Marketo offers an industry-leading Web-based marketing platform for companies of all sizes to form and preserve engaging customer relationships.
Marketo offers a nice suite of marketing tools, all of them are integrated in a single platforms and I think that this approach helps marketing departments to be organized and aligned.
In spite of their suite of products, there are some features that, if you use other competitor's systems you will miss in Marketo. I would say to other marketers that they should try to access to as many demos of marketing software as they could. I like the fact that it's an all in one platform - email, programs, website targeting, analytics, and design. Marketo is the leader in the marketing automation space and everyone wants to integrate with it, so it's probably a best bet for future growth. When working in the software there is the occasional lag time when navigating between e-mail and landing pages. Be sure that whatever marketing automation platform you choose integrates with other CRM tools your company is utilizing. If you think you know how to do something within Marketo, seek out assistance from a Marketo representative because there several steps in different location needed to complete a small task.
The level of customization you can build into Marketo allows me to scale the marketing efforts of our team from a systems standpoint, whether it be workflows (smart campaigns), building email and landing page assets, or integrating with other Launchpoint vendors or the Marketo API, I am able to use Marketo to implement scalable solutions to my company's automation needs. The Analytics section of Marketo (not speaking to RCE here) is very much "out of the box" reporting that doesn't allow for too much customization.
As a consultant I've worked in many instances of Marketo and seen a lot of different types of problems being solved with great business and tactical results. The Sales Insight plugin provides invaluable information to our Sales team on how leads and customers are interacting with our online presence and email.
I like how easy it is to clone campaigns and also how easy it is to customize each campaign or email. I am in the email editor a lot and I am not a fan of the text editor side, nothing lines up correctly when sending though Outlook.
Make sure to evaluate your business needs and the features of the program match what you need accomplished. There is a definite learning curve as well—not unexpected, but it definitely takes some time. For prototypical B2B companies (~9 month sales cycles, fewer leads, larger deal sizes), Marketo is a great choice. Oracle Eloqua vs Marketo: Which Enterprise Marketing Automation Software is Best for Your Business? Marketing Automation Oracle Eloqua vs Marketo: Which Enterprise Marketing Automation Software is Best for Your Business? When large, enterprise marketing teams embark on the search for marketing automation software, two popular options often pop up in the debate: Eloqua vs Marketo.
But before your company throws down tens of thousands of dollars on the wrong system, you may be wondering:  What would you be getting out of either of these two marketing automation providers? To help you decide on the best choice for your business, I’ve interviewed four marketers currently using either Marketo or Eloqua for their thoughts on these two marketing automation heavyweights. Usability is one of the most difficult areas to compare with any software; what one person considers user-friendly and intuitive, another might consider clunky and confusing. On the contrary, Michelle Brammer, Marketing and PR manager for eZanga, said that after recently evaluating several marketing automation programs, they settled on Marketo for its ease of use.
Andrew Mounier, Chief Marketing Officer at World Car Auto Group, currently uses Eloqua, and when I asked him about Eloqua’s interface, he mentioned that there is definite room for improvement to make it more user-friendly. Like I said, ease of use is really going to depend on your definition of what makes for an intuitive interface. When you’re comparing enterprise systems like these that are going to cost you tens of thousands of dollars annually (maybe even into six figures), price really shouldn’t be a big driving factor in your decision. Despite my pleading not to let sticker shock drive your decision, the two systems are quite different price-wise. When we recently surveyed 400 software buyers and asked them to rank the most important factors in their software selection decision, the number one most important factor in their final choice was the functionality—by a long shot.
Unfortunately—or fortunately?—there aren’t huge differences in the features and functionality you’ll get with either Marketo or Eloqua, so this probably won’t make your decision much easier. Marketo offers a built-in marketing calendar—free for up to five users—as well as some more advanced social media promos and referral campaigns for their Standard or Select users. Comparing their reporting and analytics capabilities, Eloqua offers more complete revenue and lifecycle tracking in all package levels, whereas Marketo offers a deeper dive into SEO performance. When I asked Vitaly Eremeev of Xpansa Group about his favorite feature in Marketo, he loved the advanced dynamic content abilities on landing pages. Brammer says she loves that her team can create folders in Marketo for each campaign and its assets. Mersdorf says of both Eloqua and Marketo, her favorite feature is the ability to allow sales and marketing to communicate through the same system with the same data.
