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

Marketo pros and cons

Vendor: Adobe

4.2 out of 5

26 reviews
96% willing to recommend

873 followers

Pros & Cons summary

Marketo offers valuable features like Smart Campaigns and efficient email tracking. It's praised for ease of use, flexibility, and superior lead generation. Compliance with GDPR and CAN-SPAM rules ensures consent-based marketing. Users can create appealing emails easily, but data manipulation and JavaScript form customization need improvement. There's potential for enhanced integration with email testing, scalable solutions, flexible APIs, and better visualization in reporting for large audiences.

Buyer's Guide

Get pricing advice, tips, use cases and valuable features from real users of this product.

Prominent pros & cons

PROS

Smart Campaigns are highlighted as a valuable feature for tracking and managing user interactions effectively.

The extensive features for email campaigns, including sending and tracking, are considered Marketo's main strength.

The system's flexibility and ease of use, including customizable templates and robust lead management, are highly regarded.

Marketo provides strong support for GDPR compliance, ensuring that users respect privacy and consent regulations.

Features like progressive profiling, lead scoring, and seamless lead generation and segmentation enhance user engagement and reporting capabilities.

CONS

Marketo should allow more flexibility for data manipulation and JavaScript integration, especially for form customization.

The APIs of Marketo need to be more flexible, as some functionalities are missing and not available through existing APIs.

Challenges exist with processing delays in data syncing, particularly when sending data from Marketo to other applications like CRMs.

Marketo's segmentation is limited to 20 segments, which might not be sufficient for companies requiring more detailed segmentations.

Pricing could be more competitive as Marketo is not the cheapest option, potentially making it a less appealing choice compared to other platforms like HubSpot.

Marketo Pros review quotes

Associate Manager at Tech Mahindra Limited

Apr 11, 2024

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.

Read full review

MO

Marketo Consultant at Webtech software servies

Nov 25, 2020

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.

Read full review

Solutions Architect - Marketing Automation at Nagarro

May 15, 2024

It's pretty good at handling customization and templates. We can put in different variables, so even someone without coding knowledge can create and develop emails that look good on different browsers.

Read full review

Free Report: Marketo Reviews and More

Learn what your peers think about Marketo. Get advice and tips from experienced pros sharing their opinions. Updated: March 2025.

842,296 professionals have used our research since 2012.

Executive - Marketing Automation at a tech services company with 1,001-5,000 employees

Apr 23, 2024

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 their consent. Firstly, the Marketo Insights system will highlight new customer segments that I should engage with.

Read full review

Account Manager at RightWave, Inc.

Jul 1, 2024

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

Read full review

reviewer1932015

MAP ETL Developer at IBM

Aug 4, 2022

The product has been stable.

Read full review

reviewer1140438

Global Product Marketing & Operations Lead at a hospitality company with 201-500 employees

Feb 22, 2022

The most valuable feature is the scoring.

Read full review

reviewer2391396

Engineer - Technology at a marketing services firm with 1,001-5,000 employees

Jan 15, 2025

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

Read full review

AD

Founder at Kav Interactive

Nov 30, 2020

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

Read full review

Senior Digital Solutions Analyst at Rich Products

Sep 27, 2024

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

Read full review

Show 7 more reviews (out of 17)

Marketo Cons review quotes

Associate Manager at Tech Mahindra Limited

Apr 11, 2024

One limitation is the user limit. For bigger organizations with large audience sizes exceeding, let's say, 500k, the solution may not be as efficient as larger enterprise platforms like Salesforce or Oracle Eloqua. However, Marketo is one of the best platforms for mid-scale and small-scale organisations.

Read full review

MO

Marketo Consultant at Webtech software servies

Nov 25, 2020

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.

Read full review

Solutions Architect - Marketing Automation at Nagarro

May 15, 2024

There is a bit of room for improvement in the level-one support team. It relies too much on documentation.

Read full review

Free Report: Marketo Reviews and More

Learn what your peers think about Marketo. Get advice and tips from experienced pros sharing their opinions. Updated: March 2025.

842,296 professionals have used our research since 2012.

Executive - Marketing Automation at a tech services company with 1,001-5,000 employees

Apr 23, 2024

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

Read full review

Account Manager at RightWave, Inc.

Jul 1, 2024

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.

Read full review

reviewer1932015

MAP ETL Developer at IBM

Aug 4, 2022

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

Read full review

reviewer1140438

Global Product Marketing & Operations Lead at a hospitality company with 201-500 employees

Feb 22, 2022

Revenue management, attribution, and ABM can all be improved.

Read full review

reviewer2391396

Engineer - Technology at a marketing services firm with 1,001-5,000 employees

Jan 15, 2025

Some modern Marketo features could be improved.

Read full review

AD

Founder at Kav Interactive

Nov 30, 2020

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

Read full review

Senior Digital Solutions Analyst at Rich Products

Sep 27, 2024

Customer support could be more helpful.

Read full review

Show 7 more reviews (out of 17)

Product Categories

Product Categories

Marketing Automation

Marketing Management

Popular Comparisons

Popular Comparisons

Salesforce Marketing Cloud vs Marketo

Oracle Eloqua vs Marketo

HubSpot Marketing Hub vs Marketo

Pardot vs Marketo

SAP Marketing Cloud vs Marketo

BloomReach vs Marketo

Zeta Marketing Platform vs Marketo

Bluecore vs Marketo

IBM Watson Campaign Automation vs Marketo

See all alternatives

Product Categories

Product Categories

Marketing Automation

Marketing Management

Popular Comparisons

Popular Comparisons

Salesforce Marketing Cloud vs Marketo

Oracle Eloqua vs Marketo

HubSpot Marketing Hub vs Marketo

Pardot vs Marketo

SAP Marketing Cloud vs Marketo

BloomReach vs Marketo

Zeta Marketing Platform vs Marketo

Bluecore vs Marketo

IBM Watson Campaign Automation vs Marketo

See all alternatives

Related questions

6

Do you know if Marketo or Eloqua support mobile devices? Thank you.

0

When evaluating Marketing Automation, what aspect do you think is the most important to look for?

3

Do you know other SFDC tools, beside Aprimo, that can be used by salespeople to monitor every move their prospects make?

0

Why is Marketing Automation important for companies?