Marketo vs Adobe Campaign

Cara Bowles    By under Marketing Automation.

Marketo is a big name in marketing automation, and Adobe is a big name period. How does Adobe Campaign, the marketing automation piece of Adobe Marketing Cloud, stack up?

Not very well, actually.

Marketo has a far stronger feature sets in every category: email marketing, lead management, reporting, and CRM integration.

Given that Adobe Campaign is unapologetically aimed squarely and exclusively at the enterprise market, it's very hard to recommend Adobe Campaign over Marketo. Companies should consider themselves lucky if Adobe will give them the time of day with a price point in the tens of thousands of dollars, while Marketo's pricing starts at around $1100.

Given that Marketo's feature set also blows Adobe's out of the water, it's hard to imagine any reason to go with Adobe unless tens of thousands of dollars is chump change, you happen to think the interface will work better for your workforce, you don't need the extra features of Marketo, and don't expect to need them in the future. If you want an alternative to Marketo, there are far better options in both feature sets and pricing.

Advantages of Marketo

  • Marketo offers file hosting for your white papers, lead magnets, etc.
  • Marketo beats Adobe Campaign on lead management capabilities:
    • Progressive profiling allows you to collect additional information from leads over time as they fill out new forms etc.
  • On email marketing, while Adobe Campaign offers a few features missing from Marketo's native feature set, Marketo is still the clear leader:
    • Responsive design is included in emails automatically
    • Email templates make professional design easy
    • HTML, link, and image validation ensure there are no code errors
    • Offer optimization allows you to customize email marketing based on a prospect's data
    • Adobe Campaign does not offer a WYSIWYG interface for their emails
  • Adobe Campaign is missing poll voting, referral offers, social sign-on for easy form population, and video sharing for prospects to share to your site and social media.
  • Marketo's reporting features include landing page performance reports, mobile alerts, revenue modeling, and web analytics that aren't available through Adobe.
  • Adobe Campaign's CRM integration capabilities are limited, with no automatic field mapping to transfer data, no syncing of data, no custom dashboards, and no triggered updates to campaigns based on changes in the CRM.

Advantages of Adobe Campaign

  • While Marketo is the clear leader on email marketing features, Adobe has a few features that deserve attention:
    • Blacklist monitoring to prevent any of your emails being sent from blacklisted IP addresses
    • Dedicated email IP addresses so that you don't share your IP with other marketers who may taint the address
    • Automatically send emails based when your RSS feed is updated