When I asked all four marketers about any features they felt were missing or lacking from their software, most of the constructive feedback I received was about Marketo, aside from the Chrome bug Mounier mentioned in Eloqua. Brammer also said, “We would also love to see Marketo integrate with social scheduling, as well. And finally, Eremeev explained that you can only identify an unknown lead in Marketo if they use a static IP address. Perhaps the biggest deal breaker in your marketing automation decision is if the system can’t connect with your other current systems.
You’ll see above that CRMs are listed at the very top of the list (by design, because that’s the most important integration with any marketing automation software.) I speak from experience when I say that you want a system that will integrate with your CRM. Another big differentiator when it comes to integrations is that Eloqua has a built-in content management system that Oracle recently acquired called Compendium. While it may seem like an afterthought, evaluating what sort of training, implementation guidance, and ongoing customer support you’ll get from both companies is absolutely worth factoring into your decision. Marketo offers a 90-day launch pack, during which they offer one-on-one setup and integration consulting, as well as best practices office hours and instructor-led virtual training workshops. With both systems though, unless you’ve used an automation system before, get their equivalent of a ‘Smart Start’. Katie is the Director of Marketing at Capterra - a free resource that helps businesses find the right software.
Great article — it’s really helpful that you went out and got some interviews from actual users and customers!
I also want to know if these two product track the complete contact journey, including interaction with content?
As for a complete journey including interaction with content, I believe Eloqua is a bit more advanced than Marketo since they have the built-in integration with Compendium.
Join our software expert blogging community, learn more about our editorial guidelines, and propose a topic you'd like to write about. Using DUNS Numbers as a unique identifier for Sales and Marketing Automation ensures your customer and prospect data is always accurate and complete, and enables you to access additional customer information, identify duplicates and keep your database automatically refreshed. Your entire business will benefit from more accurate data for analytics, CRM, Sales and Marketing Automation – resulting in better decisions, improved forecasting, more profitable results and increased adoption. It’s time that you started looking at the marketing automation systems on the market. Unfortunately, marketing automation is a fairly crowded, and competitive, space at the moment. HubSpot Inc (NYSE:HUBS) from reading one of the many fascinating articles that they create. If one of your key sale pillars is social media, Marketo Inc (NASDAQ:MKTO) should be at the top of your list to consider. One problem when you are focusing on social media marketing is integrating all of the information from your different social networks and separating it out buy who shares what, who just visits, who just clicks like, etc. Just like Hubspot, you can also integrate all of your social leads into easy to use automated email marketing campaigns, targeting people based on their specific actions on your website.
Using Wistia and Pardot together, you can very quickly target customers based on what users are watching in the video, and if these videos caused any of these users to engage with any of your call to actions. Once you have decided which tool to use, one piece of advice is that after a trial to only go for the lowest package. This is important as you can expect a bit of downtime in your company from integrating these systems.
Every year, hundreds of small businesses contact Software Advice searching for the right marketing automation software for their needs. This report will guide marketing automation software buyers by revealing the top reasons their peers seek these types of systems, the functionality they desire most and other important factors that affect the selection process. Nearly all buyers (98 percent) are looking for dedicated marketing automation software for the first time, and nearly half (47 percent) are still using manual methods. A combined 73 percent of buyers want either email marketing or drip campaign functionality, while only 4 percent request social media marketing.
Along with managing vast databases of customer data, marketing automation software is used to develop, execute and track marketing campaigns.


Together, these functions can help align marketing and sales teams and streamline their interactions. To learn more about what functionality is most important to prospective marketing automation software buyers, Software Advice analyzed a random sample of buyer interactions. Almost all of the prospective buyers in our sample (a combined 98 percent) are seeking a dedicated marketing automation system for the first time.
What’s more, nearly half of buyers (47 percent) still rely on manual marketing methods, such as pen and paper, spreadsheets and one-off emails. It’s not surprising, then, that many buyers in our sample say they are overwhelmed with managing clients, contacts and leads, and are primarily seeking software to improve lead management (27 percent). For other buyers, a need for software with greater functional breadth and depth (13 percent) or pressing company growth (10 percent) is the main impetus driving the decision to invest. Roetzer also believes marketing automation software will only become more in-demand as it begins to offer more advanced capabilities. Next, we looked at which functionality prospective buyers cite as most important in a new system. It makes sense that contact management is frequently requested, given how many buyers currently say they struggle with it.
Angela Hausman, owner of digital media marketing company Hausman and Associates, has a few ideas. For example, digital marketing can also encompass email marketing, banner advertising, search engine optimization (SEO), pay-per-click (PPC) and many other practices. Finally, Hausman adds, companies that fail to see a direct return on investment on social media efforts may assume that it isn’t working, and revert to the more traditional marketing approaches they found successful in the past. Regardless, the fact that such a large percentage of buyers are in real estate may signal a shift in perspective about how marketing automation software can address some of these buyers’ unique challenges. These realtors are more technologically savvy; [they] understand the importance of technology and that, if you leverage it right, it will help your business grow.
