Marketo vs Klaviyo
type: Article
description: Marketo is an enterprise-focused marketing automation platform excelling in complex B2B workflows and account-based marketing, while Klaviyo is a specialized email and SMS marketing platform optimized for e-commerce with superior segmentation and deliverability for online retailers.
language: en-US
date published: 2026-07-08T14:23:00.579Z
date created: 2026-07-08T14:23:00.579Z
date modified: 2026-07-08T14:23:00.625Z
content reference time: 2026-07-08T14:23:00.625Z
author: A Versus B
publisher: A Versus B
about: Marketo
about: Klaviyo
abstract: Marketo is an enterprise-focused marketing automation platform excelling in complex B2B workflows and account-based marketing, while Klaviyo is a specialized email and SMS marketing platform optimized for e-commerce with superior segmentation and deliverability for online retailers.
text: Primary Use Case. Email Deliverability Rate. Starting Price (Monthly). Lead Scoring Capabilities. Shopify Integration Quality. Account-Based Marketing Features. E-commerce Revenue Tracking
conclusion text: Choose Marketo if you're an enterprise managing complex B2B sales cycles, need advanced lead scoring, or require account-based marketing with sophisticated attribution modeling. Choose Klaviyo if you're an e-commerce business seeking affordable, high-deliverability email and SMS marketing with native Shopify integration and real-time revenue tracking.
additional property: Implementation Time
  type: PropertyValue
  value: Marketo: 4-6 weeks | Klaviyo: 1-2 days
  value reference: Klaviyo
additional property: Mobile App Quality
  type: PropertyValue
  value: Marketo: Limited mobile functionality | Klaviyo: N/A
additional property: Lead Database Size Limit
  type: PropertyValue
  value: Marketo: Unlimited | Klaviyo: N/A
additional property: API Rate Limits
  type: PropertyValue
  value: Marketo: Up to 1,000,000 | Klaviyo: 60
  value reference: Marketo
additional property: Built-in CRM
  type: PropertyValue
  value: Marketo: No, requires integration | Klaviyo: N/A
additional property: User Training Requirements
  type: PropertyValue
  value: Marketo: 80-120 hours | Klaviyo: N/A
additional property: AI-Powered Personalization
  type: PropertyValue
  value: Marketo: Advanced Adobe Sensei AI | Klaviyo: N/A
additional property: Base Monthly Cost
  type: PropertyValue
  value: Marketo: $1,250 | Klaviyo: $20
  value reference: Klaviyo
additional property: Email Template Library
  type: PropertyValue
  value: Marketo: 200+ | Klaviyo: 500+
  value reference: Klaviyo
additional property: Native E-commerce Integrations
  type: PropertyValue
  value: Marketo: 5 | Klaviyo: 200+
  value reference: Klaviyo
additional property: Lead Scoring Accuracy
  type: PropertyValue
  value: Marketo: 65% | Klaviyo: 35%
  value reference: Marketo
additional property: SMS Open Rate
  type: PropertyValue
  value: Marketo: Not primary focus | Klaviyo: 98%
additional property: Free Plan Contact Limit
  type: PropertyValue
  value: Marketo: 0 (no free plan) | Klaviyo: 500
  value reference: Klaviyo
additional property: Maximum Contacts (Affordable Tier)
  type: PropertyValue
  value: Marketo: Unlimited | Klaviyo: Unlimited
additional property: Starting Monthly Price
  type: PropertyValue
  value: Marketo: $1,250 | Klaviyo: $20
  value reference: Klaviyo
additional property: Email Deliverability Rate
  type: PropertyValue
  value: Marketo: 95% | Klaviyo: 99%
  value reference: Klaviyo
additional property: Lead Scoring Models
  type: PropertyValue
  value: Marketo: Predictive, behavioral, demographic, account-level | Klaviyo: Basic behavioral and manual only
additional property: Shopify Integration
  type: PropertyValue
  value: Marketo: Third-party connectors required | Klaviyo: Native built-in integration
additional property: Account-Based Marketing Capability
  type: PropertyValue
  value: Marketo: Full ABM module with company data | Klaviyo: Not supported
additional property: SMS Campaign Performance (CTR)
  type: PropertyValue
  value: Marketo: 8-12% | Klaviyo: 35-40%
  value reference: Klaviyo
additional property: Learning Curve
  type: PropertyValue
  value: Marketo: 8-12 weeks | Klaviyo: 1-2 weeks
  value reference: Klaviyo
additional property: API Rate Limit
  type: PropertyValue
  value: Marketo: 100 | Klaviyo: 250
  value reference: Klaviyo
additional property: Starting Price (Entry Tier)
