Try our new research platform with insights from 80,000+ expert users

Marketo vs SAS Marketing Automation comparison

 

Comparison Buyer's Guide

Executive SummaryUpdated on Jan 6, 2025

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
3rd
Average Rating
8.4
Reviews Sentiment
7.0
Number of Reviews
25
Ranking in other categories
Marketing Management (5th)
SAS Marketing Automation
Ranking in Marketing Automation
10th
Average Rating
7.6
Reviews Sentiment
6.6
Number of Reviews
2
Ranking in other categories
No ranking in other categories
 

Mindshare comparison

As of February 2025, in the Marketing Automation category, the mindshare of Marketo is 15.2%, down from 17.0% compared to the previous year. The mindshare of SAS Marketing Automation is 2.0%, up from 1.9% compared to the previous year. It is calculated based on PeerSpot user engagement data.
Marketing Automation
 

Featured Reviews

PradeepKumar25 - PeerSpot reviewer
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.
Trini Olivan - PeerSpot reviewer
It's good at visualizing large amounts of data
You need to buy connectors to integrate Marketing Automation with various suppliers. For example, if I want to see the data through Power BI, I need a connector to see the data directly. Otherwise, you need to do everything manually. You have to download information from SAS and then save a text file, and then I can import it into Power BI. I would like Marketing Automation to have this native functionality without the need to pay more for connectors.

Quotes from Members

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

Pros

"The main highlights of Marketo are its support structure, the documentation available, and the features mainly related to forms, landing pages, and leads. Although other platforms like Oracle Eloqua have similar features, Marketo's support structure, lead generation, and segmentation features are easier than those of different platforms."
"The main feature of Marketo is sending out emails, so that would be the most valuable feature."
"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."
"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."
"Marketo is excellent in terms of hands-on usability and lead database management."
"The most valuable features are the Marketo emails, both sending and tracking."
"The valuable features are list uploads, email campaigns, generating reports,source tracking, and lead attribution."
"You can enable it for business users or marketing users to use it in a self-service way. So, the technical team is needed to build the features or processes, and then those processes can be used in a self-service way by your non-technical users."
"SAP Marketing Automation is user-friendly. The interface is nice and clear. You can see the different diagrams and define various filters and targets. You can also export the customer information you collect to make the campaign. It's easy to understand how this information is entered. There are also a lot of platforms that show the results of campaigns. You can customize your data and define different reports, but SAS also provides a standard report."
 

Cons

"Its APIs need to be more flexible because there are some things that are not available in the API."
"Marketo's reporting and dashboarding features could be better. Compared to other tools, the visualization options with charts and graphs seem somewhat limited."
"Marketo filters are not very efficient, and timely updates or features could improve this aspect."
"Revenue management, attribution, and ABM can all be improved."
"There is a bit of room for improvement in the level-one support team. It relies too much on documentation."
"I have encountered issues when I had to use filters repeatedly. It would have been helpful if I could duplicate them directly, instead of dragging them. Also, having an option to save filters for future use would have saved a lot of time, especially when dealing with multiple filters."
"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."
"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."
"You need to buy connectors to integrate Marketing Automation with various suppliers. For example, if I want to see the data through Power BI, I need a connector to see the data directly. Otherwise, you need to do everything manually. You have to download information from SAS and then save a text file, and then I can import it into Power BI. I would like Marketing Automation to have this native functionality without the need to pay more for connectors."
"The product is highly customizable, but the marketing and business teams want a lot of things to be built out of the box. A lot of features that could be out of the box aren't there. The main concern is to keep the system in such a way that it provides you with some out-of-the-box features and some customizable features as well."
 

Pricing and Cost Advice

"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."
"Marketo is used a lot because it's cheaper and preferred by many firms."
"It is expensive. We have a yearly license."
"The licensing cost usually depends on the users."
"The pricing is not cheap, but it's not that expensive either."
"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."
"I'm not aware of the full cost. The financials are not with me. In terms of additional costs, there are always OpEx and CapEx. That's one way to look at it. You also need separate hardware to deploy the product."
report
Use our free recommendation engine to learn which Marketing Automation solutions are best for your needs.
837,501 professionals have used our research since 2012.
 

Top Industries

By visitors reading reviews
Computer Software Company
21%
Financial Services Firm
13%
Manufacturing Company
8%
Insurance Company
5%
Financial Services Firm
30%
Computer Software Company
23%
Comms Service Provider
16%
Insurance Company
5%
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
No data available
 

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...
What needs improvement with Marketo?
Some modern Marketo features could be improved. I'm quite good with the filters, and in the admin section, I can build it with many more third parties. This allows me to integrate some additional p...
What is your primary use case for Marketo?
My use case is very similar to how we push emails and run notes of contents. The application includes late scoring and late licensing management as well. Marketo is an advanced solution. I am not f...
What do you like most about SAS Marketing Automation?
You can enable it for business users or marketing users to use it in a self-service way. So, the technical team is needed to build the features or processes, and then those processes can be used in...
What needs improvement with SAS Marketing Automation?
The product is highly customizable, but the marketing and business teams want a lot of things to be built out of the box. A lot of features that could be out of the box aren't there. The main conce...
What is your primary use case for SAS Marketing Automation?
I'm using it for micro-segmentation-based campaigns and inbound and outbound campaigns. I'm using its latest on-prem version.
 

Also Known As

No data available
SAS Campaign Management
 

Overview

 

Sample Customers

Marketo has a customer base of thousands of companies, including Sony, Citrix, BrightTALK, Curves International, HootSuite, Hyundai, SanDisk, and Samsung Electronics.
Staples
Find out what your peers are saying about Marketo vs. SAS Marketing Automation and other solutions. Updated: January 2025.
837,501 professionals have used our research since 2012.