Our Marketo pricing guide runs through the B2B marketing platform’s main features and pricing structure, along with how it compares to competitor solutions. Then, discover how Vertice can help you secure discounted Marko pricing and save on SaaS spending with our platform.

What Marketo can do for you 

The Marketo pricing structure revolves around the Marketo Engage platform, a versatile marketing solution aimed predominantly at B2B organizations. Use cases include marketing automation, account-based marketing (ABM), lead management, email marketing, sales analytics, and more.  

Here’s a quick round-up of the platform’s features:

• Marketing automation – Leverage industry-leading marketing automation with AI-powered audience segmentation, streamlined management of repetitive tasks, strategic lead nurturing, and more. 
• Account-based marketing – Discover high-value accounts via targeted data analysis and sales-to-marketing alignment, before using personalized campaigns and in-depth progress tracking to build stronger relationships and more profitable deals. 
• Lead management – Optimize lead management with customizable scoring models, cross-channel nurture campaigns, and engagement tracking with automatic updates for sales teams. 
• Extensibility – Avoid integration headaches and unlock future growth with seamless connections to CRMs and other platforms like Salesforce, Facebook, LinkedIn, and more. 
• Cross-channel engagement – Design and execute multi-channel campaigns for seamless customer experience across email, social media, and other channels. 
• Sales insight – Empower sales teams with customer data and lead behavior insights to prioritize leads, personalize conversations, and close deals faster. 
• Content personalization – Tailor website content, emails, and landing pages based on user data and interests to boost engagement and conversions. Test multiple versions to see what works best and automate strategy optimizations accordingly.  
• Marketing analytics – Leverage several visual reporting tools to analyze and evaluate every customer journey touchpoint, helping you identify the best performing assets, channels, and campaigns. 

Marketo pricing structures and tiers

While exact Marketo pricing is not disclosed publicly, the platform is split into four packages — Growth, Select, Prime, and Ultimate. Each package is quoted upon request depending on specific organization requirements. Here’s a look at what’s included with each. 

Marketo pricing – Growth

Marketo pricing for the Growth package unlocks the core marketing email, segmentation, automation, and measurement capabilities. The plan is limited to 10 users and 20,000 daily API calls, suiting SMBs searching for a cost-effective introduction to B2B marketing solutions. 

Notable functionality includes: 

• Advanced Personalization;
• Advanced Dynamic Content;
• Intelligent Cross-Channel Nurturing;
• Email & Social Marketing;
• Campaign Reporting & Insights.

Users also get access to Marketo Engage’s lead and account database, providing essential foundations for B2B prospecting. Ultimately, the Growth package is a great place to start for smaller organizations, although it only scratches the surface of the platform’s full capabilities. 

Marketo pricing – Select 

Marketo pricing for the Select package increases the maximum users to 25, also upping the API call limit to 50,000 a day. This tier may suit SMBs with more complex marketing requirements as well as larger organizations. 

Some additional features compared to the Growth package include: 

• Events & Webinar Marketing;
• Attribution & ROI Dashboards;
• Predictive Content;
• Marketing Calendar;
• Dynamic Chat.

Select users can also leverage custom data objects and fields (limited to 10 objects and 2 millions records) to create highly targeted marketing campaigns. 

For example, you could create a custom data object called ‘Webinar Registration’ with individual fields for characteristics like topic preference or registration date. This subsequently optimizes audience segmentation with personalized and specific filters.   

Marketo pricing – Prime

While the first two Marketo pricing packages provide very minimal ABM features, the Prime package ups the ante considerably. Larger organizations searching for powerful B2B marketing solutions should start here, especially if account-based marketing is a priority. 

Prime is the first subscription to include target account management, helping organizations assess, nurture, and convert high-value accounts. Here are some of the most eye-catching upgrades: 

• Predictive Audiences;
• Advanced Journey Analytics; 
• Sandbox;
• Workspaces & Partitions. 

Marketo recommends the Prime package for progressive marketers. It’s a significant step up from the Growth and Select subscriptions, introducing advanced AI, automation, and analytics into the mix. Of course, pricing for this tier will be comparatively more expensive as a result.

