Marketo Competitors: How Do They Stack Up?
If you are from the marketing industry, you must have also witnessed how rapidly technology has made its way into the system. The development of marketing automation tools has also paved the way for many marketing automation solution providers. Though there are different definitions of marketing automation, and every company has a different perspective towards it, there still exists constant competition between them. This has generated a significant threat for Marketo, one of the dominating marketing automation solution providers.
While some businesses use several marketing channels, others rely on a single platform. To get the best out of the marketing automation tools, you need to understand the difference and how Marketo competitors stack up. It would be best to judge a marketing automation provider based on the average time to go live, its platform functionality and features, pricing, quality of support, and the average time to see ROI. Let’s take a close look at all these approaches for a better understanding.
1. Functionality and Features
The platform functionality and marketing automation features are the most crucial aspect to consider before investing in a tool. To drive ROI, generate leads, and convert visitors into customers, marketers need to automate marketing programs, monitor marketing metrics, and ROI, and communicate with specific groups and segments. But different marketing automation platforms use different functionalities to offer marketers their desired result. Most Marketo competitors use segmentation, lead nurturing, and lead scoring to stack up platform functionality and feature requirements. “Hubspot and Net-Results both beat out Marketo for Segmentation capabilities, with Hubspot coming in at 84% user satisfaction with the feature and Net-Results customers rating it at 91%”, states… an article. When it comes to lead nurturing, Hubspot and Net-Results are Marketo’s biggest competitors. Marketo had maintained a massive success in lead scoring and was ahead of all its competitors with an 82% rating. But recently, Net-Results came in at 90%.
2. Average Time to Go Live
The time a marketing automation tool takes to go live is an important aspect of the implementation process. The faster you go live, the more leads you generate to gain more ROI. Net-Results is Marketo’s most significant competitor as its users went live in one month. Even Hubspot and Pardot take an average of two months to get implemented, while Marketo takes around three months.
3. Pricing
Implementing marketing automation tools does not come cheap. Moreover, it is a one-time investment. Therefore, marketers need to consider several areas before investing in any marketing automation tool. As many companies are not always transparent about their pricing, marketers often fall prey to high hidden prices. The pricing of a marketing tool depends on the features instigated in it. Therefore be careful about what your marketing team needs and what they don’t. Marketo is one of the most expensive marketing automation tools available for basic tiers. But the rest of their solutions are less expensive, similar to HubSpot and Pardot. Net-Results is cheaper as compared to the rest.
4. Quality of Support
Once you implement a marketing automation tool, you will need support from the vendor even after the initial process. Every marketing automation tool follows different technology and methodology to process. Thus, in case of any issue, you need to be sure of receiving genuine support from the vendor. Moreover, having a helpful onboarding training process is very important to learn about your automation tool and how it functions the best. How fast and successfully you achieve your goal depends upon the quality of support by your vendor. Net-Results and Hubspot have a support team better than Marketo, while Pardot is also in the competition.
5. Average Time to See ROI
In this era, marketing stands as an organization’s most prominent way to earn higher ROI. Thus, the effectiveness of a marketing automation vendor depends a great deal on the average time taken by an automation platform to generate ROI for an organization. However, marketers often overlook this factor in their search for the right features at the right price and end up generating a lesser ROI than desired. Whether you can generate your desired ROI and how much time your marketing automation tool takes to reach there is what you need to consider without fail. Hubspot and Pardot take the same time as Marketo around a year and a half to generate ROI. But Marketo faces tough competition from Net-Results as it enables you to get ROI in seven months.In case you need professional assistance with the selection of the right marketing automation system then, you can start right from here. All you need is to contact us or simply say “Hi” or “Hello” at info@marrinadecisions.com. Or you can DM us on Facebook, Twitter, or LinkedIn.