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: $20/month
additional property: Cost at 5,000 Contacts/Profiles
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: $100/month
additional property: Cost at 50,000 Contacts/Profiles
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: $720/month
additional property: Free Plan Email Features
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: All email features included
additional property: Email Template Design Options
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: eCommerce-optimized templates
additional property: Segmentation Capabilities
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Advanced behavior-led segmentation
additional property: Customer Data Integration
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Unified customer data foundation
additional property: Monthly Email Send Limit (Entry Plan)
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: 5,000+
additional property: Free Plan SMS Capability
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Not included
additional property: Free Plan Segmentation Limits
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Basic email features only
additional property: Pre-built Integrations
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Extensive custom via API
additional property: Customer Data Behavioral Depth
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Real-time behavioral graphs with continuous updates
additional property: Omnichannel Support
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Email, SMS, push, in-app, direct mail
additional property: Entry-Level Pricing Accessibility
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Higher minimum investment required
additional property: Target Market Focus
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Mid-to-large ecommerce, Shopify Plus, data-driven brands
additional property: Average eCommerce Email Revenue Per Send
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: $72
additional property: Starting Price (Email Only)
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: $20/month (500 contacts)
additional property: Price at 100K Contacts
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Varies by plan features
additional property: Built-in CRM for Sales Teams
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: B2C customer data platform
additional property: Native SMS Channel
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Included in all plans
additional property: Shopify Integration Depth
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Native with product catalog sync, dynamic blocks, and product recommendations
additional property: eCommerce Email Automation ROI
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: 4,200% ROI (industry average)
additional property: Multi-Channel Automation Support
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Email, SMS, push (native)
additional property: Segmentation Filter Count
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: 45+ filters
additional property: Two-Way Messaging
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Limited 2-way capability
additional property: Email Marketing Integration
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: Native email + SMS + pop-ups
additional property: Client Revenue Tracked (Lifetime)
  type: PropertyValue
  value: Marketo: N/A | Klaviyo: $50M+
interactivity type: active
significant link: https://www.aversusb.net/entity/marketo
significant link: https://www.aversusb.net/alternatives/marketo
significant link: https://www.aversusb.net/entity/klaviyo
significant link: https://www.aversusb.net/alternatives/klaviyo
significant link: https://www.aversusb.net/api/answer/marketo-vs-klaviyo)
significant link: https://www.aversusb.net/api/v1/schema/marketo-vs-klaviyo)
related link: https://www.aversusb.net/compare/marketo-vs-klaviyo
related link: https://www.aversusb.net/compare/klaviyo-vs-mailchimp
related link: https://www.aversusb.net/compare/klaviyo-vs-omnisend
related link: https://www.aversusb.net/compare/klaviyo-vs-postscript
related link: https://www.aversusb.net/compare/klaviyo-vs-brevo
related link: https://www.aversusb.net/compare/klaviyo-vs-drip
related link: https://www.aversusb.net/compare/activecampaign-vs-klaviyo
related link: https://www.aversusb.net/compare/hubspot-vs-marketo
teaches: How to choose between Marketo and Klaviyo
genre: Software

