Marketo vs Salesforce Marketing Cloud comparison

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Comparison Buyer's Guide
Executive Summary

We performed a comparison between Marketo and Salesforce Marketing Cloud based on real PeerSpot user reviews.

Find out in this report how the two Marketing Automation solutions compare in terms of features, pricing, service and support, easy of deployment, and ROI.
To learn more, read our detailed Marketo vs. Salesforce Marketing Cloud Report (Updated: March 2024).
765,386 professionals have used our research since 2012.
Featured Review
Quotes From Members
We asked business professionals to review the solutions they use.
Here are some excerpts of what they said:
Pros
"The most valuable feature of this solution is Smart Campaigns.""The most valuable feature is the scoring.""The product has been stable.""I like that the solution is flexible.""The most valuable features are the Marketo emails, both sending and tracking.""It is a very user-friendly solution. I'm mainly working on Design Studio, which is useful for companies in tracking repeat users. The progressive proofing is also useful. It is not available in other solutions.""The smart campaign looks quite interesting and useful.""The main feature of Marketo is sending out emails, so that would be the most valuable feature."

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"We use this solution for reporting, pipeline generation, and forecasting.""Offers many great features and is intuitive.""It is a stable solution...It is a scalable solution...I rate the technical support a ten out of ten.""The ability to automate processes is one of the most valuable features of Salesforce. This sets it part from other systems. We use the journey builder to design a fully automated journey.""If you want to be able to communicate with your client using email, WhatsApp, and push notifications, know if the client opened the communication or not, and create and automate their journey, Marketing Cloud is very good.""The Journey and CloudPages and automation are all great.""Salesforce is constantly evolving and have a good release cycle.""It is easy to use."

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Cons
"For the moment, we migrated some of our processes to Marketo and implemented them there. We had some difficulties related to this.""I had an issue while integrating JavaScript with forms. When you embed JavaScript, you can either embed it in a landing page or some other self-contained management system like WordPress. Currently, it provides you access to CSS, where you can customize your form design, but there is no option for JavaScript modification for a particular form. This area needs to be improved where you can integrate JavaScript, and it has the JavaScript functions for that particular form. There are a lot of other areas of improvement. In the design area, they can give us more testing options instead of relying on email testing alone. It would be great if they can provide responsive testing where email clients can be tested within Marketo. It would be also helpful if they can implement some in-built options for users or forms for blocking a generic email ID such as Yahoo or Gmail. Similarly, it would be helpful to have JavaScript features and forms as well as the option to add Google analytics and a header and footer for the landing pages.""Revenue management, attribution, and ABM can all be improved.""Its APIs need to be more flexible because there are some things that are not available in the API.""Adobe, the parent company, needs to improve on getting more information published to allow users to educate themselves on how to use the solution.""The user experience needs improvement, particularly in terms of ease of use and navigation between projects.""Marketo should give more power to the users for data manipulation.""It could be more scalable."

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"The product could use a little bit of BI in the sense of rule-based building.""The technicality of the solution can be streamlined.""In a future release it would be great to have the ability to connect the data from social media and email marketing and have it in one dashboard.""The cost is always a concern for anyone using a SaaS product.""Salesforce Marketing Cloud is expensive. The email functionality should be more modern and user-friendly.""If you want to use advanced features in Salesforce Marketing Cloud, they are extremely difficult to use.""We have struggled to get resolution of support tickets from the Salesforce team.""The customization of Salesforce, a generic CRM software, has room for improvement."

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Pricing and Cost Advice
  • "I'm not sure about the cost because I don't get into this aspect. Clients normally take care of that. I only know that it is costly, and I don't think there are any additional costs to the licensing."
  • "The licensing cost usually depends on the users."
  • "The solution is expensive compared to others."
  • "It is expensive. We have a yearly license."
  • "The initial pricing was excellent, but the pricing for renewals is not as good."
  • More Marketo Pricing and Cost Advice →

  • "Its licensing is on an annual basis. Customers are okay with its licensing cost, and they don't find it expensive."
  • "We did a yearly license. We negotiated and got a great deal. I don't think we would have gotten far with the regular price, but they negotiated, so it was worth that."
  • "The licensing cost for the solution is on a yearly basis."
  • "Salesforce has different versions of the solution and some are more suitable for smaller clients. However, Salesforce is expensive."
  • "The solution is paid for monthly."
  • "It is a license per user."
  • "My company pays to use this solution."
  • "This solution is priced in the medium to high price range."
  • More Salesforce Marketing Cloud Pricing and Cost Advice →