Marketo pricing – Ultimate

Marketo’s Ultimate tier doesn’t differ too much from Prime. It includes all of the Engage platform's most sophisticated marketing tools, including powerful automation, segmentation, testing, and other features. 

One clear difference to consider is the inclusion of Marketo Measure. Formerly known as Bizible, this is an advanced marketing attribution solution delivering top-spec reporting and insights. 

Large organizations with complex marketing cycles can garner substantial value here, with the tool allowing them to unify data from multiple channels, attribute revenue across complex sales cycles, and measure ROI at scale. 

Customer stories suggest Marketo pricing for the Ultimate package is significantly more compared to other tiers, so bear this in mind. 

Additional Marketo costs to consider 

The Marketo Engage platform can have numerous add-ons. Right off the bat, organizations can upgrade lower Marketo pricing tiers with individual features from more advanced subscriptions. As a result, it’s easy to craft a bespoke plan tailored to your needs, which is ideal if you only need a couple of features from a higher Marketo pricing tier. 

A few optional add-ons include:

• Multitouch Attribution (Marketo Measure);
• Web Personalization;
• Analytics and Insights;
• Partitions and Sandboxes;
• Dynamic Chat;
• Mobile Push Messaging;
• Marketo Engage CET Head.

Aside from the Marketo-specific add-ons, it’s also worth considering other products in the Adobe ecosystem. These can span everything from Commerce for online retailing to Advertise for unifying creative advertising across social media, television, and more. 

Other vendors offering B2B marketing solutions 

Weighing up different providers is a vital component of strong SaaS procurement. Here are a few Marketo alternatives worth considering.

Marketo pricing vs Salesforce 

Salesforce competes with Marketo through its B2B Marketing Automation product, a powerful platform offering lead generation, cross-channel journeys, and account-based engagement features. 

As Salesforce is more traditionally associated with sales, marketing, and ecommerce, it may better suit organizations where creative applications and advertising aren’t major concerns. If you do need these capabilities, it’s worth considering Marketo and the broader Adobe Experience Cloud suite.

Salesforce pricing for Marketing Automation is available at four levels:

• Growth – $1,250/month 
• Plus – $2,750/month 
• Advanced – $4,400/month 
• Premium – $15,000/month 

Marketo pricing vs HubSpot 

HubSpot pricing for its Marketing Hub product is generally more affordable than Marketo, and there’s even a free plan available. The vendor is perfect for SMBs, start-ups, or organizations with less complex marketing automation requirements. However, while HubSpot can be more cost-effective than Marketo, it generally lags behind in terms of more advanced functionality.  

There are four subscription packages available: 

• Free Tools;
• Starter;
• Professional;
• Enterprise.

Marketo pricing vs 6sense

Compared to Marketo, 6sense focuses more heavily on ABM, offering a vast B2B database with 449 million buyer profiles — and access is available even with the free plan, albeit limited to 50 credits per month.

6sense pricing is generally higher than Marketo, but the platform is also more powerful, with additional features including omnichannel orchestration and advanced intent data analysis. Organizations can choose between four tiers: 

• Free;
• Team;
• Growth;
• Enterprise.

Marketo pricing – the Vertice verdict 

Ultimately, Marketo Engage is an incredibly powerful marketing automation platform, especially for the more expensive plans, with Prime and Ultimate Marketo pricing unlocking advanced AI and automation alongside powerful ABM solutions. 

As part of the multi-faceted Adobe Cloud platform, Marketo Engage also offers seamless integration with other Adobe-powered products. This standout feature is particularly relevant for businesses already invested in the Adobe ecosystem, creating a unified platform for managing all aspects of the customer journey — whether that’s marketing and sales, content management, creative activities, or analytics.

Lack of public Marketo pricing for its packages may be a frustration, but Vertice is here to help. Thanks to our purchasing team, we can directly negotiate on your behalf for better pricing and tailored subscriptions, leveraging our industry benchmarks on what other companies are paying. 

And our SaaS Purchasing Platform doesn’t stop there. It also helps you save across your entire software stack, optimizing seats and reminding you when it’s time to renew. We manage over $3.4 billion of spend across our customers, regularly helping them lower costs — get in touch to see how we could help you.