What users are saying about
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154 Ratings
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Top Rated
1822 Ratings

LinkedIn Marketing Solutions

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Score 8 out of 100

Marketo

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1822 Ratings
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Score 7.9 out of 100

Likelihood to Recommend

LinkedIn Marketing Solutions

LinkedIn has a much higher CPC than most commonly used platforms resulting in a much higher CPL/CPA. For businesses that don't have big CPC budgets, it would be difficult to be able to run tests without breaking the bank. Unless they get it right out of the gate, they may not find success with their efforts.On the opposite side of that, if a business can afford higher acquisition costs, this platform is likely worth exploring. They offer precise targeting with audiences full of professionals so often the leads are really high quality if you get it right.
Adam Lumley | TrustRadius Reviewer

Marketo

Marketo is really the only choice for large enterprise Marketing organizations, in my opinion. It scales better than other platforms with similar functionalities and is easier to use. Competitors' products in this space will require more "technical" users with coding and database management backgrounds, or will flat out not handle the volume. Marketo is in the sweet spot. If you have Salesforce or Dynamics and are in a large or medium-sized organization, especially if you are in a B2B oriented industry, Marketo is for you.I am personally currently in the Higher Education industry, and Marketo works well in that space, though we sometimes need to seek workarounds for some areas of functionality that are B2B-focused.Small businesses may price out of Marketo, especially if they have a large database or B2C orientation, but it is still worth a look. That said, I personally implemented Marketo at two different small software and services shops with 100-150 employees, and they both still use the tool 5-10 years later. For organizations that are going to want to do only traditional batch/blast email campaigns and have small databases, Marketo will work, but you'll be paying for leaving a lot of capability on the table.
Matt Gomez | TrustRadius Reviewer

Feature Rating Comparison

Email & Online Marketing

LinkedIn Marketing Solutions
Marketo
7.6
WYSIWYG email editor
LinkedIn Marketing Solutions
Marketo
7.1
Dynamic content
LinkedIn Marketing Solutions
Marketo
7.7
Ability to test dynamic content
LinkedIn Marketing Solutions
Marketo
7.5
Landing pages
LinkedIn Marketing Solutions
Marketo
6.7
A/B testing
LinkedIn Marketing Solutions
Marketo
7.4
Mobile optimization
LinkedIn Marketing Solutions
Marketo
7.1
Email deliverability reporting
LinkedIn Marketing Solutions
Marketo
8.2
List management
LinkedIn Marketing Solutions
Marketo
8.4
Triggered drip sequences
LinkedIn Marketing Solutions
Marketo
8.4

Lead Management

LinkedIn Marketing Solutions
Marketo
8.1
Lead nurturing
LinkedIn Marketing Solutions
Marketo
8.1
Lead scoring and grading
LinkedIn Marketing Solutions
Marketo
8.2
Data quality management
LinkedIn Marketing Solutions
Marketo
8.0
Automated sales alerts and tasks
LinkedIn Marketing Solutions
Marketo
8.1

Campaign Management

LinkedIn Marketing Solutions
Marketo
7.3
Calendaring
LinkedIn Marketing Solutions
Marketo
6.6
Event/webinar marketing
LinkedIn Marketing Solutions
Marketo
7.9

Social Media Marketing

LinkedIn Marketing Solutions
Marketo
6.6
Social sharing and campaigns
LinkedIn Marketing Solutions
Marketo
6.5
Social profile integration
LinkedIn Marketing Solutions
Marketo
6.6

Reporting & Analytics

LinkedIn Marketing Solutions
Marketo
6.8
Dashboards
LinkedIn Marketing Solutions
Marketo
6.7
Standard reports
LinkedIn Marketing Solutions
Marketo
7.0
Custom reports
LinkedIn Marketing Solutions
Marketo
6.8

Platform & Infrastructure

LinkedIn Marketing Solutions
Marketo
7.4
API
LinkedIn Marketing Solutions
Marketo
7.9
Role-based workflow & approvals
LinkedIn Marketing Solutions
Marketo
7.8
Customizability
LinkedIn Marketing Solutions
Marketo
7.6
Integration with Salesforce.com
LinkedIn Marketing Solutions
Marketo
8.2
Integration with Microsoft Dynamics CRM
LinkedIn Marketing Solutions
Marketo
6.7
Integration with SugarCRM
LinkedIn Marketing Solutions
Marketo
6.0

