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Adobe Marketo Engage

Adobe Marketo Engage

Overview

What is Adobe Marketo Engage?

Adobe Marketo Engage (acquired by Adobe in 2018) is a marketing automation platform whose basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex…

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Recent Reviews
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Awards

Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Popular Features

View all 26 features
  • Lead nurturing automation (922)
    8.8
    88%
  • List management (944)
    8.8
    88%
  • Email deliverability reporting (947)
    8.1
    81%
  • Standard reports (929)
    7.8
    78%

Reviewer Pros & Cons

View all pros & cons

Video Reviews

4 videos

Adobe Marketo Engage Review | Tracking and Managing Leads
04:05
Adobe Marketo Engage Review | The Power of Marketo Sales Insights
05:33
Nurture Leads for Demand Generation | Adobe Marketo Engage User Review
04:09
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Pricing

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N/A
Unavailable

What is Adobe Marketo Engage?

Adobe Marketo Engage (acquired by Adobe in 2018) is a marketing automation platform whose basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex sales cycles.

Entry-level set up fee?

  • Setup fee optional
    Optional
For the latest information on pricing, visithttps://business.adobe.com/products/mar…

Offerings

  • Free Trial
  • Free/Freemium Version
  • Premium Consulting/Integration Services

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Marketing Cloud is an AI-powered, cloud-based digital marketing platform within the Salesforce Customer 360 ecosystem. Marketers can segment their audience, deliver personalized messages, track campaign performance, engage leads and accounts, and optimize strategies based on real-time insights.

What is OutboundEngine?

OutboundEngine provides a hands-off way for small business owners to market and grow their business. The product aims to provide small businesses with what big companies have achieved with marketing automation. The service aims to help users keep in touch with clients and prospects with…

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Features

Email & Online Marketing

Using software to manage lists, send emails, automate email campaigns, and track results.

8.1
Avg 7.8

Lead Management

The process of tracking and managing prospective customers from lead generation to conversion.

8.7
Avg 7.7

Campaign Management

Users can schedule campaigns and/or events with reminders, announcements, etc.

7.9
Avg 7.6

Social Media Marketing

Using social media networks to help amplify marketing endeavors.

7.4
Avg 7.5

Reporting & Analytics

Users can report on and analyze usage, performance, ROI, and/or other metrics of success.

7.5
Avg 7.5

Platform & Infrastructure

Features related to platform-wide settings and structure, such as permissions, languages, integrations, customizations, etc.

8.5
Avg 7.6
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Product Details

What is Adobe Marketo Engage?

Adobe Marketo Engage, from Adobe since 2018, aims to help marketing teams drive demand and growth in their companies by delivering exceptional experiences in concert with sales at every stage of the customer journey.

The challenge these teams face is that everyone today expects a personalized experience whenever they interact with a company - they don’t have patience for generic marketing and the last thing they want is a cold call from sales. So to stay competitive, marketing teams are scrambling to understand customers better, so they can give them a better experience, because this is disrupting entire industries. And a big part of what’s needed is figuring out how marketing and sales can do a better job together.

Adobe Marketo Engage aims to redefine Marketing Automation by helping these companies bring together the customer data, content, automation and analytics needed for marketing and sales to coordinate engagement with customers that’s personalized and measurable at every touchpoint - and do it with efficiency and scale.

Adobe Marketo Engage Features

Email & Online Marketing Features

  • Supported: WYSIWYG email editor
  • Supported: Dynamic content
  • Supported: Ability to test dynamic content
  • Supported: Landing pages
  • Supported: A/B testing
  • Supported: Mobile optimization
  • Supported: Email deliverability reporting
  • Supported: List management
  • Supported: Triggered drip sequences

Lead Management Features

  • Supported: Lead nurturing automation
  • Supported: Lead scoring and grading
  • Supported: Data quality management
  • Supported: Automated sales alerts and tasks

Campaign Management Features

  • Supported: Calendaring
  • Supported: Event/webinar marketing

Social Media Marketing Features

  • Supported: Social sharing and campaigns

Reporting & Analytics Features

  • Supported: Dashboards
  • Supported: Standard reports
  • Supported: Custom reports

Platform & Infrastructure Features

  • Supported: API
  • Supported: Role-based workflow & approvals
  • Supported: Customizability
  • Supported: Integration with Salesforce.com
  • Supported: Integration with Microsoft Dynamics CRM
  • Supported: Integration with SugarCRM

Adobe Marketo Engage Screenshots

Screenshot of Marketo Lead Scoring - Marketo dynamically scores leads in real-time and can trigger a timely sales call based on website or other activity. Lead scores are integrated with a connected CRM.Screenshot of Marketo Moments - A mobile app designed to deliver timely, actionable insights.Screenshot of Simple or advanced workflows, built using drag-and-dropScreenshot of Lead nurturing can be performed without having to be a programmerScreenshot of Visualizations - display the revenue influence of each program and channelScreenshot of Marketo Sales Insight, which filters out the noiseScreenshot of All areas of the platform can be accessed in one placeScreenshot of Automated field mapping which begins after entering login credentials

Adobe Marketo Engage Video

Engagement Platform: Marketing Automation

Adobe Marketo Engage Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationApple iOS

Frequently Asked Questions

Adobe Marketo Engage (acquired by Adobe in 2018) is a marketing automation platform whose basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex sales cycles.

Oracle Marketing, HubSpot Marketing Hub, and Salesforce Marketing Cloud are common alternatives for Adobe Marketo Engage.

Reviewers rate Integration with Salesforce.com highest, with a score of 9.1.

The most common users of Adobe Marketo Engage are from Mid-sized Companies (51-1,000 employees).
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Comparisons

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Reviews and Ratings

(2606)

