Marketo vs. Infusionsoft

Cara Bowles    By under Marketing Automation.

Infusionsoft and Marketo are two heavy hitters in the marketing automation industry, with nearly identical market penetration. Marketo is used more heavily by the largest companies, while Infusionsoft is more popular with relatively small companies. This is more or less by design. Marketo is built with mid and enterprise level businesses in mind, while Infusionsoft is intended as a small business CRM and marketing automation platform.

It's an overstatement, but not a ridiculous one, to say that you can almost determine which marketing automation option is the better fit for you based on whether or not you are already using an independent CRM.

Marketo is built on the Salesforce platform and is widely regarded as having one of the most complete and robust integrations with Salesforce on the market. It also offers native integrations with MS Dynamics and SAP, as well as certified integrations with Oracle, SugarCRM, and NetSuite.

Infusionsoft, meanwhile, does not integrate with any CRMs. It is intended to be used as its own CRM, and integrates with...QuickBooks. This should quickly tell you which kinds of customers the two platforms are aiming for.

Marketo blows Infusionsoft away in features, but Infusionsoft is cheaper and easier to use. Infusionsoft is especially praised for its attractive campaign diagram interface. Neither is better than the other, but they suit different purposes. Let's take a more in depth look at the features.

Advantages of Marketo:

  • Marketo's lead scoring is superior, providing progressive profiling, removal of prospect duplicates, and lead scores that decay with time.
  • Infusionsoft lacks several important features for email marketing:
    • A/B testing: send out variant versions of emails to test which version is more successful
    • HTML validation, link validation, and image validation
    • Offer optimization
    • WYSIWYG email design
  • Similarly, Infusionsoft does not include A/B page testing, to check which versions of a web page are most effective.
  • Features missing from Infusionsoft's social media arsenal include:
    • Facebook publishing
    • Poll voting
    • Automatic social profile data pulling
    • Social sign-on, simplifying the process of filling out forms
  • Marketo provides email performance reports detailing how email campaigns are performing, including factors like open and click rates.
  • Receive mobile alerts from Marketo in real time in order to stay on top of important changes.
  • Use revenue modeling to predict revenue based on existing and previous performance.
  • Bi-directional sync links data between your CRM and your marketing automation system so that there are no discrepancies. Set the sync frequency.
  • Create CRM tasks from Marketo and push them into your CRM.
  • Triggered updates based on prospect behaviors are not available in Infusionsoft.
  • Marketo offers more integrations than Infusionsoft, 88 to 65. Important integrations missing from Infusionsoft include:
    • Beckon
    • Hootsuite
    • Salesforce Sales Cloud
    • SugarCRM
    • Unbounce
  • Marketo is more popular with the most successful sites, leading in the top 10k, 100k, and 1 million sites.
  • Marketo is trusted by a slightly higher number of websites, 41.9k to 40.8k.

Advantages of Infusionsoft:

  • Infusionsoft offers email spam analysis while Marketo does not.
  • Lead assignment: use automatic rules to send new leads to sales professionals when they meet specific criteria.
  • Infusionsoft includes some important integrations that are missing from Marketo such as Drupal, Zapier, and Zendesk.
  • Infusionsoft has a lower starting price point, $199 per month versus $1195 per month.

Shared Advantages:

  • Both share some important campaign management tools such as the ability to set up campaign diagrams, to manage content for organization and reuse, and to send SMS (text messages) to customers or leads.
  • While Marketo has a clear lead on lead management features, both tick the most important boxes, including:
    • The ability to score leads based on how promising they are. This is accomplished through behavioral scoring, which uses lead behavior to determine how likely they are to make a purchase. Both also offer the ability to score leads based on custom criteria that you define yourself. If demographics are important for your products, both also allow you to score leads based on those demographics. Finally, both allow you to score leads based on how often they have viewed products.
    • Prospect routing is a feature that sends promising leads to sales personnel when that lead crosses one threshold or another.
    • Trigger-based actions also allow you to take other automated actions when a lead crosses a certain threshold.
  • Marketo again has a clear lead on email marketing features, but the two do share some important capabilities:
    • Delivery tracking measures whether or not emails are successfully delivered to their destination. This is about whether or not they make it to the inbox at all, not whether or not they are opened.
    • Email templates ensure professional results.
    • Scheduled emails and triggered emails provide you with the ever important capability to send campaign emails at times when you are not their to manually send them. Triggered emails, of course, send an email after the lead has taken an important action you define.
  • Web management features:
    • Both offer landing page design interfaces and landing page templates, allowing you to create professional looking landing pages in your marketing efforts.
    • Similarly, both offer web form design interfaces and web form templates, giving you the ability to create attractive forms that capture the eye and increase the likelihood of capturing lead data.
  • They share a few social media features:
    • The ability to schedule and track social media posts, using the results to segment leads, trigger campaigns, adjust lead scores, etc.
    • Both offer video sharing capabilities.
    • Both feature social sharing widgets to make it easy for users to share your content on their social feeds.