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Marketo Marketing Software Review
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Marketo Software Technology Review

Technology

The Marketo software as a service marketing system is a thin-client, browser-based, purpose built cloud solution. No client side downloads are required, except for the Outlook plug-in. Marketo is developed with the Salesforce.com Force.com platform as a service (PaaS) suite and operates on the MySQL database. The Marketo marketing software is AppExchange certified and Marketo often partners with other Salesforce.com AppExchange solutions. Marketo supports the Internet Explorer, Firefox and Safari browsers.

Marketo does not provide a forms designer tool or permit new calculation logic to be inserted to the marketing software. The system also limits the ability to add new tables to the database. However, users can append the existing leads database table with new custom fields.

Marketo offers a limited API (Application Programming Interface) for system integration purposes. The API supports a set of calling conventions which define how a custom service can invoke actions in the marketing software application. Additionally, Marketo provides a Webhooks tool which is part of a framework linking the marketing software to other sales applications or legacy systems. Webhooks can trigger behaviors or events for automation transaction processing and reduced cycle times.

Marketo tracks anonymous visitors using cookies and stores click-stream data by cookie ID. IP reverse lookup is used to identify the company. When the anonymous visitor becomes known, the cookie history is associated to the lead record.

Marketo provides a number of data maintenance and cleansing tools which permit administrators to keep data clean with semi-automated lead de-duplication and merging processes. Data management capabilities include the following:

  • Marketo provides an easy to use data import tool, however, data may only be imported to the leads table. Data must also be in a (ASCII tab or comma) delimited (CSV) format for import.
  • The marketing software can de-duplicate leads from forms and on import using the email address as the identifier of duplicate records. This improves data quality at the point of lead capture. For leads already in the system, the marketing software can produce reports that help administrators identify potential duplicates for manual review and remediation.
  • Integration with the Salesforce.com Data.com or LinkedIn social networks and information services provides a means to validate and append contact data in both the marketing software and CRM system.

For user management, Marketo classifies users as end-users or administrators, permits role-based access and broad security permissions and offers a capability to lock down major functions and permissions by role, including roles for external participants such as business partners, agencies and other partners.

Marketo Pricing

Marketing software pricing is based on a combination of users, volume of (lead) database records and software features and is delivered pursuant to three editions—Spark, Standard and Select—with pricing starting at about $1000 per month, $2,000 per month and $3,200 per month, respectively. Each marketing software edition varies by number of users supported, database size, software feature sets and customer support levels. All editions come with email support while the Standard and Select editions also include telephone support.

Marketo products sold separately include Sales Insight beginning at about $49.00 per seat per month and Revenue Cycle Analytics beginning at about $1,500 per month.

Marketo introduced Spark in October 2011. This newest Marketo edition is aimed at small businesses, and comes with the lowest subscription fee starting at $995.00 per month with an annual contract, or a higher price with a quarterly contact. Limitations such as maximum email distributions to apply. Marketo discontinued its SMB edition, which previously started at $1200 per month, supported up to 3 users, and actually didn't have some functionality that the newer and lower cost Spark edition offers. Key features not included in Marketo Spark include email deliverability assistance, revenue cycle reporting, granular user permissions and rights management, API access, and the Sales Insight—although some of these features can be purchased for additional fees a la carte.

Primary features not included in the Standard edition which may require users to advance to the Select edition include secure workspaces, secure partner access, API, sandbox environment and LDAP integration.

Qualified customers who commit to running a production campaign can get started with a free trial that includes set-up, training, and integration. Marketo Sales Insight is sold on a per-seat subscription basis in conjunction with Marketo Lead Management and Salesforce CRM, and Marketo Revenue Cycle Analytics is sold as an add-on solution to Marketo Lead Management.

Additional fees apply for items such as dedicated IP addresses, enhanced email deliverability services, integration to CRM systems other than Salesforce.com, customer support packages and various other services.

Next - Marketo Viability Review >>

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