Attribute Ratings

Reviews

(1-5 of 5)
Companies can't remove reviews or game the system. Here's why
Kristina Schroffel | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
I use Marketo for our global company and across the organization. It solves CRM business requirements as well as personalization. We manage a lean marketing team and run campaigns using Marketo on a global scale. We can fully grow within the Marketo system and continue to segment and personalize and scale.
  • Trigger campaigns
  • Personalized content
  • Metrics and analytics
  • Salesforce integration
  • API integrations
  • Custom campaign development
  • Design Studio
  • Lead Database
  • Community
  • Form CSS - make it easier for everyone to modify
  • Landing page guided templates
  • More flexibility for email editor
  • More design options for customization
  • More Salesforce sync customization/visibility
Full-scale business and marketing applications and setting up channels to measure marketing activities. I think Marketo is a great ecosystem addition that can be integrated with different platforms. For example, Slack integrations, Zapier integrations, CRM Salesforce, RTP, ABM, and MPI new features and email deliver-ability options all are available and ready to implement.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We are trying to drive revenue and acquire and convert leads. Marketo also helps us determine ROI from events and different campaigns.
Email & Online Marketing (9)
87.77777777777779%
8.8
WYSIWYG email editor
60%
6.0
Dynamic content
90%
9.0
Ability to test dynamic content
100%
10.0
Landing pages
100%
10.0
A/B testing
80%
8.0
Mobile optimization
90%
9.0
Email deliverability reporting
70%
7.0
List management
100%
10.0
Triggered drip sequences
100%
10.0
Lead Management (4)
100%
10.0
Lead nurturing automation
100%
10.0
Lead scoring and grading
100%
10.0
Data quality management
100%
10.0
Automated sales alerts and tasks
100%
10.0
Campaign Management (2)
95%
9.5
Calendaring
90%
9.0
Event/webinar marketing
100%
10.0
Social Media Marketing (2)
100%
10.0
Social sharing and campaigns
100%
10.0
Social profile integration
100%
10.0
Reporting & Analytics (3)
93.33333333333334%
9.3
Dashboards
100%
10.0
Standard reports
100%
10.0
Custom reports
80%
8.0
Platform & Infrastructure (6)
66.66666666666667%
6.7
API
100%
10.0
Role-based workflow & approvals
100%
10.0
Customizability
100%
10.0
Integration with Salesforce.com
100%
10.0
Integration with Microsoft Dynamics CRM
N/A
N/A
Integration with SugarCRM
N/A
N/A
Marketo has more functionality and behavioral triggers as well as more program customization for reporting purposes. RTP and Content AI also distinguish Marketo from other platforms. I have used Salesforce platforms for marketing automation and while useful because of their one to one integration with Salesforce, Marketo offers greater potential abilities.
100,000 to 250,000
B2B
We have very custom solutions and we are always looking to use Marketo in new ways whether leveraging middleware or implementing PMCFs. There is a lot of room to expand and scale with the business and business requirements change and evolve.
Lots of leveraging of the Marketo API once you are in that area of Marketo long enough it becomes more of the default for our team. I love seeing what is possible and fitting it into our use cases.
Good luck and take time to explore ALL parts even the less known areas. There is always something new and parts of it can define your whole career whether you want to specialize in DNS type work, more technical integration (Zapier), or latest campaign features and reporting. Don't be afraid to connect the whole ecosystem.
I have learned what others are doing that is new and exciting. I also have felt less alone with my troubleshooting other customers have gone through something similar.
Get very close with your data science teams, Salesforce teams, and integration contacts for all the Marketing technology tech stack. You will need those connections as your Marketo grows and evolves.
  • Channels
  • Programs
  • Email Templates
  • Forms
  • Landing Pages
  • Smart Campaigns
  • Lead Scoring
  • Lead Sourcing
  • Segmentation
  • Lead Nurture
  • Reporting/Analytics
  • Templates, they are full customization available if you know coding
  • Tokens, they are great for enabling others to use the tool
  • Smart campaigns, changing and updating anything I need to
database hygiene and setting up fields accurately, there's always a lot of cleanup and it's easier to start correct from the start then to clean up later, but then again with so many users you are basically always cleaning things in Marketo for us.
FT, LT, MT functionality, preference center and subscription management. Email template design. All these long term projects can be started and you can learn in the community.
Marketo is the Cadillac of marketing automation tools for me, I learned the most on it and it's pretty advanced compared to other tools. I like the tokens, the community, the support it feels very best in class and that all the work I did is already in the system is helpful.
Folders, and archiving assets. I use these to keep my instance organized and it's up to me how I want it to be organized. I can change things. Then I also follow a naming structure to keep everything easy to find and for anyone else who uses the system.
I can use that field for custom reports in Salesforce as well as in Marketo for MT/FT reporting reasons and ROi for marketing campaigns.
Webinar, Events, Product Promotion and Partner related. We also look at strategies and regional focus.
We can compare which channels perform the best and which do the best job at generating leads and qualified leads for our sales teams.
I wish I had more segmentations and could make more than 20 but I do love using them.
Dynamic content and for routing leads and database management.
For all routing and lead management. I also use them to sync to Salesforce and to move between programs or manage program members.
They keep everything organized and run our Marketo platform. Without them it'd be very disorganized.
I use forms for all programs. I wish they had more functionality for styling and for mass pasting form field outputs. I also can't embed and have it recognized in a outside landing page which is frustrating but we have work around.
I build them from scratch using HTML. I also use tokens and the widget functionality.
Templates are great for other users and for me to have a lot of elements in one template.
25
All of our business, regional (APAC, EMEAR, Americas), Sales business development, partner enablement, product focused marketing teams
2
It can range from basic design skills and editing rich text to full scale campaign build out. For our organization we have admin experts and then users that clone programs but don't build.
  • Marketing Automation
  • Marketing Activities
  • CRM Salesforce Sync
  • Slack Integration
  • Tokenized emails for fast email sends
  • MT/FT Tracking
  • ROI Reporting in Salesforce
  • Tableau Reporting
  • More Tableau reporting
  • Slack Integrations
  • Business Development notifications (Alert emails from Marketo)
I am happy with our tool and how we have scaled its performance, we have customized a lot and it's not quite the same as it was 2 years ago but it grows with us.
  • Lead tracking with Munchkin Tracking
  • FT, LT Reporting
  • Marketing Automation
Yes
Pardot, because we wanted a more dynamic marketing automation tool with more features and ability to scale within the department.
  • Product Features
  • Product Usability
  • Product Reputation
  • Prior Experience with the Product
  • Vendor Reputation
  • Existing Relationship with the Vendor
  • Positive Sales Experience with the Vendor
  • Third-party Reviews
I think asking others and seeing the vast community that Marketo had helped make the decision easier. In the beginning Marketo had a lot of support and training to learn their tool. I've heard people call it the Cadillac of Marketing Automation tools.
I'd probably ask other people by researching review sites and talking to people who use the tool, but also I remember back when I learned Marketo there weren't as many users of Marketo as there are now so it has definitely gotten to be more common recently.
  • Implemented in-house
Yes
1. IT background plumbing
2. IP Warming
3. Workspace set up
4. Lead Partitions
5. Templates
6. Creating programs
7. Creating channels
Change management was a big part of the implementation and was well-handled
You need to stay in the planning phase of implementation for a long time before you can truly have it ready and it involves a lot of management for the future.
  • Changes
  • IT
  • Background work taking longer
You will need to dedicate a long time and involve experts in the IT sphere as well as Marketing.
  • In-person training
  • Self-taught
I don't know I am fully self taught.
I learned over the span of many years so it takes longer but resources are available online and in the Marketo community.
I think I want to jailbreak some things in Marketo but for the most part you can do a lot of custom work with templates.
Follow the product docs and plan ahead for a long time.
Yes - we have customized the interface extensively
It's not easy you need to learn coding on your end to change a lot of the components.
Yes - we have added extensive custom code
It wasn't easy it takes a lot of coding knowledge.
Pretty much as much as we could customize, we did.
No
I don't think it's worth paying for the premium support even if it is an option. I can usually use support chat or submit a case.
I think the chat feature is fairly quick. I miss the phone call option they seem to discourage talking to them on the phone now which I noticed changed recently. However through email can usually be sufficient.
Yes
Yes, some issues are worse than others and take the engineering team some time. I think the worst was when they didn't renew their domain and that process was painful and took a while to get back online. Also sometimes pods go down.
I have had support people quickly answer obscure questions I've had very specific but not obvious questions and they get the answer I need. I'm impressed how even if they don't know the answer right away they figure it out.
  • Email editor
  • Email programs
  • Smart lists
  • Design for customizing
  • Complex filters
  • Database management
Yes
You can't really I have the app but it does not work well mobile.
I think that its a great tool, but takes a while to learn. A lot of people can be brought up to a certain level but full training is hard and takes a long time. I do think it's a great tool overall and is good to use as an Admin.
It works well to scale, it is expensive to add more users sometimes and scale. However the permissions are easily customizable and you can cater to the user.
Sometimes, it is difficult to get a hold of the right people. However, for the most part everything works well.
Sometimes email images can load slowly. Especially when using tokens.
  • Salesforce
  • Slack
  • FeedOtter
  • Tableau
  • Facebook
  • LinkedIn
  • Wistia
  • Zoom Webinar
  • Adobe Connect
Some were complex, (Slack) and others were simple (Zoom).
  • Homemade data warehouses
  • Google Analytics
I do not have an easy way to integrate with Google, these are the more complex integrations
  • File import/export
  • Single Signon
  • API (e.g. SOAP or REST)
  • Javascript widgets
  • AppExchange or similar marketplace
Zapier
Some are very complex but the developer MKTO resources are helpful.
I think its a learning curve, but well worth it.
We got moved around and upsold a lot.
After the drama of getting a quote that wasn't over our expectations, it's fine.
Users, lead database size, add ons
A less salesy sales process
Yes
It went smoothly also with moving from http to https
  • Security: http: - https:
  • Better UI/UX
  • Reporting
  • New features
No
February 03, 2022