As marketing automation software capabilities continue to evolve and even outpace those offered by industry-specific solutions, it’s possible the market will see even broader interest in how it can be used. Real estate buyers should look for software that streamlines their most common daily activities. We isolated our sample to include only buyers from small businesses (those with $50 million or less in annual revenue). Our advisors regularly speak with buyers who contact Software Advice seeking new marketing automation software. These findings exclusively represent those buyers who contacted Software Advice for guidance on software selection, and may not be indicative of the market as a whole. The introduction of the microprocessor, a single chip with all the circuitry that formerly occupied large cabinets, led to the proliferation of personal computers after 1975.
Built by marketers, for marketers - Marketo provides everything needed to achieve success quickly and scale as business needs grow. Marketo’s software can handle clients with a user base ranging from three users to more than a thousand users, but its price point makes it ideal for mid-market and enterprise organizations.
I think Marketo is specially great to segmentation and working with intelligent email marketing strategies.
But their pricing is better and I think is a good solution for little teams starting in content marketing or analytical marketing. Try to evaluate demos in depth, I know this is time consuming, but it's the only way to see what's different from Marketo against other softwares, and that's the way you can take the best decission.
You have to do several steps to complete one simple step whether it is to build an email and create an event. For companies that use a lot of Salesforce custom objects and want to utilize the data on those objects for marketing campaigns, expect to need some assistance if you aren't a developer. However, if you are a company that utilizes SFDC Custom Objects heavily, be prepared to budget development time. From honing and optimizing the lead lifecycle (closing the gap between marketing and sales, providing insight to sales on lead activity and lifecycle), to advanced nurtures that are truly responsive in nature (not drip campaigns!) that engage at a deep level and pull people through the buying cycle faster, plus amazing increases in team efficiencies and marketing program optimizations.
If you have a larger operation than this, just make sure you have the necessary help lined up—the optimization process can get a bit tricky.
Below, I’ll share their thoughts and a comparison of the two based on five common consideration factors: ease of use, pricing, features, integrations, and support. Among his suggestions, he notes: “Eloqua doesn’t currently work very well on the Chrome browser. So make sure to demo both solutions, and include your end users (including sales, customer service, and your tech team) for their feedback. Plus, Marketo allows for unlimited marketing users, which makes it seem like an obvious bargain. But that’s the default threshold on the pricing listed on both websites (although Marketo does go into more detail as to how their pricing scales in this PDF.) Given the variable nature of their pricing models, your quote is probably going to change significantly once you explain your specific circumstances, such as how many contacts, how many marketing users, and how many sales users you’d like to have.
By comparison, Eloqua’s social features are less about the promotional capabilities, and more about gathering customer intelligence and smart listening tools to use in your targeting and segmentation. That would lead me to believe that Eloqua is overall a bit more robust in terms of functionality, as the price might suggest. Marketo of course tracks that you filled out a form, but everything has to be stored in the contact record.
However, even if Marketo or Eloqua doesn’t offer an out-of-the-box integration with your current CRM— or perhaps you use a home-grown CRM like we do at Capterra— both have APIs that allow for a custom CRM integration.
Compendium is a great add-on if you would like to have your blog content and your marketing automation system all under the same roof. If you’ve never used marketing automation before, you’d be amazed how often you’ll be in contact with their support team for guidance and advice in the days, months, and even years ahead. During this time, customers will work with a marketing advisor to create a custom onboarding plan for their needs.
With Marketo, you can also get online case submission at any time, but phone case submission is an additional add-on if you have the Spark plan, and $5 per month for Standard users. Most of the time, when I was an Eloqua customer, I felt like I was schooling the person on the other end and it wasn’t easy to get to a solution. It’s worth the consulting hours, whether you go with their in house team or a partner.
The fact that there are fiercely loyal fans for so many different solutions just goes to show you that the best option is very much dependent on a company’s specific needs, at a specific time.
So the advice I always give to those evaluating a solution is that they consider their needs not just today, but a few years down the road. And lastly, for those interested, yesterday we officially announced that we were selected as a Facebook® Marketing Partner, and we unveiled two new solutions that connect our Engagement Marketing Platform to Facebook Custom Audiences. I would like to know whether workflow availability and dashboard reporting are offered in all of the licensing tiers for both Eloqua and Marketo? Workflow is also commonly referred to as lead nurturing or drip marketing, and that is definitely available in all tiers. It really depends on where you’re hosting your content and what channels you use for content marketing.
