Overview

Marketo and Klaviyo serve fundamentally different business models. Marketo is enterprise B2B marketing automation with lead scoring, ABM, and Salesforce integration. Klaviyo is e-commerce email with product recommendations, abandoned cart flows, and Shopify integration. For our take on each, see our Marketo comparison and Klaviyo comparison.

Different Worlds

This comparison exists because people search for it, but these platforms rarely compete. Marketo serves B2B companies selling $10K-500K deals through sales teams over months-long cycles. Klaviyo serves DTC brands selling $20-200 products through online stores. The overlap is minimal.

When Marketo Fits

If your business runs on Salesforce, has a sales team, and needs to attribute revenue across dozens of marketing touchpoints over a 6-month sales cycle, Marketo was built for you. It's expensive, complex, and powerful — exactly what enterprise B2B marketing requires.

When Klaviyo Fits

If you run a Shopify store, need abandoned cart emails, want AI product recommendations in every email, and measure success by revenue per email, Klaviyo was built for you. It's the undisputed leader in e-commerce email at a reasonable price.

The Sequenzy Alternative

For SaaS founders who sell software subscriptions (not B2B enterprise deals or physical products), Sequenzy combines transactional email and marketing campaigns with native Stripe integration. Purpose-built for subscription businesses at $49/month.