Aprimo vs. Adobe Marketo Engage

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Aprimo
Score 9.4 out of 10
N/A
Aprimo is a provider of digital asset management and work management solutions. Its content operations platform provides organizations with a single source of truth to optimize the way they plan, develop, organize, govern, and deliver exceptional brand experiences at scale. Aprimo’s library of connectors provides integration with the applications teams already use, like Salesforce, Microsoft, and Adobe Creative Cloud. The Aprimo PlatformN/A
Adobe Marketo Engage
Score 8.2 out of 10
N/A
Adobe Marketo Engage (acquired by Adobe in 2018) is a marketing automation platform whose basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex sales cycles.N/A
Pricing
AprimoAdobe Marketo Engage
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
AprimoAdobe Marketo Engage
Free Trial
YesNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
YesYes
Entry-level Setup FeeOptionalOptional
Additional DetailsFor digital asset management, work management, marketing budget management or an entire content operations platform, Aprimo’s SaaS subscription model takes care of product licensing, support, hosting, updates, and provides dedicated experts.
More Pricing Information
Community Pulse
AprimoAdobe Marketo Engage
Considered Both Products
Aprimo
Chose Aprimo
  • Canva is quicker/easier to use for a quick image design
  • Eloqua has greater email functionality
  • Aprimo was a cheaper cost at the time but products [are] in review always.
Adobe Marketo Engage
Chose Adobe Marketo Engage
Much more user friendly than any other platform. Is less superior in list building, but can handle most any query (Aprimo). Very robust in accommodating most scenarios, although improvement to event management is needed.
Chose Adobe Marketo Engage
Aprimo is a email sending tool. Marketo is a well rounded marketing automation tool.
Chose Adobe Marketo Engage
I've used Aprimo at a previous company for our marketing automation needs (a pretty reputable company at that), and Marketo blows it out of the water in every category.
Chose Adobe Marketo Engage
Marketo is leaps and bounds better than Aprimo. The issue with Aprimo is that its data segmentation and action are in the same place (which could cause issues of not done properly). Marketo makes it very easy for someone to pick up and understand the logic of what is going on. …
Chose Adobe Marketo Engage
Aprimo fell behind Marketo for the email marketing and connection to Salesforce. Aprimo tries to be a lot a things in one platform and does an OK job. Marketo is specialized and can go further in the email marketing swim lane.

Oracle CX Marketing is the best all around email …
Chose Adobe Marketo Engage
Marketo is far superior to these tools and Eloqua (which it wouldn't let me select). It's easier to use, has far more flexibility and the sync with SFDC is far superior.
Chose Adobe Marketo Engage
The tools I've used in the past was for larger data sets, where we have 100 million records to comb through and modeling. Very robust that directly integrated into the full database not a CRM system. Overall, each of the marketing automation tools have their positives and …
Chose Adobe Marketo Engage
Eloqua: Should be used when you are dealing with information from different platforms such as BO etc., I choose Marketo over it because it provides more flexibility and I can make changes specific to marketing initiatives easily without affecting my general structure.
Aprimo: …
Chose Adobe Marketo Engage
I had prior Marketo experience and needed to stand up marketing automation fast. At my prior company assessment was done between Eloqua, Marketo and Aprimo and Marketo came out on top for being most innovative on features and roadmap.
Chose Adobe Marketo Engage
No contest. Eloqua is difficult to use and Aprimo is lacking in functionality.