And, with data delivery via DaaS and analysis from Market Insight, you can transform the power of your solutions, with compelling benefits for Sales and Marketing. You can also create new records quickly, accurately, without manual interaction or errors, and benefit from a single dynamic view of your customers and prospects. Imagine that you are running an eCommerce store, and a previously registered customer reads one of your blog posts on your new product. After requesting someone to sign up with a social network, it is easy to use Marketo to create a form and capture the additional information you need, like the critical telephone number. The templating tools for creating these emails, however, are not as powerful for non-coders as those you can find in Hubspot. Although, of course, all three pieces of software provide a range of insights, the visualizations and integrations of Marketo really set it apart from all of the other marketing automation software available.
You can respond very dynamically to your current testing data, meaning that it doesn’t take long at all before you can start seeing your tests work for you in creating more revenue. Out of the box, Marketo offers integrations with many other powerhouses in the marketing mix, including Salesforce, Hootsuite, Magneto, and many others. Furthermore, if you are already using Wistia for your video analytic needs, Pardot makes it very easy to provide any customer data you have gathered into the Wistia system. Coming from the same company, it is very easy to link up your existing Salesforce information with Pardot. This can be vital if your business is one that slowly nurtures your prospects, as opposed to turning the prospect into a convert shortly after they visit your website.
Unlike all of the other marketing automation software solutions, Salesforce are very hands off in helping you integrate Pardot into your current systems and work flows.
Using marketing automation software allows you to do online marketing in ways that just simply wouldn’t be possible with unconnected tools. These interactions provide us with valuable insight into the preferences of software buyers and the factors that influence their purchase decisions.
Lead generation and management functionality helps ensure that a business’s sales department receives qualified leads, while campaign management helps marketers foster relationships with leads and contacts.


This report will highlight the primary pain points individuals have with their current methods to help guide other professionals seeking a new solution to automate their marketing efforts. However, a good chunk of these buyers currently use some type of software—either industry-specific (17 percent) or customer relationship management (CRM) (15 percent). Another 15 percent say dissatisfaction with their current system is the top reason for seeking new software. While the technology behind these systems is still relatively elementary, he predicts marketing automation software will evolve to have more nuanced sentiment analysis, recommendation and reporting capabilities and predictive abilities—which will lead more companies to seek this software. But a recent Social Media Examiner report on the state of social media marketing finds 92 percent of marketers indicate social media is important for their business. Thus, some buyers in our sample may assume that any marketing automation solution will deliver this combined functionality. But on the other hand, she notes, some buyers are simply wary of social media marketing altogether. However, the highest percentage of buyers in our sample (37 percent) work in the real estate industry.
Even industries that have previously shied away from adoption, such as real estate, are now moving towards it to solve some of their most pressing challenges. Whether by facilitating social media interactions, more personalized marketing communication tools or by automating and digitizing transaction paperwork, software can help agents free up time to connect with clients. Companies using marketing automation software must make critical choices about what communications to automate, and to what degree, to avoid potential mishaps. Of these buyers, most are from very small companies: 67 percent have less than $1 million in annual revenue, and a combined 61 percent have five employees or less. For computers generally referred to as PCs, see IBM Personal Computer and IBM PC compatible.
Since its foundation in 2006, Marketo has experienced enough momentum to make it the fastest growing marketing automation vendor on the market. This is why it's extremely important for first-time Marketo customers to set up a proper naming convention to make reporting a bit easier in Marketo and for circumstances when you need to pull data into Excel. Many people don't know this level of detail about how someone is interacting with your emails and website was possible. So it’s certainly not uncommon for these two competitors to go up against one another to win business from large marketing teams with 10 or more users. But given that you’re (hopefully) going to be using this system for years to come, you want something that’s going to grow with your company…after you quadruple revenue with your new, awesome marketing automation software, right? However, unless you have more than 10 people in Marketing who would need access to the system (which is already a pretty large number since not every Marketing team member usually needs a login), that’s kind of a moot point. So my best advice is to take this default pricing with a grain of salt until you get specific quotes in hand. For example, if a lead is a doctor (and he works in Pharma sector), he’ll see the CTA with specific offers for the Pharma industry. They’re an add on, but they both provide a helpful view for the sales team on what leads are doing so they can go into a call more informed.
