Iterable vs Marketo comparison

Iterable and Adobe are both solutions in the Marketing Automation category. Iterable is ranked #6 with an average rating of 8.2, while Adobe is ranked #3 with an average rating of 8.4. Iterable holds a 1.0% mindshare in MA, compared to Adobe’s 9.9% mindshare. Additionally, 77% of Iterable users are willing to recommend the solution, compared to 96% of Adobe users who would recommend it.

Iterable

Read 5 Iterable reviews

389 Views
385 Comparison Views

77% willing to recommend

Marketo

Read 25 Marketo reviews

2,747 Views
2,225 Comparison Views

96% willing to recommend

Iterable

Marketo

Comparison Buyer's Guide

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Executive Summary

We performed a comparison between Iterable and Marketo based on real PeerSpot user reviews.

Find out in this report how the two Marketing Automation solutions compare in terms of features, pricing, service and support, easy of deployment, and ROI.

To learn more, read our detailed Iterable vs. Marketo Report (Updated: March 2026).

Buyer's Guide

Iterable vs. Marketo

March 2026

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Helped 885,264 peers since 2012

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

Iterable

Ranking in Marketing Automation

6th

Average Rating

8.2

Reviews Sentiment

6.7

Number of Reviews

Ranking in other categories

No ranking in other categories

Marketo

Ranking in Marketing Automation

3rd

Average Rating

8.4

Reviews Sentiment

7.0

Number of Reviews

Ranking in other categories

Marketing Management (5th)

Mindshare comparison

As of March 2026, in the Marketing Automation category, the mindshare of Iterable is 1.0%, down from 1.5% compared to the previous year. The mindshare of Marketo is 9.9%, down from 14.8% compared to the previous year. It is calculated based on PeerSpot user engagement data.

Marketing Automation Mindshare Distribution
Product	Mindshare (%)
Marketo	9.9%
Iterable	1.0%
Other	89.1%

Marketing Automation

Featured Reviews

Teferes Rodney

Digital Marketing Manager at Nestle

Marketing team has automated personalized lifecycle emails and now creates more engaging campaigns

The best features Iterable offers are automation and simplicity in use. Iterable is dynamic and allows us to engage customers at all stages of the customer journey. Iterable has allowed our customer communication to be automated. With thousands of customers, the ability to automate email communication has saved our team incredible amounts of time. While Iterable is used largely by our marketing team, we do have individuals who are less tech-savvy with limited coding experience, yet confident in navigating the platform. Iterable is very user-friendly and has maintained its simplicity. Iterable has saved our team an incredible amount of time and manual labor through automation of emailing. With the creative and engaging content created in Iterable, customers are more likely to engage than previously, hence increasing customer engagement. We have saved between sixty to seventy percent of our time through automation. Iterable has allowed us to automate email campaigns to customers by planning a series of emails six months prior to their delivery.

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Anika Gaur

Senior Digital Solutions Analyst at Rich Products

Effective lead management and useability with room for reporting improvements

Customer support could be more helpful. The reporting could be better, with more engaging reports and the ability to collaborate more objects, like opportunities. Incorporating AI features similar to tools like HubSpot and Salesforce account engagement would be beneficial. Additionally, Marketo should work on automating tools and updating the product since it looks similar to how it did five years ago.

Read full review

Quotes from Members

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

Pros

"Iterable has positively impacted my organization, as it enhanced campaign execution speed, increased engagement and conversion rates through personalization, reduced our dependency on engineering for routine campaign changes, and improved collaboration between marketing and technical teams."

"Miro Business - Enterprise has been a lifesaver for us, increasing team collaboration by 70 to 80% and saving our time and resources."

"Iterable is one of the best, efficient, and user-friendly CRM campaign management tools."

"Iterable allows us to trigger SMS messages through Twilio based on real-time user events such as abandoned actions, incomplete transactions, account or subscription changes, inactivity or re-engagement milestones."

"Iterable has positively impacted our organization as we have seen an improvement since geolocation features improved our weekly email conversion rate by 300%."

"Iterable saves our time and has better customer relationship benefits, making a very good relationship with our customers because once we have already created the workflow, client communication has been automatically done and our work, work pressure, and work stress have been reduced, creating a very good impact on a better work environment."

"The most valuable features are the Marketo emails, both sending and tracking."

"The smart campaign looks quite interesting and useful."

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

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

"I like that the solution is flexible."