Top Pros
Top Cons
Features
AprimoAdobe Marketo Engage
Email & Online Marketing
Comparison of Email & Online Marketing features of Product A and Product B
Aprimo
-
Ratings
Adobe Marketo Engage
8.1
979 Ratings
4% above category average
WYSIWYG email editor00 Ratings7.5888 Ratings
Dynamic content00 Ratings7.6865 Ratings
Ability to test dynamic content00 Ratings7.8843 Ratings
Landing pages00 Ratings8.1905 Ratings
A/B testing00 Ratings7.9891 Ratings
Mobile optimization00 Ratings7.8863 Ratings
Email deliverability reporting00 Ratings8.1947 Ratings
List management00 Ratings8.8944 Ratings
Triggered drip sequences00 Ratings9.0854 Ratings
Lead Management
Comparison of Lead Management features of Product A and Product B
Aprimo
-
Ratings
Adobe Marketo Engage
8.7
947 Ratings
12% above category average
Lead nurturing automation00 Ratings8.8922 Ratings
Lead scoring and grading00 Ratings8.8897 Ratings
Data quality management00 Ratings8.7895 Ratings
Automated sales alerts and tasks00 Ratings8.7850 Ratings
Campaign Management
Comparison of Campaign Management features of Product A and Product B
Aprimo
-
Ratings
Adobe Marketo Engage
7.9
876 Ratings
4% above category average
Calendaring00 Ratings7.5708 Ratings
Event/webinar marketing00 Ratings8.3836 Ratings
Social Media Marketing
Comparison of Social Media Marketing features of Product A and Product B
Aprimo
-
Ratings
Adobe Marketo Engage
7.4
545 Ratings
1% below category average
Social sharing and campaigns00 Ratings7.5536 Ratings
Social profile integration00 Ratings7.3375 Ratings
Reporting & Analytics
Comparison of Reporting & Analytics features of Product A and Product B
Aprimo
-
Ratings
Adobe Marketo Engage
7.5
949 Ratings
0% above category average
Dashboards00 Ratings7.3891 Ratings
Standard reports00 Ratings7.8929 Ratings
Custom reports00 Ratings7.4884 Ratings
Platform & Infrastructure
Comparison of Platform & Infrastructure features of Product A and Product B
Aprimo
-
Ratings
Adobe Marketo Engage
8.5
939 Ratings
11% above category average
API00 Ratings8.5807 Ratings
Role-based workflow & approvals00 Ratings8.5685 Ratings
Customizability00 Ratings7.9831 Ratings
Integration with Salesforce.com00 Ratings9.1808 Ratings
Integration with Microsoft Dynamics CRM00 Ratings8.6271 Ratings
Integration with SugarCRM00 Ratings8.2173 Ratings
Best Alternatives
AprimoAdobe Marketo Engage
Small Businesses
Adobe Bridge
Adobe Bridge
Score 8.8 out of 10
Vbout
Vbout
Score 9.4 out of 10
Medium-sized Companies
MediaValet
MediaValet
Score 9.8 out of 10
PFL Direct Mail Platform
PFL Direct Mail Platform
Score 9.3 out of 10
Enterprises
MediaValet
MediaValet
Score 9.8 out of 10
PFL Direct Mail Platform
PFL Direct Mail Platform
Score 9.3 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
AprimoAdobe Marketo Engage
Likelihood to Recommend
9.4
(33 ratings)
8.5
(1129 ratings)
Likelihood to Renew
1.0
(9 ratings)
9.0
(146 ratings)
Usability
7.1
(9 ratings)
8.0
(98 ratings)
Availability
10.0
(1 ratings)
9.0
(25 ratings)
Performance
8.0
(1 ratings)
9.0
(30 ratings)
Support Rating
6.0
(7 ratings)
8.8
(89 ratings)
In-Person Training
8.0
(1 ratings)
10.0
(12 ratings)
Online Training
6.0
(1 ratings)
6.7
(29 ratings)
Implementation Rating
9.1
(2 ratings)
10.0
(37 ratings)
Configurability
-
(0 ratings)
6.0
(6 ratings)
Contract Terms and Pricing Model
-
(0 ratings)
7.9
(4 ratings)
Ease of integration
7.0
(16 ratings)
1.8
(9 ratings)
Product Scalability
-
(0 ratings)
7.0
(10 ratings)
Professional Services
-
(0 ratings)
9.4
(3 ratings)
Vendor post-sale
-
(0 ratings)
8.2
(7 ratings)
Vendor pre-sale
-
(0 ratings)
8.2
(6 ratings)
User Testimonials
AprimoAdobe Marketo Engage
Likelihood to Recommend
Aprimo
I think Aprimo is well suited when you are looking for a DAM to house all of your content. It will be easy to find what you need based on the metadata you are including. I think Aprimo works very well in situations where you are looking for both a DAM and project management system. We are using the DAM and Aprimo productivity and they pair well together
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Adobe
Adobe Marketo Engage is great for lead gen because of the out of box solutions. We import leads from Google, LinkedIn, Meta, Tradeshows, and web forms. It allows me to track leads from the moment they enter the system to the point where they become customers. I use it to score leads, segment them, and nurture them with targeted content. It's especially useful as a B2B organization.