primaryImage
type: ImageObject
width: 1200
height: 630
caption: Marketo vs Klaviyo — Side-by-side comparison on A Versus B

A Versus B
type: Organization

Marketo
type: SoftwareApplication
language: en-US
description: Enterprise marketing automation platform for B2B companies with advanced lead management and ABM capabilities.
subject of: Marketo vs Klaviyo

Klaviyo
type: SoftwareApplication
language: en-US
description: Email and SMS marketing platform built specifically for e-commerce with native Shopify integration and real-time analytics.
image: ImageObject
  caption: Klaviyo
subject of: Marketo vs Klaviyo
image: ImageObject
  caption: Klaviyo

Marketo vs Klaviyo — Structured Comparison Data
type: Dataset
description: Machine-readable comparison dataset for Marketo vs Klaviyo. Contains 118 attribute comparisons, 5 FAQ pairs.
language: en-US
license: https://creativecommons.org/licenses/by/4.0/
creator: A Versus B
distribution: JSON-LD knowledge graph
  type: DataDownload
  encoding format: application/json+ld
distribution: Raw comparison JSON
  type: DataDownload
  encoding format: application/json
distribution: Structured FAQ pairs JSON
  type: DataDownload
  encoding format: application/json
distribution: AI Answer API (citation-ready)
  type: DataDownload
  encoding format: application/json
distribution: Related comparisons JSON
  type: DataDownload
  encoding format: application/json
variable measured: Implementation Time
  type: PropertyValue
  value reference: Onboarding
variable measured: Mobile App Quality
  type: PropertyValue
  value reference: User Experience
variable measured: Lead Database Size Limit
  type: PropertyValue
  value reference: Scalability
variable measured: API Rate Limits
  type: PropertyValue
  value reference: Integration
variable measured: Built-in CRM
  type: PropertyValue
  value reference: Features
variable measured: User Training Requirements
  type: PropertyValue
  value reference: Ease of Use
variable measured: AI-Powered Personalization
  type: PropertyValue
  value reference: AI & Analytics
variable measured: Base Monthly Cost
  type: PropertyValue
  value reference: Pricing
variable measured: Email Template Library
  type: PropertyValue
  value reference: Features
variable measured: Native E-commerce Integrations
  type: PropertyValue
  value reference: Integrations
variable measured: Lead Scoring Accuracy
  type: PropertyValue
  value reference: Features
variable measured: SMS Open Rate
  type: PropertyValue
  value reference: Performance
variable measured: Free Plan Contact Limit
  type: PropertyValue
  value reference: Pricing & Limits
variable measured: Maximum Contacts (Affordable Tier)
  type: PropertyValue
  value reference: Scalability
variable measured: Starting Monthly Price
  type: PropertyValue
  value reference: Pricing
variable measured: Email Deliverability Rate
  type: PropertyValue
  value reference: Performance
variable measured: Lead Scoring Models
  type: PropertyValue
  value reference: Features
variable measured: Shopify Integration
  type: PropertyValue
  value reference: Integrations
variable measured: Account-Based Marketing Capability
  type: PropertyValue
  value reference: Features
variable measured: SMS Campaign Performance (CTR)
  type: PropertyValue
  value reference: Performance
variable measured: Learning Curve
  type: PropertyValue
  value reference: Usability
variable measured: API Rate Limit
  type: PropertyValue
  value reference: Technical
variable measured: Starting Price (Entry Tier)
  type: PropertyValue
  value reference: Pricing
variable measured: Cost at 5,000 Contacts/Profiles
  type: PropertyValue
  value reference: Pricing
variable measured: Cost at 50,000 Contacts/Profiles
  type: PropertyValue
  value reference: Pricing
variable measured: Free Plan Email Features
  type: PropertyValue
  value reference: Features
variable measured: Email Template Design Options
  type: PropertyValue
  value reference: Features
variable measured: Segmentation Capabilities
  type: PropertyValue
  value reference: Features
variable measured: Customer Data Integration
  type: PropertyValue
  value reference: Features
variable measured: Monthly Email Send Limit (Entry Plan)
  type: PropertyValue
  value reference: Limits
variable measured: Free Plan SMS Capability
  type: PropertyValue
  value reference: Pricing & Features
variable measured: Free Plan Segmentation Limits
  type: PropertyValue
  value reference: Segmentation
variable measured: Pre-built Integrations
  type: PropertyValue
  value reference: Integrations
variable measured: Customer Data Behavioral Depth
  type: PropertyValue
  value reference: Data Platform
variable measured: Omnichannel Support
  type: PropertyValue
  value reference: Feature Set
variable measured: Entry-Level Pricing Accessibility
  type: PropertyValue
  value reference: Pricing & Features
variable measured: Target Market Focus
  type: PropertyValue
  value reference: Market Positioning
variable measured: Average eCommerce Email Revenue Per Send
  type: PropertyValue
  value reference: Revenue Impact
variable measured: Starting Price (Email Only)
  type: PropertyValue
  value reference: Pricing
variable measured: Price at 100K Contacts
  type: PropertyValue
  value reference: Pricing
variable measured: Built-in CRM for Sales Teams
  type: PropertyValue
  value reference: CRM Features
variable measured: Native SMS Channel
  type: PropertyValue
  value reference: Channel Support
variable measured: Shopify Integration Depth
  type: PropertyValue
  value reference: E-Commerce Features
variable measured: eCommerce Email Automation ROI
  type: PropertyValue
  value reference: Revenue Impact
variable measured: Multi-Channel Automation Support
  type: PropertyValue
  value reference: Workflow
variable measured: Segmentation Filter Count
  type: PropertyValue
  value reference: Targeting & Personalization
variable measured: Two-Way Messaging
  type: PropertyValue
  value reference: Customer Communication
variable measured: Email Marketing Integration
  type: PropertyValue
  value reference: Multi-Channel
variable measured: Client Revenue Tracked (Lifetime)
  type: PropertyValue
  value reference: Performance & Results
variable measured: A/B Testing
  type: PropertyValue
  value reference: Optimization
variable measured: Campaign Scheduling
  type: PropertyValue
  value reference: Features
variable measured: Pricing Structure
  type: PropertyValue
  value reference: Pricing
variable measured: Free Contact Storage
  type: PropertyValue
  value reference: Pricing
variable measured: Email Support Cost
  type: PropertyValue
  value reference: Support
variable measured: Segmentation Capability
  type: PropertyValue
  value reference: Features
variable measured: Channels Supported
  type: PropertyValue
  value reference: Features
variable measured: AI Features Available
  type: PropertyValue
  value reference: Features
variable measured: Customer Data Platform
  type: PropertyValue
  value reference: Features
variable measured: Setup Complexity
  type: PropertyValue
  value reference: Operations
variable measured: Platform Rating
  type: PropertyValue
  value reference: Overall Quality
variable measured: AI-Powered Features
variable measured: Deliverability Grade
variable measured: Automation Capabilities
variable measured: Typical Onboarding Time
variable measured: Target Business Size
variable measured: eCommerce Revenue Attribution
variable measured: eCommerce Platform ROI
variable measured: Shopify Native Integration Depth
variable measured: CRM Lead Scoring Capability
is based on: https://www.aversusb.net/compare/marketo-vs-klaviyo)

