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ActiveCampaign vs Marketo
November 12, 2023 | Author: Sandeep Sharma
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Integrated email marketing, marketing automation, and small business CRM. Save time while growing your business with sales automation.
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Fast and easy marketing software that helps B2B marketing professionals drive revenue and improve accountability.
ActiveCampaign and Marketo are both powerful marketing automation platforms, but they have key differences in terms of their target audience, feature set, and pricing models.
ActiveCampaign is known for its user-friendly interface and affordability, making it a popular choice among small and medium-sized businesses (SMBs). It offers a wide range of features including email marketing, marketing automation, CRM integration, lead scoring, and advanced segmentation. ActiveCampaign focuses on providing robust automation capabilities while maintaining ease of use, making it ideal for SMBs looking to automate their marketing processes without requiring extensive technical expertise.
Marketo, on the other hand, is designed for larger enterprises and caters to complex marketing needs. It offers a comprehensive set of features including lead management, email marketing, campaign management, social media marketing, analytics, and reporting. Marketo is known for its scalability and enterprise-level capabilities, allowing businesses to execute sophisticated marketing campaigns and manage a large volume of leads.
In terms of pricing, ActiveCampaign offers flexible plans based on the number of contacts and features required, while Marketo typically offers custom pricing tailored to the specific needs of each enterprise customer.
See also: Top 10 Marketing software
ActiveCampaign is known for its user-friendly interface and affordability, making it a popular choice among small and medium-sized businesses (SMBs). It offers a wide range of features including email marketing, marketing automation, CRM integration, lead scoring, and advanced segmentation. ActiveCampaign focuses on providing robust automation capabilities while maintaining ease of use, making it ideal for SMBs looking to automate their marketing processes without requiring extensive technical expertise.
Marketo, on the other hand, is designed for larger enterprises and caters to complex marketing needs. It offers a comprehensive set of features including lead management, email marketing, campaign management, social media marketing, analytics, and reporting. Marketo is known for its scalability and enterprise-level capabilities, allowing businesses to execute sophisticated marketing campaigns and manage a large volume of leads.
In terms of pricing, ActiveCampaign offers flexible plans based on the number of contacts and features required, while Marketo typically offers custom pricing tailored to the specific needs of each enterprise customer.
See also: Top 10 Marketing software
ActiveCampaign vs Marketo in our news:
2021. SMB email marketing platform ActiveCampaign raises $240M
Having successfully closed a $240 million funding round, ActiveCampaign has developed a "customer experience automation" platform that goes beyond running digital campaigns. Their platform automates follow-up processes to enhance sales and marketing efficiency. This aligns with the broader trend of incorporating automation, powered by cloud-based technology, to streamline repetitive tasks within businesses. For instance, in sales, ActiveCampaign enables e-commerce businesses to identify instances where logged-in customers may have abandoned their site visit before completing a purchase for a product they had already searched, clicked on, or added to their cart. In such cases, the platform sends reminder emails to customers, offering alternative options and follow-ups, in an effort to address distractions or second thoughts and potentially sway their decision.
2018. Adobe acquires Marketo for $4.75 billion
Adobe has announced its acquisition of the marketing automation company Marketo for a significant $4.75 billion. This strategic move positions Adobe strongly in the enterprise marketing arena, pitting it against major competitors like Salesforce, Microsoft, Oracle, and SAP. The acquisition not only bolsters Adobe's Marketing Cloud portfolio but also grants access to Marketo's expansive customer base of 5000 organizations. This presents a valuable opportunity for Adobe to drive revenue growth in this particular segment of its offerings, while intensifying its competitive edge within the enterprise market. With the integration of Marketo, Adobe is poised to further solidify its position and expand its reach in the realm of marketing automation.
2017. Marketo picks Google Cloud to migrate from on-prem data centers
Marketo, the marketing automation platform, has made the strategic decision to migrate its entire on-premises operation to the Google Cloud Platform. This collaboration goes beyond mere hosting, as Google will offer enhanced integration with GSuite. As a result, Marketo customers will enjoy the ability to create content and engage with their customers directly from the Marketo platform, leveraging popular Google tools such as Gmail, Sheets, and Hangouts Chat. Additionally, Marketo has outlined plans to leverage Google BigQuery for advanced analytics and utilize Google's machine learning APIs to unlock improved marketing insights for its clientele. By embracing this partnership, Marketo aims to empower its customers with an enriched experience and enable more effective marketing strategies.
2016. Vista Equity Partners acquired marketing platform Marketo
San Francisco-based Vista Equity Partners has entered into an agreement to acquire the online marketing platform Marketo for a sum of $1.79 billion. This strategic acquisition will enable Marketo to maintain its unwavering commitment to customer success and retain its position as a leading independent player in the market. Marketo will continue to spearhead product innovation and thought leadership within the digital marketing industry, setting the agenda for the future. Furthermore, this partnership will empower Marketo to fulfill its ambitious vision of providing an ultra-scalable enterprise platform for customer engagement, catering to the needs of tomorrow's marketers and the C-suite.
2015. Marketing platform Marketo adds LinkedIn integration
The engagement marketing platform Marketo has introduced integration with the lead-generation and nurturing solution provided by the professional networking site LinkedIn. This integration aims to assist marketers in bridging the gap between digital, social, and offline channels, ultimately facilitating meaningful conversations with customers. According to a blog post by LinkedIn officials, the solution effectively addresses the issue of prospect abandonment. When a prospect visits a webpage but closes their browser without taking further action, they are not forgotten. Instead, they are nurtured through a series of messages across various channels, including LinkedIn social ads, display ads, and more. When the prospect later completes a form, their email and other relevant information are captured in Marketo's system. Subsequently, the prospect receives targeted emails, display ads, and social ads tailored to their demographics, website behavior, and engagement with the company's content.
