Marketo vs Infusionsoft/Keap: Which is Better for Marketing Automation? 2023


Marketing automation platforms such as Marketo and Infusionsoft play a pivotal role in modern business strategies. They empower marketers to streamline campaigns, nurture leads, and enhance customer engagement. Marketo and Infusionsoft are marketing software that helps you achieve all of that. In this article, we’ll examine the features and capabilities of Infusionsoft and Marketo to assist you in making an informed decision for your business needs.

Marketo vs Infusionsoft: What is Marketo?

Marketo is a top-tier marketing automation platform suitable for businesses of all sizes. Here’s what you need to know:

  • Features: Marketo provides a comprehensive toolkit covering email marketing, lead management, automation, analytics, and personalization. It’s a go-to solution for enterprises.
  • Audience: Marketo serves medium to large enterprises and B2B organizations across industries like technology, finance, and healthcare.
  • Reputation: Marketo is widely known as the go-to tool for marketing automation. They offer scalability, integrations, and robust analytics.

Marketo vs Infusionsoft: What is Infusionsoft?

Infusionsoft, now known as Keap, is an all-in-one marketing automation platform that provides a range of sales and marketing capabilities. Here are some key features:

  • Customer Relationship Management (CRM): Infusionsoft allows businesses to integrate their e-commerce, marketing automation tools, and social media sites in one ecosystem. It enables users to map each step of their sales and marketing strategies.
  • Efficient CRM Platform: Infusionsoft helps organize sensitive documents, client information, and marketing information all in one place.
  • Marketing and Sales Automation: Infusionsoft helps users save time by automating repetitive tasks, such as following up with customers.
  • Online Selling Tools: The automation tools also help sell online while enriching personal relationships with customers.
  • Unlimited Emails: Infusionsoft offers unlimited emails as part of its service.
  • Payment and Invoicing Tools: Infusionsoft provides tools for payment and invoicing.

Marketo vs Infusionsoft: Features Similarities

Both Marketo and Infusionsoft offer a range of marketing capabilities. Here’s a comparison of their key similarities:

Feature Marketo Infusionsoft
Email Marketing Extensive email marketing tools Email marketing capabilities
Customer Segmentation Advanced audience segmentation Effective audience segmentation
Automation Extensive automation capabilities Automation features for workflows
Analytics and Reporting Comprehensive analytics and reporting In-depth analytics and reporting tools
Lead Scoring Advanced lead-scoring features Lead scoring capabilities
Lead Generation Tools for lead generation and nurturing Lead generation and nurturing features
Lead Management Comprehensive lead tracking and management Lead capture, tracking, and nurturing
Email Campaigns Robust email campaign features Email campaign tools and drip campaigns
Marketing Analytics In-depth marketing performance analytics Comprehensive reporting and analytics for measuring campaign ROI
Integration Extensive integration options Integration with CRM, social, and more
Personalization Advanced personalization and segmentation Personalization and audience targeting
Workflow Automation Robust workflow automation capabilities Workflow automation for tasks and processes
Mobile Optimization Mobile marketing and engagement features Mobile optimization tools
User Support and Training Comprehensive support and training resources Support and training materials are available

Infusionsoft vs Marketo: Differences

While both platforms have their strengths, they also differ in several aspects. Here’s an overview of their differences:

Feature Marketo Infusionsoft
Customization Higher customization options Flexible but with some limitations
Enterprise Readiness Suitable for large enterprises Designed for small to medium-sized businesses
Support and Training Comprehensive support and training resources Support and training resources are available but may be limited
Pricing Variable pricing based on features and scale Flexible pricing options, potentially more cost-effective for smaller businesses
Lead Scoring Advanced lead-scoring features Lead scoring capabilities
Community and Ecosystem Larger user community and extensive third-party integrations Growing user community with a more limited selection of integrations

Marketo Pricing

Marketo offers multiple subscription tiers. They are categorized as Growth, Select, Prime, and Ultimate. Each tier unlocks new features and capabilities. Here are some details:

  • Growth: Core marketing email, segmentation, automation, and measurement
  • Select: Essential marketing automation and measurement
  • Prime: Lead- and account-based marketing with journey analytics and AI personalization.
  • Ultimate: The most powerful marketing automation with premium attribution.

As you move up the tiers, you gain access to more advanced features and functionalities. The pricing for each tier is not listed on the website and is available on request. Please note that the specific features and capabilities included in each tier can vary.

Infusionsoft Pricing

Infusionsoft offers three main pricing plans:

  • Keap Max: Costs $229 per month
  • Keap Pro: Costs $159 per month
  • Max Classic, formerly Infusionsoft package: You’d need to contact sales for more information.

Each plan includes a different set of features and capabilities. The specific features and capabilities included in each plan can vary

Marketo and Infusionsoft: Which is Best for Your Business?

The choice between Marketo and Infusionsoft depends on your business’s specific needs, budget, and objectives. Both platforms offer valuable features, but they cater to different audiences and use cases. Here are some considerations to help you decide which one is best for your business:

Choose Marketo if:

  1. You’re an Enterprise or B2B Business: Marketo is well-suited for medium to large enterprises and B2B organizations. It offers advanced features, scalability, and integrations that are ideal for complex marketing operations and sales alignment.
  2. You Require Advanced Marketing Automation: If you need sophisticated marketing automation, lead scoring, and advanced analytics, Marketo’s capabilities in these areas are robust.
  3. Customization and Flexibility Are Key: Marketo is a customizable marketing automation solution. This makes it suitable for tailoring marketing strategies to specific business needs.
  4. You Have the Marketing Budget for Enterprise-level Solutions: Marketo’s pricing tends to be higher, so it’s essential to have the budget for a more comprehensive marketing automation platform.

Choose Infusionsoft if:

  1. You’re a Small to Medium-sized Business: Infusionsoft is designed with small and medium-sized businesses (SMBs) in mind. Its affordable pricing and features are often more accessible for SMBs.
  2. You Need Simplicity and User-Friendliness: Infusionsoft offers a user-friendly interface and is generally easier for beginners to navigate, making it a good choice for businesses with limited marketing expertise.
  3. You Seek Integrated Solutions: If you want an all-in-one solution that combines CRM, email marketing, and automation tools, Infusionsoft can simplify your operations.
  4. Scalability Isn’t Your Immediate Concern: While Infusionsoft can scale to some extent, it’s primarily geared toward SMBs. If you anticipate significant growth, consider how well Infusionsoft can accommodate your future needs.

Ultimately, the best choice depends on the size, complexity, and goals of your business. Evaluate your budget, the specific features you require, and your team’s proficiency in marketing automation. Request demos and explore both platforms thoroughly to make an informed decision that aligns with your business’s unique requirements.

Final Thoughts- Which is the Best Marketing Automation Software?

Selecting the best marketing automation software, whether it’s Marketo or Infusionsoft, hinges on your business’s distinct requirements and goals.
Marketo is a software that shines as a powerhouse for medium to larger enterprises, offering advanced features, scalability, and integrations. On the other hand, Infusionsoft is an all-in-one solution that caters to small and medium-sized businesses, providing an accessible, user-friendly dashboard.
To determine the right fit, carefully assess your budget, your team’s proficiency, and the specific features critical to your marketing strategy. If you want to know more about these products: Marketo, Infusionsoft/Keap or contact us.

Posted ago by Charles

Charles is the co-founder of Otowui and is responsible for marketing strategy and business development. He is a web enthusiast and digital marketing expert, with over 15 years of experience in the field. He enjoys creating unique and personalized user experiences for Otowui customers. He is also a developer and is passionate about the latest technologies to improve the performance and quality of Otowui's products.

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