TrustRadius
Marketo 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.https://media.trustradius.com/product-logos/Ar/as/3WPK31KVTO03.JPEGThere's a reason Marketo is a leader within marketing automation technology - it's just good software.Marketo is the central marketing tool used by various marketing teams across the business, with one centralised team managing the day-to-day (lead and data management, reporting, bounce handling, account management, etc.) as well as the strategic automation development across the various marketing teams within the business. Each business vertical has its own marketing team who use Marketo on a weekly basis to manage all of their tactical emails with assistance from the Central team.,Flexibility - It has a lot to offer, but you don't have to have it all. There are a lot of integrations that allow you to set up your MarTech environment however you want. Usability - Marketo is pretty straightforward to use, and there are a lot of resource documents and community available to help mitigate any issues a user might have. Comprehensive - There's a huge range of features that Marketo has built into it that can be bolted on. I accept there are other tools out there there that do "more", but Marketo's features are comprehensive and operate in a local environment. Support - Marketo's support feature and team are fantastic. They've always been willing and able to help with simple and complex queries in a highly professional manner. The Marketo Community backs this up - with both Marketo Support and Marketo Experts providing insight and responses to queries.,Landing Pages - The Landing Page editor is a little clunky. It was built prior to the email template builder which has more functionality that it could take to be improved. Analytics - Marketo's default reporting is very simple and tactical. For more detailed reporting there is a paid add-on you can rely on to pull through meatier results.,9,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business,HubSpot and Salesforce Marketing Cloud Email Studio,1 to 5 million,BothMarketo is an entire ecosystemMarketo is primarily used by the Marketing department for engagement and one-off campaigns, as well as lead management. We have a 1:1 back and forth sync with Salesforce so both can be used for lead management. In short, marketing inputs all leads that we acquire into Marketo, sales inputs all of theirs into Salesforce, and both have the same full database. We market to both our leads and the sales team's leads, as well as manually inputting additional leads we get from other sources for follow-up.,It's very easy to see lead acquisition from multiple sources with ROI, so it can be calculated where marketing budget is best spent Engagement streams are easy to build, with multiple if -> then conditions built into a stream for easy segmentation, getting the right message to the right person at the right time There's a massive amount of partners and integrations available - if there's something you want to do that isn't baked in, there's probably a provider that has a software for that Marketo's Revenue Explorer dashboard has a built in cost per new name tracking, also easily divisible by program, for easy deciding. The ability to segment users by any combinations of fields is intuitive for emailing, syncing to an ad partner, or just viewing who you have in your database.,There's a bit of a learning curve. Without significant training, even an experienced marketer might stumble around a bit. There's a lot of different ways to do one thing, but it's not always clear what best practices or implications may be for one way over another. There doesn't appear to be an easy baked-in way to de-duplicate records (though it can only send out one email to duplicates). That's something we're dealing with now and may have to use a third party. The ideal would be some direct integration into ad platforms - if it's there, I don't know it.,8,Product Launches Upsell Cross-Sell Customer Service Prospecting / New Business,Oracle Eloqua,250,000 to 1 million,B2B,It's important to have a good partner, have a strategy, and make sure sales and marketing are on the same page. For a long time, we used Marketo just as an email batch program - not looking at cost per acquisition, not looking at cost per acquisition reporting, and not utilizing the fullest extent of Marketo's capabilities.,We recently created a series of smart lists to AB test audiences based on a few variables, segmented the programs further looking for UTMs, then synced them to various ad platforms for use in acquisition and messaging campaigns. Using Marketo audiences outside of Marketo is only a few clicks.,Definitely sync yourself up between marketing and sales - find the sales goals and cascade them down into marketing goals. Get sales invested in marketing metrics, agree on who you want to target and the messaging, and talk to them about the possibilities and what they want to do.,A little bit of personalization can go a long way. I had a great conversation with someone completely outside of my vertical, not even B2B, but they told me how a minor personalization change doubled their results, and it was a quick, easy, painless, and free implementation. Personalize! You can!,Play around with reporting and Revenue Explorer. Theres a ton of stuff in there that is pretty easy to use, pre-built, and can automate reporting sent to key stakeholders about key performance indicators.My experience with MarketoWe use Marketo across our entire organization. We use it for B2B and B2C email campaigns. Marketo helps us track engagement and manage our reporting. Most of our campaigns are batch and blast, and we could do a lot more to make use of the metrics within Marketo. I'd also love to convince our organization to upgrade to the Marketo Emails editor 2.0.,Marketo provides us with a quick tool for creating