Marketo Pricing: A Comprehensive
Guide to Packages, Features, and Total Costs
Table of Contents
Introduction
Overview of Marketo and Its
Pricing Model
Marketo Editions and
Capabilities
- Marketo Engage Starter Edition
- Marketo Engage Professional Edition
- Marketo Engage Enterprise Edition
Marketo Licensing and User
Costs
Additional Marketo Products
and Fees
- Marketo Sales Engage
- Marketo Account-Based Marketing
- Marketo Customer Engagement
- Marketo Data Management
Onboarding, Training and
Professional Services
Marketo Support Packages
- Marketo Prime Support
- Marketo Select Support
- Marketo Essential Support
Contract Terms and Negotiation
Tips
Conclusion
Frequently Asked Questions
Introduction
Marketo is one of the most
popular marketing automation platforms on the market, used by companies of all
sizes across virtually every industry. With its robust email marketing, lead
management, analytics, and campaign capabilities, Marketo provides a
sophisticated array of tools to drive marketing performance. 📈
However, navigating Marketo's
pricing structure and editions can be complex for those evaluating the
platform. Marketo utilizes a tiered model based on product packages, user
licensing, additional products, professional services, and support levels.
There are many factors that influence total costs of implementation and usage.
This comprehensive guide will
examine Marketo's pricing in detail, including:
- Editions and capabilities
- Licensing costs
- Add-on products and fees
- Professional services for
onboarding and training
- Support packages
- Negotiation strategies
Understanding these elements will
equip you to estimate budget requirements and find the ideal Marketo plan based
on your marketing team's needs and scale. Let's explore what's included in
Marketo's pricing model.
Overview of Marketo and Its Pricing
Model
Marketo, founded in 2006, aims to
provide marketers with a complete system for engaging customers and driving
revenue through targeted, personalized campaigns across email, mobile, social,
digital ads, and more.
Marketo is focused on boosting
marketing's strategic impact on the business, providing analytics to tie
spending and activities to pipeline and revenue.
Marketo utilizes a tiered,
packaging model for its pricing. There are three core Marketo Engage editions,
each offering increasing levels of functionality, users, and features.
Packages are sold as monthly
subscriptions, with annual contracts required. As organizations grow and
require expanded capabilities, they can upgrade to higher editions.
There are also additional costs
beyond the base subscription fee for each edition. Let's look at the details of
what's included with each package.
Marketo Editions and Capabilities
Marketo currently offers three
primary packaged editions:
Marketo Engage Starter Edition
This entry-level package provides
key marketing automation fundamentals, best for small teams.
Marketo Engage Professional Edition
The mid-tier edition offers more
advanced capabilities suited for experienced marketing teams.
Marketo Engage Enterprise Edition
Marketo's top-tier edition with
full features and customization for large, complex enterprises.
We'll now dive deeper into what
each edition provides regarding functionality, users, and pricing.
Marketo Engage Starter Edition
The Starter edition focuses on
foundational marketing automation capabilities for getting started. Here's an
overview of what's included:
**Features**
- Essential email marketing tools
like templates, drag-and-drop editor, A/B testing
- Basic lead scoring for ranking
prospects
- Landing page and form builder
to capture leads
- Pre-built marketing workflows
for simple automation
- Light segmentation and
filtering for basic personalization
- Standard web and email
analytics and dashboards
**Allowances**
- Up to 3 users
- Additional users $800/month
each
**Pricing**
- $2,495 per month
- Annual contract value $29,940
minimum
The Starter plan is designed for
very small marketing teams looking to establish automated processes on a
limited budget. However, its constrained user allowances and simplicity limit
its viability for growing organizations.
Next let's look at the expanded
feature set in the Professional edition.
Marketo Engage Professional Edition
The Professional edition provides
advanced functionality suited for experienced marketing teams. Here are its key
capabilities:
**Features**
- Expanded email marketing with
predictive send-time optimization
- Advanced lead scoring models
and multi-touch attribution
- Multi-channel campaign
coordination across email, mobile, social, etc.
