The Marketo pricing section is effective for several reasons:
- Clear Hierarchy and Visual Appeal:
- Tiered Structure: Four distinct tiers (SELECT, PRIME, ULTIMATE, ENTERPRISE) are clearly displayed with visual separation.
- Targeting: Each tier has a clear target audience stated (e.g., “Great for Growth Marketers,” “Great for Progressive Marketers”).
- Call to Action: “Contact Sales” and “Request Information” buttons are clearly visible and encourage user engagement.
- Layout: The layout is clean, organized, and easy to scan.
- Value-Based Differentiation:
- Feature Comparison: The features listed for each tier highlight the added value as you move up the tiers.
- Targeting: The descriptions explicitly target different customer segments (growth marketers, progressive marketers, advanced marketers, globally distributed teams).
- Transparent Pricing:
- Database Size: The pricing model is transparent – “Pricing Based on Database Size” is clearly stated for each tier.
- Contact Sales: The “Contact Sales” CTA encourages users to get a personalized quote based on their specific needs.
- Addressing Different User Needs:
- Tier Names: The names (SELECT, PRIME, ULTIMATE, ENTERPRISE) suggest different levels of service and functionality.
- Target Audience Descriptions: The descriptions explicitly target different customer segments.
- Feature Set: The features offered in each tier cater to different needs and budgets.
- Strategic Use of Information:
- Call to Action: The prominent CTAs drive conversions.
- Highlighting Key Features: The listed features focus on the most important aspects of each tier.
- Concise Messaging: The descriptions and feature lists are brief and to the point.
- Focus on Benefits: The messaging focuses on the value users will receive.