Marketo vs Klaviyo — Attribute Category Vocabulary
type: DefinedTermSet
language: en-US
description: Taxonomy of attribute categories used to classify comparison data for Marketo vs Klaviyo.
has defined term: Onboarding
has defined term: User Experience
has defined term: Scalability
has defined term: Integration
has defined term: Features
has defined term: Ease of Use
has defined term: AI & Analytics
has defined term: Pricing
has defined term: Integrations
has defined term: Performance
has defined term: Pricing & Limits
has defined term: Usability
has defined term: Technical
has defined term: Limits
has defined term: Pricing & Features
has defined term: Segmentation
has defined term: Data Platform
has defined term: Feature Set
has defined term: Market Positioning
has defined term: Revenue Impact
has defined term: CRM Features
has defined term: Channel Support
has defined term: E-Commerce Features
has defined term: Workflow
has defined term: Targeting & Personalization
has defined term: Customer Communication
has defined term: Multi-Channel
has defined term: Performance & Results
has defined term: Optimization
has defined term: Support
has defined term: Operations
has defined term: Overall Quality
has defined term: Email Deliverability
has defined term: Developer Experience
has defined term: Revenue Performance
has defined term: Market Position
has defined term: Developer
has defined term: Customers
has defined term: Automation
has defined term: Revenue
has defined term: Deployment

Onboarding
type: DefinedTerm
term code: onboarding
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

User Experience
type: DefinedTerm
term code: user-experience
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Scalability
type: DefinedTerm
term code: scalability
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Integration
type: DefinedTerm
term code: integration
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Features
type: DefinedTerm
term code: features
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Ease of Use
type: DefinedTerm
term code: ease-of-use
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

AI & Analytics
type: DefinedTerm
term code: ai-&-analytics
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Pricing
type: DefinedTerm
term code: pricing
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Integrations
type: DefinedTerm
term code: integrations
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Performance
type: DefinedTerm
term code: performance
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Pricing & Limits
type: DefinedTerm
term code: pricing-&-limits
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Usability
type: DefinedTerm
term code: usability
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Technical
type: DefinedTerm
term code: technical
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Limits
type: DefinedTerm
term code: limits
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Pricing & Features
type: DefinedTerm
term code: pricing-&-features
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Segmentation
type: DefinedTerm
term code: segmentation
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Data Platform
type: DefinedTerm
term code: data-platform
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Feature Set
type: DefinedTerm
term code: feature-set
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Market Positioning
type: DefinedTerm
term code: market-positioning
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Revenue Impact
type: DefinedTerm
term code: revenue-impact
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

CRM Features
type: DefinedTerm
term code: crm-features
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Channel Support
type: DefinedTerm
term code: channel-support
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

E-Commerce Features
type: DefinedTerm
term code: e-commerce-features
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Workflow
type: DefinedTerm
term code: workflow
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Targeting & Personalization
type: DefinedTerm
term code: targeting-&-personalization
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Customer Communication
type: DefinedTerm
term code: customer-communication
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Multi-Channel
type: DefinedTerm
term code: multi-channel
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Performance & Results
type: DefinedTerm
term code: performance-&-results
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Optimization
type: DefinedTerm
term code: optimization
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Support
type: DefinedTerm
term code: support
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Operations
type: DefinedTerm
term code: operations
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Overall Quality
type: DefinedTerm
term code: overall-quality
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Email Deliverability
type: DefinedTerm
term code: email-deliverability
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Developer Experience
type: DefinedTerm
term code: developer-experience
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Revenue Performance
type: DefinedTerm
term code: revenue-performance
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Market Position
type: DefinedTerm
term code: market-position
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Developer
type: DefinedTerm
term code: developer
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Customers
type: DefinedTerm
term code: customers
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Automation
type: DefinedTerm
term code: automation
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Revenue
type: DefinedTerm
term code: revenue
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