Eloqua reports weren’t always the easiest to use, but I always could get to the data I wanted. However, while a custom CRM integration is available for any tier package in Eloqua, it is not included in the Marketo Spark package (only for Standard & Select users).
However, Mounier suggested that there could be a stronger integration between Eloqua and Compendium, which I suspect is because Oracle is still working on building out the functionality that allows the two systems to fully work together.
Additionally, Eloqua has a Topliners Marketing Community, similar to Marketo’s, where users can ask questions of one another and get tips from both Eloqua employees and fellow marketers. Ultimately, the marketing automation system that’s best for you is going to depend on your specific needs and requirements, which hopefully I’ve touched on above. Take a look at all of your marketing automation options, filter down that list based on the features and functionality you need, and then select 3-5 to demo so you can compare and contrast the pros and cons firsthand.
Katie has a love of all things marketing, but she is particularly fond of social media and marketing automation.
Standard Edition offers full multi-touch revenue tracking across both campaigns and channels. As for dashboard reporting, that depends on what exactly you look for in your dashboard, but as you can see in the cart above, there are some nuances in the reporting you’ll get depending on the tier with each.
If you’re hosting blog content on your own site, then both should be able to track customer interactions with that content through to a sale seamlessly.
You, or your team, are slowly becoming an expert in all of the channels you are currently using: SEO, Email Marketing, Content Creation, etc. Automatically, an email is sent to this customer after a few days, reminding them of your new offer. Trying to work out which software is best for your goals can be hard, which is what this article is for! Using Hubspot, doing Keyword Research and uploading new content straight away is as effortless as a few clicks. There are some things you can do with MailChimp or WordPress that you simply can not do with Hubspot, and if you can, it’s not as easy to code.
Pardot shows a very elegant and easy to understand map that shows exactly which parts of your video users skipped, watched, and rewatched, as well as which video parts are key in leading your customers to conversion, allowing you to replicate the content for further successes.
This can be migrated by talking to your sales rep, and making sure that you have proper processes in place at your business, such as determining which department follows up on the call-leads from your new marketing automation software. Every day tasks become that much simpler, allowing you to design and execute marketing strategies that leave your competitors in the dust.
They’re moving away from the idea that social media marketing is a siloed activity, and towards a more holistic view of digital, or Web, marketing, where social media is just one of many integrated components. What’s more, 31 percent of these real estate buyers are currently using industry-specific software. Indeed, Roetzer believes we’re just seeing the beginning of what marketing automation software can accomplish. There is one set of principles to learn, and everything works that way, from sending an email blast to setting up advanced reporting.
After all, it’s a pretty big decision, and one that you don’t want to have to make again any time soon. In Marketo, I feel like I can never get the reports I need, because all of the reports around conversion and segmentation that I’m looking for are only available through the upgraded packaging.
Both have APIs, so really anything can be integrated, but Eloqua has a lot more ‘plug-and-play’ integrations than Marketo. Customers can also pay an add-on fee to send marketing users to “Eloqua University” to receive in-person system training.
If you’re looking for content interactions on other channels like YouTube, Facebook, Twitter, etc. If you would like to try out any of these systems before committing to one, you can always ask for a trial.
Your CRM guys will instantly start seeing the fruit of this labor, as Hubspot can keep track of your potential acquisitions all the way through the marketing funnel, sending tailored emails depending on how long a person has been on your site for, what pages they have visited, or even what they have written in their profile while signing up. But the second, which is playing the system a bit, is that these companies will be anxious to have you convert to one of their higher paying tiers, meaning that you may get more support from their teams. The data presented was collected from those interactions for business purposes rather than for market research.
Plus, buying marketing automation software isn’t just a decision that will impact your marketing team. Some sales reps will get it right off the bat (and the more effective your nurtures are, the more useful the sales tools become), others will need to be pulled into this century. If you have a lot of marketing technology providers you work with, it’s worth the 15-20 minute exercise to identify who has existing integrations.
I also like that we have access to Marketo’s foundation training videos without having to buy a training subscription. Importing all the data from place to place, system to system… This is wasting time you could be using to get actionable insights from SEO and using it in your CRM campaigns. Your marketing automation then sends an email to one of your on-call guys, and they follow up with your new user, making sure everything is alright with them and, yes, maybe up-selling some of your other offerings. In fact, even if you are set on one of these after reading this, it is still worth seeing if you can get a free trial as each company is very good at getting potential customers set up and running straight away. Hubspot fills the needs of these, while using all of the data you have already built up from all of your other marketing efforts. People in your pilot should be the ones always trying new things (oh and they are top performers.



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