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    Questions from the Community
    Top Answer:I like that the solution is flexible.
    Top Answer:The user experience needs improvement, particularly in terms of ease of use and navigation between projects.
    Top Answer:The use cases for the solution involve project management tools, planning, and collaboration with team members.
    Top Answer:Salesforce Marketing Cloud's integrations are seamless since it is a native application. It helps us with B2B and B2C send-outs and can handle large columns.
    Top Answer:The price is expensive. When comparing available products, such as those on Amazon, it's evident that AWS components are significantly cheaper. This is especially true since our systems run on the AWS… more »
    Top Answer:Salesforce Marketing Cloud is expensive. The email functionality should be more modern and user-friendly.
    Ranking
    4th
    Views
    3,051
    Comparisons
    2,438
    Reviews
    2
    Average Words per Review
    391
    Rating
    8.5
    1st
    Views
    7,150
    Comparisons
    4,344
    Reviews
    35
    Average Words per Review
    368
    Rating
    8.3
    Comparisons
    Also Known As
    ExactTarget
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    Salesforce
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    Overview

    Marketo is an all-in-one marketing solution that was created by marketers for marketers. Founded in 2007, Marketo is branded as marketing software that is easy, powerful and complete.

    Organizations have access to multiple marketing and sales tools when they use this solution, such as Marketing Automation, Consumer Engagement Marketing, Real-Time Personalization, and Marketing Management.

    Salesforce Marketing Cloud is a comprehensive marketing automation platform that enables businesses to create personalized and targeted marketing campaigns across multiple channels. 

    With its robust set of tools and features, marketers can easily manage and automate their email marketing, social media advertising, mobile messaging, and customer journey mapping. 

    The platform offers advanced segmentation capabilities, allowing marketers to segment their audience based on various criteria and deliver tailored messages to each segment. 

    Additionally, Salesforce Marketing Cloud provides powerful analytics and reporting features, enabling marketers to track the performance of their campaigns and make data-driven decisions. 

    With its user-friendly interface and seamless integration with other Salesforce products, Marketing Cloud offers a seamless and efficient marketing automation solution for businesses of all sizes.

    Sample Customers
    Marketo has a customer base of thousands of companies, including Sony, Citrix, BrightTALK, Curves International, HootSuite, Hyundai, SanDisk, and Samsung Electronics.
    American Express, Financial Conduct Authority, KPN, Merck KGaA, Peterborough City Council, The Chapar, ADP, Financial Times, Stanley Black & Decker, SureFlap, Western Union, Philips
    Top Industries
    VISITORS READING REVIEWS
    Computer Software Company22%
    Financial Services Firm14%
    Manufacturing Company6%
    Healthcare Company6%
    REVIEWERS
    Computer Software Company44%
    Financial Services Firm12%
    Marketing Services Firm8%
    Consumer Goods Company4%
    VISITORS READING REVIEWS
    Educational Organization46%
    Computer Software Company11%
    Financial Services Firm7%
    Manufacturing Company4%
    Company Size
    REVIEWERS
    Small Business50%
    Midsize Enterprise28%
    Large Enterprise22%
    VISITORS READING REVIEWS
    Small Business25%
    Midsize Enterprise18%
    Large Enterprise56%
    REVIEWERS
    Small Business29%
    Midsize Enterprise25%
    Large Enterprise46%
    VISITORS READING REVIEWS
    Small Business13%
    Midsize Enterprise52%
    Large Enterprise35%
    Buyer's Guide
    Marketo vs. Salesforce Marketing Cloud
    March 2024
    Find out what your peers are saying about Marketo vs. Salesforce Marketing Cloud and other solutions. Updated: March 2024.
    765,386 professionals have used our research since 2012.

    Marketo is ranked 4th in Marketing Automation with 17 reviews while Salesforce Marketing Cloud is ranked 1st in Marketing Automation with 49 reviews. Marketo is rated 8.4, while Salesforce Marketing Cloud is rated 8.4. The top reviewer of Marketo writes "Flexible solution for project management, planning and collaboration activities". On the other hand, the top reviewer of Salesforce Marketing Cloud writes "Easy to deploy, stable, and scalable". Marketo is most compared with Oracle Eloqua, HubSpot Marketing Hub, Pardot, Microsoft Dynamics CRM and Autopilot HQ, whereas Salesforce Marketing Cloud is most compared with Oracle Eloqua, HubSpot Marketing Hub, Amazon Pinpoint, SAP Marketing Cloud and Microsoft Dynamics CRM. See our Marketo vs. Salesforce Marketing Cloud report.

    See our list of best Marketing Automation vendors and best Marketing Management vendors.

    We monitor all Marketing Automation reviews to prevent fraudulent reviews and keep review quality high. We do not post reviews by company employees or direct competitors. We validate each review for authenticity via cross-reference with LinkedIn, and personal follow-up with the reviewer when necessary.