Feedback

Score 10 out of 10
Vetted Review
Verified User
Incentivized
I use Adobe Marketo Engage for Digital Marketing. Basically, my work with the [Adobe] Marketo [Engage] tool is to Create programs and campaigns, and also the lead management and event management is there. I also work on the reporting.
  • Campaign Creation
  • Emails
  • Reporting
  • List
  • Reporting. We cannot create the views at the time of fetching reports and it is really hard to as we just need data for the few columns.
  • Static List
  • Manually putting the emails into the SL and get them load
The first best thing about marketo is it give the complete details even the small ones after any emails get send.
Email & Online Marketing (8)
87.5%
8.8
Dynamic content
100%
10.0
Ability to test dynamic content
100%
10.0
Landing pages
100%
10.0
A/B testing
90%
9.0
Mobile optimization
100%
10.0
Email deliverability reporting
50%
5.0
List management
60%
6.0
Triggered drip sequences
100%
10.0
Lead Management (4)
100%
10.0
Lead nurturing automation
100%
10.0
Lead scoring and grading
100%
10.0
Data quality management
100%
10.0
Automated sales alerts and tasks
100%
10.0
Campaign Management (2)
100%
10.0
Calendaring
100%
10.0
Event/webinar marketing
100%
10.0
Social Media Marketing (1)
100%
10.0
Social sharing and campaigns
100%
10.0
Reporting & Analytics (3)
40%
4.0
Dashboards
50%
5.0
Standard reports
50%
5.0
Custom reports
20%
2.0
Platform & Infrastructure (2)
100%
10.0
Role-based workflow & approvals
100%
10.0
Integration with Salesforce.com
100%
10.0
  • It fulfills the company need.
  • Easy to use and the outcome is very appericiated
Because it is really good product.
Very user friendly.
I did not purchase it by my own.
It is because very less time it happens that it is not working
Satisfied
Digital Marketing
Development and HTML
  • Probably not sure
  • By Automation
  • Interactive
  • Automation
For me Company does this. I am a user for Marketo since 2 years.
No
  • Product Features
  • Product Usability
  • Product Reputation
  • Prior Experience with the Product
Hypothetical
  • Implemented in-house
No
Change management was a big part of the implementation and was well-handled
  • Lists
yes
  • Online training
  • in-person training
  • no training
Highly skilled trainer
Explanation was real good
because Marketo docs provide such a deep dive
Not Sure
Not Sure
No - we have not done any customization to the interface
No - we have not done any custom code
Not Sure
Company is responsible for that.
No
Not exactly
  • Email Creation
  • Fetching Reports
  • There are no customization in Report Section
Yes
Very well
Very well Scalable
  • Salesforce
  • FormBox
  • Power BI
I have the knowledge so it was quite easy for me.
No
  • File import/export
  • Javascript widgets
  • ETL tools
  • AppExchange or similar marketplace
Easy for me
It will make the task much easier to fetch and filter the data
Not Sure
Not Sure
Not Sure
Not Sure
Yes
yep
  • need not to refresh after making the changes
  • Custom column in report section for fetching the data
No
No
August 21, 2019

Highly intuitive.

