open marketing automation platform

Acquia Campaign Studio vs. Marketo: Why We're Kicking Marketo to the Curb

The success of any brand today depends on putting customer experience first. You can have the shiniest, most robust martech stack on the market, but if it can’t adapt to what your customers demand, then it’s inherently flawed and obsolete. When Acquia acquired Acquia Campaign Studio (previously Mautic), the world’s only open marketing cloud, last year we believed that the world needed to move beyond closed, legacy marketing solutions like Marketo due to their inability to adapt. Acquia has now moved our marketing automation and campaigns from Marketo to Campaign Studio because we did not want to be limited by marketing tools that weren’t open to changing with the pace of digital innovation or burdened with unnecessary costs and complexity. We saw that our customers’ needs had moved forward and we couldn’t afford to fall behind. By choosing Acquia Campaign Studio over Marketo, we no longer let the solution shape the experience; we let the experience and the desires of our customers shape the solution. 

Freedom to Innovate

Acquia’s philosophy is built on openness, flexibility and freedom. As a closed solution, Marketo can never match the integration potential of an open solution like Campaign Studio. While Marketo promises a wide variety of integration capabilities, it still limited our ability to integrate with other systems beyond their digital ecosystem and didn’t offer the choice to pursue other systems or build our own versions when the existing capabilities didn’t suit our needs. 

Rather than be confined to the possibilities of a single vendor, we wanted a technology that could be customized to the preferences of our customers. Campaign Studio is built upon an open source project and has continued to be supported by a global community of contributors. Therefore, its direction isn’t informed by self-interest. Acquia Campaign Studio evolves to suit the needs of the people who use it. The solution’s API-first architecture supports hundreds of native plug-ins that are fully tested and supported by Acquia. With Campaign Studio our marketing team had the option to control our own destiny as we can connect both to existing systems that are already supported or quickly build new integrations to new systems or services.  

We were also excited that by switching to Campaign Studio we had the opportunity to give back what we’ve built at Acquia to help the community and our potential customers in their own efforts. We’ll soon be rolling out new custom extensions and plug-ins designed specifically to let users connect even more capabilities to their martech stack, including plug-ins with Zoom, BrightTalk and Drift. 

More Channels and More Opportunities 

One of the biggest frustrations we felt with Marketo’s marketing automation was that it couldn’t adapt to a world beyond email. Today, almost every customer interaction is multi-faceted and dispersed across many channels from mobile to voice to IoT assistants. Marketo still only includes email in its communications offering. With Campaign Studio, we will be able to reach our customers and prospects wherever they are to build relationships through multichannel communications, including email, direct social messages, SMS and web notifications. By knowing we can reach our customers where they are, we won’t let the opportunity to build that potential relationship get blocked by a single-channel silo.   

In addition, our marketing operations team felt stifled by Marketo’s more disjointed automated campaign features. There was no option for records to flow through an automated series of events or communications from system to system. The inability to show how a customer journey progresses from point to point led us to hit a frustrating “brick wall” when it came to getting insights from our data and understanding our customers. 

Acquia Campaign Studio cleared away those hurdles. The Campaign Builder in Campaign Studio is much easier and intuitive to use because the layout mimics the actual customer journey. Previously, our team had used Marketo’s Smart Lists to perform a similar function, but the static boxes were harder to comprehend and weren’t representative of the actual action being created. Acquia Campaign Studio helps us better understand exactly what our customers are seeing by matching the customer view to the user view so that we can offer more personalized, authentic experiences. 

Enterprise-Ready Support Without Cost and Complexity 

When people claim that Campaign Studio is not as suited to large enterprise companies as Marketo, they are mistaking simplicity for a lack of ability. As a global, B2B technology company, Acquia found that Campaign Studio offered both the ease-of-use and resiliency we needed. The reason it took us many months to complete the migration was that Marketo’s extreme complexity hindered our ability to be agile and quick to change. Despite an extensive background in marketing technology, our team needed to enlist the help of an external “Marketo specialist” to understand all of their product-specific language and functions. 

Going forward with Campaign Studio, we’re confident that it will be easier for our digital marketers to do what they need to do quickly as well as share the data they gather with other teams and departments. Acquia Campaign Studio speaks the language of people, not of products; its intuitive and visual tools don’t require spending extra time and resources studying the terms and reasons behind why things work the way that they do. Now as we grow and expand our organization, there won’t be such a steep learning curve. By saving countless time onboarding employees to the tools and processes they need to perform their jobs well, they can start making an impact sooner and generating real value for the business. Plus, when migrating off Marketo to Campaign Studio, we were able to simplify our existing number of forms from nearly 500 down to 20 because Campaign Studio is so agile. This will make creating and finding the right forms for future content much more efficient and manageable as well as give us a much clearer view of our existing database. 

Acquia Campaign Studio also does not bundle increased complexity with increased cost. While both Campaign Studio and Marketo base their pricing model on the size of an organization’s contact database, Campaign Studio has a dramatically lower price tag for businesses with more than a million contacts. Campaign Studio won’t nickel-and-dime customers with extra charges for more user seats, advanced training, more API calls, additional storage, multiple domains, or multiple Campaign Studio instances, whereas Marketo adds cost for these features and caps the number of API calls and seats at a certain level. Now we can extend and scale our efforts and reach more customers without consequence.  
Overall, Acquia believes that as part of our open marketing cloud, Acquia Campaign Studio offers a significant advantage to our future growth. We’re excited to break free from closed marketing clouds like Marketo that slowed us down and embrace the experiences our customers want with open arms.

To see our full journey from Marketo to Acquia Campaign Studio, get our e-book: Migrating From Marketo to Acquia Campaign Studio: A Guide.

Lynne Capozzi

Lynne Capozzi

CHIEF MARKETING OFFICER Acquia, Inc.

As Acquia’s chief marketing officer, Lynne Capozzi oversees all global marketing functions including digital marketing, demand generation, operations, regional and field marketing, customer and partner marketing, events, vertical strategy, analyst relations, content and corporate communications.

Lynne is one of Acquia’s boomerang stories, first serving as Acquia CMO in 2009. Lynne left Acquia in 2011 to pursue her nonprofit work full-time. She returned to Acquia in late 2016 to lead the marketing organization into its next stage of growth.

Prior to her experience at Acquia, Lynne has held various marketing leadership roles in the technology space. She served as CMO at JackBe, an enterprise mashup software company for real-time intelligence applications that was acquired by Software AG, before that Lynne was CMO at Systinet, which was acquired by Mercury Interactive. Prior to that, Lynne was a VP at Lotus Development, which was later acquired by IBM.

Outside of her work at Acquia, Lynne is on the board of directors at the Boston Children’s Hospital Trust and runs a nonprofit through the hospital.