Marketo vs SAS Marketing Automation comparison

Adobe and SAS are both solutions in the Marketing Automation category. Adobe is ranked #2 with an average rating of 8.3, while SAS is ranked #12. Adobe holds a 14.4% mindshare in MA, compared to SAS’s 1.8% mindshare. Additionally, 96% of Adobe users are willing to recommend the solution, compared to 100% of SAS users who would recommend it.

Marketo

Read 26 Marketo reviews

1,951 Views
1,554 Comparison Views

96% willing to recommend

SAS Marketing Automation

Read 2 SAS Marketing Automation reviews

217 Views
172 Comparison Views

100% willing to recommend

Marketo

SAS Marketing Automation

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Executive SummaryUpdated on Jan 6, 2025

SAS Marketing Automation and Marketo compete in the marketing automation sector. While both have distinct strengths, SAS Marketing Automation seems to have the upper hand in data analytics and predictive capabilities, whereas Marketo stands out in lead management and engagement, making it a go-to for marketers focused on conversion strategies.

Features: SAS Marketing Automation stands out in analytics and reporting, providing comprehensive data insights and powerful segmentation and targeting capabilities. It is especially suitable for data-rich environments. Marketo excels in lead management and is known for its seamless integration with CRM platforms. Its engagement programs automate personalized marketing campaigns, positioning it as a tool for comprehensive campaign automation.

Ease of Deployment and Customer Service: SAS Marketing Automation requires a more complex setup process but is backed by detailed documentation and customer service that addresses technical queries. Marketo offers easier deployment, with an intuitive platform and customer support that provides strategic guidance, allowing for rapid implementation.

Pricing and ROI: SAS Marketing Automation typically has a higher setup cost, justified by its analytical capabilities leading to significant ROI for data-driven organizations. Marketo is priced as a premium product but is seen as offering value in campaign management and customer engagement, ensuring an efficient ROI for businesses prioritizing those areas.

To learn more, read our detailed Marketo vs. SAS Marketing Automation Report (Updated: March 2025).

Buyer's Guide

Marketo vs. SAS Marketing Automation

March 2025

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Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Categories and Ranking

Marketo

Ranking in Marketing Automation

2nd

Average Rating

8.4

Reviews Sentiment

7.0

Number of Reviews

Ranking in other categories

Marketing Management (4th)

SAS Marketing Automation

Ranking in Marketing Automation

12th

Average Rating

7.6

Reviews Sentiment

6.6

Number of Reviews

Ranking in other categories

No ranking in other categories

Mindshare comparison

As of April 2025, in the Marketing Automation category, the mindshare of Marketo is 14.4%, down from 16.8% compared to the previous year. The mindshare of SAS Marketing Automation is 1.8%, up from 1.8% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Marketing Automation

Featured Reviews

PradeepKumar25

Associate Manager at Tech Mahindra Limited

Useful for lead capture and engagement across social media platforms

Before Marketo, I worked on the Oracle Eloqua platform, both B2B-based. Currently, I'm working on Salesforce Marketing Cloud. So, these are the three platforms on which I have good hands-on expertise. One key reason platforms like Salesforce Marketing Cloud are gaining traction is that they invest in marketing campaigns. They conduct many virtual and live events, aggressively marketing their products. This strategy convinces C-suite executives to buy into and implement the Salesforce platform, something that other bigger platforms lack. Most companies are migrating to Salesforce. I've migrated one of my projects from Marketo to Salesforce and encountered many opportunities where companies want to migrate from Marketo, HubSpot, or Oracle Eloqua to Salesforce. I've worked on Oracle Eloqua, which is also a B2B platform, and I've also worked on Marketo. The lead scoring, table structure, and rules we apply are quite straightforward compared to Marketo. In Marketo, it's a bit clumsy. Regarding lead scoring or moving leads through the sales funnel, Oracle Eloqua is better, but it's a bit pricey. So, Marketo ranks second in lead scoring or managing leads, and it highly depends on the respective CRM. The tool tracks significant events, such as form fills on websites or social media handles. All this data is captured and stored in Marketo for analysis. Marketo Analytics is connected with Adobe Analytics. This integration offers detailed reports on total clicks, views, form fills, subscriptions, lead conversions, and more. It's straightforward compared to Oracle Eloqua, which has its own Oracle Business Intelligence suite.Marketo's reporting tools are easy to use, making it a plug-and-play solution for anyone.

