What users are saying about
18 Ratings
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Top Rated
1742 Ratings
18 Ratings
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Score 6.1 out of 101

Marketo

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Top Rated
1742 Ratings
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Score 8 out of 101

Likelihood to Recommend

Aprimo

Consider availability of experienced admins in advance because you're basically teaching yourself. Consider if you can make do with the 'lighter' application which will be easier for admins and end users to do.
Michael Higgins profile photo

Marketo

Marketo operates well for medium to large-sized organisations. While it doesn't have its own CRM, it integrates really well with the likes of Salesforce and MS Dynamics to simplify lead management.Marketo might not be suitable for smaller organisations who are starting out with marketing automation technologies.
Josh Pickles profile photo

Feature Rating Comparison

Email & Online Marketing

Aprimo
Marketo
7.7
WYSIWYG email editor
Aprimo
Marketo
7.1
Dynamic content
Aprimo
Marketo
7.6
Ability to test dynamic content
Aprimo
Marketo
7.5
Landing pages
Aprimo
Marketo
7.3
A/B testing
Aprimo
Marketo
7.3
Mobile optimization
Aprimo
Marketo
7.2
Email deliverability
Aprimo
Marketo
8.3
List management
Aprimo
Marketo
8.5
Triggered drip sequences
Aprimo
Marketo
8.4

Lead Management

Aprimo
Marketo
8.2
Lead nurturing
Aprimo
Marketo
8.5
Lead scoring and grading
Aprimo
Marketo
8.4
Data quality management
Aprimo
Marketo
7.9
Automated sales alerts and tasks
Aprimo
Marketo
8.0

Campaign Management

Aprimo
Marketo
7.3
Calendaring
Aprimo
Marketo
6.7
Event/webinar marketing
Aprimo
Marketo
8.0

Social Media Marketing

Aprimo
Marketo
6.7
Social sharing and campaigns
Aprimo
Marketo
6.8
Social profile integration
Aprimo
Marketo
6.5

Reporting & Analytics

Aprimo
Marketo
7.0
Dashboards
Aprimo
Marketo
7.0
Standard reports
Aprimo
Marketo
7.1
Custom reports
Aprimo
Marketo
6.8

Platform & Infrastructure

Aprimo
Marketo
7.6
API
Aprimo
Marketo
8.0
Role-based workflow & approvals
Aprimo
Marketo
7.7
Customizability
Aprimo
Marketo
7.7
Integration with Salesforce.com
Aprimo
Marketo
8.5
Integration with Microsoft Dynamics CRM
Aprimo
Marketo
7.0
Integration with SugarCRM
Aprimo
Marketo
6.8

Pros

Aprimo

  • The strongest suit of the application is workflow management. As an admin, I am able to create workflows that will move a job along it's path automatically from open to closure.
  • The Job Starter portal allows the administrator to create forms that internal customers can use to request services. The design options for the forms are limited but the data is completely controlled by the admin so it is flexible
  • The tool uses a pretty standard SQL interface for reports. If you've done SQL you can do reports here and it does have a nice easy to use facility for auto-distribution
Michael Higgins profile photo

Marketo

  • The workflow functions of Marketo are among the best in the industry. You are able to build advanced lead qualifying and sales processes using Marketo and automate tasks that are often done manually.
  • As a B2B platform, Marketo is able to integrate with CRM programs like Salesforce and allow you to take the sales journey. It has the necessary features for seasoned marketers to use, like lead scoring and programs that can track and manage different marketing events and functions.
  • Lead scoring is a huge pro, especially in today's digital marketing and sales. Marketo’s lead scoring system allows your sales team to qualify a lead before pursuing, saving you valuable time and money. The nurturing program is a huge time saver, as you can nurture leads and then qualify them based on what you think.
  • Centralized marketing information. With Marketo, you can view all your digital marketing results in one place. Whether you are using email, landing pages, mobile advertising or forms (which, by the way, Marketo has a lot of to choose and customize), you can easily view this information from within the dashboard.
Nathan Sichilongo profile photo