forms and LP's. We track open/click rates. We host a ton of images in Marketo.,Marketo can run a bit slow across the organization The interface is a bit clunky, and not very user intuitive The WYSIWYG is not very good,8,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business Other,Oracle Eloqua, Pardot and MailChimp,100,000 to 250,000,B2B,I've learned there's a pretty robust community of Marketo users out there ready to share their experiences and techniques. I'm always looking for ways to create landing pages that don't conform to the same old templates. When I step outside the box a bit, it's usually met with excitement and acknowledgment.,I've used Marketo to take polls before. That's a pretty cool feature I'd like to use more often. It's something the user doesn't mind doing, and the results are immediate. There are a lot of cool features like that within Marketo. If only I could convince my team we need more polls.,I'd advise new customers to experiment with the tools as much as possible. You're not going to break Marketo, but you will learn to develop a workflow and style that suits your needs as a company. Also, start off with organization in mind. It's much harder to clean up a cluttered workspace then it is to keep it tidy from the beginning.,The Marketo community is extremely active and ready to help. Most often when I have a question, it's already been asked by someone else. We all use the same tool, and once we get past a road block we're excited to share the knowledge across the community. Learn to use forums!,Learn basics of HTML and CSS. If you don't know any front-end, you'll still be able to use the tool, but if you know the basics of HTML, CSS, and a little JavaScript you'll be able to really kick Marketo into full gear from a design and interactivity standpoint.Marketing is Easier With MarketoWe use Marketo in our Marketing department to help with email marketing, marketing automation, lead tracking, web forms, integration with our CRM, integration with other third-party SaaS applications, and much more. Marketo is integral to our business processes and we have used it for four years.,User tracking from lead through to sale Creating automated marketing campaigns with full analytics Integrating with different SaaS applications - they make it easy!,Hard to get everything set up and requires lots of "tribal" knowledge Support is okay at best, takes too long to get a response UI is average, could use an update,9,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business,MailChimp and Salesforce Marketing Cloud Email Studio,100,000 to 250,000,B2B,We have had great success using Marketo to increase leads, identify who is on our website, generate interest in our products and services, and distribute information to current and prospective customers. Marketo has allowed us to open up new avenues to communicate with our partners and with it's ability to integrate into other SaaS products it makes our lives much easier.,We have integrated our Marketo instance into two different platforms - Conversica and Thnks - and every time we generate a hot leads in Conversica we send a Thnks to those leads. We are using multiple integration points and setting it up, while tedious, wasn't as bad as it could've been if we had to code everything. Marketo makes all that possible.,My advice would be to pay for extra service hours from the Marketo team. While it may seem excessive or expensive, it is worth it in the end. Marketo is confusing to get set up and the more time you can get from the Marketo team the easier it will be for you in the long run. Otherwise, you will spend months trying to figure everything out.,The Marketo community has been incredibly helpful in providing answers to questions that I was looking to try and figure out. Many times, there are things in Marketo that may seem complicated, but without a doubt someone has already done it so relying on the community for help is a must!,You have to spend as much time in the Marketo instance as possible. There is no way to get around it. It's complicated and can be clunky sometimes, but ultimately you have the power to basically do anything you want. Read, research, google, and you will eventually find the answers you are looking for!I've Used Marketo In Several OrganizationsMarketo is being utilized organization-wide to fulfill all of our automated email needs. Uses include marketing campaigns, application-based transactional notifications, and internal notifications. Being able to do all email automation using one program simplifies email management across the org. It helps ensure all automated emails are consistent and coming from the same trusted source. Additionally, it provides a high degree of automation, flexibility, and integration. Most campaigns and automation sequences we need are implementable using Marketo.,Marketo's flexibility is where it excels. The architecture and interface have a learning curve, but Marketo gives the end user a lot of power to set up campaigns or flows exactly how they need it. I have used many competing products and none are as flexible. Marketo's token and custom fields implementation is mature and powerful. Many competitors fall short in this department. Tokens and custom fields can be used extensively in flows and segments, creating almost endless possibilities. Marketo's 3rd-party integration are well thought out and maintained consistently. Integrations I have utilized include Salesforce and GoToWebinar. Both integrations worked great and enabled a lot of productivity and automation. The segmentation engine is very powerful. Many other services have limits or restrictions on how you can segment your users or what filters you can use. Marketo is incredibly flexible in this regard. I have never ran into an issue where we couldn't build a segment we needed.,The interface, including querying members of