Offers multi-channel marketing, marketing automation, lead management, revenue attribution, and analytics as well as seamless integration with CRM systems.
Software that automates marketing workflows, campaign management, lead nurturing, and performance tracking across digital and traditional channels.
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Multi-channel Campaign Execution Ability to create and deploy campaigns across channels like email, social media, SMS, and print. |
Marketo Engage enables campaign deployment across email, social, SMS, and other digital channels, as indicated on product and documentation pages. | |
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Campaign Scheduling Capability to schedule campaigns in advance for different time zones and customer segments. |
Marketo's campaign scheduler supports advance scheduling by segments and time zones. | |
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A/B Testing Functionality for split testing elements such as subject lines or offers. |
A/B testing is supported as core functionality in the Marketo platform (e.g., subject line, email variants). | |
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Segmentation Ability to segment audiences based on attributes or behaviors. |
Audience segmentation is a core feature (smart lists, filters, dynamic segments). | |
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Personalization Dynamic modification of content within campaigns based on user data. |
Personalization available with dynamic content blocks and tokens. | |
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Template Library A pre-built library of campaign and email templates. |
Template library present for emails and landing pages. | |
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Approval Workflows System for campaign reviews and approvals by multiple stakeholders. |
Approval workflows are available for campaign review and sign-off. | |
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Version Control Ability to manage revisions and restore previous versions of campaigns. |
Version control is available for assets and campaign content. | |
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Campaign Cloning Quick duplication and re-use of previous campaigns. |
Campaign cloning feature is supported. | |
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Omni-channel Coordination Orchestrate consistent messaging across all touchpoints. |
Omni-channel messaging supported via Marketo's orchestration features. | |
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Campaign Capacity Maximum number of simultaneous campaigns supported. |
No information available | |
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Audience Size Supported The number of contacts or audience members the platform can handle per campaign. |
No information available |
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Lead Capture Integration with web forms, landing pages, and offline channels to capture leads. |
Lead capture via landing pages, forms, and API is a core Marketo feature. | |
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Lead Scoring Assign scores to leads based on behavior, demographics, and engagement. |
Marketo provides rules-based lead scoring tools. | |
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Automated Lead Nurturing Rules-based email drip programs and follow-up workflows. |
Automated lead nurturing (drip programs) is a central function. | |
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CRM Integration Native or API connections to CRM systems for seamless lead handover. |
CRM integration with Salesforce, Microsoft Dynamics, etc. is a key Marketo differentiator. | |
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Duplicate Detection & Merging Automatic identification and merging of duplicate lead records. |
Duplicate detection and merge tools available for lead management within Marketo. | |
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Lead Segmentation Ability to categorize leads by attributes for targeted nurturing. |
Lead segmentation supported through dynamic lists and attributes. | |
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Lead Source Tracking Tracking the original source of each lead for ROI analysis. |
Lead source tracking displayed in Marketo lead records and reporting. | |
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Contact Enrichment Automatic enhancement of lead profiles with third-party data. |
Contact enrichment possible via integrations and third-party data services. | |
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Workflow Triggers Event-based automation for lead engagement or notifications. |
Workflow triggers supported as part of advanced campaign logic. | |
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Lead Assignment Automated routing of leads to sales or relationship managers. |
Leads can be automatically assigned using rules. | |
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Lead Database Size Maximum number of leads supported in the platform. |
No information available |
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Real-time Dashboards Instant visualizations of campaign and lead data. |
Real-time dashboards are shown in the Marketo interface for campaigns and leads. | |
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Customizable Reporting Ability to build custom reports with chosen metrics and filters. |
Customizable reporting is available via analytics modules. | |
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Attribution Modeling Tools to track and analyze marketing touchpoints throughout the client journey. |
Attribution modeling is included (multi-touch, revenue attribution). | |
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ROI Tracking Measurement of the financial return for each campaign or channel. |
ROI tracking is prominently featured among Marketo's core value propositions. | |
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Funnel Analysis Visualization and analytics of how leads progress through sales stages. |
Funnel analysis shown in reporting features. | |
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Export Options Download reports in multiple formats (CSV, XLS, PDF). |
Reports can be exported in various formats (CSV, Excel, PDF). | |
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Scheduled Reporting Automated periodic delivery of reports to stakeholders. |
Scheduled reporting is standard to send reports to stakeholders. | |
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KPI Monitoring Tracking and alerting of marketing key performance indicators. |
KPI monitoring available via Marketo Analytics. | |