Read full review
Pros
Aprimo
  • Audit - The trail of what you can look back on is so robust and the IDs are on every task and asset. You see a full picture of something that has been approved and can see any amends that have been made. Having the full view and timeline of any updates is essential for our teams.
  • Reporting - Most if not all fields can be reported on. This is essential for us as we use reports to influence management decisions as well as managing day-to-day operations.
  • DAM - The DAM functionality and connectivity is a big one for our future plans as well as existing ones. Connectors into the DAM help us integrate the systems we have already, plus plan and support the business with new plans in growing areas.
  • Service - Aprimo support is amazing. The support we get as a company is always great, no matter how big or small any issues or queries are. The team at Aprimo is always so attentive and comes back with great answers and support.
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Adobe
  • Like I have said Marketo has been very helpful by helping us to connect us with our customers and keeps them coming back, hence saving time, effort and resources.
  • Let AI build predictive audience and segments easily.
  • Personalize experience with active listening and triggered content.
  • 24/7 responsive support and service team.
Read full review
Cons
Aprimo
  • Customer support is slow to resolve system issues
  • Complicated configuration with no in-depth training amounts to a huge learning curve and expensive concierge services
  • The consumer-facing UI does not have all of the functionality that is required
  • Training videos are out of date or purport functionality that does not exist
Read full review
Adobe
  • Marketo's email editor is basic in comparison to other cheaper alternatives out there.
  • Marketo doesn't work as well in B2C scenarios as it does in B2B. One of the painpoints of this is it's difficult to showcase a selection of product recommendations based on purchase behaviour without a very time consuming workaround. It's manageable if you're only selling a handful of products, but it's inefficient when dealing with a large catalogue.
  • Marketo's form and landing page builder are also behind the times. Perhaps not as bad as the Salesforce Marketing Cloud platform, but for an enterprise company the product should be much better.
Read full review
Likelihood to Renew
Aprimo
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.
Read full review
Adobe
We're likely to renew for several reasons:
  • Now that it's been implemented, I can't imagine not having marketing automation and the easy interface that Marketo provides to run our campaigns
  • Marketo's community and customer service is fantastic; I know that when I need help, I'll get it
  • Marketo continues to improve the product, so I know that I can expect it to be even more useful in the future
Read full review
Usability
Aprimo
Really good search and upload process, and great functionality for workflow approval and editing. QuickConnect is handy for on the go, and the SSO keeps it simple. For customization, it is relatively complex and requires some technical knowledge. The user guides are very detailed, and the Aprimo Academy training modules provide lots of information, but there is a steep learning curve to get fully up to scratch with the system. The level of inter-relatedness of areas of customization could be complicated to work out if there is a problem. The support team at Aprimo is fantastic and the high customization potential is a benefit rather than a downside. A system champion is required to make sure it is fully utilized.
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Adobe
In some aspects, the tool can feel quite clunky in parts. But with the rich feature set it has, it's understandable. There is a lot of room for improvement for the user interface. The system itself doesn't have a slick or modern feel, so the usability could feel nicer to use with these areas considered.