Jennifer  Robertson | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Marketo is used by almost our entire organization. It works together with our CMS to track the buyer journey, automate perpetual nurtures, track multi-channel success, capture ROI, and much more! Marketo is the foundation to our marketing strategy and success!
  • Very user friendly. Easy to get up to speed and train others how to use it. Similar to SFDC in the fact that it is intuitive.
  • Increasing marketing efficiency. It's so simple to clone landing pages, emails, programs, and campaigns that it makes us very proficient.
  • It makes up for deficiencies in SFDC. Sometimes there are limitations with SFDC workflow rules that Marketo can handle. It also allows a deeper view into each lead that would not be available in SFDC without Marketo.
  • Provides valuable lead information, visibility, and tools for Sales.
  • Marketo has a great native integration with SFDC. It's easy to set-up and troubleshoot if an issue arises.
  • Sometimes it can be very slow. Sometimes just finding a value on a pick list takes much longer than it should. Sometimes it can take a long time for a list to run. Database size and quantity of database activity can play a role on speed. Some of this was due to years of accumulated anonymous lead data that was clogging up system. These are now archived automatically after 3 months by Marketo. This helped, but we still have periods where it is slow when we work with clients with large databases.
  • It would be nice to be able to assign priorities to smart campaigns to help control race conditions.
  • RCA stage accuracy could be improved by making the model intuitive enough to correctly handle merges.
  • If a SFDC administrator makes a mass update, this can cause backlogs in the system. For example, campaign triggers or alerts can be delayed by a couple of hours.
Would highly recommend Marketo.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
  • Other
We use Marketo to drive sales and growth in new business and existing business. We also use Marketo as our lead management foundation to allow us to capture multi-channel interactions and associate that activity to the buying journey, qualified leads, and ROI. We use Marketo in a way that lets us automate complex, perpetual nurture and tracking to not just improve conversions and ROI, but to also personalize a person's experience with our brand based on their consumption, buying stage, and areas of interest.
Email & Online Marketing (9)
82.22222222222221%
8.2
WYSIWYG email editor
90%
9.0
Dynamic content
80%
8.0
Ability to test dynamic content
70%
7.0
Landing pages
80%
8.0
A/B testing
70%
7.0
Mobile optimization
80%
8.0
Email deliverability reporting
90%
9.0
List management
100%
10.0
Triggered drip sequences
80%
8.0
Lead Management (4)
95%
9.5
Lead nurturing automation
80%
8.0
Lead scoring and grading
100%
10.0
Data quality management
100%
10.0
Automated sales alerts and tasks
100%
10.0
Campaign Management (2)
45%
4.5
Calendaring
N/A
N/A
Event/webinar marketing
90%
9.0
Social Media Marketing (2)
N/A
N/A
Social sharing and campaigns
N/A
N/A
Social profile integration
N/A
N/A
Reporting & Analytics (3)
33.333333333333336%
3.3
Dashboards
N/A
N/A
Standard reports
100%
10.0
Custom reports
N/A
N/A
Platform & Infrastructure (6)
30%
3.0
API
90%
9.0
Role-based workflow & approvals
N/A
N/A
Customizability
N/A
N/A
Integration with Salesforce.com
90%
9.0
Integration with Microsoft Dynamics CRM
N/A
N/A
Integration with SugarCRM
N/A
N/A
The main decision was between Eloqua and Marketo . We did consider some other systems, but these were the main contenders. We called references and the general consensus was that Marketo more user friendly and capable of what we needed. Their references were generally happier than Eloqua references. This feedback was probably the determining factor is choosing Marketo.
Not available
B2B
With the company I am at now, all of the implementations we've done for our clients perform above industry benchmarks! We successfully launch Perpetual Demand Generation programs for not just our clients, but also for ourselves! The most important lessons I've learned are:
1) If you are new to Marketo or Marketing Automation, bring in an expert or a partner to help you get on your feet so you get the most out of your investment
2) Over the last 6 years, I've really learned how to streamline Marketo builds to maximize system performance and minimize man hours! It's important to think before you build. It's worth the time up-front to set up a solid foundation that you can build on top of moving forward.
I have worked with members of my team to use Marketo's API to automate fulfillment email creation and sends. No more manual email creation or testing! No more program creation to send the email when the form is filled out. No more waiting on the content team and Marketo team to communicate and wait on each other to release new content - everything is automated via API!
If you are new to Marketo or Marketing Automation, bring in an expert or a partner to help you get on your feet so you get the most out of your investment! Implementing Marketo is very easy - it's true - and anyone can do it! However, you really need a good foundation and lead management plan to get the most out of the product and prove success. Marketo should be used for a lot more than blasting email campaigns, and an expert or partner can make sure you don't get stuck in that category!
I dove into the world of Marketo starting in 2011. Everything I know I learned from their online training and the Marketo community. When I reference Marketo Community, it's more than their online community. Their user groups, champion program, and events have also aided my learning. I am now a Marketo expert, and I did it all through their free tools, online community, and networking. This knowledge has helped me not just do my jobs, but also grow my career!
Always check the activity log. The Activity Log is so powerful! Most people know they can look at the activity log to see what has happened to a record. However, I commonly see people that don’t realize you can click into the number on the left of each row to get additional details. Was a form filled out? Clicking that number on the left of the row will show you all the form fields, as well as the data that was put into them during the form fill. It also shows the parameters, referrer, Client IP, device, and browser. Web page visit? You can see the parameters, URL, referrer, client IP, device and browser. Did a Data Value change? Clicking that number on the left will show you the old value, new value, change reason, and source of the change. If the change came from SFDC, you can see the SFDC ID of the record. New Lead? You can see where it came from. Email bounce? You can see the Bounce code details.
  • Channels
  • Programs
  • Forms
  • Smart Campaigns
  • Lead Scoring
  • Lead Sourcing
  • Lead Nurture
  • Ability to use Triggers: Other marketing automation platforms can't do that (like trigger an action off of a data value change). This is so powerful, and in my opinion it is necessary!
  • Unlimited fields: At least I haven't reach a maximum yet, but I'm sure if I went super crazy they might have something to say about it!
  • Ease of use: Marketo is intuitive, easy to navigate, and easy to do things quickly
I wish I had started using the email program a little sooner. When it first came out, the functionality was limiting compared to the default program, so I tossed it aside never to look at it again for some years. Today I'll use the email program to embed an email send within another program.
I mainly used the community to learn the entire platform. In my earlier days, I was in the community every single day looking for people trying to figure out how to use the platform. I was very excited when Product Docs got built out! I'm still in the community a lot, but not every day!
Marketo has a tighter and faster integration with SFDC. Marketo has extreme capabilities when it comes to how to run and trigger actions you want it to take. Marketo has a great community and great users that collaborate and network. Marketo support is also pretty good (most of the time). Marketo has a long list of partners and plug-ins as well. Lastly, their API capabilities have improved over the years (and looking forward to more improvements to come)!
There is a history list that shows all the items you visited recently. Marketo has a folder structure that is easy to navigate (if you set it up correctly). Marketo has clear places to work on different areas of the platform, and you don't have to go to a lot of different places or tabs to get to everything you need.
46
One person in the marketing department uses all the modules. One person in the marketing department uses the lead management and RCA modules. Four people in the marketing department use the lead management module and Sales Insight. 40 members of the sales team have access to use Sales Insight - some use it a lot, while others use it a little.
