Benefits and Insights

Why use Marketo Marketing Automation?

Key differentiators & advantages of Marketo Marketing Automation

  • Marketo delivers the easiest solution and fastest results, and plus unlimited headroom to run sophisticated programs and complex analyses. With Marketo, there’s no compromise between functional depth and ease of use. You just get more. Faster. 
  • With thousands of customers in the Marketo Marketing Nation™, we’ve learned a lot about what makes marketing more successful. At Marketo, we will make you a better marketer, with ideas, experts, support, and best practices to make you successful. 
Cost of Ownership

Typical cost structure for Marketo Marketing Automation:

License/Subscription Cost
  • Subscription-based pricing model – per user per month
  • Offers three standard pricing tiers – Spark, Standard, and Select
  • Charges setup fee of $895
Maintenance Cost
  • Included in the subscription cost
  • Provides Support and Services to users for giving technical assistance via Support Portal, Web Support, and Phone Support
  • Provides different Support levels – Online Support, Business Support, Premier Support and Elite Support
  • Online Support is included in the subscription cost
  • Cost for other three support levels is over and above the subscription cost
Installation/Implementation Cost
  • Cost is over and above the subscription cost
  • Provides implementation and onboarding services plus packages for small and mid-sized companies
  • Customers can request for customized enterprise implementation program
Customization Cost
  • Cost may vary based on the integrated modules being added such as marketing automation, social marketing, lead nurturing, budget management, analytics, sales insight and website personalization
  • Each tier adds-on new features which increases the cost to range between $900 to $1,400 per month
Data Migration Cost/Change Management/Upfront Switching Cost Cost may vary depending on the current software, amount of data to be migrated, availability of migration tools, complexity of data and gaps between the existing system and the new system
Training Cost Cost is over and above the subscription cost and may vary depending on the Marketo Training and Certification programs opted for
Recurring/Renewal Costs Cost is equivalent to the subscription fee paid monthly, customization cost, implementation cost, premium support and professional services along with training support services opted for
Pricing Details
Product Name Description Price/Details
Pricing for Pardot Marketing Automation

- Spark plan includes the following features:

  • 10,000 records
  • Email Marketing
  • Customer engagement Engine
  • Communication limits
  • Lead management
  • Event management and Webinars
  • Marketing calendar
  • SEO
  • Social Boost
  • CRM integration
  • 5 sales insight users
  • 5 marketing calendar users

- Standard plan includes the following features:

  • 10,000 records
  • Includes all Spark features
  • A/B testing
  • Advanced lead scoring
  • Advanced dynamic content
  • Progressive profiling of forms
  • Extended integration & API
  • Marketing program analyzer
  • Revenue cycle modeler
  • 10 sales insight users
  • 5 marketing calendar users

- Select plan includes all Standard plan features, plus the following features:

  • 10,000 records
  • Advanced revenue analysis
  • Advanced email analytics
  • Time-series data warehouse
  • Advanced custom reports
  • Social sweepstakes and referrals
  • Role-based permissions
  • 20 sales insight users
  • 5 marketing calendar users
  • Spark: Starts at $895 per user per month
  • Standard: Starts at $1,795 per user per month
  • Select: Starts at $3,195 per user per month
Deployment Options What options are available for product deployment?
  • Cloud-based/SaaS
Pricing Model What is the pricing model?
  • Subscription-based
Minimum Commitment Is there a minimum monthly or yearly commitment required for purchase? Minimum 10 user subscriptions
Custom Quote Can you get a custom quote? Yes
Free Trial Does the vendor provide a free trial option? No
Product Limitations

Some of the product limitations include:

  • Marketo Marketing Automation solution does not support seamless integration with MS Dynamics
  • The cloud-based/SaaS solution has a complex and time-consuming set-up process
  • The solution does not support integration with Tableau tool
  • Setting up multi-tiered campaigns and nurturing streams are a time-consuming process
  • The solution does not provide a strong landing page and form builder functionality
  • Offers limited analytics and reporting functionality and takes a long time to produce custom reports
  • Does not allow users to run ‘Lead Actions’ from smart campaign’s result tab or Lead details page

Pardot Marketing Automation: Starts at $1,000 per user per month

CallidusCloud Marketing Solution: Starts at $50 per user per month

Act-On: Starts at $900 per month for 3 active users, 50 sales users

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