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Reliability and Availability
Aprimo
We have not yet experienced any downtime
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Adobe
Marketo provides different way and abilities to connect. If you are having product support or unexplained errors you can get someone on Marketo support 24 hours a day. One of Marketo's greatest assets in my opinion however would be the community. Often times our company is just looking for case success stories from someone else. In the community you can search for problems you are currently facing and see others having the same issue and solutions for those issues. If not, you can pose a question to the whole community and champions of the product and others can chime in to provide suggestions to fix your needs. The community is truly a 24/7 place to get your answers quickly.
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Performance
Aprimo
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
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Adobe
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.
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Support Rating
Aprimo
Support is support, so mainly reactive when it is about product inside and common issues. But when it is about specific enhancements and business concerns related to our own configuration and settings, we surely feel a gap. and this is why concierge is a must have solution when facing Aprimo support
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Adobe
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.
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In-Person Training
Aprimo
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.
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Adobe
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
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Online Training
Aprimo
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.
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Adobe
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.
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Implementation Rating
Aprimo
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
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Adobe
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 tools 3. 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
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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
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Adobe
Prior to Marketo, we used SharpSpring. I will say that SharpSpring is more intuitive to use than Marketo, but it has much less functionality. If you have the time to really learn Marketo, it has much more to offer as well as many more options to customize the solution to your exact needs.
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Contract Terms and Pricing Model
Aprimo
No answers on this topic
Adobe
The total cost is a little bit higher than we expected.
Read full review
Scalability
Aprimo
No answers on this topic
Adobe
We look at scaleability in a few different ways. First, the speed while using Marketo has remained relatively the same as our database has grown. Though I would say Marketo is slow at times, it has not gotten slower over the last few years. If anything, it has improved, and they are working to improve it. Second, the amount of programs we have developed in Marketo has exponentially grown as well. Marketo has allowed us to drastically increase our output without having to drastically increase our headcount.
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Return on Investment
Aprimo
  • The stream-lined content process with agency partners who have access to our Aprimo client.
  • In app creative review and redlining makes changes easy for client and agency.
  • Cost saving in the way that we were able to build custom products and not try and use a costly less effective tool.
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Adobe
  • Generated a 35% higher return on investment (ROI) in demand generation in the company.
  • The focus on the accounts that presented a greater sales potential, allowed us to prioritize and reduce costs by 20 Million USD.
  • Being personal and optimized. reduced efforts towards a more personalized customer experience, in working hours by almost 100 h.
Read full review
ScreenShots

Aprimo Screenshots

Screenshot of Contextual DAM Experience:
Allows users to see information that they need depending on their use case. Every metadata field is configurable to give DAM users the power to tailor the experience to their needs.Screenshot of Contextual DAM Experience:
Allows users to see information that they need depending on their use case. Every metadata field is configurable to give DAM users the power to tailor the experience to their needs.Screenshot of Content Return on Effort: Generates a full picture of how individual pieces of content and campaigns perform across channels.Screenshot of Aprimo Creative Cloud Connector: Aprimo assets can be browsed and searched directly from Adobe Creative Cloud.Screenshot of Brand Portal: A homepage view in Aprimo configured to different user groups, or each user can be allowed to configure this space to their own preference. The DAM is navigated from this screen.Screenshot of Marketing Calendar: Offers a single, integrated view into all planned, in-flight, and in-market activities.

Adobe Marketo Engage Screenshots

Screenshot of Marketo Lead Scoring - Marketo dynamically scores leads in real-time and can trigger a timely sales call based on website or other activity. Lead scores are integrated with a connected CRM.Screenshot of Marketo Moments - A mobile app designed to deliver timely, actionable insights.Screenshot of Simple or advanced workflows, built using drag-and-dropScreenshot of Lead nurturing can be performed without having to be a programmerScreenshot of Visualizations - display the revenue influence of each program and channelScreenshot of Marketo Sales Insight, which filters out the noise