Going to implement marketing automation and considering Marketo? We recommend to look at similar software to find a solution.

When customers choose marketing automation tool, in most cases they are looking for functionality for email builder, CRM, landing page builder, lead scoring, A etc.

Comparing Marketo with competitors users pay attention to the HTML email builder, marketing lead database, chatbots, conversations, survey builder, segmentation, number of triggers and actions and so on.

We’ve compiled a list of top 10 competitors that are very resembling in price and features to Marketo. The list is based on popularity, so if Marketo doesn’t suit you in any way, here you can easily select the best variant for you.

E2 Shop System

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We help shops and manufacturers of all kinds and sizes work smarter for improved efficiencies, greater flexibility and bigger profits.

iAuditor

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iAuditor puts the power in your teams¿ hands. Every person and every device can be a window to your worksite.

JobDiva

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JobDiva is the global leader in Talent Acquisition, Talent Management and Applicant Tracking technology, delivered as an AI-powered SaaS solution to the staffing and recruiting industry. A powerful cloud solution, JobDiva combines a CRM, synchronization with all major job boards and VMS providers, BI analytics, a Mobile App and the largest resume database in the world to deliver staffing solutions with unmatched speed and precision.

UpKeep

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UpKeep is the #1 mobile-first computerized maintenance management system (CMMS) on the market, developed to simplify work orders and asset management. We are positively impacting over 500,000 users around the world, from small businesses to large enterprises including Yamaha, McDonald's, Marriott, Ecolab, Anheuser-Busch, and Unilever!

Zoho CRM

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Zoho CRM is the name of an on-demand, SaaS-based customer relationship management (CRM) software solution designed to manage sales, marketing, contacts, customer support and other business functions.

Bynder

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Bynder is the fastest way to professionally manage digital files. Teams get on the same page for real-time collaborative edits and approvals, easy file sharing and storage, auto-formatting for channels and file types - it provides one central hub for all company materials and messaging. With company creative at your fingertips, your next big idea is a click away.

Atomic Mail Sender

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AtomPark Software is a mass-emailing programs developer with 19 years of background in making tools for digital marketing. Atomic Mail Sender, a program for crafting and sending mass email campaigns, is a bestseller of their email marketing toolkit. Unlimited emails, free newsletter templates, HTML and visual editor and ability to use any SMTP - that is the reasons why marketers choose it.

Moxtra

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Moxtra powers your private digital channel, with continuous collaboration experiences, helping you retain and grow customers, manage your distributed organization, and lower your costs for doing business.

Act-on

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Act-On is a subscription-based software-as-a-service (SaaS) product for marketing automation. Its software products are for email marketing, landing pages, social media prospecting, CRM integration, lead management, webinar management, and analytics.

BambooHR

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BambooHR's cloud-based system is an intuitive, affordable way for growing companies to manage essential employee information in a personalized Human Resources Information System (HRIS).

iContact

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iContact is a very popular email marketing / marketing automation platform. iContact has a very intuitive design and layout, making it very easy for businesses to design and deploy their own email campaigns. iContact comes with two different products; their basic email marketing platform, and their Pro Automation version of the product. 

How to choose Marketo substitute

Many marketing automation tools are similar to each other. Software with identical functionality can differ in cost by 3 times. The first thing you should look at is the availability of funnel builder. This is a basic feature of marketing automation platforms and if it doesn’t include this thing, most likely this tool isn’t formed yet. All funnel builders look almost the same. It's important not to pay attention to the UI, but look at the functionality.

In a few days, you'll get used to the design, but the missing functionality will always spite you. Changing marketing automation tools is very expensive. If you have the usual email set up, it's not that difficult to switch to another tool. But if you've already configured integrations, business processes, and have complex funnels, it can take months to replace the tool. That's why you should be attentive to choosing an alternative.

What to look for when analyzing the flow builder? It has 4 important features categories.

1. Triggers. For instance, "Form submit" is a trigger that starts a funnel. The most often used triggers are: opening an email, clicking a link in an email, reaching a goal, adding or removing a tag, closing a deal, visiting a page, etc. In each tool for marketing automation this set is different. The more, the better.
2. Action. For example, "Send email". This is the most basic action you can have. The most often used actions are: add or remove a tag, send a text message, send a messenger message, set a salesperson task, update a transaction, notify someone by email, move a transaction to another stage, etc.
3. Delay. For instance, "Wait 5 days. Client fill in the form on the website and get in the marketing automation software (Trigger), the tool sends a Welcome email (Action). After that the software waits 4 hours (delay) and sends a second email. This is the most standard automation. But there are other variants. For example, "Wait until something happens". Or wait until January 10th, or wait until 9 PM in the lead’s time zone.
4. If/else. For example, "If a customer, has the tag "Bought product #1", send the email, if the contact doesn't have the tag "Bought product #1", wait 4 weeks and send the email. The most often used if/else parameters are: was on the site page, purchased certain items, opened certain emails, user field the contact card matches some criteria. This is data according to which you can segment the lead base.

Studying the automation builder, you should pay attention to all four categories of functions. The more, the better. Often it happens that good-working marketing automation platforms with the biggest number of features look ugly. New platforms look nice, but they have few features. You need to the system you going to use very deeply. Otherwise, it will be very hard to change it in the future.

After you've analyzed the automation builder, you should find out whether there are integrations with the platforms you need. Luckily, Apiway can help you. Usually, platforms like Marketo are the core of business IT infrastructure. It's kind of digital hub for all your client. This type of tool is like an tree, which is putting its roots into other tool. Software like Marketo has to integrate with most other ones. Or you’ll have to spend a lot of money and time creating custom integrations.

Also users who are trying to find alternatives to Marketo use software from other categories like chatbot software, chat on website software, CRM system, lead management software