The marketing automation segment of the digital marketing technology marketplace currently buzzes with many competing vendors. In the ample B2B-oriented niche of this segment, however, lies two players who frequently go head to head: Marketo and Eloqua.
On the surface, it seems like a classic confrontation between old-school reliable (Eloqua) and new-school upstart (Marketo). There's some truth to this veneer, and even the two vendors describe themselves (and their competitor) in relevant terms. Eloqua: "we're dependable!" Marketo: "we're innovative!"
Like many things in life, the truth is more nuanced. As we talk to more customers, some real differences emerge. Marketo does roll out features faster, but the company tends to under-deliver on depth, leaving customers to teach them some important lessons. Eloqua likes to point to its spiffy new user interface, but when you start working every day in the tool, you realize that much underlying clunkiness still remains. Either of those sound familiar?
Like most other technology segments we cover, the experience and breadth of your digital marketing team should play a big role in how well any vendor "fits" for you.
Learn the real strengths and weaknesses of major DMT vendors from around the world, in our Digital Marketing Technology evaluation research stream.
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Gino Bona, Digital Marketing Consultant
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