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Data Visualization Tools Charts, graphs, and dashboards to make analytics accessible. |
Data visualization available in dashboard and report modules. | |
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Analytics API Programmatic access to analytics data for third-party tools. |
No information available | |
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Report Generation Speed Average time required to generate a report. |
No information available |
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Native CRM Integrations Out-of-the-box integration with major CRM systems like Salesforce or Microsoft Dynamics. |
Native CRM integrations for Salesforce and Microsoft Dynamics are available. | |
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Open API Access Availability of application programming interfaces for custom connections. |
Open API access is supported for custom integrations. | |
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Data Import/Export Support for importing and exporting contacts, data, and campaign results. |
Data import/export supported for contacts, campaigns, and results. | |
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Fund Platform Integration Connection to fund management and distribution systems. |
No information available | |
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Compliance Platform Integration Integration with regulatory compliance solutions (e.g., MiFID II, GDPR tracking). |
No information available | |
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Email Service Provider (ESP) Compatibility Plug in to third-party or preferred ESPs. |
Integrates with multiple ESPs as part of outbound messaging. | |
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Webinar/Events Integration Syncing with webinar and event platforms for lead tracking. |
No information available | |
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Marketing Data Warehousing Centralized storage for structured marketing data. |
Centralized storage and marketing data warehouse capabilities noted in documentation. | |
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Batched Data Synchronization Bulk and scheduled data transfers to reduce load and maintain consistency. |
No information available | |
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Single Sign-On (SSO) Integration with corporate authentication systems. |
Single Sign-On (SSO) available for enterprise customers. |
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Role-based Access Control Customisable permissions and user roles for security and process management. |
Role-based access control is supported through user permissions. | |
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User Audit Trails Comprehensive logs of user activity for compliance and troubleshooting. |
User and admin audit trails maintained in activity logs. | |
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Multi-user Collaboration Simultaneous, real-time work on campaigns and data. |
Multi-user collaboration is supported in workspaces. | |
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Commenting & Notes Ability to annotate, comment, or tag collaborators on campaigns. |
Collaborators can comment and annotate within campaigns. | |
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Team Task Assignment Delegation of tasks or campaign steps to teammates. |
Team task assignment is supported through roles and notifications. | |
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Approval Workflows Pre-defined stages for approval and stakeholder signoff. |
Approval workflows are extensively supported for both campaign and content management. | |
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User Capacity Number of users that can simultaneously access the platform. |
No information available |
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Personalized Email Content Dynamic insertion of individual data (e.g., name, portfolio, investment preferences). |
Personalized email content via tokens and dynamic content. | |
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Dynamic Web Content Show different website experiences based on client segment or behavior. |
Dynamic web content available through Marketo Web Personalization. | |
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Recommendation Engine AI-driven recommendations for investment products or educational resources. |
Recommendation engine present using AI modules for content/product suggestions. | |
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Conditional Messaging Automated display of content based on rules/triggers. |
Conditional messaging supported using campaign rules and smart lists. | |
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Personalization Rules Capacity Maximum number of complex rules supported for content personalization. |
No information available | |
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Multi-language Support Personalized communications in multiple global languages. |
Multi-language communications supported; localization features available. |
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Consent Management Capture and manage client communication preferences and regulatory consents. |
Consent and preference management is part of the compliance suite. | |
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GDPR & Local Law Compliance Tools ensuring storage and use of client data meet applicable standards. |
GDPR and data privacy compliance tools are included. | |
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Audit Trails Recordkeeping of all user, system, and client actions. |
Audit trails for compliance are standard within the platform. | |
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Data Encryption Encryption of data at rest and in transit. |
Marketo encrypts data both in transit and at rest as per compliance documentation. | |
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Role-based Permissions Granular user access controls based on roles. |
Granular, role-based permissions are supported through user management. | |
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Data Retention Policies Automated enforcement of data retention and purging policies. |
Data retention and purging policies can be configured. | |
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PII Data Masking Masking of personally identifiable information in UI and exports. |
No information available | |
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Access Logging Monitoring and logging all data access and changes. |
Access logging provided in system reporting for security and compliance. |
