5 ways to reduce your Marketo licence fee

Marketo Engage Services
Adam Kemlo
Lead Consultant - EMEA & APAC


Pandemics and crises aren’t the only reasons we hear the same question time and time again — “How can we reduce our Marketo licence fee?”.

The main reason is either your marketing leadership, or your business don’t see value in the power of the automation platform. That could be for many reasons — lack of adoption, appetite, or even just technical limitations.

Here are 5 simple ways that you can reduce your licence fee:

1. Review what you’ve purchased

If you want to reduce your license fee, examining the features that you are and aren’t using is key whilst also considering what your marketing plans for the future and the tools that you will need.

The easiest way to achieve this is by creating a roadmap of your marketing plans for the next 12 – 24 months like the example below:

For example achieving sales and marketing alignment, enhancing your lead scoring model or introducing an ABM model in to your marketing mix.

To find out more how our team of experts can help to map out your automation roadmap for the future click here.

2. Audit your data hygiene and make an action plan

Before entering negotiations it is most important to clean up your data by verifying all email addresses, removing unnecessary hard bounce records, and most crucially, removing any historic unsubscribe data which is gathering dust in your instance.

Data hygiene is key to not only optimise your database but also leads to improved deliverability to your customers and improved campaign performance

3. Take a training course

There are numerous courses out there, and whilst the current COVID-19 pandemic seems like downtime for some, it is a great chance to get everyone up to speed with the basics of Marketo, or starting to leap into the intermediate and advanced features!

Here at JTF Marketing we have recently launched our own Marketo focused online courses which are ideal to help in standardising knowledge across your team and onboarding new team members with trainee assignments reviewed by our Marketo Engage Certified Experts.

4. Deduplicate your Marketo database

Even if you’re confident you’ve got your Marketo database in pretty good condition, it’s always worth a third party view, but one challenge that can’t be automated using Marketo is duplicate leads.

The impact of duplicates on your enterprise data is not only due to human error but also list imports from marketing activities, and increasingly poor CRM maintenance or back end system integrations.

We helped Shipserv to reduce their overall database size by 52% by using our custom dedupe tool Aromerge, giving them an always on solution, improving their single customer view and full analytics view of their data hygiene.

5. Establish a custom sync rule

This is a more advanced configuration of Marketo, but working with a certified professional can help you establish a custom sync rule which can dramatically reduce your database size by only allowing verified email addresses pass through to your Marketo instance from your CRM.

Why do it?

The end result will be contacts that you can market to which are fully verified driving both engagement and deliverability rates up and your database size down. Don’t forget you pay per contact!

Want more tips on how to reduce your Marketo costs?

If you feel that you could use some further help or have any questions about any of the above, then fill in the form below and one of our team will be happy to help.