Pros

LinkedIn Marketing Solutions

  • By company and industry targeting means, you can create detailed campaigns specifically targeting an industry you're looking to break into. This allows you to craft a message that resonates with a specific industry or company, rather than relying on an affinity or interest on other platforms.
  • Job title or seniority level targeting allows you to refine your target demo to the decision makers. If you have a product or service that needs to go to a c-suite customer, you can target just that group or title. Or, if you know exactly the titles you want to hit, such as Facilities Manager or Human Resources Supervisor, you can craft a message and targeting profile that gets your ads in front of them.
  • One of the best ad products I've found is Sponsored InMail. Though it is pricey, it offers a more direct-mail style ad product without the additional hassle of email list rental, mailing service, or similar services. This puts you in the inbox of those you target. Though it is mostly just in the LinkedIn inbox, many people also get a push notification and an email alert from LinkedIn in their email inbox. This is pretty valuable, and the prices aren't exorbitant considering how powerful the targeting can be.
Scott Walker | TrustRadius Reviewer

Marketo

  • Flexibility - It has a lot to offer, but you don't have to have it all. There are a lot of integrations that allow you to set up your MarTech environment however you want.
  • Usability - Marketo is pretty straightforward to use, and there are a lot of resource documents and community available to help mitigate any issues a user might have.
  • Comprehensive - There's a huge range of features that Marketo has built into it that can be bolted on. I accept there are other tools out there there that do "more", but Marketo's features are comprehensive and operate in a local environment.
  • Support - Marketo's support feature and team are fantastic. They've always been willing and able to help with simple and complex queries in a highly professional manner. The Marketo Community backs this up - with both Marketo Support and Marketo Experts providing insight and responses to queries.
Josh Pickles | TrustRadius Reviewer

Cons

LinkedIn Marketing Solutions

  • New GUI is convoluted and a step backward. In July, the LinkedIn Marketing platform got a facelift. While it looks nicer, cleaner, the functionality is much more confusing. Hiding charts within hover menus, as well as creating new tabs for some things, but not others. Or times when new tabs aren't created and you hit backward, it takes you out of the account altogether, so then you have several clicks to get back to where you were. There's just not a good flow between menus and it makes for a frustrating experience.
  • No frame of reference/benchmarks for your reporting: If you're using the self-serve platform, good luck trying to determine what the benchmarks are for your the campaigns you're running. Unless you have a rep that can provide that data, you're up a creek. Maybe you have individual past performance benchmarks, but platform wise they're really nervous about giving those out, and there's not a lot written about it. If you have an account with reps, then they will provide this if asked. This should be built into the platform so you have something to measure against and not just numbers in a vacuum.
  • Big budget dependent - I've ran many different sizes of campaigns with a wide range of budgets, and without question, the ones with large budgets with high daily spends do better. If you have a very small budget or need to severely decrease your daily spend, expect much weaker numbers. I've confirmed with reps that yes, decrease in performance for some ad units is completely caused by a decrease in spend or a limited daily budget. Something to consider when deciding whether to market here.
  • ABM/List match capabilities limited. While it's great that LinkedIn has a list match capability for target, it is limited. You can target by company or if you have email addresses, you can do that too. but if you have business email accounts, you're out of luck b/c as I'm sure you know, LinkedIn accounts are typically tied to personal email address. This makes B2B ABM targeting campaigns difficult. There's also no visibility into who in your list matched or not, so that you can target appropriately those that did not match, or know who you need to do more progressive profiling on.
  • Generally, the capabilities here are about 2-5 years behind the capabilities and offerings you can find at those sites that offer programmatic/display campaigns. Lead gen and lists only happened in the past couple of years. Video happened this year. They're running to catch up with modern ad tech. Just keep this in mind--this is a networking first platform--the ad tech is secondary and slow to add new features.
Jarad Matula, MBA | TrustRadius Reviewer