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Multi-step Workflow Automation Visual autoscheduling of complex marketing or sales sequences. |
Visual workflow automation builder available in Marketo for multi-step orchestration. | |
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Behavior-triggered Journeys Automatically adjust journeys based on client engagement signals. |
Behavior-based triggers form the basis of engagement programs. | |
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Journey Mapping Visualization Graphical user interface for designing and viewing customer journeys. |
Journey mapping tools available for visual campaign construction. | |
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Journey Analytics Reporting on journey progression, dropoff points, and conversion rates. |
Journey analytics included in out-of-the-box reporting. | |
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Workflow Capacity Maximum number of workflows or journeys that can be active concurrently. |
No information available | |
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Journey Length Supported Maximum number of steps or events within a single customer journey. |
No information available |
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Centralized Content Repository Single location for management of all campaign assets (documents, banners, etc). |
Centralized content repository for managing assets is a marketed feature. | |
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Asset Tagging & Categorization Organize content through metadata and folders for easy retrieval. |
Tagging and categorization of assets supported inside the repository. | |
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Document Version Control Track changes and revert to prior versions of documents. |
Version control is provided for documents and templates. | |
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Approval Workflows for Content Structured process for internal content review and signoff. |
Approval workflows for content available via configurable approval processes. | |
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Bulk Asset Upload/Download Efficient handling of large quantities of content files. |
Bulk upload/download of assets possible via admin interface and APIs. | |
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Content Sharing & Distribution Ability to distribute content internally or with external partners (e.g. IFAs, distributors). |
Content sharing and distribution possible internally and via partner programs. | |
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Branding Controls Enforce corporate brand guidelines through templates and permissions. |
Branding controls present for email and landing page templates. | |
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Digital Rights Management Control the usage and distribution rights of digital assets. |
No information available | |
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Content Repository Size Total storage allocated for content assets. |
No information available |
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Data Validation Automated checks to ensure records are entered in the correct format. |
Data validation performed automatically during record entry/import. | |
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Duplicate Detection Identify and flag duplicate data entries across leads, contacts, and accounts. |
Duplicate detection is standard in lead and contact management. | |
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Data Cleansing Tools Automated processes to repair, complete, or remove poor quality data. |
Data cleansing tools for de-duplication and standardization are part of platform feature set. | |
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Custom Field Support Support for a wide variety of field types and custom records. |
Custom fields supported extensively across lead, contact, and account records. | |
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Data Import Wizard Guided processes for uploading and mapping externally-sourced data. |
Import wizard guides users through data import and mapping. | |
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Change History Tracking Complete record of data modifications for audit and troubleshooting. |
Change history available in admin/audit logs for records. | |
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Data Access API Available APIs for accessing data programmatically. |
APIs for data access are available for integration and automation. | |
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Data Retention Controls Automated enforcement of data retention policies based on jurisdiction. |
No information available | |
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Data Storage Capacity Maximum database size for all customer and marketing data. |
No information available |
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24/7 Support Availability Access to technical support and troubleshooting around the clock. |
24/7 support availability is advertised on product site. | |
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Onboarding Services Guided onboarding and setup assistance for new customers. |
Onboarding services are included for new customers. | |
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Dedicated Customer Success Manager Named manager assisting with adoption and maximizing use of platform. |
Dedicated Customer Success Manager is offered at certain subscription levels. | |
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Knowledge Base Comprehensive self-serve documentation, FAQs, and guides. |
Knowledge base and help portal are available to all users. | |
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User Training Webinars Regularly-held training for platform end-users. |
Regular user training webinars are part of customer enablement. | |
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In-app Guidance Contextual help and walkthroughs within the application interface. |
In-app guidance/walkthroughs are integrated into the UI. | |
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Support Response SLA Published service level agreement for support response time. |
No information available | |
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Community Forums Access to a user community for sharing tips and best practices. |
Community forums provided for Marketo users (Marketo Nation). |
Platforms that enable targeted digital marketing campaigns, drip email programs, content distribution, and lead nurturing for prospective clients with compliance-approved materials.