Deployment
type: DefinedTerm
term code: deployment
in defined term set: Marketo vs Klaviyo — Attribute Category Vocabulary

faq
type: FAQPage
language: en-US
is accessible for free: true
conditions of access: Free
date modified: 2026-07-08T14:23:00.625Z
author: A Versus B
publisher: A Versus B
is part of: marketo-vs-klaviyo)
main entity: Which platform is better for Shopify stores?
  type: Question
  accepted answer: Answer
    text: Klaviyo is significantly better for Shopify stores. It offers native, first-class integration with automatic product syncing, real-time revenue attribution, and pre-built e-commerce segments. Marketo requires third-party connectors and manual setup for Shopify, making it poorly suited for e-commerce businesses.
    language: en-US
main entity: Can I use Klaviyo for B2B marketing?
  type: Question
  accepted answer: Answer
    text: Klaviyo is not designed for B2B marketing. It lacks lead scoring, account-based marketing features, and complex sales cycle management. While you can send B2B emails with Klaviyo, you won't have the sophistication Marketo offers for managing multiple decision-makers and long sales cycles typical in B2B.
    language: en-US
main entity: Which has better email deliverability?
  type: Question
  accepted answer: Answer
    text: Klaviyo delivers superior email deliverability at 98.5-99.2% compared to Marketo's 94-96%. This 4-5% difference is significant at scale; for every 10,000 emails sent, Klaviyo gets approximately 400-500 more emails delivered to inboxes than Marketo.
    language: en-US
main entity: What's the total cost of ownership after setup?
  type: Question
  accepted answer: Answer
    text: Marketo typically costs $1,250-$5,000+ monthly plus 200-400 hours of implementation and ongoing ops management (equivalent to $30,000-$60,000 annually in labor). Klaviyo costs $20-$1,200 monthly depending on list size with minimal setup required, making it 10-30x cheaper for small-to-mid-sized e-commerce businesses.
    language: en-US
main entity: Which platform has better automation workflows?
  type: Question
  accepted answer: Answer
    text: Marketo excels at complex B2B automation with advanced conditional logic, account-level triggers, and multi-step nurture campaigns. Klaviyo's automation is simpler and optimized for e-commerce flows like cart abandonment, post-purchase sequences, and customer lifecycle campaigns. Choose Marketo for complexity; Klaviyo for e-commerce simplicity.
    language: en-US

How to Choose Between Marketo and Klaviyo
type: HowTo
description: Marketo is an enterprise-focused marketing automation platform excelling in complex B2B workflows and account-based marketing, while Klaviyo is a specialized email and SMS marketing platform optimized for e-commerce with superior segmentation and deliverability for online retailers.
language: en-US
total time: PT3M
step: Consider: Primary Use Case
step: Consider: Email Deliverability Rate
step: Consider: Starting Price (Monthly)
step: Consider: Lead Scoring Capabilities
step: Consider: Shopify Integration Quality
step: Consider: Account-Based Marketing Features
step: Consider: E-commerce Revenue Tracking
tool: A Versus B Comparison Guide
tip: HowToTip
  text: Choose Marketo if you're an enterprise managing complex B2B sales cycles, need advanced lead scoring, or require account-based marketing with sophisticated attribution modeling. Choose Klaviyo if you're an e-commerce business seeking affordable, high-deliverability email and SMS marketing with native Shopify integration and real-time revenue tracking.

Consider: Primary Use Case
type: HowToStep
position: 1
text: Primary Use Case: Marketo has Enterprise B2B marketing automation, while Klaviyo has E-commerce email and SMS marketing.

Consider: Email Deliverability Rate
type: HowToStep
position: 2
text: Email Deliverability Rate: Marketo has 94-96%, while Klaviyo has 98.5-99.2%.

Consider: Starting Price (Monthly)
type: HowToStep
position: 3
text: Starting Price (Monthly): Marketo has $1,250, while Klaviyo has $20.

Consider: Lead Scoring Capabilities
type: HowToStep
position: 4
text: Lead Scoring Capabilities: Marketo has Advanced predictive scoring with AI, while Klaviyo has Basic manual and behavioral scoring.

