Marketo vs Salesforce Marketing Cloud comparison

Adobe and Salesforce are both solutions in the Marketing Automation category. Adobe is ranked #2 with an average rating of 8.3, while Salesforce is ranked #1 with an average rating of 8.7. Adobe holds a 14.4% mindshare in MA, compared to Salesforce’s 22.8% mindshare. Additionally, 96% of Adobe users are willing to recommend the solution, compared to 98% of Salesforce users who would recommend it.

Marketo

Read 26 Marketo reviews

1,951 Views
1,554 Comparison Views

96% willing to recommend

Salesforce Marketing Cloud

Read 55 Salesforce Marketing Cloud reviews

3,862 Views
2,342 Comparison Views

98% willing to recommend

Marketo

Salesforce Marketing Cloud

Comparison Buyer's Guide

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Executive SummaryUpdated on Jan 6, 2025

Salesforce Marketing Cloud and Marketo are leading platforms in marketing automation, often compared by businesses for their features and capabilities. Salesforce Marketing Cloud stands out for its advanced functionalities like lead conversion and multi-channel campaigns. However, many choose Marketo for integration strengths and detailed analytics, with mid-sized businesses finding it more cost-effective.

Features: Salesforce Marketing Cloud boasts Journey Builder for multi-channel campaigns, Content Builder for centralized content management, and Advertising Studio for syncing customer data across platforms. Its users benefit from rich automation and customizations. Marketo offers Smart Campaigns, seamless third-party integrations, and detailed tracking via analytics, all of which enhance its campaign flexibility and user engagement.

Room for Improvement: Salesforce users often call for advancements in real-time analytics, user interface simplicity, and more straightforward setup documentation. Marketo users seek better reporting features, speed enhancements, and more intuitive campaign modification processes.

Ease of Deployment and Customer Service: Both platforms utilize the public cloud for deployment, while Marketo offers some on-premises options. Salesforce's customer support receives mixed reviews with quicker responses for premium plans, while Marketo users report challenges during renewal but generally find their support satisfactory.

Pricing and ROI: Salesforce Marketing Cloud is positioned at the higher end of the pricing spectrum but promises substantial ROI for larger enterprises due to its sophisticated features. Marketo is priced more affordably for mid-sized businesses and offers scalable packages with proven ROI, though users face challenges with pricing renewals.

To learn more, read our detailed Marketo vs. Salesforce Marketing Cloud Report (Updated: March 2025).

Buyer's Guide

Marketo vs. Salesforce Marketing Cloud

March 2025

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Helped 845,040 peers since 2012

Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Categories and Ranking

Marketo

Ranking in Marketing Automation

2nd

Ranking in Marketing Management

4th

Average Rating

8.4

Reviews Sentiment

7.0

Number of Reviews

Ranking in other categories

No ranking in other categories

Salesforce Marketing Cloud

Ranking in Marketing Automation

1st

Ranking in Marketing Management

1st

Average Rating

8.4

Reviews Sentiment

7.3

Number of Reviews

Ranking in other categories

Social CRM (2nd), Social Media Management Solutions (2nd)

Mindshare comparison

As of April 2025, in the Marketing Automation category, the mindshare of Marketo is 14.4%, down from 16.8% compared to the previous year. The mindshare of Salesforce Marketing Cloud is 22.8%, down from 25.1% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Marketing Automation

Featured Reviews

PradeepKumar25

Associate Manager at Tech Mahindra Limited

Useful for lead capture and engagement across social media platforms

Before Marketo, I worked on the Oracle Eloqua platform, both B2B-based. Currently, I'm working on Salesforce Marketing Cloud. So, these are the three platforms on which I have good hands-on expertise. One key reason platforms like Salesforce Marketing Cloud are gaining traction is that they invest in marketing campaigns. They conduct many virtual and live events, aggressively marketing their products. This strategy convinces C-suite executives to buy into and implement the Salesforce platform, something that other bigger platforms lack. Most companies are migrating to Salesforce. I've migrated one of my projects from Marketo to Salesforce and encountered many opportunities where companies want to migrate from Marketo, HubSpot, or Oracle Eloqua to Salesforce. I've worked on Oracle Eloqua, which is also a B2B platform, and I've also worked on Marketo. The lead scoring, table structure, and rules we apply are quite straightforward compared to Marketo. In Marketo, it's a bit clumsy. Regarding lead scoring or moving leads through the sales funnel, Oracle Eloqua is better, but it's a bit pricey. So, Marketo ranks second in lead scoring or managing leads, and it highly depends on the respective CRM. The tool tracks significant events, such as form fills on websites or social media handles. All this data is captured and stored in Marketo for analysis. Marketo Analytics is connected with Adobe Analytics. This integration offers detailed reports on total clicks, views, form fills, subscriptions, lead conversions, and more. It's straightforward compared to Oracle Eloqua, which has its own Oracle Business Intelligence suite.Marketo's reporting tools are easy to use, making it a plug-and-play solution for anyone.