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Lead Capture Forms Customizable web forms to capture lead information directly into the system. |
Marketo supports custom lead capture forms as part of its lead management capabilities. | |
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Lead Scoring Assigns scores to leads based on engagement or quality criteria. |
Marketo includes lead scoring features to prioritize leads based on behavior and attributes. | |
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Lead Segmentation Ability to group leads for targeted communications based on attributes and behaviors. |
Marketo supports lead segmentation for targeted communications. | |
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Automated Lead Assignment Automatically routes leads to appropriate sales or advisory staff. |
Automated lead assignment based on rules is a native feature in Marketo. | |
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Duplicate Detection Identifies and manages duplicate lead entries. |
Duplicate detection and merging is supported to ensure clean lead data. | |
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Lead Enrichment Automatically adds supplemental data to lead profiles (e.g., financial background, demographics). |
Marketo automatically enriches lead records with additional data via integrations. | |
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Import/Export Leads Bulk import and export of lead data in various formats (CSV, Excel, etc). |
Bulk lead import/export using CSV/Excel is supported. | |
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Number of Leads Supported Maximum volume of leads the system can manage. |
No information available | |
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Real-Time Lead Notifications Instant alerts when new leads are captured. |
Real-time lead notifications via email/in-app alerts are supported. | |
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Lead Source Tracking Tracks where and how a lead originated. |
Marketo tracks the source of leads for marketing attribution. | |
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Custom Lead Fields Ability to define custom data fields for unique attributes. |
Custom lead fields are configurable in Marketo. |
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Multi-Channel Campaigns Support for email, SMS, social media, and other channels. |
Supports multi-channel campaigns (email, SMS, social, web). | |
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Personalization/Tokenization Dynamic insertion of personal or firm-specific info into campaign content. |
Enables personalization/tokenization of campaign content, including dynamic fields and tokens. | |
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Template Library Ready-made templates for common campaign types. |
Template library available for campaign creation. | |
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A/B Testing Ability to test multiple variations of campaign elements. |
A/B testing is a standard feature in Marketo for campaign optimization. | |
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Campaign Scheduling Plan and schedule in advance when campaigns are delivered. |
You can schedule campaigns in advance using Marketo's workflow features. | |
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Drip Campaign Automation Automated delivery of campaign sequences based on time or user actions. |
Drip campaign automation is core to Marketo's marketing automation functions. | |
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Event-Based Triggers Launch or alter campaigns based on client behaviors (e.g., website visit). |
Event-based triggers, such as website visits or form fills, are supported. | |
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Contact List Management Organize and maintain campaign recipient lists. |
Marketo offers extensive contact list management for campaigns. | |
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Campaign Performance Analytics Detailed reporting on campaign results and engagement. |
Advanced analytics and reporting on campaigns are available. | |
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Unsubscribe/List Hygiene Tools Managing opt-outs and keeping the email list current. |
Unsubscribe management and list hygiene tools are included. | |
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Number of Concurrent Campaigns Maximum campaigns that can run simultaneously. |
No information available | |
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Approval Workflows Campaign content and flow requires approval from designated team members or compliance. |
Approval workflows are available for campaign and asset approvals. |
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Rich Email Editor Drag-and-drop or WYSIWYG editor for email creation. |
Marketo has a rich WYSIWYG email editor. | |
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Responsive Email Design Templates and previews optimized for mobile and desktop. |
Templates are responsive, supporting mobile and desktop previews. | |
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Deliverability Tools Built-in checks to maximize inbox placement and sender reputation. |
Marketo provides deliverability analytics and tools for inbox placement. | |
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Bounce Management Automatic handling of hard/soft bounces and removal from future sends. |
Bounce processing and management are handled automatically. | |
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Open/Click Tracking Monitor who opens or clicks emails. |
Open and click tracking is a standard reporting feature. | |
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Email Throttling Controls volume/rate of outbound emails to avoid spam filters. |
Email throttling (send control) to protect reputation is configurable. | |
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SPF/DKIM/DMARC Authentication Supports modern email authentication standards. |
Marketo supports SPF/DKIM/DMARC authentication for domains. | |
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Dynamic Content Blocks Conditional display of email sections based on user data. |
Dynamic content blocks for email personalization are supported. | |
