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.

Expensify

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Expensify is a powerful tool that automates expense management and receipt tracking. It streamlines your entire pre-accounting process and syncs seamlessly with both Xero and QuickBooks.

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.

Zoho Campaigns

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Zoho Campaigns is an email marketing automation tool that lets you can create and send emails using pre-designed templates, layouts, drag-and-drop editor. Zoho Campaigns also is integrated with Zoho's CRM suite, and the applications. User can see the results of campaigns by logging to their CRM accounts. Zoho Campaigns comes with features like A/B testing campaigns, dynamic content, email polls, list segmentation and drip campaigns.

Tilda

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Tilda is an intuitive website builder that requires no programming skills. It allows you to create websites, online stores, landing pages, blogs and email newsletters. Websites on the platform are built from ready-made blocks, which are automatically adapted to mobile devices. Also, using the built-in Zero Block editor you can design your own block by adding individual modules.

Benchmark

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Benchmark Email is a web-based email marketing solution allowing to build email marketing campaigns, run surveys, and manage a regular newsletter using the service.

ShipMonk

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ShipMonk is revolutionizing eCommerce order fulfillment by providing the most personal and attentive fulfillment and inventory management solution for today's global economy. Our multichannel order fulfillment service and software enables SMBs to focus on building their brand and achieving next-level growth.

GorillaDesk

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Running a field-service business is hard. Between dispatching team members, managing daily operations, bringing in new business, and sending out invoices, it can be a challenge to find the time to keep your business organized. That's where we come in. GorillaDesk has helped 3,800+ field-service professionals just like you manage their team, their customers, and their business, without all the headaches.

PeopleForce

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PeopleForce is an easy-to-use all-in-one HRM solution that covers HR automation, Recruitment, Employee Engagement, and Performance Management. We collected the best HRM practice in the market and blended them into an end-to-end platform.

Newired

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Newired is a Digital Adoption Solution which allows you to design and create a guidance overlay to help users of virtually any web-based software. Newired introduces an interactive guidance layer which enhances user experience, boosts application adoption and guides customers or employees through any task, providing contextual help in an easy-to-use interface.

Funnelbake

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FunnelBake is a fully automated and personalized Email Outreaching tool that can help you generate thousands of potential customers every month for your business.

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