Cons

Aprimo

  • Compatibility - I had some problems with my corporate firewall, internet browser configuration and the fact that Aprimo runs only on Microsoft Internet Explorer.
  • The online performance has a lot to improve. The user interface response time sometimes is bigger than we'd like.
  • Aprimo does not have native integration interface, so we had to buy another tool to integrate it with our CRM and ERP systems.
Ricardo Camargo profile photo

Marketo

  • Technically heavy. Takes a bit to implement and understand - there's a bit of a learning curve here, and may require some help to stand up and implement.
  • Interface: They just rolled out a new interface, but they definitely have a "database" approach to the software - folders, subfolders, sections... can be confusing at first, but once you learn, you'll be locked in.
  • Rope - you can hang yourself. Need to be methodical and well executed with your campaigns, or you can get yourself into trouble!
  • Salesforce API... I would expect there to be a managed package.. but you set up the system through a traditional API connection. It's cumbersome and timely, but once it's set up, it's definitely rock solid.
Ian Nate profile photo

Likelihood to Renew

Aprimo

Aprimo 5.9
Based on 7 answers
Aprimo does not have a full support team in Brazil and does not have account manager to help us develop and improve our processes.
An important factor is that Aprimo is more expensive than other players in the market, so the ROI has to be very clear in order to renew the contract.
Besides these problems, Aprimo is a very powerful tool and allow us to do a lot of tracking and analysis in our contact database at the same time is a complete email manager.
Ricardo Camargo profile photo

Marketo

Marketo 7.8
Based on 142 answers
Marketo has the robust reporting, triggers, and filters to meet our business needs.
Carley Donovan profile photo

Usability

Aprimo

Aprimo 3.7
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

Marketo

Marketo 7.6
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

Aprimo

Aprimo 10.0
Based on 1 answer
We have not yet experienced any downtime
No photo available

Marketo

Marketo 8.4
Based on 23 answers
This is literally never an issue
Kristi Eide profile photo

Performance

Aprimo

Aprimo 8.0
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

Marketo

Marketo 7.9
Based on 28 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

Aprimo

Aprimo 8.0
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

Marketo

Marketo 7.0
Based on 77 answers
They really dig deep to provide answers and when we bring them problems they take an interest in seeing things resolved.
Robert Barrett, MBA profile photo

In-Person Training

Aprimo

Aprimo 8.0
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

Marketo

Marketo 7.0
Based on 11 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

Aprimo

Aprimo 6.0
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

Marketo

Marketo 2.8
Based on 27 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

Aprimo

Aprimo 10.0
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

Marketo

Marketo 7.1
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

Aprimo

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

Honestly, they are the industry leader for a reason. Their database like approach in interface and the way the product functions could be confusing or intimidating for some people, but once you see the power it has, and get the hang of it - you'll never look back. We honestly couldn't do some of the things we do without Marketo, and they probably have ME as a customer for life. If I'm consulting with other companies, honestly, it depends on what you're looking for. If you have a simple use case, a simple solution like Pardot or Act-On will probably suffice. If you want advanced targeting capabilities, data cleanliness and automation, advanced segmenting, form completion actions, and industry leading scoring, then I wouldn't look further than Marketo. More of a steep learning curve, but trust me - it's absolutely worth it!
Ian Nate profile photo

Scalability

Aprimo

No score
No answers yet
No answers on this topic

Marketo

Marketo 7.8
Based on 9 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

Aprimo

  • The lead management tool improves lead generation by shortening the lead circle in our communications and send leads to a sales team automatically.
  • Aprimo allows the marketing team to improve the quality and timing to communicate by knowing the customer experience with our messages and microsites.
  • Automated response triggers and reports increased the marketing team efficiency.
Ricardo Camargo profile photo

Marketo

  • 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

Additional Pricing Details

Marketo

General

Free Trial
Yes
Free/Freemium Version
Premium Consulting/Integration Services
Yes
Entry-level set up fee?
Optional
TBD*

* depends on scope and complexity

Marketo Editions & Modules

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.

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