Eloqua versus Marketo

Marketo vs EloquaThe Lead Lizard blog put up this interesting comparison of Marketo versus Eloqua.  Here is an excerpt..

To learn about the differences between Marketo and Eloqua, I talked with four of the smartest people in marketing automation:

  • Lori Bush Shepard, VP of Corporate Marketing at Marketo
  • Gaurav Kotak, Sr. Director of Product Marketing at Marketo
  • Jim Williams, Director of Product Marketing at Eloqua
  • Brian Kardon, Chief Marketing Officer at Eloqua

Marketo vs Eloqua

This post offers an in-depth look at the similarities and differences between marketing automation platforms Eloqua and Marketo. Marketo and Eloqua are the two dominant players in B2B marketing automation in terms of market share and in terms of product functionality.

Please note: if this marketing automation comparison is insufficient to help you make your vendor selection, feel free to send me an email with details about what you’re looking for and I’ll make a recommendation.

 

General Product Differences

Marketo
According to Gaurav Kotak Sr. Director, Product Marketing at Marketo, one of the key differentiators between Marketo and Eloqua is the cohesion of the product. “We haven’t had to do a major re-platforming,” he noted in our recent conversation. In his opinion, this has led to three areas of distinction compared with Eloqua:

  • Innovation. “Our CEO uses the term ‘fast-paced’ innovation,” said Kotak. He believes that Marketo is leading the way in the marketing automation space, and a lot of people in my field would agree.
  • Backward Compatibility. “Backwards compatibility is a huge benefit. You don’t have to choose between two products,” Kotak said, adding that Eloqua requires users to make that choice.
  • Functionality. Kotak is especially proud of Marketo’s Revenue Cycle Analytics (RCA) software,  which helps demonstrate ROI develop accurate forecasts.  “We have hundreds of customers on that solution,” he said. “People can do historical trending reporting. People can create their own slice-and-dice reports. Drill into any data you want.”

 

Eloqua
I recently spoke with Jim Williams, Director of Product Marketing at Eloqua. Here’s what he had to say about Eloqua vs Marketo:

“I think of the differences between Eloqua and Marketo on two levels. First, the primary differentiator isn’t product based, it’s knowledge and service based. Eloqua’s model is to get our customers to success. That includes many different facets of the organization, such as our focus on teaching. Almost 100 people have graduated from Eloqua University, a program that is all about demand generation and skills. I think it’s a very different approach than that of Marketo.”

“The second differentiator comes down to our product. We have a deeper product; one that offers more features and more flexibility. It’s more robust, it’s more scalable. We’ve just been perfecting it for longer than Marketo.”

Marketo
“Two years ago, that statement was probably true,” said Kotak. “In the interim, Marketo has grown tremendously in terms of our product. I’m not going to say we have deeper functionality than Eloqua, but I’m going to say that where we win is on ease-of-use. However, the exception here is our revenue cycle analytics product, which we believe has far deeper functionality than the analytics tool Eloqua offers.”

“Another example of where Marketo really shines is in thought leadership,” continued Kotak. “Our definitive guides to marketing automation have been downloaded over 100,000 times. Our most popular guides are around topics like lead nurturinglead scoring and metrics & analytics.”

“Finally,” said Kotak, “The third difference between Marketo and Eloqua is the transparency in subscription list pricing. We list our pricing for all contacts. At Marketo, we talk about our own cost per lead and channel distribution because we believe that transparency is good for the whole community.”

 

Support & Client Focus

Marketo
“We’re fanatical about customer support,” said Lori Bush Shepard, VP of Corporate Marketing at Marketo. “It’s so ingrained in the company, we see it as part of our DNA. The first Marketo employee, beyond the founders, eventually became the vice president of user experience. Everything is focused on customer success.”

Marketo seems to be putting their money where their mouth is, when in 2011 they hired a heavy-hitter VP of support – customers report high levels of satisfaction with Marketo’s support offerings.

Eloqua
Eloqua has one of the best support engines, from behind the scenes. They’ll pick up the phone right away and solve your problems. Their approach is very much around customer success and understanding a client’s business model.

I recently spoke with Brian Kardon, CMO of Eloqua, and asked him to explain what kinds of companies are best served by choosing Eloqua as their marketing automation vendor.

“We serve all types of customers – in different industries, in different countries, large and small, across a wide spectrum of sophistication,” said Kardon. “In general, if you want to get up and running fast, and have ambitions to report on marketing’s contribution to revenue, Eloqua is a great choice.”

According to Kardon, Eloqua is well known for the robustness and flexibility of its platform. “Eloqua’s focus is on customer success,” continued Kardon. “We have a dedicated team of success managers, world-class best practices, Eloqua University and the only “success guarantee” in the industry. Our rapid time-to-value means campaigns, lead scoring and nurturing, CRM and web integration – in days! Our customer service has been setting the industry standard for years. The most demanding customers in the world choose Eloqua.”

Marketo
Gaurav Kotak has a similar vision of Eloqua’s ideal client. “While I think we’re more successful with smaller and medium companies than Eloqua,” he said, “we do require at least one (or half) of a marketing professional at the business. They need that person, if the company doesn’t have that person, we cannot cater to them effectively.”

 

Eloqua Pricing

EXPRESS

Monthly

  • Quickstart
  • Deliverability Assistance
  • Dedicated IP
  • Sandbox

$2000

more

TEAM

Monthly

  • Quickstart
  • Deliverability Assistance
  • Dedicated IP
  • Sandbox

$3200

more

ENTERPRISE

Monthly

  • Quickstart
  • Deliverability Assistance
  • Dedicated IP
  • Sandbox

$6400

more

 

Marketo Pricing

SPARK

Monthly

  • Lead Lifecycle Management
  • Lead Scoring
  • Unlimited Email
  • Secure Workspaces

$750

more

PROFESSIONAL

Monthly

  • Lead Lifecycle Management
  • Lead Scoring
  • Unlimited Email
  • Secure Workspaces

$2000

more

ENTERPRISE

Monthly

  • Lead Lifecycle Management
  • Lead Scoring
  • Unlimited Email
  • Secure Workspaces

$3000

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