We know that there is a jungle of systems that claim to do "Marketing Automation". Orienting yourself among all of them and making a smart choice is anything but easy, so in this blog post we thought we'd take a closer look at some of these systems and do our best to explain their pros and cons.
Marketo is a system for medium and large companies and is therefore an advanced system with all the features a modern marketer needs. Many marketing departments we meet often complain that they use very little of Marketo, the question is whether this means that the system has a lot of features or whether they are bad at explaining how to use the features.One of the advantages of Marketo, besides lots of features and third party integrations, is the support which we consider to be one of the best when it comes to ma systems.On the minus side, we find the tool to be a bit too sluggish many times. Such a simple thing as pulling out a report takes a long time.
Account commitment (Pardot)
Account engagement(Pardot) is, as most people know, owned by Salesforce and it obviously comes with its benefits. It's a tool where improvements, both big and small, are constantly being rolled out and the integration between Salesforce and Account engagement (Pardot) is obviously really robust.Another thing is that API calls from Salesforce products like Account engagement (Pardot) don't count towards usage restrictions even if they appear in the "API Usage Last 7 days" report. Account engagement (Pardot) focuses on B2B companies that are medium and larger. As a tool to consider, there is not much to complain about. It's fast, neat and easy to use. All the features you want are there. However, there aren't as many integrations to third-party tools as in Marketo and the price points are relatively fire and many important features like A/B testing and dynamic emails aren't in the basic package.
One of the longest running tools on the market. Eloqua focuses on large companies and is considered by many to be the most powerful tool, which explains the higher price.The campaign builder is visually appealing and easy to use and the integration with Oracle Marketing Cloud also takes the tool up a notch.In addition to the higher price, Eloqua often takes longer to implement, although this is often due to the fact that it deals with more complex organisations.
One of the most well-known systems is Hubspot, which is aimed at small and medium-sized enterprises. One of the great advantages of Hubspot is how easy it is to use and how much fun it is to work in it. This is a huge advantage.One of the disadvantages of Hubspot is that many people think it is cheaper than it often ends up being. You pay a low fee to begin with. But if you have ambitions of growing, it will be more expensive with a larger database and more features. For example, if you want to be able to do A/B testing, the cheaper packages won't be enough.