segments, can be very slow. Sometimes queries can run for over 10 minutes with no useful indication of status. Sometimes the query fails and I have to reload. In the past, it caused us to miss target campaign send times. Currently, the email team tries to account for this issue when implementing and executing campaigns. The documentation can be very poor. Marketo is a VERY technical and complicated service. While the documentation has different guides for different skill levels, overall reference material can be really lacking. Some parts of the REST API also have undocumented behavior. The community and forums can be a useful substitute. However, it can be very slow searching through that content. I'm not a fan of Marketo's interface and visual aesthetics. It looks much less modern and professional when compared to most competitors. Their SEO keyword tracking feature feels underpowered compared to many services dedicated to SEO tracking. I do not depend on it and use other services for keyword tracking.,8,Product Launches Upsell Cross-Sell Lead Management Prospecting / New Business Other,Pardot, Autopilot, ActiveCampaign, Customer.io and Intercom,250,000 to 1 million,Both,Marketo's robust API and flexible features have allowed us to implement extremely complex campaigns and automations. With a combination of smart campaigns and programs, pretty much any conceivable automation is possible. We also utilize the webhooks to communicate back to our backend for important campaigns like adding credits to accounts or putting the fact that a user unsubscribed from marketing emails in the customer service dashboard. A huge win with Marketo compared to other email tools is how much you can customize the unsubscribe page to allow people to edit the parameters of the emails they get instead of only offering unsubscribe functionality.,We created specialized automation campaigns in Marketo with a winback component that utilized their webhooks functionality. For example, we may have had a cart abandon email series where a $5 expiring credit was added to the users account if certain conditions were met. We could build and dynamically adjust these conditions and then use webhooks to implement the credit add. This allowed us to decouple the functionality from the engineering team, giving a wide range of flexibility in adding credits across all types of automated campaigns.,Marketo is an extremely advanced tool with a lot of functionality and a steep learning curve. I would learn the ins-and-outs of Programs and Smart Campaigns. I would pay attention to Triggered Vs Manual Campaigns and the kinds of triggers you can utilize. If you need BI/ETL capabilities with the raw data, I would advise to budget ample time/money to interface with Marketo's API as it is rather advanced compared to several other B2B SaaS vendor data exports I've implemented.,The Marketo community is very mature and has a lot of quality content. I've searched through the community extensively and have also asked questions. Possibly as a side effect of the certification program, there are a lot of smart people in the community that can answer very obscure questions. I think the documentation is very sparse but the community and search functionality makes up for the poor documentation, in most cases.,I would make sure that if you are using a non-email address deduplication field, make sure that no records with duplicate email addresses make it into the system. If you ever try to send by email in the future, Marketo will be unable to send to any of the duplicated records.If using the API to send transactional emails with custom tokens, it is very useful to become familar with the limitations of using tokens in the Program and Campaign. For example, you can't use these tokens in campaign logic, only to display information within the email template.Highly intuitive.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.,10,Product Launches Upsell Cross-Sell Lead Management Prospecting / New Business Other,Eloqua, Pardot, HubSpot and Mautic Marketing Automation,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.,46,1,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.,9,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.,,Price Product Features Product Usability Analyst Reports,We would not change anything. We are happy with our decision.,Third-party professional services,No,We would recommend hiring an experienced team over implementing in house.,8,Online training Self-taught,6,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,9,Yes,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,9,9,9,7,SFDC,Not for now.,File import/export API (e.g. SOAP or REST),8,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.,9,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,New features and functionality were available with the latest Sales Insight Release.,No,NoMarketo has some flaws, but overall does the job very well.We started using Marketo in a single department and then expanded its usage across the whole marketing organization.,Engagement programs are just awesome. You set up the streams once and then you just add content. No hassle. No headache on how to deliver existing content to new members. Snippets. Now we don't need to create a bunch of landing pages for different languages/segments/etc. Marketo automatically puts the relevant content to appropriate blocks within a single asset. Too bad this is not available for forms. Activity log. Much. Much. Much. Better than in competitives. And yes, integration with Salesforce is simply the best.,Too bad there are no snippets for forms. It forces us creating different forms on different languages. Week audit trail: Inconsistent information about template vs landing page itself. You CAN see who created/edited landing page template, but you can NOT see who created/edited web page. Same thing for emails. No way to see