Marketo

  • Pricing -- Marketo is clearly designed for a premium market, and most people will not be able to get in at the price point it starts from. This is a con especially for small businesses who do not always have the resources to invest in a solution like this.
  • Analytic reports within Marketo are not the greatest. I feel that there is more data you can view, and smart lists do not always work as they are supposed to.
  • It must also be said that Marketo does have a steep learning curve, and in some cases, you may need to hire a specialist to help you with the integration process. This can add to your cost.
Nathan Sichilongo | TrustRadius Reviewer

Likelihood to Renew

LinkedIn Marketing Solutions

No score
No answers yet
No answers on this topic

Marketo

Marketo 7.8
Based on 146 answers
The renewal process with Marketo can be very frustrating. The first year I managed the renewal for my company, I received a quote from the rep with additional products that I had not even inquired about. Additionally, as a result of an increased database size that required us to go up one tier level, we saw our price jump by over 25%. This year, we are decreasing our database size by at least two tier levels and so far I'm disappointed to see that there will be very minimal savings, despite having much less data to store.
Valerie Armstrong | TrustRadius Reviewer

Usability

LinkedIn Marketing Solutions

LinkedIn Marketing Solutions 8.5
Based on 9 answers
in terms of promoted content reporting and usability, the platform is not as flexible or easy to use compared to more established social platforms like Facebook. However, it does offer plug-ins to Google Data Studio which makes pulling and manipulating data easier.My main usability gripe comes when looking at organic performance of a company page. There isn't an easy way to export organic performance data.
Tegan Jenner | TrustRadius Reviewer

Marketo

Marketo 5.4
Based on 88 answers
There's a fair amount of flexibility, but as you start moving beyond the basics and get into more complex programs, it gets a bit cumbersome; for example, flexible drip campaigns that can customize / change content based on triggers after the initial start. Some way of normalizing scoring so older, less intensive users don't overshadow newer, more-intense users. Etc.For a basic setup and taking control of the user flow from contact to lead without leaks, Marketo is awesome, once you've got the core data governance and standardized processes in place.Template design is difficult - designers find it restrictive and there is a LOT of debugging needed, with finished templates sometimes behaving very oddly in some environments - adding / deleting code snippets, disabling some scripts - not enough to break it, but definitely some odd behaviors
Ashish Tewari | TrustRadius Reviewer

Reliability and Availability

LinkedIn Marketing Solutions

No score
No answers yet
No answers on this topic

Marketo

Marketo 8.2
Based on 46 answers
There are performance issues that make it seem like it's down sometimes. The backlog of campaign triggers etc. can be a real issue. The issue is probably more around performance than uptime.
Jennifer Robertson | TrustRadius Reviewer

Performance

LinkedIn Marketing Solutions

No score
No answers yet
No answers on this topic

Marketo

Marketo 7.6
Based on 56 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 | TrustRadius Reviewer

Support Rating

LinkedIn Marketing Solutions

LinkedIn Marketing Solutions 8.7
Based on 8 answers
It was a fairly concurrent service in each of our doubts, he managed to offer us too direct attention in any of our doubts. I believe that this attention service fulfilled all its promised tasks, as well as I believe that this helped me to implement this platform as it is much easier and in less time. During my experience implementing this platform, I had several doubts about how to create each of the campaigns and how to expand the advertising throughout the social network, however, the customer service was there to answer my question concurrently.
Carmen Rodriguez | TrustRadius Reviewer

Marketo

Marketo 7.3
Based on 154 answers
On multiple occasions we've had Marketo support (technical and license based) issues. Technical issues were minor and resolved within a day. License based issues (even things encouraged by Marketo for partners, like provisioning another license) took WEEKS. They actually took so long to respond that the client we were working with withdrew from the contract because they were no longer convinced Marketo was capable of supporting their business. As an agency trying to sell the software, you can only explain away so much before they just made us look silly.
Emilee Anderson | TrustRadius Reviewer

