Marketo is enterprise-shaped
Marketo (now Adobe Marketo Engage) is purpose-built for enterprise B2B: multi-touch nurture programs, lead scoring depth, ABM workflows, Adobe Experience Cloud integration. For a 250-marketer org running multi-region B2B campaigns it's a real moat. For a 10-marketer SMB, the same product is a 6-month implementation project, a $1,250+/month license, and a dedicated marketing ops admin to keep it running.
Wysera is SMB-shaped. PostWyse for content drafting, AI visibility tracking, and 11 marketing agents that ship ready. OpsWyse for the CRM and lifecycle email side. $299/month for 10 seats. Same job at SMB scale, none of the implementation overhead.
What Wysera doesn't try to be
We won't pretend to match Marketo's enterprise depth. Multi-touch programs with 12 branches and predictive scoring on 500k contact databases are real workflows Marketo runs well. Wysera ships opinionated agentic surfaces that cover the 80% of marketing jobs SMBs and mid-market teams actually need: draft content, score it, publish, watch AI visibility, send lifecycle email tied to CRM events.
When the downshift makes sense
Companies running Marketo who are downshifting to SMB scale (post-restructure, post-acquisition divestiture, or simply realizing the contract is bigger than the team) are the cleanest Wysera adopters. They've lived with enterprise marketing automation and know exactly what they need (and don't). Most save 90% on license cost and lose the implementation overhead.