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SantoshKrishna

Director at BMO Financial

Easy to deploy, stable, and scalable

The encryption and decryption have room for improvement. We need to be confident that the customer's data is secure when shared outside of the organization. I would like to request additional mobile app features that go beyond push notifications. As the mobile development industry continues to advance with new technologies, such as AI components, it is important to consider these advancements when setting up campaigns. Currently, campaigns are scheduled to be sent to customers at a prescribed time, but they may not be relevant to the customer unless they see them as valuable. For example, if I want to run a campaign offering loans, I would need to consider the customer's needs and balance. In the future, I hope Salesforce can incorporate an AI component that utilizes the shared data, rather than just scheduling campaigns.

Read full review

Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"The valuable features are list uploads, email campaigns, generating reports,source tracking, and lead attribution."

"Marketo is excellent in terms of hands-on usability and lead database management."

"The most valuable feature is the scoring."

"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."

"I have a good special setup and a huge NetFlow to the sales channel."

"The most valuable features are the Marketo emails, both sending and tracking."

"One feature I like is the user interface. Compared to other tools I've used, it's much more friendly and easy to navigate. Additionally, it offers a wide range of features, which makes tasks like segmenting data much simpler."

"We are scoring based on behavior without pressure, and it keeps producing excellent results."

More Marketo pros

"The most valuable feature of Salesforce Marketing Cloud is the ability to sell the products we have made to customers. Overall the solution is very useful for business."

"The most valuable of Salesforce Marketing Cloud is seeing the customer's journey."

"It's a software-as-a-service solution. Everything is managed centrally from the cloud. As far as I can tell, installation is relatively simple."

"The automation is great. It saves us a lot of time and it makes us move faster."

"The most valuable features of Salesforce are the automation and the ability to create dashboards which provide a wider picture of what is going on."

"The most valuable features of Salesforce Marketing Cloud are the ease of use of the basic features."

"Its ability to integrate data and provide a comprehensive view of customer engagement sets it apart."

"This is a very powerful and scalable solution."

More Salesforce Marketing Cloud pros

Cons

"Marketo should give more power to the users for data manipulation."

"Some modern Marketo features could be improved."

"Based on my clients ' comments, there is room for improvement in Marketo. For instance, Oracle's Eloqua had much larger databases than Marketo a few years ago, handling millions of records. Marketo has been catching up but doesn't hold the most extensive possible databases. This is less of an issue for B2B, but for B2C customers, who have millions of records, It also lacks features of HubSpot, which should be incorporated. Marketo could benefit from supporting more extensive databases and incorporating some of HubSpot's features. HubSpot is cheaper, and while Marketo is not the most expensive, it's not the least. They would be a better competitor to HubSpot if their pricing were lower. These products are typically priced per user per month."

"Marketo's reporting and dashboarding features could be better. Compared to other tools, the visualization options with charts and graphs seem somewhat limited."

"For the moment, we migrated some of our processes to Marketo and implemented them there. We had some difficulties related to this."

"The user experience needs improvement, particularly in terms of ease of use and navigation between projects."

"Its APIs need to be more flexible because there are some things that are not available in the API."

"Segmentation in Marketo is limited to a maximum of 20 segments. Depending on the company's specific needs, these segments can be based on various attributes such as company, industry, or other values. Sometimes, there's a lag when sending data from Marketo to any CRM. It can take around five to fifteen minutes for the report to sync."

More Marketo cons

"It's a very good solution, but the way the prices are structured is not always good, and I feel like that is a problem."

"The dashboards should be more intuitive, as there are far too many items on them. You're not always sure what you're looking for."

"I would like to see more ways to accomplish specific tasks."

"When you use your iPhone or Android phone, Salesforce is not as user-friendly as it could be. That UX needs to be improved."

"We'd like to see more integrations with third-party products."