1
It's just me in house, but we also have an agency (Spear Marketing - our implementation partner) which does a lot for us. We use them for support too. When it comes to supporting Marketo, it really helps that I am a certified SFDC administrator. It helps me know how the the two work together and what is possible using the two together.
  • The primary process is marketing campaign management: We use Marketo for all forms, landing pages, emails, and campaign responses. All lead information is captured on Marketo landing pages and forms, which is then pumped directly into SFDC.
  • Our sales department also depends on Marketo Sales Insight for lead data when prospecting.
  • We also use Marketo for reporting and alerts. We report and alert on certain web behaviors to improve sales and retention.
  • We use Marketo for workflow that SFDC cannot always handle, such as updating fields or sending alerts based on certain record inputs.
  • We use reporting of certain behaviors in Marketo to watch for possible client cancellations, increasing retention.
  • There is a lot of reporting available in Marketo that we do not currently use. In the future, I see us gearing towards more of that reporting.
As stated, the volume of marketing campaigns that we can build and push out is dramatically higher than we could ever achieve without the tool. It also seems like it would be a pain to switch.
  • Within 2 years of implementing Marketo, we realized a 135% increase in opportunities created, and a 148% increase in opportunities won. In order to support that increase in opportunities, we expanded our sales team in excess of 200%. Within the first 2 years of implementing Marketo, we doubled the size of our marketing department and increased the marketing budget by 73% to support new marketing demands.
  • The sheer quantity and efficiency of campaigns that we can put out, along with associated reporting for each, is dramatically higher than we could ever achieve before Marketo. We could not continue at our current pace without Marketo. This is the primary reason we renew.
We were using Vertical Response and other lightweight tools, but they were not really competitive tools.
  • Price
  • Product Features
  • Product Usability
  • Analyst Reports
Product features and usability were the most important factors. We needed a product that had all the functionality, but was user friendly and easy to learn. We wanted to get up and running quickly.
We would not change anything. We are happy with our decision.
  • Professional services company
We used a Marketo partner: Spear Marketing.
No
  • We would recommend hiring an experienced team over implementing in house.
I was not with the company then, but am under the impression it went smoothly.
  • Online training
  • Self-taught
Marketo is a powerful product and is capable of so much, but training is really basic. It's not nearly advanced enough. If you don't have time to dig into the system and learn its capabilities on your own, you will never quite be able grasp all of its capabilities. The training needs to cover a lot more.
I took the online training, but it was very basic. I learned most of Marketo through self-teaching just because there is not a lot of advanced online training. I would recommend using all the online resources they have available, but there is a lot you have to learn on your own.
No
We don't really need it. We do not have a very high volume of support issues and can handle most problems in house.
The support team is very responsive and they can usually solve any problem we encounter.
Yes
Some things we have reported were fixed by the engineering team on Marketo's end. Of the bugs we have reported, I would say none of them were of an extreme nature.
There was one time we were trying to figure out how to change the visibility around a web activity report. The support team informed us that what we were trying to do was not possible at this time. They said they liked the idea, though, and told us to put it up on the Marketo community. As soon as we did, the support team backed the idea. It hasn't been implemented yet, but it was nice to know that they do listen and support what their customers are trying to do.
  • Setting up programs to sync with SFDC campaigns is very easy.
  • Cloning programs/assets is very easy and saves a lot of time.
  • For us, since we have RCA, keeping RCA stages updated is difficult due to record merges.
  • Getting Marketo reports to match SFDC reports can sometimes be difficult - you have to find the discrepancies in order to make sure the reporting is working as intended.
  • Territory updates sometimes take a long time in Marketo.
Yes
They do not currently have a mobile interface, but it is coming soon.
Usability is a real strength. It is very easy to learn and train others on the system. The UI is quite intuitive, especially for anyone who already uses SFDC.
We look at scaleability in a few different ways. First, the speed while using Marketo has remained relatively the same as our database has grown. Though I would say Marketo is slow at times, it has not gotten slower over the last few years. If anything, it has improved, and they are working to improve it. Second, the amount of programs we have developed in Marketo has exponentially grown as well. Marketo has allowed us to drastically increase our output without having to drastically increase our headcount.
There are performance issues that make it seem like it's down sometimes. The backlog of campaign triggers etc. can be a real issue. The issue is probably more around performance than uptime.
There is definitely some latency. As mentioned earlier, it sometimes takes much too long to perform simple tasks like selecting values from a pick list.
  • SFDC
Standard. Out of the box integration.
  • Not for now.
  • File import/export
  • API (e.g. SOAP or REST)
Integrates easily with SFDC. The only reason I didn't give it a 10 is because sometimes there is a backlog between the two systems.
Mass updating in SFDC can backlog the sync between SFDC and Marketo. Any mass updating should be done at the end of the day or later.
Their customer support team is always available and responsive when we ask for help. They stay in touch and make sure we are using Marketo to it's fullest.
They are pretty tough when it comes to negotiating free Marketo University training at the Marketo User Summit. We have negotiated free passes to their User Summit, but no discounted training. We have also negotiated a discount for the Revenue Cycle Analytics module one year, but this was because our experience of using it during the first year was unacceptable. The product had a lot of flaws. We think they probably released it too early and then ultimately gave us a discount.
Do not hesitate to reach out when you have a question. They will do whatever it takes to keep you satisfied. Your relationship with the people at Marketo does not end after you purchase the product.
Yes
We have upgraded our Sales Insight product while with Marketo. It went easily with no down time.
  • New features and functionality were available with the latest Sales Insight Release.
No
No
Brittany Stover | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We currently use Marketo for our lead nurturing streams and conference engagement. Our Marketing and Sales departments are the only departments at the company who are currently impacted by the product. Our main goal in implementing Marketo was to increase streamline cohesiveness between the two departments. We also hope to get further acquainted with the analytic's of Marketo to provide a more robust pipeline and ROI.
  • End User Communication and Training - Marketo is always reaching out to the end user about new products or different ways to use the tool. The Community offers great feature support and a positive environment to ask questions.
  • Nurture Streams & Transition Steps - The various nurture stream options are great tools and provide easy layouts to manage a spectrum of different streams at once.
  • Seamless integration with Salesforce - the time it takes to integrate and continue communication between the two systems is fabulous.
  • Analytic Reporting - Trying to create a simple report based on a few features is hard to do.
  • Reporting results - Currently the reports are very granular with only data. I would love to see heat maps, graphics and other illustrations to help tell the reporting story.
  • Template builds - It would be great if the template builder was more intuitive and could allow drag and drop features instead of just relying on HTML coding of a new template. Not all of us are coders...
If you are looking for a robust solution to help with lead generation and account based marketing than I would definitely use Marketo
If you are looking for robust analytic reporting I would still consider using Marketo. With the new instance that is set to launch early in June, I am hopeful that it will fix a lot of the reporting inefficiencies that are current.