- Custom audience segmentation
with dynamic filtering
- Predictive content analytics
and machine learning insights
- Expanded non-email channel
options and integrations
- Custom reporting and
attribution modeling
**Allowances**
- Up to 10 users
- Additional users $800/month
each
**Pricing**
- $3,995 per month
- Annual contract value $47,940
minimum
For mid-size companies wanting
more robust automation and analytics, Professional provides significantly
expanded capabilities. However, large global enterprises may still find its
user limits and analytics lacking for their worldwide needs, making Enterprise
a necessity.
Marketo Engage Enterprise Edition
The Enterprise plan provides
Marketo's complete suite of features and customization services for large
organizations. Here's an overview:
**Features**
- Most advanced email
personalization and targeting options
- Predictive lead scoring and
intelligence
- Unlimited campaigns, analytics,
integrations
- Custom predictive models and
machine learning
- Advanced segmentation and
personalization
- Marketing performance
management and financial analytics
- Global marketing planning and
budgeting tools
**Allowances**
- Unlimited users
- Additional sandbox environments
available
**Pricing**
- Custom quoted based on needs
- Annual contract minimums
$125,000+
As their top-tier edition,
Enterprise offers no limits on usage or functionality. Custom pricing is
provided based on each client's particular requirements and scale. Enterprise
caters to global enterprises needing unlimited sophistication and support.
Now that we've outlined the core
packages, let's look at Marketo's licensing costs and user pricing.
Marketo Licensing and User Costs
In addition to the base
subscription fee, Marketo charges for named user licenses.
Each edition comes with an
allowance of included users. Additional users are $800 per month each.
For example, Professional with 10
included users would be $3,995 base fee, then $8,000 more for 10 additional
users, totaling $11,995 monthly.
Enterprise editions provide
unlimited user allowances within a single business unit. However, additional
fees apply for multi-business unit usage, tiered as follows:
- Tier 1 (Up to 300 users):
Included
- Tier 2 (300-1,000 users):
$15,000/month
- Tier 3 (Over 1,000 users):
$40,000/month
Understanding Marketo's user
licensing model is essential for estimating total costs, especially as your
marketing team expands. User fees contribute significantly to overall pricing.
Now let's examine some of the
additional products Marketo offers for added fees.
Additional Marketo Products and Fees
In addition to the core Engage
editions, Marketo provides several add-on products for additional monthly fees:
Marketo Sales Engage
This sales-focused package
integrates Marketo with CRM systems like Salesforce for lead handoff and caller
insights.
**Pricing**
- $600 per user per month
- Minimum 3 user annual contract
Marketo Account-Based Marketing
(ABM)
ABM capabilities allow
coordinated targeting of high-value accounts.
**Pricing**
- $3,000 per month minimum
Marketo Customer Engagement
This adds automated post-sale
nurturing and retention features.
**Pricing**
- $5,000 per month minimum
Marketo Data Management
Enhanced analytics, warehousing,
and data hygiene/governance.
**Pricing**
- $5,000 per month minimum
Understanding these additional
products enables you to build a complete picture of potential costs beyond the
core Engage packages.
Next we'll look at professional
service fees.
Onboarding, Training and
Professional Services
Implementing Marketo requires
upfront investments in onboarding and training to utilize the platform
effectively. Typical professional services fees include:
**Onboarding & Implementation**
- $40,000 to $60,000+
This gets Marketo configured,
integrated, and launched based on best practices.
**Custom Integrations**
- $5,000+ per integration
For connecting other apps and
systems to Marketo.
**Strategy Consulting & Training**
- Custom fees based on needs
Ongoing expert guidance maximizes
your usage and capabilities.
**Custom Analytics Modeling**
- Varies based on complexity
Building custom predictive or
machine learning models for unique insights.
Factoring in these professional
services is key for budgeting, as they are not included in base subscription
costs but are vital for success.
Next let's look at Marketo's
tiered customer support packages.
Marketo Support Packages
Marketo offers varying tiers of
customer support and services. Higher levels provide enhanced services and more
dedicated resources.