who exactly changed field value. No way to set permissions on user level, just roles. Look at Salesforce, they do it right Template editor is super inconvenient. You can't see code vs visual side by side. If you're in the middle of editing code and you want to see how it's transformed to visual, you have to go though a cumbersome process of click preview - wait till page loaded - open the code page again - find where you were when you clicked preview. This just drives our (very loyal) webmasters crazy. We've got to fix this. Overall usability is less impressive than with competitive solutions.,10,Lead Management Prospecting / New Business Other,HubSpot and Pardot,250,000 to 1 million,Both,We finally got a working model on how to measure monetary impact of marketing programs and the tool that brings this information to the table with just a few clicks rather than hours of staring at the screen and dealing with complex report builders. Sliced and diced by channels, regions, industries and any other attributes you may think of. In any combination. Literally. The greatest lesson I learned is that this whole ROI measurement is not just about the software, but also about the expertise of the people who make this software. For that, I am forever grateful to the Marketo team.,We designed and implemented lean marketing assets production approach across our global marketing organization. We created pre-defined templates for typical marketing activities like webinars and gated content, packing each type with templates for emails, landing pages, reports and automated workflows as appropriate. So, our marketers now prepare their campaigns from predefined templates in hours instead of starting from scratch each time and spending days. With little-to-no web resources. Also, thanks to Marketo's snippet functionality, we created recursive elements like footers as dedicated elements and locked them from editing so there's no way to accidentally change things like legal disclaimers by mistake. And if we get a change request from our legal team, we change the text in one place - and it gets applied to all of our content. It is so convenient!,Remember - Marketo is a great tool, but it's just the tool. It won't get you leads itself, you need to feed it with appropriate content. It won't automate your lead qualification and scoring without you defining qualification/scoring rules. It won't get your emails sent until you create them and fill them with meaningful messages. It's like your supercharged Rolls-Royce that you need to feed with fuel. No fuel - no go. No nothing.,Marketo community helped me get into real-world, practical usage of the tool's features to make my work and work of my team easier. The brightest cases are using Design Studio for lean content production approach and API for cross-tool integrations for appropriate data exchange and web activity tracking.,1. Utilize the power of program performance report to stay on top of pipeline created, revenue won and number of opportunities your marketing campaigns generate. You can slice-n-dice these metrics by regions, channels, products and virtually any attributes you can think of. This lets you stay on top of which campaigns do work vs which don't so you can make informed and unambiguous decisions on where your marketing dollars should go to. 2. Use the power of automated Nurturing Streams. It's the thing that differentiates this tool from others and helps you focus on content production rather than having to re-think the distribution logic once you add a new email to your nurturing chain.Marketo is great, one of the best tools for marketing automation I've had the opportunity to use.We utilize Marketo throughout the Marketing and Sales departments. Specifically, our marketing team is using the platform to deploy email messages to our target audience, as well as build nurture streams on content areas that are of interest to our audience or organization. Within sales, we utilize the MSI add on for lead scoring.,Marketo is amazing in it's flexibility. My ability to build campaigns that are watching the actions of our audience, or changes to their CRM record, and can design targeted actions, scores, or campaigns to deploy based on those changes is unlike any other platform I've used. Marketo manages to be extremely flexible and detailed, while keeping the general user interface simple and straightforward. Script tokens are an absolutely fantastic layer to Marketo, which allows us to do more detailed personalized content based on several rules or conditions for each lead record.,I with there were more A/B testing and optimization opportunities for landing pages. Drag and drop editing for landing pages that take more of a WYSIWYG approach like Unbound would be fantastic. Reporting on A/B email tests is lack-luster. There's no way to export a campaign member list to dig into which version of the email each lead received to model trends in responder types and A/B email performance. A more visual workflow tool (similar to journey build) could be helpful, even if it's just a planning tool. Writing smart campaigns to manage the directions users go when they are engaging (or not engaging) with a content stream.,9,HubSpot, Pardot and Salesforce Marketing Cloud Email Studio,Marketo has truly enabled our marketing organization to execute more sophisticated and targeted campaigns without the need for additional headcount. The platform is unbelievably flexible, planning your workflows or desired logic before building is helpful for planning complex automated campaigns.,Email script tokens in Marketo allow for almost endless personalization using deep integration with data in custom objects in your CRM. With some development work, we have created extremely complex emails that use a combination of ~12 variables and selections within each to keep individual contacts in our CRM updated on