capped.
Whitney Slothower profile photo

Feature Rating Comparison

Email & Online Marketing

Aprimo
Marketo
7.7
WYSIWYG email editor
Aprimo
Marketo
7.4
Dynamic content
Aprimo
Marketo
7.5
Ability to test dynamic content
Aprimo
Marketo
7.3
Landing pages
Aprimo
Marketo
7.5
A/B testing
Aprimo
Marketo
7.4
Mobile optimization
Aprimo
Marketo
7.2
Email deliverability
Aprimo
Marketo
8.1
List management
Aprimo
Marketo
8.5
Triggered drip sequences
Aprimo
Marketo
8.5

Lead Management

Aprimo
Marketo
8.3
Lead nurturing
Aprimo
Marketo
8.6
Lead scoring and grading
Aprimo
Marketo
8.4
Data quality management
Aprimo
Marketo
7.7
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
8.1

Social Media Marketing

Aprimo
Marketo
6.9
Social sharing and campaigns
Aprimo
Marketo
7.0
Social profile integration
Aprimo
Marketo
6.8

Reporting & Analytics

Aprimo
Marketo
6.9
Dashboards
Aprimo
Marketo
6.8
Standard reports
Aprimo
Marketo
7.2
Custom reports
Aprimo
Marketo
6.8

Platform & Infrastructure

Aprimo
Marketo
7.8
API
Aprimo
Marketo
8.0
Role-based workflow & approvals
Aprimo
Marketo
7.8
Customizability
Aprimo
Marketo
7.8
Integration with Salesforce.com
Aprimo
Marketo
9.0
Integration with Microsoft Dynamics CRM
Aprimo
Marketo
7.6
Integration with SugarCRM
Aprimo
Marketo
6.9

Pros

  • In general the capabilities within Marketing Resource Management seem like a platform built by marketers for marketers.
  • The out of the box processes are pretty
  • The uniformity of the user experience across modules makes user training and change management a lot We are still in early stages of using the reporting capabilities, but we can see lots of value in what they Unica was not as standardized.
  • We are still very much focused on adoption.
No photo available
  • User tracking from lead through to sale
  • Creating automated marketing campaigns with full analytics
  • Integrating with different SaaS applications - they make it easy!
David Portnowitz profile photo

Cons

  • Users have to adjust to Aprimo. More challenging for organizations that have deep-rooted processes and this is something that has to be addressed in training.
  • The portal full application experience varies greatly and it can become cumbersome for users to communicate via Aprimo on projects.
No photo available
  • Hard to get everything set up and requires lots of "tribal" knowledge
  • Support is okay at best, takes too long to get a response
  • UI is average, could use an update
David Portnowitz profile photo

Likelihood to Renew

Aprimo5.9
Based on 7 answers
While Aprimo provides the fundamental tools to track our actual spend, it has a major void when trying to plan for future programs. Our teams often have offline Excel spreadsheets to track actuals spend vs. our original budget, and lay out the future programs against which we plan to use budget funds. Would also appreciate reporting mechanisms which could splice data in non table format. For example, we often use marketing calendars to display programs/spend over time. This helps our team ensure that programs which are intended to run concurrent with in-store sales executions are happening in the correct time frame. The visual is simply easier to follow.
Adrienne Spohr profile photo
Marketo8.1
Based on 137 answers
There is no question that this is the best tool on the market.
Frank Carpenter profile photo

Usability

Aprimo3.7
Based on 4 answers
They have taken the challenge of technology out of the picture by focusing so much on the UI.
No photo available
Marketo7.4
Based on 88 answers
I have found Marketo more easy to use and flexible than any other product that we've looked at. It also integrates with various other systems that we use including our CRM and event partners. This allows us to seamlessly move through our day and provide up-to-date and accurate information to our sales and customer service team.
Amber Hobson 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
We have never had Marketo not be up and running for us.
Amber Hobson 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
Marketo7.8
Based on 27 answers
There are times when it is slightly slow for us, where we sit on a screen waiting for it to load. This could be our internet since we have had the same issue occasionally with other systems, but it is enough to make you crazy.
Amber Hobson 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
Support is very good, but some of my more complicated requests have a hard time being answered.
Amber Hobson 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
Marketo2.7
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
Marketo7.3
Based on 36 answers
Find someone who gets Marketing and is also tech savvy. You need a combination of these skills in your implementation partner.
Rajesh Talele 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
Marketo is a better value for enterprise level data management, automation, integrated functions, customization, list management, scheduling and reporting.
Nathan Lindsey profile photo

Scalability

No score
No answers yet
No answers on this topic
Marketo7.3
Based on 7 answers
As we have grown, Marketo has grown with us. We started with simple single email campaigns and are now doing complex campaigns with multiple emails and tracks that we send a contact to if they take certain actions within our emails. We also have a complex integration with several systems and have the visibility into our marketing activities throughout our organization.
Amber Hobson profile photo

Return on Investment

  • n/a (at my level)
No photo available
  • Marketo has definitely helped with efficiency. We moved from another program where we had to upload lists and could only do them in batches of so many at a time. This and many other factors have made us more efficient!
  • Marketo has helped us with our tracking of leads through the entire funnel. We can now go from an anonymous lead just looking at our website all the way through to closed business. We can also then loop it around again to use our lead process for upsell opportunities which is critical in today's market.
  • Marketo has had a huge impact on us because of its ability to integrate with our CRM. We can now work with sales and customer service to ensure that we have the correct contacts and there is seamless integration to offer them the visibility into what a contact has received.
Amber Hobson 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.