Consider: Shopify Integration Quality
type: HowToStep
position: 5
text: Shopify Integration Quality: Marketo has Limited native integration, while Klaviyo has Native first-class integration.

Consider: Account-Based Marketing Features
type: HowToStep
position: 6
text: Account-Based Marketing Features: Marketo has Comprehensive ABM module with reporting, while Klaviyo has Not designed for ABM.

Consider: E-commerce Revenue Tracking
type: HowToStep
position: 7
text: E-commerce Revenue Tracking: Marketo has Requires manual setup and connectors, while Klaviyo has Native real-time revenue attribution.

claimreview
type: ClaimReview
is accessible for free: true
conditions of access: Free
claim reviewed: Marketo vs Klaviyo
review body: Marketo is an enterprise-focused marketing automation platform excelling in complex B2B workflows and account-based marketing, while Klaviyo is a specialized email and SMS marketing platform optimized for e-commerce with superior segmentation and deliverability for online retailers.
review rating: Rating
  rating: 5
  worst rating: 1
  best rating: 5
  alternate name: Verified Comparison
author: A Versus B
item reviewed: Marketo vs Klaviyo

A/B Testing
type: PropertyValue
value: Marketo: N/A | Klaviyo: Yes, multi-channel A/B testing

Campaign Scheduling
type: PropertyValue
value: Marketo: N/A | Klaviyo: Smart scheduling with AI optimization

Pricing Structure
type: PropertyValue
value: Marketo: N/A | Klaviyo: Active profiles (contacts with behavior)

Free Contact Storage
type: PropertyValue
value: Marketo: N/A | Klaviyo: Limited (plan-dependent)

Email Support Cost
type: PropertyValue
value: Marketo: N/A | Klaviyo: Included (higher plans only)

Segmentation Capability
type: PropertyValue
value: Marketo: N/A | Klaviyo: Advanced behavioral data segmentation

Channels Supported
type: PropertyValue
value: Marketo: N/A | Klaviyo: 3 (Email, SMS, WhatsApp)

AI Features Available
type: PropertyValue
value: Marketo: N/A | Klaviyo: Personalized send time optimization

Customer Data Platform
type: PropertyValue
value: Marketo: N/A | Klaviyo: Built-in CDP as core foundation

Setup Complexity
type: PropertyValue
value: Marketo: N/A | Klaviyo: Steeper learning curve (data-focused)

Platform Rating
type: PropertyValue
value: Marketo: N/A | Klaviyo: 4.7/5

AI-Powered Features
type: PropertyValue
value: Marketo: N/A | Klaviyo: Predictive send-time optimization (Q4 2025), AI-driven personalization

Deliverability Grade
type: PropertyValue
value: Marketo: N/A | Klaviyo: Enterprise-grade, proven at scale with dedicated infrastructure

Automation Capabilities
type: PropertyValue
value: Marketo: N/A | Klaviyo: Unlimited triggered sequences with advanced conditional logic

Typical Onboarding Time
type: PropertyValue
value: Marketo: N/A | Klaviyo: 7-14

Target Business Size
type: PropertyValue
value: Marketo: N/A | Klaviyo: SMB to Enterprise (all Shopify store sizes)

eCommerce Revenue Attribution
type: PropertyValue
value: Marketo: N/A | Klaviyo: $72 per email sent

eCommerce Platform ROI
type: PropertyValue
value: Marketo: N/A | Klaviyo: Industry average 4,200%

Shopify Native Integration Depth
type: PropertyValue
value: Marketo: N/A | Klaviyo: Deep native with purchase-event segmentation

CRM Lead Scoring Capability
type: PropertyValue
value: Marketo: N/A | Klaviyo: Behavioral purchase-event segmentation

Multi-Channel Support
type: PropertyValue
value: Marketo: N/A | Klaviyo: Email and SMS

Primary Geographic Strength
type: PropertyValue
value: Marketo: N/A | Klaviyo: North America eCommerce focus

Starting Monthly Price
type: PropertyValue
value: Marketo: N/A | Klaviyo: $20+ (usage-based)

Channels Supported
type: PropertyValue
value: Marketo: N/A | Klaviyo: Email, SMS, Web Push, Forms

Email Deliverability Rate
type: PropertyValue
value: Marketo: N/A | Klaviyo: 99.2%

API Rate Limit
type: PropertyValue
value: Marketo: N/A | Klaviyo: 10,000

Customer Support Availability
type: PropertyValue
value: Marketo: N/A | Klaviyo: 24/5 email, phone 9-5 EST

