What users are saying about
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Top Rated
1822 Ratings
Top Rated
387 Ratings

Marketo

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Top Rated
1822 Ratings
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Score 7.9 out of 100
Top Rated
387 Ratings
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Score 8.5 out of 100

Likelihood to Recommend

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

Optimizely

Optimizely is a great A/B testing tool for any size business. The Optimizely platform democratizes A/B testing through a simple interface, excellent training tools, easy implementation and low dependence on IT resources. Utilizing Optimizely I've been able to run robust experimentation programs with a variety of resources (acting as a 1-person team with limited access to IT resources as well as managing a team with high access to resources). Additionally, Optimizely is well-priced and positioned to be affordable for a variety of business sizes.
Emily Emmer | TrustRadius Reviewer

Feature Rating Comparison

Email & Online Marketing

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

Lead Management

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

Campaign Management

Marketo
7.3
Optimizely
Calendaring
Marketo
6.6
Optimizely
Event/webinar marketing
Marketo
7.9
Optimizely

Social Media Marketing

Marketo
6.6
Optimizely
Social sharing and campaigns
Marketo
6.5
Optimizely
Social profile integration
Marketo
6.6
Optimizely

Reporting & Analytics

Marketo
6.8
Optimizely
Dashboards
Marketo
6.7
Optimizely
Standard reports
Marketo
7.0
Optimizely
Custom reports
Marketo
6.8
Optimizely

Platform & Infrastructure

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

Testing and Experimentation

Marketo
Optimizely
7.0
a/b experiment testing
Marketo
Optimizely
8.0
Split URL testing
Marketo
Optimizely
7.7
Multivariate testing
Marketo
Optimizely
7.6
Multi-page/funnel testing
Marketo
Optimizely
7.3
Cross-browser testing
Marketo
Optimizely
7.1
Mobile app testing
Marketo
Optimizely
6.3
Test significance
Marketo
Optimizely
6.9
Visual / WYSIWYG editor
Marketo
Optimizely
7.1
Advanced code editor
Marketo
Optimizely
6.5
Page surveys
Marketo
Optimizely
6.4
Visitor recordings
Marketo
Optimizely
7.2
Preview mode
Marketo
Optimizely
6.7
Test duration calculator
Marketo
Optimizely
6.2
Experiment scheduler
Marketo
Optimizely
7.9
Experiment workflow and approval
Marketo
Optimizely
7.0
Dynamic experiment activation
Marketo
Optimizely
7.4
Client-side tests
Marketo
Optimizely
7.4
Server-side tests
Marketo
Optimizely
6.8
Mutually exclusive tests
Marketo
Optimizely
6.4

Audience Segmentation & Targeting

Marketo
Optimizely
7.4
Standard visitor segmentation
Marketo
Optimizely
7.7
Behavioral visitor segmentation
Marketo
Optimizely
7.3
Traffic allocation control
Marketo
Optimizely
8.0
Website personalization
Marketo
Optimizely
6.8

Results and Analysis

Marketo
Optimizely
7.1
Heatmap tool
Marketo
Optimizely
6.7
Click analytics
Marketo
Optimizely
7.3
Scroll maps
Marketo
Optimizely
7.1
Form fill analysis
Marketo
Optimizely
6.5
Conversion tracking
Marketo
Optimizely
7.5
Goal tracking
Marketo
Optimizely
7.5
Test reporting
Marketo
Optimizely
7.6
Results segmentation
Marketo
Optimizely
7.1
CSV export
Marketo
Optimizely
6.5
Experiments results dashboard
Marketo
Optimizely
7.1

Pros

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

Optimizely

  • Optimizely makes it extremely easy to setup almost any type of split or multi-variate testing experiment. It has a variety of test triggers types & many ways to segment incoming visitors.
  • I believe Optimizely's results dashboard is one of the best among split testing software. It allowed my team to get insights into the running of tests, like time to significance and a view of metric changes over time.
  • Optimizely is very easy to use for non-engineers. It has a powerful visual interface that allows marketers and advertisers to setup complex variations without 1 line of code.
  • In terms of documentation and implementation, I believe Optimizely is ahead of its competitors in terms of its focus on reliability and speed.
Alec Dibble | TrustRadius Reviewer