  • Question is not applicable to our instance or industry
  • Engage and grow customers over time
  • Measure marketing investment
We have officially entered into our second year with Marketo. While in the beginning it was slow to get started (solely on our company not on Marketo) we are starting to see results in each of our goals. Regarding Engaging and growing customers, we previously would only send out random emails to our database sporadically and would not track the engagement of new leads. As a result of the nurture streams we are seeing more individuals enter in from various sources and continue to learn about us on a week by week basis. As this happens, naturally our second goal of measurement followed suit. Now with all the data we receive, its easy to build a business case for why Marketing and why Marketo.
Email & Online Marketing (9)
88.88888888888889%
8.9
WYSIWYG email editor
80%
8.0
Dynamic content
90%
9.0
Ability to test dynamic content
90%
9.0
Landing pages
80%
8.0
A/B testing
100%
10.0
Mobile optimization
90%
9.0
Email deliverability reporting
90%
9.0
List management
90%
9.0
Triggered drip sequences
90%
9.0
Lead Management (4)
97.5%
9.8
Lead nurturing automation
100%
10.0
Lead scoring and grading
100%
10.0
Data quality management
100%
10.0
Automated sales alerts and tasks
90%
9.0
Campaign Management (2)
85%
8.5
Calendaring
80%
8.0
Event/webinar marketing
90%
9.0
Social Media Marketing
N/A
N/A
Reporting & Analytics (3)
73.33333333333333%
7.3
Dashboards
60%
6.0
Standard reports
80%
8.0
Custom reports
80%
8.0
Platform & Infrastructure (4)
92.5%
9.3
API
90%
9.0
Role-based workflow & approvals
90%
9.0
Customizability
90%
9.0
Integration with Salesforce.com
100%
10.0
Prior to joining our company, I had previous experience in multiple marketing automation systems, the exception - Marketo. Since joining I have been pleasantly surprised with the Similarities Marketo has to say Pardot and ExactTarget. The deciding factor for us was that the price was right and we are heavily wanting to increase the nurture streams for lead generation. Both were a check in our evaluation.
10,000 to 25,000
Both
3
Our organization is smaller in number totaling less than 100. The three individuals that utilize Marketo are in the marketing department. One individual represents the complete digital space for our company. Another individual represents the communications aspect of our company, and the last individual represents the graphic design element for our company. As we move forward we are hoping to get more sales involved in the instance.
3
This answer will not be relevant going forward with the spring release from Marketo. However, on the current instance of Marketo you need individuals that have basic HTML or CSS skill to update and make changes to basic landing pages and email templates. Also you need analytical thinking skill sets in order to review reporting and map out strategy for nurture streams.
  • Streamline lead nurturing
  • Provide analytical insight into Marketing and Sales enablement
  • Learning the voice of our customers through Munkin Coding our website
  • Addition of Marketo Calendar for event management and ease of leads entering into the system
  • The snippet functionality of grabbing images off websites without downloading is great!
  • Integration within multiple technology systems we currently used but didn't know matched with Marketo
  • Web Personalization
  • RCA
  • Social Selling
I gave this rating because on the short answer we just renewed with Marketo. However, during the few months leading up to our renewal date there were several discussions that took place as to stay or not to stay. The answer ultimately was determined by the functionality level hit currently in our instance and the ability to scale quickly now that our foundations were properly in place. Once you are deeply integrated and enjoy partnering with a company it is hard to consider moving elsewhere.
  • In the beginning lead hand off to sales were slower due to a properly vetted system - however the leads we are sending over are 47% more qualified than when we began
  • We are still new in the process to really start seeing ROI
Yes
We used MailChimp prior to switching to Marketo. MailChimp is a great platform to begin marketing automation if you are a smaller company and just getting started in the space. However, the lack of nurture streams and lead engagement was the biggest draw to switching systems. Once we implemented we realized the lead database and segmentation that Marketo offers was far more superior than MailChimps. Also the number of email addresses that you can send to at one launch is vastly larger than our previous automation system. Reporting analytics are more robust and allow you to pull more information out of the system - especially if your instance is synced with Salesforce.
  • Price
  • Product Features
  • Product Usability
  • Product Reputation
  • Analyst Reports
  • Third-party Reviews
There were many factors that helped during the decision making process However two of the list stand out to me. Product features and product usability could arguably fit one in the same for the most important factor in our decision. the existing functionality of Marketo and the promise of smoother interaction to come was the biggest plus in our decision to leave our other vendor. Marketo is to automation like Salesforce to the sales cycle - a foundation software that allows each business the opportunity to turn it into what meets your needs. Once you get past the start up phase, it is amazing the different ways you can go about building your content automation.
I believe that our company made the right decision in picking Marketo to be our marketing automation platform. Looking back and reviewing the way we made our decision I find little I would change about it. One thing that could have made the evaluation experience even better would be to look more on the social presence. Everyone has an opinion and checking out reviews such as this one in greater detail would be beneficial. Other than that I believe we took the right time to do our extensive research between all automation providers and landing on Marketo. The price, functionality, and ease of use outweighed the competition.
  • Vendor implemented
  • Professional services company
During our implementation we partnered with a Marketo suggested third party company LeadMD. This company set up an initial call to see what we wanted out of our Marketo platform to help us customize our integration to fit our needs. We had 4 different phases that needed to be accomplished within a 3 month time frame. Working with a third party company that already had knowledge of the system helped us not make mistakes on the front end when set up is crucial for new users. If I ever have to go through implementation with Marketo again at another company I will not hesitate to use a professional service for the install.
Yes
During implementation we had 4 phases to complete our process. The first phase was more on the technical aspect. we needed to review and integrate Salesforce with the approved fields and apply the munchin code to our website for tracking. The second phase was physically integrating the systems together and mapping out our lead database. The third phase consisted of building out our lead scoring based on behavior and demographic information we wanted to capture. Also we set up channels and tokens during this phase. Our last phase dealt with more of the customization of our Marketo instance. Helping us determine which email and form templates to choose from and creating basic emails to get us started with the system.
Change management was a major issue with the implementation
With the Marketo implementation came a paradigm shift in our company. Prior to using Marketo we sent one off emails to individuals in our database and as soon as they responded were directed immediately to Sales for conversion. Our team knew with this implementation a nurture stream would take the place of initial pass to sales. This can be a very sensitive subject of taking potential revenue away from the sales team. Initially it took the buy end of our ELT leading the way for this change. Now our sales team are finding the leads coming to them are MQL instead of random and are seeing a close rate higher than before.
  • Difficulties with the Munchkin code at first integrating with our Drupal site
  • Future thinking all the initial lead scoring rule without ever having that before
I am happy that we had a professional company come alongside our team to help with the implementation of Marketo. Had we not had this company we would have significantly increased our implementation time. The implementation itself was fine and for the most part smooth. My suggestion for new companies looking to implement with Marketo or any automation platform would be to make sure you have enough time to future cast. It's easy to get in the weed and day to day needs, but if you want your Marketo instance to run smoothly and be able to scale as time goes on what you do on the front end is important. Even if you don't do something that is suggested in your scoring or tokens leave it in their as a consideration for the upcoming years.
  • Online training
  • Self-taught
I have attended virtual training sessions in the past where I have left feeling confused on what steps to move forward with. That was not the case with the Marketo basic foundations class! the class is over the span of 3 full days. Their are instructions and exercises or each individual to complete throughout all days of the training. The breakdown of the system and how the training begins to unpack all the features is put together very well. I attended the class prior to our implementation and would recommend everyone to do it that way. You get a familiar understanding and then can take a deep dive with your professional company that is there to ensure you will succeed.
After the basic foundations class and the implementation time frame I was left to finish learning and creating items in Marketo on my own. I cannot stress enough how helpful the community is! The community provides you access to individuals right at your fingertips that will help provide answers to questions you are looking for, or documentation of problems you are currently facing that someone else has already figured out. Everyone is friendly and wants to make sure you have the best experience with the program and each other. Also their are groups called MUG (Marketo User Groups) that allow you to meet individuals either in your same region or like minded people that will help you accomplish your goals - join one or five!