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Trini Olivan

Senior Data Manager at Liberty Seguros, Compania de Seguros y Reaseguros, S.A.

It's good at visualizing large amounts of data

You need to buy connectors to integrate Marketing Automation with various suppliers. For example, if I want to see the data through Power BI, I need a connector to see the data directly. Otherwise, you need to do everything manually. You have to download information from SAS and then save a text file, and then I can import it into Power BI. I would like Marketing Automation to have this native functionality without the need to pay more for connectors.

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Quotes from Members

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:

Pros

"The most valuable features of Marketo are its ease of use and flexibility."

"It's pretty good at handling customization and templates. We can put in different variables, so even someone without coding knowledge can create and develop emails that look good on different browsers."

"We are scoring based on behavior without pressure, and it keeps producing excellent results."

"The main feature of Marketo is sending out emails, so that would be the most valuable feature."

"One feature I like is the user interface. Compared to other tools I've used, it's much more friendly and easy to navigate. Additionally, it offers a wide range of features, which makes tasks like segmenting data much simpler."

"The most valuable feature is the scoring."

"I have a good special setup and a huge NetFlow to the sales channel."

"The most valuable feature of this solution is Smart Campaigns."

More Marketo pros

"You can enable it for business users or marketing users to use it in a self-service way. So, the technical team is needed to build the features or processes, and then those processes can be used in a self-service way by your non-technical users."

"SAP Marketing Automation is user-friendly. The interface is nice and clear. You can see the different diagrams and define various filters and targets. You can also export the customer information you collect to make the campaign. It's easy to understand how this information is entered. There are also a lot of platforms that show the results of campaigns. You can customize your data and define different reports, but SAS also provides a standard report."

Cons

"The user interface could be improved."

"Based on my clients ' comments, there is room for improvement in Marketo. For instance, Oracle's Eloqua had much larger databases than Marketo a few years ago, handling millions of records. Marketo has been catching up but doesn't hold the most extensive possible databases. This is less of an issue for B2B, but for B2C customers, who have millions of records, It also lacks features of HubSpot, which should be incorporated. Marketo could benefit from supporting more extensive databases and incorporating some of HubSpot's features. HubSpot is cheaper, and while Marketo is not the most expensive, it's not the least. They would be a better competitor to HubSpot if their pricing were lower. These products are typically priced per user per month."

"There is a bit of room for improvement in the level-one support team. It relies too much on documentation."

"One limitation is the user limit. For bigger organizations with large audience sizes exceeding, let's say, 500k, the solution may not be as efficient as larger enterprise platforms like Salesforce or Oracle Eloqua. However, Marketo is one of the best platforms for mid-scale and small-scale organisations."

"I had an issue while integrating JavaScript with forms. When you embed JavaScript, you can either embed it in a landing page or some other self-contained management system like WordPress. Currently, it provides you access to CSS, where you can customize your form design, but there is no option for JavaScript modification for a particular form. This area needs to be improved where you can integrate JavaScript, and it has the JavaScript functions for that particular form. There are a lot of other areas of improvement. In the design area, they can give us more testing options instead of relying on email testing alone. It would be great if they can provide responsive testing where email clients can be tested within Marketo. It would be also helpful if they can implement some in-built options for users or forms for blocking a generic email ID such as Yahoo or Gmail. Similarly, it would be helpful to have JavaScript features and forms as well as the option to add Google analytics and a header and footer for the landing pages."

"The user experience needs improvement, particularly in terms of ease of use and navigation between projects."

"It could be more scalable."

"Its APIs need to be more flexible because there are some things that are not available in the API."

More Marketo cons

"You need to buy connectors to integrate Marketing Automation with various suppliers. For example, if I want to see the data through Power BI, I need a connector to see the data directly. Otherwise, you need to do everything manually. You have to download information from SAS and then save a text file, and then I can import it into Power BI. I would like Marketing Automation to have this native functionality without the need to pay more for connectors."