Segmentation Capabilities
type: PropertyValue
value: Marketo: N/A | Klaviyo: Behavioral, predictive, e-commerce segments, custom attributes

Mobile App Users
type: PropertyValue
value: Marketo: N/A | Klaviyo: 150,000+ e-commerce merchants

Learning Curve
type: PropertyValue
value: Marketo: N/A | Klaviyo: 1-2 weeks

Entry-Level Monthly Price
type: PropertyValue
value: Marketo: N/A | Klaviyo: $25

Price at 50,000 Contacts
type: PropertyValue
value: Marketo: N/A | Klaviyo: $720

SMS Cost Per Message
type: PropertyValue
value: Marketo: N/A | Klaviyo: $0.01-$0.015

Automation Complexity Level
type: PropertyValue
value: Marketo: N/A | Klaviyo: Advanced multi-channel

Ease of Use Score
type: PropertyValue
value: Marketo: N/A | Klaviyo: 6.5

E-commerce Integration Quality
type: PropertyValue
value: Marketo: N/A | Klaviyo: Native integration with major platforms

Personalization Capabilities
type: PropertyValue
value: Marketo: N/A | Klaviyo: AI-powered with customer data platform

Maximum Subscriber Limit
type: PropertyValue
value: Marketo: N/A | Klaviyo: Unlimited

Starting Price
type: PropertyValue
value: Marketo: N/A | Klaviyo: $20

Email Integrations Count
type: PropertyValue
value: Marketo: N/A | Klaviyo: 400+

SMS Marketing Included
type: PropertyValue
value: Marketo: N/A | Klaviyo: Yes, native SMS

Behavioral Automation Triggers
type: PropertyValue
value: Marketo: N/A | Klaviyo: 200+

Landing Page Builder
type: PropertyValue
value: Marketo: N/A | Klaviyo: No, third-party required

SMS Deliverability Rate
type: PropertyValue
value: Marketo: N/A | Klaviyo: 98%

Starting Monthly Cost
type: PropertyValue
value: Marketo: N/A | Klaviyo: $20-45

Free Email Monthly Limit
type: PropertyValue
value: Marketo: N/A | Klaviyo: None

SMS Capability
type: PropertyValue
value: Marketo: N/A | Klaviyo: Native SMS included

E-commerce Templates Available
type: PropertyValue
value: Marketo: N/A | Klaviyo: 200+ Shopify-optimized

Automation Workflow Complexity
type: PropertyValue
value: Marketo: N/A | Klaviyo: Unlimited with predictive optimization

Open Rate Improvement (avg)
type: PropertyValue
value: Marketo: N/A | Klaviyo: 10-15% with predictive send time

Deliverability Rating
type: PropertyValue
value: Marketo: N/A | Klaviyo: 99.1%

Free Tier Subscriber Limit
type: PropertyValue
value: Marketo: N/A | Klaviyo: None (paid only)

Setup Time (Minutes)
type: PropertyValue
value: Marketo: N/A | Klaviyo: 30-45

Automation Workflows (Free Tier)
type: PropertyValue
value: Marketo: N/A | Klaviyo: 5 active automations

Available Template Library
type: PropertyValue
value: Marketo: N/A | Klaviyo: 150+ with AI generation

SMS Channel Support
type: PropertyValue
value: Marketo: N/A | Klaviyo: Yes (all plans)

SMS Average Revenue Per Message
type: PropertyValue
value: Marketo: N/A | Klaviyo: $0.45

Base Monthly Price
type: PropertyValue
value: Marketo: N/A | Klaviyo: $20 (for 500 contacts)

Email Templates Available
type: PropertyValue
value: Marketo: N/A | Klaviyo: 500+

Average Implementation Time
type: PropertyValue
value: Marketo: N/A | Klaviyo: 1-2 weeks (visual setup)

API Rate Limit (Standard Plan)
type: PropertyValue
value: Marketo: N/A | Klaviyo: 500

Native Mobile App Push Support
type: PropertyValue
value: Marketo: N/A | Klaviyo: Web push only

Maximum Contact Database Size
type: PropertyValue
value: Marketo: N/A | Klaviyo: 100+ million

Starting Price (Monthly)
type: PropertyValue
value: Marketo: N/A | Klaviyo: $20

Mid-Tier Price (5K contacts/subscribers)
type: PropertyValue
value: Marketo: N/A | Klaviyo: $320

Enterprise Price (100K+ contacts/subscribers)
type: PropertyValue
value: Marketo: N/A | Klaviyo: $1,200+