I think that Marketo's product configurability is to the level you want to make it. A new adopter of the product can find the configuration to be as simple as they need it to be. However as you grow and learn more of the capabilities the product has you can begin to chance your configurations to make it more complex to help you. Let's say you are a new user and are leery of giving all automation power to the system you can make some rules manual for a season to watch the accuracy of the platform. This is something we did and are now turning on more automation rules to make our lives simpler.
My recommendation would be less is more in the beginning. Depending on what your understanding is with marketing automation platforms you may be more knowledgeable then others. Use your own knowledge as the measuring stick of how complex you want to configure Marketo. You can always add more complexity and automation rules as you learn and grow with the system. Some times it is best to keep things simple in the beginning which will allow you time to understand the ends and outs of the system. Once you do that you can truly make Marketo work the best for you and your company.
Some - we have done small customizations to the interface
Customization to the user interface is very easy to do. This should be preferenced with depending on your role within Marketo. If you are an administrator in the system you have access to more customization options than other users. I would say to familiarize yourself with the instance prior to making any large customization changes. Sometimes the smallest change might make a big impact on the back end. Know before you do!
Yes - we have added extensive custom code
Specifically where customer facing assets are focused. The out of the box implementation of Marketo provides you with templates for email, landing pages, and forms. All of them are fine and can work well for you. However we have a very specific digital look and feel to our company and in order to have marketo be consistent we had to work in code. My suggestion for this would be to either pay for a litmus subscription or open a basic free account. This software will allow you to look at the finished product at the same time making changes in the code. This was a huge life saver for us when working in code because you would have to save what you were working on to view changes on the emails and then go back into the code to make more changes.
None
No
At this moment we are just over 1 year of partnership with Marketo. Currently all support related issues have been resolved in the time frame that meets our needs. Also we have a smaller team using Marketo within our organization so the need for premium support is smaller than the larger companies out there. However, if our company grows in numbers by our marketing department and we begin to implement in an international space we will definitely consider paying for premium support. Overall Marketo does a fantastic job supporting its customers regardless of your paid status.
As I mentioned in the previous question, Marketo does a fantastic job supporting all of the companies that partner with them regardless of their paid status. Depending on the issue, your problem will be solved in a matter of hours if not in a business day. I have only had a few cases stay open longer and that was due partly on our part of needing to research more information to give to the support team. I did not rate the support a 10 but that is just my standards. I believe that although companies are great to work with we should all strive to be better and provide better service. Marketo does that over and over again.
Yes
In the beginning of our integration with Marketo and Salesforce we had a bug happen in our lead library. Marketo was duplicating the Salesforce leads and contacts into two different lists. I was actually unaware of the issue and my Marketo representative reached out to me. We immediately took the issue to support and our situation was resolved in a matter of two days. The end result found that we accidentally uploaded the list twice into Marketo which created our own bug. Thanks to Marketo we were able to find the solution quickly and ensure our database was clean prior to implementing nurture streams.
In the beginning of our integration with Marketo and Salesforce we had a bug happen in our lead library. Marketo was duplicating the Salesforce leads and contacts into two different lists. I was actually unaware of the issue and my Marketo representative reached out to me. We immediately took the issue to support and our situation was resolved in a matter of two days. The end result found that we accidentally uploaded the list twice into Marketo which created our own bug. Thanks to Marketo we were able to find the solution quickly and ensure our database was clean prior to implementing nurture streams.
  • Lead Library
  • Analytic Reporting
  • Email Testing
  • New Email template creations - if you are not using Marketo's templates
  • Understanding Tokens at first and how to use them
  • Creating new stylized forms - Again if you are not using the templates provided for you in Marketo
Yes, but I don't use it
If you are looking to start using Marketo out of the box then I think this system will work great for you. There are many templates that Marketo provides the end user with to get you started. From email templates to forms and landing pages you should be up and running rather smoothly. When we implemented Marketo the new update had not released yet so customizing email templates to look and feel exactly like your brand were a bit cumbersome. We used Litmus to make changes to the code and plugged the html back into the template within Marketo. Now with the new upgrade we are excited that a lot of that customization should go away and can be done all within the new Marketo email editor.
The ability to scale rapidly was one of the main contributing factors for our company choosing to partner with Marketo. We currently operate internationally but have a domestic digital presence only. We needed a product that would allow us to scale up on an international scope while maintaining the ease of use and reporting. Marketo provides both of those needs for us. With the vast amount of programs and nurture streams you can create within the system leaves you room to grow and scale at your own pace.
Marketo provides different way and abilities to connect. If you are having product support or unexplained errors you can get someone on Marketo support 24 hours a day. One of Marketo's greatest assets in my opinion however would be the community. Often times our company is just looking for case success stories from someone else. In the community you can search for problems you are currently facing and see others having the same issue and solutions for those issues. If not, you can pose a question to the whole community and champions of the product and others can chime in to provide suggestions to fix your needs. The community is truly a 24/7 place to get your answers quickly.
This question is really dependent upon how big your database is slated to be in Marketo. If you have a smaller lead database and are using Marketo on a smaller scale I would say the performance will be top notched. As your database starts to increase the performance slightly dips due to the depth of your system. However, during the spring 2016 update Marketo released information regarding Project Orion which will vastly increase the performance of Marketo at any tier you may be in.
in 2016 we are looking to integrate at least two more products into our Marketo instance. Each of the 5 will be deeply integrated into Marketo, Salesforce, and our website. The integration process was fairly smooth and easy to achieve.
Yes the vendors support integration with Marketo and are actually some of their suggested partners
  • Single Signon
  • API (e.g. SOAP or REST)
  • AppExchange or similar marketplace
None that I see
Depending on the vendors that you are hoping to integrate with Marketo, the ease of integration should be high. All vendors that we currently work with or are researching in the future have to have one rule - they integrate with Marketo. Marketo is the backbone to our nurturing and demand gen initiative it is important for our company to only work with vendors who support Marketo. I have heard there are work arounds that are easy to implement if vendors are not currently supporting Marketo that you can do, but cannot comment on those.
I would echo my previous statement. At our company, all vendors that we currently work with or are researching in the future have to have one rule - they integrate with Marketo. Marketo is the backbone to our nurturing and demand gen initiative and it is important for our company to only work with vendors who support Marketo. If you have previous relationships with vendors that are not currently supporting Marketo I would encourage you to encourage them to research how to support Marketo. When everything talks to each other and syncs smoothly together it is so much easier to accomplish your tasks.
During the sales process the vendor was very easy to work with. There is something to be said when a company is interested in what you are doing and who wants to genuinely learn about the way you are currently accomplishing your goals. Only after they learned out who we are and what we are trying to accomplish did the solutions become part of the conversation. At that point you are more interested in hearing about the solutions because they are tailor made to meet your issues and provide sustainable solutions.
In most cases, the immediate after sale picture looks blank. You have signed the contract and paid for your commitment and are closed/won in the eyes of the sales team. This is not the case with Marketo. Once you have moved through the sales cycle you are introduced to a success partner that will be with you throughout your whole experience with Marketo. From monthly to quarterly calls, you will feel part of the team and are provided insight knowledge of things up and coming.
Without going into too much detail we were able to negotiate a decent discounted rate for consecutive years of using Marketo. Database size and scalability were a factor in the discounted structure. Also the more add on features that are purchased also helped the discount structure in our conversations. You have the flexibility to sign a one year contract if you desire as well.
