Marketo Customer Teardown

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Last updated January 12, 2019

One of the top marketing tools across industries, Marketo offers an all inclusive platform that helps marketers optimize processes like lead management, e-mail marketing, customer marketing, consumer base marketing, and mobile marketing.

The company was founded in 2006 with the goal of creating a comprehensive Customer Relationship Management (CRM) software that can showcase ROI and help marketers and sales executives manage multiple actions on a single platform. Since then, Marketo has grown substantially to become a highly popular tool across the globe.

In September 2018, it was acquired by the software giant Adobe for a whopping $4.75 billion. It became a part of Adobe Marketing Cloud, a market leader in managing, optimizing and orchestrating cross-channel experiences and campaigns for B2B and B2C companies across industries.

While Marketo already had a significant market share, the acquisition has elevated it to the higher echelons of marketing automation. Adobe is competing with the likes of Microsoft, Oracle, SAP and Salesforce at the very top of the ladder, and with this acquisition, one would say that the marketing automation war is definitely underway.

For companies that are interested in marketing automation and looking to carve out a share of the market themselves, understanding the Marketo customer landscape is of utmost importance. Marketo customers range from up-and-coming startups to established industry leaders across almost all major segments, which means that the odds are that at least some of them could be the target customer that you've been hunting for.

The key to unlocking these targets is Technographics, which give you a better understanding of their existing IT systems and where your product may fit in. You can find the most accurate and well-maintained Technographics on Slintel, your one-stop shop for all technology insights. 

In order to illustrate how we can help provide business intelligence, let's take a look at what our data says about the Marketo landscape.

Who are Marketo's Top Customers?

Our data captures all the information about Marketo users. Since Marketo is a software that can be used for multiple purposes, we have also broken down companies according to the function they are employing it for. For example, we have a list of almost 5,100 companies who are using Marketo for Lead Generation.

Similarly, we have data on more than 3,500 companies using it for Marketing Automation, 3700+ using it for Online Marketing, more than 5,700 using it for Social Media Management, over 4,700 using the tool for Marketing Analytics, and 5,100+ that depend on Marketo for Predictive Lead Scoring.

However, it is important to note that many of these customers overlap, as a number of them are using Marketo as a single platform for their sales and marketing activities.

Our data shows that over 75% of Marketo clients are based in the United States of America, with others are scattered across Europe, Latin America and South Asia. These include companies working in sectors such as Advertising, Logistics, Banking, Health Care, Chemicals, Software, Cloud Computing, Travel, Education, Energy and many more.

Some of the more prominent names on the Marketo customer list are-

  • Sutherland Global

Based in the US, it is a multi-national business process outsourcing company that offers technology-enabled process transformation.

  • Saint-Gobain

One of the leading producers of mirror and glass, this French company has now diversified into producing a variety of construction and high performance materials.

  • Fujitsu

A multi-national information technology equipment and services company, Fujitsu is headquartered in Tokyo, Japan.

  • Xerox

An American corporation that sells print and digital document solutions, Xerox technology products are sold in more than 160 countries.

  • Lennox International

Lennox is an intercontinental provider of climate control products for the heating, ventilation, air conditioning, and refrigeration markets.

  • Cisco

An American multinational technology conglomerate headquartered in San Jose, California, Cisco ranked 444th in the Forbes 2000 list in 2018.

Other prominent customers include JP Morgan, CenturyLink, Deluxe, Nvidia, Stanley Security Solutions and Baker Hughes.

Our information also shows that Marketo's customer base actually grew over the past month, with the new customer adoption rates exceeding the attrition rate by a significant margin. September, 2019 could be a critical time to monitor their customer data, as more than a dozen of their clients are up for renewal during this period.

Key Competitors

There are a number of companies in tough competition with Marketo across the variety of functions that it encompasses. For example, in the domain of social media management, Outbrain and HootSuite are leading competitors and we have data on 3,900+ and 1,900+ companies using the respective software.

The Marketing Automation domain is probably the most interesting. Tough competitors like Hubspot, Salesforce, and Adroll are eating up a huge market share. We have a list of more than 15,000 clients for each, but MailChimp seems to be taking in the numbers, as our data shows a whopping 81,200+ companies using MailChimp.

When it comes to Lead Generation, Marketo is again in direct competition with Hubspot. We have more than 22,000 customers listed for them, which is much more than the second highest on the list, Pardot with 12,000+ customers. The story is the same for Marketing Analytics as well, with Hubspot and Pardot ruling the roost.

We also have data on 11,000 users using Pardot for Predictive Lead Scoring, another key function of Marketo.

These are just a few of the technological insights that Slintel can provide you with on Marketo customer landscape and its major players. Our data shows you everything from client adoption to attrition to renewals, giving your sales and marketing teams critical business intelligence.

We also provide a comprehensive technological breakdown of all the companies that we have listed. This means that once you've subscribed to our database, you will know exactly what software they are using for their business integrations and anticipate any requirements that you may have for integration and adoption of your own product.

If you want to know more about the technology landscape of companies, sign up for a free trial here.