Klaviyo vs Marketo
A detailed, side-by-side comparison of Klaviyo and Marketo. We compare features, pricing, ease of use, and value for money to help you make the right choice in 2026.
Reviewed by the Ikaroa team · Last updated: March 2026
Quick Verdict
Klaviyo edges ahead overall with a rating of 4.5/5. However, Marketo (4.1/5) may be the better fit if you prioritise Large B2B enterprises wanting comprehensive marketing automation with revenue attribution. Read on for the full breakdown.
Klaviyo vs Marketo at a Glance
Klaviyo
★ 4.5Klaviyo is the email and SMS marketing platform of choice for e-commerce businesses. Deeply integrated with Shopify, WooCommerce, and other e-commerce platforms, it uses customer data to power highly personalised email and SMS campaigns that drive revenue. Known for its powerful segmentation, predictive analytics, and revenue attribution.
Starting from: £0/month
Best for: E-commerce businesses wanting data-driven email and SMS marketing
Read full review →Marketo
★ 4.1Marketo Engage (by Adobe) is an enterprise-grade marketing automation platform designed for large B2B organisations. It offers lead management, email marketing, revenue attribution, account-based marketing, and advanced analytics. Known for its depth of functionality and scalability for complex marketing operations.
Starting from: Custom (from ~£800/month)
Best for: Large B2B enterprises wanting comprehensive marketing automation with revenue attribution
Read full review →Klaviyo vs Marketo Feature Comparison
Here is how Klaviyo and Marketo compare across the features that matter most. We have tested both platforms extensively across client implementations.
| Feature | Klaviyo | Marketo |
|---|---|---|
| Free Plan Available | Yes | No |
| Starting Price | £0/month | Custom (from ~£800/month) |
| Best For | E-commerce businesses wanting data-driven email and SMS marketing | Large B2B enterprises wanting comprehensive marketing automation with revenue attribution |
| Our Rating | 4.5/5 | 4.1/5 |
| Mobile App | Limited | Limited |
| Email Marketing | No | Yes |
| Automation | Yes | Limited |
| Reporting | Basic | Basic |
| Integrations | Limited | Limited |
| API Access | Limited | Limited |
| Ikaroa Exclusive Discount | N/A | N/A |
Klaviyo vs Marketo Pricing
Pricing is often the deciding factor. Here is a full breakdown of what each platform charges at every tier:
Klaviyo Pricing
Free
£0/month
- ✓250 contacts
- ✓500 email sends
- ✓150 SMS credits
- ✓Core features
£16/month
- ✓500 contacts
- ✓5,000 emails
- ✓A/B testing
- ✓Automation flows
Email & SMS
£52/month
- ✓500 contacts
- ✓5,000 emails
- ✓1,250 SMS credits
- ✓Automated SMS flows
Marketo Pricing
Growth
Custom (from ~£800/month)
- ✓Email marketing
- ✓Landing pages
- ✓Forms
- ✓Lead management
Select
Custom (from ~£1,800/month)
- ✓Everything in Growth
- ✓A/B testing
- ✓Advanced analytics
- ✓Social marketing
Prime
Custom (from ~£3,200/month)
- ✓Everything in Select
- ✓Revenue attribution
- ✓AI personalisation
- ✓Predictive content
Ultimate
Custom
- ✓Everything in Prime
- ✓Premium support
- ✓Custom sandboxes
- ✓Advanced APIs
Not sure which to pick?
Our team has implemented both Klaviyo and Marketo for clients. We can help you decide based on your specific needs.
Klaviyo Pros and Cons
✓Pros
- •Best-in-class e-commerce integrations
- •Powerful predictive analytics and segmentation
- •Excellent revenue attribution reporting
- •Deep Shopify integration
- •Strong template library for e-commerce
✗Cons
- •Expensive as contact list grows
- •Steep learning curve for beginners
- •Overkill for non-e-commerce businesses
- •Free plan is very limited
- •SMS pricing can add up quickly
Marketo Pros and Cons
✓Pros
- •Enterprise-grade scalability and reliability
- •Excellent lead scoring and nurturing
- •Strong revenue attribution
- •Deep Salesforce integration
- •Account-based marketing capabilities
✗Cons
- •Very expensive (enterprise pricing)
- •Complex setup and implementation
- •Steep learning curve
- •Requires dedicated admin/team
- •Integration outside Adobe ecosystem can be challenging
Our Verdict: Klaviyo vs Marketo
Both Klaviyo and Marketo are solid options, but they serve different needs. Having implemented both for multiple clients, here is our recommendation:
Choose Klaviyo if you need E-commerce businesses wanting data-driven email and SMS marketing. With a starting price of £0/month and a rating of 4.5/5, it offers best-in-class e-commerce integrations.
Choose Marketo if you need Large B2B enterprises wanting comprehensive marketing automation with revenue attribution. Starting at Custom (from ~£800/month) with a 4.1/5 rating, it excels at enterprise-grade scalability and reliability.
Still not sure? Talk to the Ikaroa team. We have helped hundreds of businesses make this exact decision, and we are happy to point you in the right direction.
🎁 Get either product at a discount through Ikaroa Partners
Consider Open Doors Instead
Why choose between Klaviyo and Marketo? Open Doors gives you the best features of both in one platform, for less. It is an all-in-one CRM with email marketing, SMS, funnels, booking, invoicing, automation, and more, starting at just £97/month with unlimited contacts.
Need implementation help?
Ikaroa can set up Klaviyo or Marketo for your business, migrate your data, and train your team. We have done it dozens of times.
Free consultation. No obligation.