"We have struggled to get resolution of support tickets from the Salesforce team."

"Salesforce Marketing Cloud could improve by having more graphical options because a lot of tables are now only numbers and percentages and data. I prefer graphs, lines, and pie charts. I know there are ways to receive this from Salesforce Marketing Cloud. It doesn't play a huge role in my daily work to invest the time to figure it out. I feel that it would be time wasted. They could make the graphical options easier to find and use in the future."

"The quality of support for this solution has been decreasing over time and the support team are sometimes more focused on closing tickets that resolving issues. Often the support team is not well trained or aware of the new features or products released by Salesforce."

More Salesforce Marketing Cloud cons

Pricing and Cost Advice

"Marketo's pricing depends on the number of contacts and the level of features you need. Compared to other platforms like Oracle Eloqua and Salesforce Marketing Cloud, Marketo is generally more affordable. Like other platforms, it offers different packages based on your needs."

"Marketo is used a lot because it's cheaper and preferred by many firms."

"The pricing is not cheap, but it's not that expensive either."

"The licensing cost usually depends on the users."

"The solution is expensive compared to others."

"The fee for Marketo includes the number of users and the database size. If we ask for a unique feature, it will cost extra."

"Marketo is too expensive for a small-sized company but more affordable for a larger-sized company."

"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."

More Marketo pricing and cost advice

"I don't know if my company pays for Salesforce Marketing Cloud monthly or yearly. It's a SaaS, so it's a recurring cost, but I have no information on its price."

"Salesforce Marketing Cloud is affordable, considering the significant improvements it brings to our campaign results."

"Licensing fees are paid on a yearly basis."

"This is a low cost solution suited to larger organizations."

"The solution is a bit expensive."

"It is a license per user."

"Salesforce has different versions of the solution and some are more suitable for smaller clients. However, Salesforce is expensive."

"My company pays to use this solution."

More Salesforce Marketing Cloud pricing and cost advice

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Top Industries

By visitors reading reviews

Computer Software Company

21%

Financial Services Firm

13%

Manufacturing Company

Insurance Company

Educational Organization

60%

Computer Software Company

Financial Services Firm

Manufacturing Company

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

Questions from the Community

What do you like most about Marketo?

One of the most important things about Marketo is its focus on GDPR compliance. It helps you follow GDPR and CAN-SPAM rules. For example, with Marketo, I won't accidentally target audiences without...

See all answers

What needs improvement with Marketo?

The user interface could be improved. I would like to see an updated UI for 2025.

See all answers

What is your primary use case for Marketo?

As a seasoned Marketo Expert with a decade of experience and a deep understanding of Adobe's ecosystem, I can confidently say that the primary use case for Marketo lies in empowering businesses wit...

See all answers

What do you like most about Salesforce Marketing Cloud?

Datorama is part of Salesforce Marketing Cloud, which is quite a valuable feature that provides customer analytics.

See all answers

What is your experience regarding pricing and costs for Salesforce Marketing Cloud?

The cost is cheaper compared to other tools.

See all answers

What needs improvement with Salesforce Marketing Cloud?

In the SMS area, it is not up to the mark, compared to what has been developed for email.

See all answers

Comparisons

HubSpot Marketing Hub vs Marketo

Compared 19% of the time

Oracle Eloqua vs Marketo

Compared 16% of the time

SAP Marketing Cloud vs Marketo

Compared 10% of the time

Microsoft Dynamics CRM vs Marketo

Compared 6% of the time

Teradata vs Marketo

Compared 5% of the time

More Marketo Competitors

SAP Marketing Cloud vs Salesforce Marketing Cloud

Compared 14% of the time

Oracle Eloqua vs Salesforce Marketing Cloud

Compared 11% of the time

HubSpot Marketing Hub vs Salesforce Marketing Cloud

Compared 10% of the time

Zeta Marketing Platform vs Salesforce Marketing Cloud

Compared 9% of the time

Adobe Campaign vs Salesforce Marketing Cloud

Compared 5% of the time

More Salesforce Marketing Cloud Competitors

Product Reports

Buyer's Guide

Marketo

March 2025

Download Marketo product report

Buyer's Guide

Salesforce Marketing Cloud

March 2025

Download Salesforce Marketing Cloud product report

Also Known As

No data available

ExactTarget

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.

Adobe

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.

Salesforce

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

Buyer's Guide

Marketo vs. Salesforce Marketing Cloud

March 2025

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