"The main highlights of Marketo are its support structure, the documentation available, and the features mainly related to forms, landing pages, and leads. Although other platforms like Oracle Eloqua have similar features, Marketo's support structure, lead generation, and segmentation features are easier than those of different platforms."

"Marketo gives me the toolset necessary to create automated drip email campaigns to my customers and prospects, delivering HUGE ROI with great customer service and a relatively nimble dev team always willing to help, even in special or one-off scenarios."

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

More Marketo pros

Cons

"However, the challenge occurs when a large number of users are simultaneously on the whiteboards, but otherwise, there is no problem with scalability."

"Iterable challenges I have faced include a steep learning curve for advanced use cases; basic campaigns are easy to launch, but advanced and personalized campaigns or event-based logic take considerable time, which is a challenge for new users."

"I would like more training and resources on how to use Iterable."

"When I consider needed improvements, I find that the limitation in handling many brands in a single project can be problematic, which affects the use of custom event data within Handlebar logic, and the foldering option for snippets and lists needs improvement."

"Although the platform is powerful, advanced use cases require a learning curve and deeper analytics and performance optimization at scale could further enhance its value."

"Marketo is still very slow."

"Revenue management, attribution, and ABM can all be improved."

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

"Marketo filters are not very efficient, and timely updates or features could improve this aspect."

"This solution also doesn't scale for the large enterprise - a huge downside for them."

"I have encountered issues when I had to use filters repeatedly. It would have been helpful if I could duplicate them directly, instead of dragging them. Also, having an option to save filters for future use would have saved a lot of time, especially when dealing with multiple filters."

"Customer Service: This is where Marketo falls short. Their customer service is awful."

"It could be more scalable."

More Marketo cons

Pricing and Cost Advice

Information not available

"Marketo is used a lot because it's cheaper and preferred by many firms."

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

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

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

"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 solution is expensive compared to others."

"The licensing cost usually depends on the users."

"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."

More Marketo pricing and cost advice

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Top Industries

By visitors reading reviews

No data available

Financial Services Firm

12%

Manufacturing Company

Computer Software Company

Insurance Company

Company Size

By reviewers

Large Enterprise

Midsize Enterprise

Small Business

By reviewers
Company Size	Count
Small Business	3
Midsize Enterprise	2
Large Enterprise	5

By reviewers
Company Size	Count
Small Business	12
Midsize Enterprise	5
Large Enterprise	10

Questions from the Community

What is your experience regarding pricing and costs for Iterable?

My experience with pricing, setup cost, and licensing shows that the price is very cost-effective compared to my previous tool. The setup is straightforward and not difficult at all, and as a marke...

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What needs improvement with Iterable?

I would like more training and resources on how to use Iterable. That is the only area that I would love to be improved. The rest is acceptable.

See all answers

What is your primary use case for Iterable?

Iterable is a vital tool across our organization, serving a variety of purposes. On my team, we specifically use Iterable to craft personalized customer communication through email. Its capability ...

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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...

See all answers

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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Comparisons

Salesforce Marketing Cloud vs Iterable

Compared 37% of the time

HubSpot Marketing Hub vs Iterable

Compared 13% of the time

Zeta Marketing Platform vs Iterable

Compared 13% of the time

More Iterable Competitors

HubSpot Marketing Hub vs Marketo

Compared 30% of the time

Salesforce Marketing Cloud vs Marketo

Compared 19% of the time

Oracle Eloqua vs Marketo

Compared 18% of the time

Pardot vs Marketo

Compared 5% of the time

Netcore Customer Engagement Platform vs Marketo

Compared 1% of the time

More Marketo Competitors

Product Reports

Buyer's Guide

Iterable

March 2026

Download Iterable product report

Buyer's Guide

Marketo

March 2026

Download Marketo product report

Overview

Iterable is a consumer growth marketing and user engagement platform. With Iterable, B2C marketers send the right message, to the right device, at the right time. Iterable provides powerful segmentation, fully customizable templates, sophisticated workflows (with no coding), a/b testing and more. Iterable seamlessly supports email, mobile push notifications and SMS.

Iterable

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

Sample Customers

BetterDoctor Bisnow Decorist Dot&Bo IMGE Rocksbox Yelp

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

Buyer's Guide

Iterable vs. Marketo

March 2026

Free Report: Iterable vs. Marketo

Find out what your peers are saying about Iterable vs. Marketo and other solutions. Updated: March 2026.

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