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.

Procare Desktop

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Child care solution that can be customized to meet every need for business management, tuition collection & parent communication.

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.

HandiFox Online

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HandiFox is a cloud-based inventory management app for small business, tightly integrated with QuickBooks Online. The app lets you access, track and manage inventory across multiple locations from your phone or tablet on the go, from anywhere in the world

Klaviyo

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Klaviyo is marketing automation platform which features email marketing combined with campaigns through social media. Klaviyo features the capability to integrate with manifold platforms and to orchestrate automated customer communication in order to generate business growth.

.ID Signatures

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.ID Digital Signature platform allows you to upload and store any files for signing.

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.

Zoho Assist

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Access your computer or mobile device from anywhere, anytime using Zoho Assist; your one-stop solution for remote support, screen sharing and unattended access. Get started today with one of the industry's most secure, reliable and affordable software. Requires no prior installation. Cross-platform support available. Works across devices. Supports all major web-proxies and firewalls.

ABBYY FineReader

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ABBYY® FineReader PDF 15 is a PDF tool for working more efficiently with digital documents. Powered by ABBYY's AI-based OCR technology, FineReader integrates scanned documents into digital workflows and makes it easier to digitize, convert, retrieve, edit, protect, share, and collaborate on all kinds of documents in the digital workplace.

SendPulse

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SendPulse is a tool for sending email messages to a list of "warm" clients. This means that: Each recipient from your mailing list has subscribed to your campaigns via a subscription form or has provided you with a personal email address, and now they are expecting to get a campaign from you or your company.

Backlog

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Backlog is a cloud-based project management and issue tracking solution that caters to development teams working with design, marketing and IT teams. The key features of the solution include project and issue management, subtasking, bug tracking and burndown charts.

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