Organizations interested in implementing a marketing automation software (MAS) to assist in the execution and reporting of marketing campaigns are likely to come across Marketo in their search. Founded in 2006, Marketo is headquartered in San Mateo, CA with offices in Portland, OR; Dublin, Ireland and Sydney, Australia.
Marketo’s products are provided on a subscription basis in three editions:
- Spark, tailored specifically for small businesses,
- Professional, and
Products include software for lead management, sales insight, revenue cycle, analytics and social marketing. Marketo boasts resources such as consulting, customized forms, dynamic content and reporting.
An alternative to Marketo, Right On Interactive offers Customer Lifecycle Marketing™ software, which includes marketing automation. Also founded in 2006, Right On Interactive is headquartered in Indianapolis, IN.
Right On Interactive offers four product packages to clients based upon their marketing maturity, geared to prepare organizations of all sizes and industries for customer lifecycle marketing:
- Basic, for organizations beginning their digital marketing journey,
- Lifecycle, and
- Custom, a “build-your-own” solution for organizations with specific needs.
Packages include varying capabilities based upon clients’ marketing maturity. Examples include, but are not limited to, email marketing, web analytics, basic and advanced segmentation, marketing automation, customized forms and landing pages, social media integration, lead and customer scoring, lead and customer nurturing, multi-channel marketing and reporting.
Both Marketo and Right On Interactive are members of the Salesforce.com App Exchange. In addition, Marketo integrates with customer relationship management (CRM) software vendors such as Microsoft, Oracle, SAP, NetSuite and SugarCRM. Right On Interactive also boasts similar integrations and remains “system agnostic” as it can pull data from multiple, disparate systems.