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Send Time Optimization Automatic selection of optimal send times for highest engagement. |
No information available | |
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Email Previews Preview how email appears across devices and clients. |
Supports previewing emails across clients and devices. |
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Workflow Builder Visual design tool to create and modify automations and sequences. |
Workflow builder and visual automation tools are available. | |
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Conditional Logic Branch automations based on user actions, profile data, or events. |
Conditional logic is supported in Marketo flows and automations. | |
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Task Assignment Automatically assigns follow-ups or next actions to team members. |
Marketo automations can assign tasks/follow-ups to sales staff via integrations. | |
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Internal Notifications Triggers for staff via email, SMS, or in-app alerts. |
Internal notifications (email, alert) for workflow steps are supported. | |
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External Triggers Initiate automations based on events in other apps (via integration). |
External triggers can be handled via integrations, webhooks, and APIs. | |
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Delay and Wait Steps Ability to specify time delays or wait for completion before advancing. |
Delays and wait steps are available in Marketo workflows. | |
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Re-usable Workflow Templates Pre-built automation flows for common use cases (e.g., onboarding). |
Provides a library of reusable workflow templates. | |
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Error Handling Options to manage failures in automations (e.g., fallback steps). |
Automation error handling (e.g., notify or follow-up) can be customized. | |
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Workflow Reporting Analytics to monitor and optimize automation effectiveness. |
Workflow/automation effectiveness analytics are provided. |
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CRM Integration Native or API connections to customer relationship management platforms. |
CRM integrations, especially with Salesforce, are a core Marketo feature. | |
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Calendar Integration Integration with calendaring tools such as Outlook or Google Calendar. |
Calendar integration is supported, including webinar/event management. | |
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Custodian/Portfolio Platform Integration Direct connection to financial data or portfolio management systems. |
No information available | |
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Contact Synchronization Two-way sync with contact books or directories. |
Two-way contact synchronization is supported with connected CRMs and platforms. | |
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API Availability Public or partner APIs to support customization and other integrations. |
Marketo has open APIs for data integration. | |
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Webhooks Real-time event-driven integrations with external systems. |
Supports webhooks for real-time integrations. | |
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Zapier/Connector Support Works with integration platforms for non-technical automation. |
Zapier/connector support is present for no-code integration options. | |
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Number of Supported Integrations Quantity of third-party tools with available native integrations. |
No information available |
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FINRA/SEC/GDPR Compliance Tools Support for major financial and privacy regulations (logging, archiving, disclosures). |
Compliance tools provided for GDPR and US regulations; FINRA/SEC support may require additional configuration. | |
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Role-Based Access Controls Granular controls for user access to features and data. |
Granular role-based permissions for users/admins are available. | |
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Audit Trail Comprehensive log of all changes and user actions. |
Marketo maintains logs/audit trails of changes and access. | |
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Data Encryption Encryption in transit and at rest for all sensitive data. |
Data is encrypted in transit and at rest (per Adobe security documentation). | |
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User Authentication Multi-factor authentication and secure login options. |
Multi-factor authentication and SSO are supported for users. | |
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Data Retention Policies Controls over how long data is stored or archived. |
Data retention settings and policies can be configured at the account level. | |
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Secure Data Export Options for encrypted download of client or marketing data. |
Secure export options available for client and campaign data. | |
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Consent Management Tools to track and manage user marketing preferences and consent. |
Consent management tools (for opt-in/out) are included to help GDPR compliance. | |
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Anonymization/Pseudonymization Tools Ability to depersonalize data when required for compliance. |
No information available |
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Customizable Dashboards User-defined dashboards for quick overview of KPIs. |
Users can customize dashboards for KPIs in Marketo. | |
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Real-Time Analytics Live reporting on activities, leads, and campaigns. |
Real-time analytics dashboards are a core feature. | |
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Attribution Reporting Tracks which touchpoints drive conversions. |
Attribution reporting is a strength of Marketo—attributing revenue to campaign touches. | |
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Funnel Analysis Visualizes where leads drop off and progress through stages. |
Funnel analysis is provided with visual drop-off points and stage movement. | |
