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Marketo vs. Pardot (or others)?

We're evaluating marketing automation software options and right now Marketo and Pardot are in the lead but if you look at the check lists they have they are all very similar. So, I'm interested in personal experiences people have had with each - the good, the bad and the differences. I know Pardot is now Salesforce - not sure if that's net good or bad.

21 Replies

Amy Jenkins
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Amy Jenkins Entrepreneur • Advisor
Vice President of Marketing at Education Elements
We went w Hubspot primarily bc customer support was included. And c we used it all the time.
David McKeen
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David McKeen Entrepreneur
Social Media Manager | Social Media Education | Business Development | Marketing | Business Coaching | Speaker
I've been using LeadOutcome as its way more reasonably priced. Most people don't use 20% of those systems and just end up paying for alot of features.
Andrew Lockley
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Andrew Lockley Advisor
Investor and strategy consultant
Hubspot worth a look
James Hipkin
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James Hipkin Advisor
CEO, Managing Director at Red8 Interactive
Assess your options carefully. I agree with David McKeen. We have worked with them all, my company builds websites, and in many cases we install marketing automation platforms that are way more than what's actually needed.

Marketo is the most popular choice in our experience, but can be difficult to work with. With great power comes great responsibility.
Justin Roff-Marsh
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Justin Roff-Marsh Entrepreneur
Founder: Ballistix
Well, first you need to confirm that you actually need to spend that much money on one of these applications.

We use -- and provide our clients with -- Mautic. Mautic is an open-source alternative to Marketo and we all love it. It certainly has all of the basics (web tracking, forms, landing pages, email, etc) and, if you self-host it's totally free. Otherwise you just pay for hosting.

If you're Target or Revlon, you should probably go with Marketo, otherwise I'd look at Mautic.
Christopher BYRNE
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Christopher BYRNE Entrepreneur
CEO
Ryan,

Look them up on TrustRadius.com

Chris
sensorpro.net/whatpeoplesay

Jeff Fugitt ☁
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Jeff Fugitt ☁ Entrepreneur
CMO | Demand Generation | Content Marketer | Revenue Marketer | Product Marketer | Chief Marketing Technology Officer
Hey Ryan, Here are some factors that could influence your decision: 1. How experienced/sophisticated are the human resources that will be utilizing the marketing automation platform? Will your MA admin be able to program responsive HTML emails or will they need to rely on wysiwyg builder/templates provided by the MA platform? A less experienced resource would likely get up to speed and be productive faster with Pardot. A more experienced resource might be able to produce better results with Marketo. 2. What is the breadth of your utilization? Email only? Do you have your other bases covered? Landing page point solution? Social Media management? What are you doing with analytics? Do you need webinar platform integration? A/B testing? CRM? If you need more features then Marketo is likely going to cover more of what you need. However, if you're only sending email and managing nurture campaigns then Pardot does a fine job. If you need to integrate with a lot of other platforms then you'll want to make sure the platform of choice can deliver on your needs. 3. How large is your prospecting database? This certainly impacts your price so anticipate your future state and take that into consideration. 4. Start thinking about your contact and content strategies now. You're going to need to feed the beast in order to achieve the desired ROI. :-) Negotiate aggressively regardless of the platform that you choose. MA is a mature market and there is a lot of competition, including new companies like AutoPilot HQ; therefore you should ask them to sharpen their pencils
Ahmed Sorour
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Ahmed Sorour Entrepreneur
Agile/DevOps Coach @ Target, Cofounder @ RevampCRM
Ryan,
I would encourage you to look at these options. They are lighter version of marketo and hubspot.
AgileCRM
RevampCRM <- comes with unlimited contacts. We use it for list of 100k+ email list. It does not barge by contact list size. It also comes with intuitive simple automation for segmentation, sales and marketing activities.


Mark Jacobs
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0
Mark Jacobs Entrepreneur
Chief Executive Officer at Me!Box Media Inc.
We've supported a number of Marketing Automation systems - and the one we have seen deliver the most for the client it Right on Interactive...from service to price. (hope you big guys won't black list us!)
Wayne Cerullo
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0
Wayne Cerullo Advisor
Advocate for prospect-centric B2B marketing
Lots of opinions on this one! I think you will find the following to be true:
  1. To be competitive, the top MAP offerings are quite similar.
  2. The key differences will be around support and pricing.
  3. Decide how much of an organization advantage it is to adopt a commonly-used system vs. a less expensive but less widely-known system.
You can check out a brief comparison of all the top packages on G2HERE.
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