Marketo Prime Support
The highest support tier, Prime
offers:
- 24/7 online/email assistance
- Unlimited access to community
forums
- 2 appointed customer success
managers
- 8 platform migrations per year
- Scheduled health checks and
reviews
- Access to admins for priority
issue escalation
**Pricing**
- $35,000 per year ($2,916.67 per
month)
Marketo Select Support
Select provides:
- Business hours online/email
support
- Limited community access
- 1 assigned customer success
manager
- 2 platform migrations per year
- Some health checks and
escalation assistance
**Pricing**
- $25,000 per year ($2,083.33 per
month)
Marketo Essential Support
The basic included support:
- Business hours online/email
assistance
- No guaranteed migrations or
updates
- No customer success manager
- Pay-per-incident
escalation/migration fees
**Pricing**
- Included with subscription at
no added cost
Choosing the right support tier
is critical for keeping your Marketo instance optimized, updated, and issues
resolved promptly. Factor support costs into planning.
Now let's discuss Marketo
contract terms and negotiation tips.
Contract Terms and Negotiation Tips
Marketo editions are sold as 12
month contracts, paid monthly. Shorter terms generally aren't available.
Enterprise deals may have more
flexibility, as they are custom quoted. Minimal negotiation leeway exists on
small/mid-market edition pricing.
Here are some tips for getting
the best deal:
- Seek a ramped pricing schedule,
with smaller fees in early months to ease onboarding costs
- Request credits for
professional services or training
- Ask for discounts for annual
prepayment upfront
- Seek budget-stretched
concession options like free Engage Starter for 3-6 months before upgrading
- Get Marketo User trade-in
credits if replacing another platform
- Add phase-based opt-out clauses
to allow exit if unsatisfied after initial rollout
- Require service & uptime
SLAs along with account management commitments
While Marketo's listed package
pricing has minimal room for discounting, additional items like services,
training, and support can potentially be negotiated.
Conclusion
Marketo provides varied editions,
capabilities, and costs to suit companies across the size and sophistication
spectrum, from small businesses to global enterprises.
However, the total costs for
implementing Marketo extend far beyond the base subscription fees of each
packaged edition. Customers should also budget for user licensing, add-on
products, onboarding services, ongoing support and training.
For a complete mid-size
implementation, plan on investing roughly $75,000 to $150,000+ in the first
year when factoring additional services, users, and support. Ongoing annual
costs typically range from $25,000 to $50,000+ per month.
While Marketo requires serious
investment, the platform provides automation, analytics, and omni-channel
engagement capabilities that can transform marketing results when properly
implemented. Evaluating the full range of costs and mapping packages to your
specific needs will enable you to make the optimal Marketo investment decision and
maximize your marketing technology ROI.
Frequently Asked Questions
What is Marketo's pricing model based on?
Marketo uses a tiered, packaged
edition model. The main packages are Starter, Professional, and Enterprise.
Each has a monthly base fee including certain features, users and capabilities.
What additional costs does Marketo charge beyond the edition subscriptions?
Other fees include licensing for
additional users beyond the allowance, add-on products for Sales Engage or ABM,
onboarding and implementation services, custom integrations, and support
packages.
What does the Marketo Starter plan include and cost?
Starter includes 3 users, basic
email, lead scoring, landing pages, light segmentation and analytics for
$2,495/month. It's for very small teams starting out.
How does the Professional edition compare to Starter?
Professional provides advanced
features like predictive content, multi-channel campaigns, custom modeling,
expanded users and analytics for $3,995/month base.
What additional functionality comes with Enterprise vs Professional
Enterprise offers unlimited
customization, predictive intelligence, performance analytics, planning tools
and users for customized pricing based on needs and scale.
How much do additional Marketo users cost?
Added Marketo users beyond the
editions' allowances are $800/month each. Enterprise tiers pricing for large
user volumes.
What professional services typically accompany Marketo implementation?
Most customers invest $40k-$60k+
for onboarding services. Ongoing needs like training, custom integrations,
migrations and analytics modeling have additional fees.
What level of support service is recommended for Marketo customers?
Prime support is recommended for
most at $35k/year. It provides 24/7 assistance, CSMs, migrations and upgrades.
Select and Essential offer reduced services.
What contract terms are typical for Marketo deals?
Annual contracts paid monthly are
standard. Enterprise deals allow more custom terms. Minimal negotiation leeway
exists on published package pricing.
What is an average budget range for Marketo implementation?
Total first year costs often
range $75k-$150k+, factoring package subscription, added licensing, onboarding
services, support and training. Ongoing annual costs average $25k-$50k+
monthly.
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