In-Person Training

LinkedIn Marketing Solutions

No score
No answers yet
No answers on this topic

Marketo

Marketo 7.4
Based on 11 answers
Our account rep stopped out in Lincoln, NE to ensure we were properly set up and running. This was very much appreciated. I was very, very new at this point, so I can't comment very much on the extent of what was taught because I was still brand new to the company and the system
Kristi Eide | TrustRadius Reviewer

Online Training

LinkedIn Marketing Solutions

No score
No answers yet
No answers on this topic

Marketo

Marketo 5.2
Based on 27 answers
I had never used Marketo prior to taking this job so online training was my starting point. I was able to follow along, it was interesting and quickly and efficiently taught me what I needed to know without a lot of fluff. It was far from boring and really helped me get my hands dirty with Marketo.
Robert Barrett, MBA | TrustRadius Reviewer

Implementation Rating

LinkedIn Marketing Solutions

No score
No answers yet
No answers on this topic

Marketo

Marketo 7.3
Based on 108 answers
1. Have a content marketing plan to run in parallel with the marketing automation installation--you'll need a lot of content to make full use of Marketo's capabilities.2. Work with sales (and ISRs) to define and document a workflow--build your Marketo installation around how you do business--not figure out how to apply your business to the tools3. Spend time of data cleaning--both an initial project as well as a strategy for ongoing data management. We found some change manaement issues (no more appending ZZZ to the first name to identify contacts who have left the company, for example, or prohibiting the entry of "info@company.com" email addresses).4. Find some champions in the sales and ISR teams. You'll have both fans and detractors--work with the fans to build some success stories
Steve Susina | TrustRadius Reviewer

Alternatives Considered

LinkedIn Marketing Solutions

LinkedIn doesn't come even remotely close to the pure audience size of Google, or even Yahoo for that matter. But it really doesn't need to, it's a specific product for a specific market and it does an exceedingly good job. Facebook will get your content in front of an almost unlimited number of people, but it won't target them anywhere near as effectively as LinkedIn. LinkedIn also establishes contact during business hours, which is when prospects are most likely to respond to marketing that is business related. Seems like a no-brainer, but most professionals aren't going to act on Facebook marketing from 9-5.
Jeffrey Smith | TrustRadius Reviewer

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 | TrustRadius Reviewer

Scalability

LinkedIn Marketing Solutions

No score
No answers yet
No answers on this topic

Marketo

Marketo 8.3
Based on 9 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 | TrustRadius Reviewer

Return on Investment

LinkedIn Marketing Solutions

  • LinkedIn Marketing Solutions has significantly helped our agency to generate leads for our clients, which in turn incentivizes them to spend more on our marketing services.
  • Ironically, though, we have not had as much success doing our own LinkedIn advertising for our agency. Clicks have been a little too expensive to get scale from our own marketing budget.
Bailey Witt, MBA | TrustRadius Reviewer

Marketo

  • Massive increase in efficiency for sales/service/customer success reps -- automation manages their workflow and communication letting them focus on what they do best and increase customer satisfaction.
  • Much faster deployment of programs and campaigns.
  • Big gains in conversion and revenue through better nurturing, lead scoring, lead management.
Justin Norris | TrustRadius Reviewer

Screenshots

Pricing Details

LinkedIn Marketing Solutions

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No

Marketo

General

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

* depends on scope and complexity

Rating Summary

Likelihood to Recommend

LinkedIn Marketing Solutions
8.0
Marketo
7.9

Likelihood to Renew

LinkedIn Marketing Solutions
Marketo
7.8

Usability

LinkedIn Marketing Solutions
8.5
Marketo
5.4

Reliability and Availability

LinkedIn Marketing Solutions
Marketo
8.2

Performance

LinkedIn Marketing Solutions
Marketo
7.6

Support Rating

LinkedIn Marketing Solutions
8.7
Marketo
7.3

In-Person Training

LinkedIn Marketing Solutions
Marketo
7.4

Online Training

LinkedIn Marketing Solutions
Marketo
5.2

Implementation Rating

LinkedIn Marketing Solutions
Marketo
7.3

Scalability

LinkedIn Marketing Solutions
Marketo
8.3

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