Marketo updates: Latest news from a marketing automation leader

Welcome to TFM’s Marketo hub – a regularly updated resource of advice and information about one of the world’s leading marketing automation platforms.

Top links:

An image with the text Marketo updates hub featuring a cartoon scientist offering a comprehensive guide

What is Marketo?

Marketo, founded in 2006, is known for its marketing automation software, and claim to be the ‘best in class for marketing automation’. Marketo’s cloud-based applications cover a variety of bases including email, mobile, social, advertising, website management and analytics.

In its first 10 years, it wrestled with the likes of HubSpot for SME customers, but early 2016 saw Marketo shift towards competing with the giants of the marketing sector like Oracle, Salesforce and Adobe and their respective “marketing clouds”.

Gartner’s 2016 ‘Magic Quadrant for Digital Marketing Hubs’, positions Marketo as a leader in the category alongside Oracle, Adobe and Salesforce:

Gartner digital hub


It’s not just the consultants who like Marketo. Last year, TFM visitors voted Marketo the third most loved  marketing technology and users compare Marketo favourably to other marketing automation solutions in the market.

This comparison from users of TrustRadius shows an overall rating of 8.3 out of 10, with a particularly high score for lead management.

Marketo Trust Radius


Marketo in 20 seconds

We asked Elizabeth Smyth, Marketo’s Marketing Director to explain what they do in just 20 seconds. Here is what she said…

An open platform

A key difference between Marketo and its ‘Marketing Cloud’ competitors, is that they are an open platform, integrating with a wide range of partners, while Adobe, Oracle and Salesforce are focused on integrating with their own products.

Marketo’s Launchpoint ecosystem of partners means that it integrates easily with various partners, such as the leading social relationship platforms highlighted in Forrester Wave research:




Marketo’s demo page has some helpful 4 minute videos on different aspects of the products, such as this lead management demo:

Marketo summit: The Marketing Nation Summit

Taking place in Las Vegas from May 9-12 2016, The Marketing Nation Summit is Marketo’s branded conference, with Arianna Huffington and John Legend among this year’s keynote speakers.

Previous years have seen the summit based in San Francisco in early April with 2015 enjoying an international roadshow which visited various US cities as well as the UK, Germany, Paris, Canada and Australia.

Marketo updates: What’s the latest news?

MAY 2016 – Acquisition

Marketo has been acquired by Vista Equity Partners for $1.79 billion, taking the company private again  TFM.

the vista equity partners logo

CEO Phil Fernandez stated that:

“The acquisition will allow Marketo to continue to focus on customer success and to remain the independent category leader, continuing to set the agenda for product innovation and thought leadership for the entire digital marketing industry.”

MARCH 2016 – Strategic partnership
Marketo is teaming up with consulting firm Accenture to help it land big, strategic accounts/ This upmarket mission will put its sales team in direct competition with the likes of Oracle and Salesforce – Fortune.

The Marketo and Accenture logos

MARCH 2106 – Board reshuffle
Three existing Marketo executives will fill new roles: Fred Ball (former CFO) becomes executive vice president and chief administrative officer (CAO); Brian Kinion becomes senior vice president and chief financial officer (CFO); and Jason Holmes (former CCO) is promoted to executive vice president and chief operating officer (COO) – PR Newswire.

FEBRUARY 2016 – C-Suite appointment
Marketo hires its first chief security officer, 25-year veteran Jason Hoffman – CSO Online.


Marketo pricing: How much is it?

Marketo’s 2016 pricing is a little tricky to pin down, especially on its website – possibly because of the “desperate price competition coming from the large suite vendors” identified by Phil Fernandez, Marketo CEO.

Marketing Automation and G2 Crowd note Marketo’s three packages starting from $895 per month for Spark; Standard starts from $1,795 per month; Select is from $3,195.

Marketo offers a number of solution bundles including email marketing, lead management, consumer marketing, customer base marketing and mobile marketing – you’ll need to contact sales to find out more about pricing for these and enterprise packages.

Capterra published a marketing automation roundup in 2014, at which time Marketo’s three packages were priced as such: Spark (starting at $1,195 per month), Standard (starting at $1,995 per month) and Select (starting at $3,195 per month). In 2013, The Sales Lion published an in-depth look at Marketo, Pardot and Eloqua including a Total Cost of Ownership chart, finding that a mid-tier package would come to $47,940 a year for Marketo Standard.

Marketo API: What’s available?

Marketo offers a number of REST APIs including for leads, lists, campaigns, activities and more. These allow for the manipulation of data stored within Marketo.

Other REST APIs are covered on the Getting Started page, while developers can dive in with the Quick Start Guide.

Marketo also offers SOAP APIs.

Don’t know your API from your elbow? Our sister site eCommerce Insights took a top level look at the meaning of APIs.

Marketo certification and training

There are three certifications available from Marketo directly, for active customers only:

  • Certified Expert – involving the completion of the relevant learning path in Marketo University and passing a 90 minute exam.
  • Certified Revenue Cycle Analyst – involving the completion of the relevant learning path in Marketo University and passing a 90 minute exam.
  • Certified Consultant – this involves a 2-day workshop (the fee is $1995), strategy project and presentation in addition to a 90 minute exam.

Marketo have published a certification FAQ PDF.

Marketing Rockstar Guides has a few extra tips for people thinking about getting certified (for Marketo, that is).

TFM 2017 Keynotes and Seminar Sessions 

Learn from the achievements of Google, Shazam and BT, plus many more. Be inspired by thought leaders and explore what you can learn from the industry peers at TFM 2017.

Register now for FREE to be at the front line of martech revolution.
Thomas Quillfeldt

Thomas Quillfeldt

Content Contributor, UBM

Thomas Quillfeldt is a writer for UBM covering customer technology across Technology for Marketing, eCommerce Insights and

In another universe, he enthuses about music and video games. Oh, and it’s “Tom”.

August 15, 2016

Get the TFM Insights newsletter

The latest marketing technology Insights


Customer Data Platforms and Multi-Channel Decision Management [Download]