Cons

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

Optimizely

  • Assistance with on-boarding the tool as opossed to using a partner.
  • Dedicated training on the tool for internal business users both on the development and consultancy side.
  • Impression usage should be applied to running AB tests only - Development teams need to take some time to implement a winning variation and so using impressions to temporarily run a winning experience is not ideal.
Ashley Smith | TrustRadius Reviewer

Likelihood to Renew

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

Optimizely

Optimizely 9.0
Based on 42 answers
Because it's an incredible and essential tool for my line of work as a conversion optimization specialist. Really couldn't do my job nearly as effectively without it. It's paid for itself many times over and I feel like I'm only beginning to unlock the tools potential.
Jeremy Bradford | TrustRadius Reviewer

Usability

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

Optimizely

Optimizely 7.3
Based on 56 answers
I've heard great feedback from the Marketing and Development team who use the tool. I am not particularly great with code but find it easy to set up tests on my own and feel confident putting them live using the preview tool.
Fay Dawson | TrustRadius Reviewer

Reliability and Availability

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

Optimizely

Optimizely 9.0
Based on 6 answers
Web interface is nearly always available. Javascript snippet (which actually runs the test) is distributed on a CDN for near-constant availability.
Albert Wavering | TrustRadius Reviewer

Performance

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

Optimizely

Optimizely 6.0
Based on 6 answers
We have had some issues with screen flicker when loading experiment content. We had to dial back some of the creative changes to load smaller files.
Shawn Daley | TrustRadius Reviewer

Support Rating

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

Optimizely

Optimizely 9.1
Based on 15 answers
They always are quick to respond, and are so friendly and helpful. They always answer the phone right away. And [they are] always willing to not only help you with your problem, but if you need ideas they have suggestions as well.
Sean Cleveland | TrustRadius Reviewer

In-Person Training

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

Optimizely

No score
No answers yet
No answers on this topic

Online Training

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

Optimizely

Optimizely 3.0
Based on 1 answer
No answer on this topic is available.

Implementation Rating

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

Optimizely

Optimizely 8.0
Based on 12 answers
Ensure that your Optimizely JS script is loaded in the header of the page. The reason for this is that the DOM loads the page, and if you are changing elements on the page in your variation, Optimizely needs to know this before the page loads so that it can make those changes for your variation.
Douglas Wright | TrustRadius Reviewer

Alternatives Considered

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

Optimizely

I think that Optimizely is more user-friendly than Adobe and Monetate, for example - Adobe is really suited for people with deep pockets and a distinct technical acumen that may not be suitable for a small business. Montetate is not user-friendly - even for seasoned marketers. Apptemize is a pretty great product but they killed their free product. Like Optimzely, they seem to be shooting for enterprise-level clients.
Sylvia Flores | TrustRadius Reviewer

Scalability

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

Optimizely

Optimizely 7.0
Based on 49 answers
Optimizely offers excellent testing features and incredible technical support and training resources enabling non-technical teams most benefited by experimentation to truly own this function. Optimizely is easy to implement and use, has simple integration with other technologies making it a staple in our marketing technology stack. Finally, Optimizely continues to innovate around its core technology to add new features and capabilities to improve the overall experimentation process (such as acquiring Experimentation Engine in 2018). In a dynamic and ever-changing marketing technology landscape expect to continue using Optimizely in my marketing technology stack for many years to come.
Emily Emmer | TrustRadius Reviewer

Return on Investment

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

Optimizely

  • Before using Optimizely, we were shooting in the dark with our design decisions. We'd make a change, then have to wait to see our user numbers drop over the course of a couple weeks, then roll back the changes. Our front end team would get frustrated with the wasted time, and try again. With Optimizely, our decisions are data-driven, morale doesn't take a hit, and we are always moving forward with our site.
Benjamin Himley | TrustRadius Reviewer

Screenshots

Pricing Details

Marketo

General

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

* depends on scope and complexity

Optimizely

General

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

Rating Summary

Likelihood to Recommend

Marketo
7.9
Optimizely
8.8

Likelihood to Renew

Marketo
7.8
Optimizely
9.0

Usability

Marketo
5.4
Optimizely
7.3

Reliability and Availability

Marketo
8.2
Optimizely
9.0

Performance

Marketo
7.6
Optimizely
6.0

Support Rating

Marketo
7.3
Optimizely
9.1

In-Person Training

Marketo
7.4
Optimizely

Online Training

Marketo
5.2
Optimizely
3.0

Implementation Rating

Marketo
7.3
Optimizely
8.0

Scalability

Marketo
8.3
Optimizely
7.0

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