"The product is highly customizable, but the marketing and business teams want a lot of things to be built out of the box. A lot of features that could be out of the box aren't there. The main concern is to keep the system in such a way that it provides you with some out-of-the-box features and some customizable features as well."

Pricing and Cost Advice

"The fee for Marketo includes the number of users and the database size. If we ask for a unique feature, it will cost extra."

"Marketo is too expensive for a small-sized company but more affordable for a larger-sized company."

"I'm not sure about the cost because I don't get into this aspect. Clients normally take care of that. I only know that it is costly, and I don't think there are any additional costs to the licensing."

"It is expensive. We have a yearly license."

"The initial pricing was excellent, but the pricing for renewals is not as good."

"The pricing is not cheap, but it's not that expensive either."

"Marketo's pricing depends on the number of contacts and the level of features you need. Compared to other platforms like Oracle Eloqua and Salesforce Marketing Cloud, Marketo is generally more affordable. Like other platforms, it offers different packages based on your needs."

"The licensing cost usually depends on the users."

More Marketo pricing and cost advice

"I'm not aware of the full cost. The financials are not with me. In terms of additional costs, there are always OpEx and CapEx. That's one way to look at it. You also need separate hardware to deploy the product."

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Top Industries

By visitors reading reviews

Computer Software Company

21%

Financial Services Firm

13%

Manufacturing Company

Insurance Company

Financial Services Firm

27%

Computer Software Company

22%

Comms Service Provider

17%

Government

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

No data available

Questions from the Community

What do you like most about Marketo?

One of the most important things about Marketo is its focus on GDPR compliance. It helps you follow GDPR and CAN-SPAM rules. For example, with Marketo, I won't accidentally target audiences without...

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What needs improvement with Marketo?

The user interface could be improved. I would like to see an updated UI for 2025.

See all answers

What is your primary use case for Marketo?

As a seasoned Marketo Expert with a decade of experience and a deep understanding of Adobe's ecosystem, I can confidently say that the primary use case for Marketo lies in empowering businesses wit...

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What do you like most about SAS Marketing Automation?

You can enable it for business users or marketing users to use it in a self-service way. So, the technical team is needed to build the features or processes, and then those processes can be used in...

See all answers

What needs improvement with SAS Marketing Automation?

The product is highly customizable, but the marketing and business teams want a lot of things to be built out of the box. A lot of features that could be out of the box aren't there. The main conce...

See all answers

What is your primary use case for SAS Marketing Automation?

I'm using it for micro-segmentation-based campaigns and inbound and outbound campaigns. I'm using its latest on-prem version.

See all answers

Comparisons

Salesforce Marketing Cloud vs Marketo

Compared 36% of the time

HubSpot Marketing Hub vs Marketo

Compared 19% of the time

Oracle Eloqua vs Marketo

Compared 16% of the time

SAP Marketing Cloud vs Marketo

Compared 10% of the time

Microsoft Dynamics CRM vs Marketo

Compared 6% of the time

More Marketo Competitors

Salesforce Marketing Cloud vs SAS Marketing Automation

Compared 100% of the time

More SAS Marketing Automation Competitors

Product Reports

Buyer's Guide

Marketo

March 2025

Download Marketo product report

Buyer's Guide

Marketing Automation

March 2025

Download SAS Marketing Automation product report

Also Known As

No data available

SAS Campaign Management

Overview

Marketo is an all-in-one marketing solution that was created by marketers for marketers. Founded in 2007, Marketo is branded as marketing software that is easy, powerful and complete.

Organizations have access to multiple marketing and sales tools when they use this solution, such as Marketing Automation, Consumer Engagement Marketing, Real-Time Personalization, and Marketing Management.

Adobe

SAS Marketing Automation lets you get more campaigns out the door in an automated, trackable and highly repeatable fashion. You can quickly define target segments, prioritize selection rules, select communication channels, schedule and execute campaigns, analyze campaign results and easily make adjustments to improve future campaign performance.

SAS

Sample Customers

Marketo has a customer base of thousands of companies, including Sony, Citrix, BrightTALK, Curves International, HootSuite, Hyundai, SanDisk, and Samsung Electronics.

Staples

Buyer's Guide

Marketo vs. SAS Marketing Automation

March 2025

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