What users are saying about
<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
1822 Ratings
2 Ratings

Marketo

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
Top Rated
1822 Ratings
<a href='https://www.trustradius.com/static/about-trustradius-scoring' target='_blank' rel='nofollow noopener noreferrer'>trScore algorithm: Learn more.</a>
Score 7.9 out of 100
2 Ratings
<a href='https://www.trustradius.com/static/about-trustradius-scoring' target='_blank' rel='nofollow noopener noreferrer'>trScore algorithm: Learn more.</a>
Score 1 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

Visual IQ

Would be suited for simpler products with 1-2 KPIs, online-only, web-only, etc. Not suited for multiple KPIs that interact with customers through many tools, offline and online, and with both web and native apps.
Jacob Landsman | TrustRadius Reviewer

Feature Rating Comparison

Email & Online Marketing

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

Lead Management

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

Campaign Management

Marketo
7.3
Visual IQ
Calendaring
Marketo
6.6
Visual IQ
Event/webinar marketing
Marketo
7.9
Visual IQ

Social Media Marketing

Marketo
6.6
Visual IQ
Social sharing and campaigns
Marketo
6.5
Visual IQ
Social profile integration
Marketo
6.6
Visual IQ

Reporting & Analytics

Marketo
6.8
Visual IQ
Dashboards
Marketo
6.7
Visual IQ
Standard reports
Marketo
7.0
Visual IQ
Custom reports
Marketo
6.8
Visual IQ

Platform & Infrastructure

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

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

Visual IQ

  • Access to FB impressions.
  • TapAd device graph for stitching device ids to web cookies.
Jacob Landsman | 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

Visual IQ

  • Missing timestamps of the touch points in the output (instead, they repeat the conversion timestamp for all touch points that preceded the conversion).
  • Inflated clicks.
  • No connectors to import cost from media partners.
Jacob Landsman | 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

Visual IQ

No score
No answers yet
No answers on this topic

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

Visual IQ

No score
No answers yet
No answers on this topic

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

Visual IQ

No score
No answers yet
No answers on this topic

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

Visual IQ

No score
No answers yet
No answers on this topic

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

Visual IQ

No score
No answers yet
No answers on this topic

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

Visual IQ

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

Visual IQ

No score
No answers yet
No answers on this topic

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

Visual IQ

No score
No answers yet
No answers on this topic

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

Visual IQ

VisualIQ is 1 of 2 partners only that have access to FB impressions.
Jacob Landsman | 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

Visual IQ

No score
No answers yet
No answers on this topic

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

Visual IQ

  • We’ve been implementing for a year now and still not using the tool cross-functionally so probably $0 ROI at this point.
Jacob Landsman | 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

Visual IQ

General

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

Rating Summary

Likelihood to Recommend

Marketo
7.9
Visual IQ
1.0

Likelihood to Renew

Marketo
7.8
Visual IQ

Usability

Marketo
5.4
Visual IQ

Reliability and Availability

Marketo
8.2
Visual IQ

Performance

Marketo
7.6
Visual IQ

Support Rating

Marketo
7.3
Visual IQ

In-Person Training

Marketo
7.4
Visual IQ

Online Training

Marketo
5.2
Visual IQ

Implementation Rating

Marketo
7.3
Visual IQ

Scalability

Marketo
8.3
Visual IQ

Add comparison