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ROI Calculation Shows financial return for each campaign and channel. |
Automated ROI calculation and reporting are available. | |
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Scheduled Report Delivery Automated distribution of reports to stakeholders. |
Scheduled report delivery is supported via email or shared links. | |
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Exportable Reports Downloadable in common formats (PDF, CSV, XLS). |
Reports can be exported in PDF, Excel, and CSV. | |
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Custom Report Builder Flexible creator for ad hoc or bespoke reports. |
Custom report builder available for ad hoc reporting. | |
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Number of Standard Reports Quantity of built-in, ready-to-use reports. |
No information available |
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Interaction History Chronological log of all communications and meetings. |
Complete interaction history for each lead is available in the platform. | |
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Website Activity Tracking Tracks prospect/client visits and behaviors on firm sites. |
Website activity and behavioral tracking is built-in via Marketo tracking scripts. | |
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Event Attendance Tracking Monitors registration and participation in webinars, seminars, etc. |
Event attendance for webinars and online events can be tracked (when integrated). | |
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Survey/Feedback Tools Collects client satisfaction or NPS scores. |
Marketo supports surveys and feedback capture, including NPS. | |
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Document Engagement Analytics Tracks when client-facing documents are opened or read. |
Document engagement analytics (e.g., downloads, opens of shared files/links) supported via integrations. | |
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Communication Frequency Analytics Monitors how often clients are contacted. |
Analytics for communication frequency can be generated from activity logs. | |
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Time to Initial Response Average response time from lead inquiry to first contact. |
No information available |
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Content Library Central repository for marketing collateral, templates, disclosures, etc. |
Marketo maintains a content library for all assets and templates. | |
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Version Control Tracks changes and access to documents over time. |
Version control for content/assets is available. | |
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Approval Workflows Content must be reviewed/approved before use. |
Approval workflows are available for marketing content and assets. | |
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Search and Tagging Quickly locate and filter content by tags, categories, keywords. |
Search, categorization, and tagging are robust in content management. | |
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Personalized Content Distribution Delivers specific content to target segments or individuals. |
Personalized content distribution is supported based on segmentation/attributes. | |
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Integration with Client Portals Ability to publish or share content directly to portals. |
Integration with client portals is achievable via APIs and partner tools, although may require setup. | |
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Content Expiry/Retention Settings Automatic management and archiving of outdated content. |
Marketo allows content expiration and retention policy settings. |
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Mobile App Availability Is there a native mobile application for advisers and/or clients? |
Adobe Marketo Engage provides a mobile app for some use cases. | |
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Browser Compatibility Works on all major browsers without loss of functionality. |
Full browser compatibility (Chrome, Edge, Firefox, Safari) is supported. | |
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Customizable User Interface Users can adapt layout, dashboards, and key settings. |
Users can customize dashboard widgets and some aspects of UI. | |
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Accessibility Compliance Supports standards for screen readers and accessible navigation. |
No information available | |
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Multi-Language Support User interface and communications available in various languages. |
No information available | |
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User Training Resources Guides, videos, or embedded help for staff onboarding. |
Extensive training resources available (knowledgebase, videos, community, documentation). | |
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System Uptime Average percentage of time system is available during a year. |
No information available |
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Concurrent User Capacity Maximum number of users that can be active at the same time. |
No information available | |
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Bulk Data Handling Support for large lists, imports, and batch campaign actions. |
Marketo supports very large campaign lists and bulk operations. | |
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Cloud Hosting Is the platform hosted in a scalable cloud environment? |
Platform is hosted on cloud infrastructure (Adobe cloud). | |
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Performance SLAs Documented guarantees on speed and reliability. |
No information available | |
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Auto-Scaling Infrastructure System can dynamically expand resources based on usage. |
No information available | |
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Data Storage Limit Maximum size of data that can be stored. |
No information available | |
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API Call Rate Limit Maximum API calls supported per second/minute. |
No information available |
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