My advice to anyone looking to enter into a partnership with the vendor would be to do your research. The purchasing process can get so confusing if you are not properly informed. Know all the different tier breakdowns and implications that happen if you go over your allotted size. Know the different features that are available and see if you can get a discount by purchase two together.
Yes
We recently just went through a new release of Marketo. This release happened over the weekend and had minimal down time due to the strategic day of updates. When you have a large system of partners one thing to keep in mind is you might not see the updates the very next day you walk in the door. Normal updates take two weeks to be fully implemented. If you are not in the highest tier you can expect a few days delay of updated product release. This does not hinder normal productivity unless you are expecting to roll out the changes immediately.
  • Email Editor
  • Email Insights
  • Better Analytics
  • Project Orion
  • ACB
No
Yes
Currently we have the highest level edition of Marketo. If there is a time when a new edition comes out and it meets our business case we will absolutely look to move and upgrade to the new edition. Keeping up with each edition and the features of each are very important for decision making.
Robert Barrett, MBA | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Marketo is a program that seems small and lightweight until you really get under the hood and discover it's a beast of a powerhouse. Having worked with other marketing automation tools in the past, I really appreciate how Marketo is built and designed around marketers, not IT folks. You don't need to know database design, HTML coding or JavaScript - but if you do, the possibilities are endless. I've been able to rapidly develop, deploy and copy programs for engaging nurture marketing programs, content downloads, webinars, trade shows, digital ads, paid search, contact us pages and numerous other channels. The tools in Marketo make the job of ETL to our CRM simple and easy to understand. Marketo was designed to be a marketer's tool. Leads are easily scored and dispositioned.
  • Innovation - creating an easy-to-use marketing automation tool that's designed for marketers, not IT, but with powerful capabilities for power-users.
  • Listen to customers - a very involved community where users can reach out to each other for support and guidance.
  • Improve - continuously enhancing the user experience.
  • Power - the servers sometimes seem unable to keep up with the work.
  • Stability - while seeing the program improve is exciting, I'd like to see them hit a point where less improvement is needed.
  • Offline Client - to be able to work when I'm not online.
It is perfect for companies that need a low-cost solution that will enable their marketing users to create emails, landing pages, forms, etc., and get them live on their website quickly without the need for expensive help. However, expensive help will show you how to take Marketo to the next level. I would not recommend Marketo for organizations that only want to push out 1-2 newsletters per year. I will say that Marketo can handle very large clients - I work for a Fortune 10 company and we're all using Marketo.
  • Engage and grow customers over time
We have seen a lot of funnel creation and growth thanks to Marketo. While marketing is contributing less overall than sales in terms of net revenue and customers, we're attracting higher worth customers. The average marketing generated lead is worth about 15% more than a sales generated lead. That's substantial. And marketing is contributing about 15% of the total direct revenue. Most of these are leads looking for US, not just referrals. This is a great way to help people find us.
Email & Online Marketing (9)
100%
10.0
WYSIWYG email editor
100%
10.0
Dynamic content
100%
10.0
Ability to test dynamic content
100%
10.0
Landing pages
100%
10.0
A/B testing
100%
10.0
Mobile optimization
100%
10.0
Email deliverability reporting
100%
10.0
List management
100%
10.0
Triggered drip sequences
100%
10.0
Lead Management (4)
100%
10.0
Lead nurturing automation
100%
10.0
Lead scoring and grading
100%
10.0
Data quality management
100%
10.0
Automated sales alerts and tasks
100%
10.0
Campaign Management (2)
100%
10.0
Calendaring
100%
10.0
Event/webinar marketing
100%
10.0
Social Media Marketing (2)
100%
10.0
Social sharing and campaigns
100%
10.0
Social profile integration
100%
10.0
Reporting & Analytics (3)
70%
7.0
Dashboards
100%
10.0
Standard reports
70%
7.0
Custom reports
40%
4.0
Platform & Infrastructure (6)
86.66666666666666%
8.7
API
100%
10.0
Role-based workflow & approvals
60%
6.0
Customizability
60%
6.0
Integration with Salesforce.com
100%
10.0
Integration with Microsoft Dynamics CRM
100%
10.0
Integration with SugarCRM
100%
10.0
I worked with Adobe Campaign when it was Neolane, up until right after it sold. I still miss the functionality of it but it was extremely complicated to use. That said, there was nothing you couldn't do with it except quickly and easily deploy a campaign. I think that the ease of use of Marketo makes it more suitable for a marketing department than Campaign.
250,000 to 1 million
B2B
150
Global marketing users truly across the world. Mostly marketing, some IT. Overall, we probably have close to 500+ users when you put in all of the sister companies of mine. It's marketing, sales, IT, business development, revenue marketing, and demand generation.
20
My "customers" come from all backgrounds. Some of them have been using Marketo for years, others are brand new to Marketing Automation. While it definitely helps to have a background in HTML, Email Marketing and workflows I find that it's not totally necessary. I've been able to create program templates to turn new users into Marketo Mavens rather quickly.
  • Demand Generation
  • Awareness
  • Funnel Velocity
  • Decrease form requests
  • Lead scoring and attribution
  • Operation programs
Marketo is a part of our business and right now there's no going back.
  • Very good ROI - we're able to help new customers find u
  • Lead Sharing - we can get leads from other sister-companies
Yes
Not sure - I was brought on afterwards
  • Price
  • Product Features
  • Product Usability
  • Product Reputation
  • Vendor Reputation
  • Third-party Reviews
The entire enterprise made the decision to switch to Marketo to standardize. We wanted something easy to use but powerful, and from a company that we felt would grow. We wanted simplicity but elegance.
I wouldn't change it, but then again I wasn't part of the committee.
  • Don't know
  • Was not
  • Part of
  • Implementation
I inherited a well-oiled machine.
  • Online training
  • In-person training
  • Self-taught
I took in-person training at their annual summit and loved the exposure it gave me to other Marketing users.
I had never used Marketo prior to taking this job so online training was my starting point. I was able to follow along, it was interesting and quickly and efficiently taught me what I needed to know without a lot of fluff. It was far from boring and really helped me get my hands dirty with Marketo.
I find that the Marketo Community does an excellent job at helping new users. I've personally responded to dozens of requests for help and have become a strong acquaintance with other power users.
It seems customizable thanks to their new release of custom objects but I've yet to use them.
Work with IT to set up SPF / DKIM keys. Make sure you have people on-board that know what they're doing and have experience working with Marketo.
No - there is no facility to customize the interface
No - the product does not support adding custom code
Nothing
Yes
We have a service contract that gives us access to higher level support when needed. We're a truly global 24/7 organization and we're stretching the limits of what can be done so we need to make sure the needed support it available at all times.
They really dig deep to provide answers and when we bring them problems they take an interest in seeing things resolved.
No
Most recently we've been facing issues due to the growing size of the userbase using Marketo and that we're global so there is no "good time of day' to run large imports which kick off a lot of workflows. They listened and have engaged their engineering team to take a look at what's going on and we're working on a plan to fix the occasional problem.
  • Easy to quickly send out an email campaign
  • Easy to create a segmented targeting list
  • Easy to create an email, landing page or form
  • Creating custom reports
  • Looking for non-standard metrics
  • Trying to do deep dives into program performance
No
I think it's extremely easy to use, based on the amount of new users that I've had to train and support and how quickly they're able to be self sufficient. It helps Marketing users understand what's possible so they dream bigger and think bigger than just the standard types of MA programs.
We have noticed performance issues when large jobs are submitted. Typically involving imports or massive data changes but we've noticed slowdowns and bottlenecks.
Marketo has never been unavailable that I've seen other than regularly scheduled maintenance which is announced in advance.
Pages do not load quickly and caching is not available with Marketo. Google PageSpeed ranks it pretty low, which is something I'm hoping they'll improve in future releases.
  • Webex
  • MadisonLogic
API connections can take a little time, but the WebEx integration was very smooth.
  • Reporting
Do not know
  • File import/export
  • API (e.g. SOAP or REST)
  • Javascript widgets
Nothing else
LaunchPoint is pretty easy to work with and I'm impressed with the number of companies adding native Marketo integrations.
Build in test time.
I was not a part of the sales process.
They've been great for us, often holding company-only trainings, demonstrations or bringing in partners to showcase new modules and enhancements.
Was not part.
Was not part of negotiation.
Yes
Marketo makes their releases overnights and doesn't always warn us ahead of time. There have been a few instances where things didn't go absolutely smoothly but they were quick to respond and fix the issues.
  • Automated Reporting
  • Microsoft Browser support
  • Lead dashboard
  • Template improvements
  • Landing page / email improvements
No
No
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