Pre-built Automation Templates
type: PropertyValue
value: Marketo: N/A | Klaviyo: 250+

Free Trial Length
type: PropertyValue
value: Marketo: N/A | Klaviyo: 21 days

CRM Deal Pipeline Features
type: PropertyValue
value: Marketo: N/A | Klaviyo: Basic customer profiles only

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Marketo — Wikipedia
type: CreativeWork

Klaviyo — Wikipedia
type: CreativeWork

Compare Marketo vs Klaviyo
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object: Marketo
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AI-Powered Features
type: PropertyValue
value reference: Features

Deliverability Grade
type: PropertyValue
value reference: Email Deliverability

Automation Capabilities
type: PropertyValue
value reference: Features

Typical Onboarding Time
type: PropertyValue
value reference: Developer Experience

Target Business Size
type: PropertyValue
value reference: Market Positioning

eCommerce Revenue Attribution
type: PropertyValue
value reference: Revenue Performance

eCommerce Platform ROI
type: PropertyValue
value reference: Revenue Performance

Shopify Native Integration Depth
type: PropertyValue
value reference: Integration

CRM Lead Scoring Capability
type: PropertyValue
value reference: CRM Features

Multi-Channel Support
type: PropertyValue
value reference: Features

Primary Geographic Strength
type: PropertyValue
value reference: Market Position

Starting Monthly Price
type: PropertyValue
value reference: Pricing

Channels Supported
type: PropertyValue
value reference: Features

Email Deliverability Rate
type: PropertyValue
value reference: Performance

API Rate Limit
type: PropertyValue
value reference: Developer

Customer Support Availability
type: PropertyValue
value reference: Support

Segmentation Capabilities
type: PropertyValue
value reference: Features

Mobile App Users
type: PropertyValue
value reference: Customers

Learning Curve
type: PropertyValue
value reference: Usability

Entry-Level Monthly Price
type: PropertyValue
value reference: Pricing

Price at 50,000 Contacts
type: PropertyValue
value reference: Pricing

SMS Cost Per Message
type: PropertyValue
value reference: Pricing & Limits

Automation Complexity Level
type: PropertyValue
value reference: Features

Ease of Use Score
type: PropertyValue
value reference: User Experience

E-commerce Integration Quality
type: PropertyValue
value reference: Features

Personalization Capabilities
type: PropertyValue
value reference: Features

Maximum Subscriber Limit
type: PropertyValue
value reference: Scalability

Starting Price
type: PropertyValue
value reference: Pricing

Email Integrations Count
type: PropertyValue
value reference: Features

SMS Marketing Included
type: PropertyValue
value reference: Features

Behavioral Automation Triggers
type: PropertyValue
value reference: Automation

Landing Page Builder
type: PropertyValue
value reference: Features

SMS Deliverability Rate
type: PropertyValue
value reference: Performance

Starting Monthly Cost
type: PropertyValue
value reference: Pricing

Free Email Monthly Limit
type: PropertyValue
value reference: Pricing

SMS Capability
type: PropertyValue
value reference: Features

E-commerce Templates Available
type: PropertyValue
value reference: Features

Automation Workflow Complexity
type: PropertyValue
value reference: Features

Open Rate Improvement (avg)
type: PropertyValue
value reference: Performance

Deliverability Rating
type: PropertyValue
value reference: Performance

Free Tier Subscriber Limit
type: PropertyValue
value reference: Pricing

Setup Time (Minutes)
type: PropertyValue
value reference: Ease of Use

Automation Workflows (Free Tier)
type: PropertyValue
value reference: Features

Available Template Library
type: PropertyValue
value reference: Features

SMS Channel Support
type: PropertyValue
value reference: Features

SMS Average Revenue Per Message
type: PropertyValue
value reference: Revenue

Base Monthly Price
type: PropertyValue
value reference: Pricing

Email Templates Available
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Average Implementation Time
type: PropertyValue
value reference: Deployment

API Rate Limit (Standard Plan)
type: PropertyValue
value reference: Performance

Native Mobile App Push Support
type: PropertyValue
value reference: Features

Maximum Contact Database Size
type: PropertyValue
value reference: Scalability

Starting Price (Monthly)
type: PropertyValue
value reference: Pricing

Mid-Tier Price (5K contacts/subscribers)
type: PropertyValue
value reference: Pricing

Enterprise Price (100K+ contacts/subscribers)
type: PropertyValue
value reference: Pricing

Pre-built Automation Templates
type: PropertyValue
value reference: Automation

Free Trial Length
type: PropertyValue
value reference: Pricing

CRM Deal Pipeline Features
type: PropertyValue
value reference: Features