Marketo and Eloqua are two marketing automation platforms that serve similar industries, leaning towards B2B and enterprise level businesses, but with price points and interfaces that are accessible to medium sized businesses.
Integration with CRMs is key and will likely determine which is the better option for you. Marketo offers native integrations with Salesforce (considered by some the most comprehensive and robust in the industry), SAP and Microsoft Dynamics. It also offers certified integrations with Oracle (yes, the company that owns Eloqua), SugarCRM, and NetSuite.
Eloqua integrates with Oracle, Sales Cloud, MS Dynamics, and SFDC.
Both have comparable feature sets, with Marketo taking the lead in most categories, and Eloqua taking the lead in email marketing. Price points are also comparable, with Eloqua starting at a higher price point. Keep in mind that prices alter wildly with marketing automation platforms once subscriber counts and other factors are taken into account.
All in all both are solid options and your choice will depend on preferences for interfaces, CRM compatibility, and some of the following differentiating features:
Advantages of Marketo:
- Marketo is trusted by more websites, 42k to 9.6k. Marketo is also the leader in the majority of industries, including Business & Industry, Computer & Electronics, Software, Internet & Telecom, and 172 other categories.
- Marketo is available on more platforms. While both are available as a web application, Marketo is also available as an iPhone app, Android app, and Windows Phone app.
- Marketo's starting price is slightly lower, $1195 compared to $2000.
- Marketo is also a stronger choice for lead management, offering the following:
- Lead scoring based on product interactions, so that prospects who have been exposed to your product-associated marketing efforts more often receive a higher score
- Marketo and Eloqua are fairly evenly matched on email marketing, but Eloqua is missing the following features:
- Offer optimization, which sends prospects optimized emails based on the data collected so far.
- A WYSIWYG email interface that shows you exactly how the email will look while you are putting it together.
- Marketo and Eloqua are also pretty evenly matched on web management capabilities, but if A/B testing on landing pages is a deal breaker for you, you should go with Marketo.
- Marketo is also pretty close to Eloqua on social media features, but has a slight edge because they offer:
- Poll voting to capture data from your prospects and share the results on social media
- Built-in referral offers and sweepstakes
- Marketo has a slight lead on features related to integration with CRM:
- Create CRM tasks from Marketo
- Produce a custom sales dashboard for sales professionals based on CRM and marketing automation data to highlight the best leads
- Set the sync frequency between your CRM and Marketo
- Marketo has more platform integrations, 88 to Eloqua's 45. Notable integrations include Bitium, Hootsuite, Salesforce Sales Cloud, SugarCRM, and Unbounce.
Advantages of Eloqua:
- Eloqua is more popular in a small number of industries including Transportation, Hotels, Consumer Electronics, Makes & Models, and 20 other categories.
- Some might consider Eloqua to have a slight edge on Marketo for email features, depending on what is important. Principally, they have a stronger anti-spam focus. Eloqua includes the following:
- Blacklist monitoring, which immediately halts emails sent from any IPs that become blacklisted as sources of spam
- Certified email IPs for a similar reason, in order to keep deliverability rates high
- RSS message creation to automatically send emails when your RSS feed is updated
- Spam analysis tools that analyze your message to estimate its spam score so that it is more likely to stay out of spam filters
- As stated above, Eloqua and Marketo are close on web management features. Eloqua offers URL customization, while Marketo does not.
- Eloqua has a few integrations Marketo doesn't, including Zendesk.