ServiceTitan Marketing Pro: Is It Enough?

ServiceTitan dominates the home service CRM market. Over 100,000 contractors use it to manage scheduling, dispatching, invoicing, and customer records. For mid-size and larger shops, it’s often the operational backbone of the business.

Marketing Pro is ServiceTitan’s add-on module for marketing automation and attribution. The pitch: see which marketing channels drive revenue, automate customer outreach, and manage campaigns without leaving the platform you already use.

The question contractors ask: is it worth the extra cost, or should you use dedicated marketing tools that do each job better?

What you get with Marketing Pro

Marketing Pro bundles several features that ServiceTitan’s core platform lacks. The main components are call tracking, revenue attribution, email marketing, direct mail, and reputation management.

Call tracking assigns unique phone numbers to each marketing source. When a customer calls the number from your Google Ads, that call gets attributed to Google Ads. When they call the number from your truck wrap, that gets attributed to truck wrap. The system records calls, transcribes them, and ties them back to customer records.

ServiceTitan claims you can track ROI down to the penny by connecting ad spend to booked revenue. In practice, the accuracy depends on how consistently your team tags jobs and how clean your data stays.

Revenue attribution connects the dots. When a customer calls, books a job, and pays, Marketing Pro tracks the full journey from marketing source to invoice. You can see that Google Ads generated $47,000 in revenue last month while Facebook generated $12,000.

Email marketing lets you send campaigns from within ServiceTitan. You can target customer segments (past customers who haven’t booked in 12 months, maintenance agreement holders, customers with aging equipment) and send automated drip sequences.

Direct mail integration connects to PostcardMania and other print vendors. You can trigger postcard sends based on customer segments or job completions, though the design tools are limited compared to working directly with a print shop.

Reputation management automates review requests. After job completion, customers receive SMS or email asking for a Google review. The system tracks review velocity and star ratings over time.

What works well

Call tracking and attribution are Marketing Pro’s strongest features. Most contractors have no idea which marketing channels actually produce revenue. They spend $3,000/month on Google Ads, $1,500 on SEO, $800 on Angi, and $400 on social media, and they know leads are coming in, but they don’t know which spend is profitable.

Marketing Pro solves this. When attribution data is clean, you can make decisions with confidence. Kill the channel that costs $200 per lead when another channel delivers leads at $80. Double down on what works.

The call recording feature is valuable beyond attribution. You can listen to how your CSRs handle calls, identify training opportunities, and catch missed booking chances. Some shops assign managers to review calls weekly.

Integration with the rest of ServiceTitan is seamless. Customer records, job history, and revenue all live in one system. When you send an email campaign, you’re targeting based on actual service history, not a separate email list you have to sync.

For shops already running on ServiceTitan, adding Marketing Pro keeps the data consolidated. You’re not juggling login credentials for five different platforms or worrying about whether your email tool synced with your CRM.

Where it falls short

Email capabilities are basic compared to dedicated tools. Mailchimp, Klaviyo, and ActiveCampaign offer more sophisticated automation, better template builders, and stronger deliverability. Marketing Pro’s email editor feels dated. The automation triggers are limited.

If email is a major channel for your business, you’ll hit the ceiling quickly. Contractors doing serious email marketing typically outgrow Marketing Pro’s capabilities within a year.

Direct mail lacks flexibility. The integration with PostcardMania works, but you’re limited to their templates and pricing. Working directly with a local print shop or a dedicated direct mail service often gives you better design options, faster turnaround, and sometimes lower costs.

The neighbor marketing capabilities are particularly limited. You can’t easily target homes within a radius of completed jobs or create the highly localized campaigns that drive referrals.

Reputation management is functional but minimal. The automated review request is the core feature. Beyond that, you’re not getting the sentiment analysis, competitor monitoring, or multi-platform management that dedicated reputation tools provide.

Many contractors use Marketing Pro for review automation and supplement it with a tool like Podium or Birdeye for deeper reputation management.

Cost adds up quickly. Marketing Pro pricing varies by contract size and negotiation, but most shops pay $400-800 per month on top of their base ServiceTitan subscription. For a contractor already spending $800-1,500/month on ServiceTitan, adding another $600/month is a significant commitment.

You could assemble equivalent functionality with CallRail ($45-145/month), Mailchimp ($20-350/month), and a review automation tool ($100-300/month). The total might be similar or lower, depending on your setup, though you lose the integration benefits.

The visibility gap

Here’s what Marketing Pro doesn’t solve: you can track which channels bring leads, but you can’t see the traffic that never converts.

ServiceTitan’s website tracking pixel identifies when known customers visit your site. But the vast majority of your website visitors aren’t in your database yet. They’re new prospects comparing options.

96% of home service website traffic leaves without filling out a form or making a call. Marketing Pro can tell you which marketing source brought them to your site. But when they leave without converting, they’re invisible.

This is the gap that visitor identification fills. Knowing that 500 people visited your water heater page tells you something. Knowing exactly which homeowners visited and how to reach them changes what you can do about it.

Marketing Pro’s attribution is backward-looking: which channels produced revenue from customers who converted. Visitor identification is forward-looking: which prospects showed intent but haven’t converted yet.

Who should use Marketing Pro

Marketing Pro makes sense if:

You’re already committed to ServiceTitan and want consolidated data in one platform. Managing fewer tools has real value. Fewer logins, fewer integrations to maintain, fewer places where data can break.

You need basic attribution and don’t have any call tracking or revenue attribution today. Going from zero visibility to Marketing Pro’s attribution is a major improvement, even if specialized tools could do it better.

Your team is at capacity and can’t manage multiple marketing platforms. The all-in-one approach means one system to learn, one vendor to call for support, one dashboard to check.

Marketing Pro is harder to justify if:

You already have strong attribution through CallRail, WhatConverts, or similar tools. Switching to Marketing Pro doesn’t add much if your existing setup works.

Email marketing is a major channel for your business. The limitations will frustrate you, and you’ll end up running a separate email platform anyway.

You’re a smaller shop where the cost doesn’t pencil. A solo operator or 2-truck shop might spend $7,200/year on Marketing Pro when simpler alternatives would cost half that.

The honest assessment

Marketing Pro does several things adequately rather than any one thing exceptionally. For shops that value simplicity and integration, that trade-off makes sense. For shops that want best-in-class tools in each category, it doesn’t.

The call tracking and attribution capabilities genuinely help contractors make better marketing decisions. Knowing which spend produces revenue is foundational to improving your marketing over time. Most contractors dramatically over-invest in channels that don’t perform and under-invest in channels that do.

The email and direct mail features work for basic use cases but won’t satisfy contractors who want sophisticated automation or creative control. Reputation management handles the basics but lacks depth.

Think of Marketing Pro as a Swiss Army knife. It does many things in one package. But if you need a serious blade, you buy a dedicated knife.

Making the decision

Before committing to Marketing Pro, ask your ServiceTitan rep for a trial period. Actually use the features. Build attribution reports. Send email campaigns. Request reviews through the system.

Talk to other contractors using it, ideally ones similar in size and service mix. ServiceTitan’s case studies highlight success stories. Peer conversations reveal the friction points.

Calculate the total cost of Marketing Pro versus assembling separate tools. Include the time cost of managing multiple platforms and the integration risks of data not syncing properly.

The right answer depends on how you value simplicity versus capability. Marketing Pro buys you convenience at the cost of some functionality. Dedicated tools buy you power at the cost of complexity.

Key Takeaways