the latest things that matter to them most. I've never worked in an automation platform that allows that level of complexity without completely building the solution on top of the infrastructure of the platform. Marketo has it baked right in.,Marketo is a blank canvas, which can be both good and bad. Without discipline, instances can become disorganized, cluttered, and finding things can be difficult. My advice is to be strict with making conventions and folder structures from the start to keep everything well organized!,If you have a question, the Marketo community had likely answered it. It's possibly the best resource there is for troubleshooting specific things in Marketo. The community is well supported and very active! I myself am an active participant of the community almost every day!,Get creative. The core functionality of Smart Lists is incredible, but only if you think creatively about how you can read and manipulate your data in order to enable your instance. Getting good at advanced filter logic, and using choices in flow steps creatively can usually serve to consolidate many one-off programs into a single task in Marketo.Marketo ReviewMarketo is used across our whole organization. We use Marketo to manage our website downloads, newsletter and email programs, lead lifecycle management, and database growth reporting. Paired with Salesforce, Marketo is the hub of our marketing activities and lead data. We also consult other companies on how to get the most out of their Marketo instance.,There are many ways to accomplish a single task. You can customize workflows and campaigns based on your business needs and accessible data. The Marketo Community - this is often a better resource for me when I have a question than Marketo Support. Email program functionality is intuitive and easy to set up. The wizard walks you through the whole process, including A/B testing and sending an email based on your recipient's time zone. Marketo lets you block field updates. This doesn't seem major but IT IS. Other tools like HubSpot and Pardot don't have this ability. We use this feature to preserve our original lead source values.,Marketo Support - I've submitted many tickets over the years and I have never found the support team particularly helpful. They seem more focused on closing tickets versus finding a solution for their customer. I don't find they spend much time explaining why something is the way it is or making sure their customers understand an issue. I've even been given completely false information by Support reps. Reporting - Some reports are not very powerful or intuitive to set up. If you're looking for end to end attribution, you'll probably need to add an additional tool to your martech stack. Caveat, I haven't taken a deeper look at some of the attribution now that Bizible is folded in. I often struggle with the email and landing page editor. Email 2.0 helped, but I think it'd be most useful if Marketo provided a Master template that included all the possible modules. Then the user could re-arrange based on their needs, delete modules they don't need, or clone the ones they do. Then they can create templates and further customize. I find that the site hangs. I'll go to close my Marketo browser tab and I get a warning asking me if I **really** want to leave the page. It makes me nervous every time that whatever I'd just worked on in Marketo wasn't actually saved. I have to close the tab against the browser's better judgement, and then go back in to double check my work had been saved.,9,Cross-Sell Lead Management Prospecting / New Business Other,HubSpot and Pardot,25,000 to 100,000,B2B,I've implemented a few new instances and feel successful every time a client is happy with the result. I've learned many lessons along the way - #1 being don't sync ALL your CRM fields. Be intentional about this. Marketo becomes slow when it has to process hundreds of fields on thousands of records over and over. You'll find your list pulling and campaign execution speeds lag if you sync all fields.,I don't know if this is considered unusual or creative, but we have a fairly complex asset nurture program in place. When someone downloads an asset, we add them to a short nurture cadence based on their interest. Each time we check to see if the person has already viewed the other resources we're offering, and then have multi-step logic built in to add substitutions if they have. We try to segment our lists by these interests, also, so that we can be more intentional with our outbound communications.,Other than the field sync selection I've already mentioned, I'd say walk through the SFDC or CRM set up steps carefully. I've seen it multiple times before....a Salesforce admin goes in to do the setup steps in SFDC, and gets going quickly or skips steps they think isn't necessary. Trust me - they are necessary. Slow down, walk through each line item one by one. You'll be thankful you took the extra time at this step when you're not sorting through sync issues later.,So much! I find most of my answers in the Marketo community vs. help files or support. Since there is usually multiple ways to handle something, it's interesting learning from others.,I can’t emphasize this one enough: use global tokens. Take the time to understand the hierarchy of tokens and how they’re inherited down the folder tree. You’ll thank yourself later when you need to update your company address across multiple landing pages and email assets. Or the copyright year every January. Trust me, I’ve seen it done manually. If you plan your folder structure and tokens appropriately, updating the copyright year should be about a 30-second task.,Programs Email Templates Forms Landing Pages Smart Campaigns Lead Scoring Lead Sourcing Segmentation Lead Nurture Reporting/AnalyticsGive Your Sales Team the Visibility They've Always WantedWe currently use Marketo for sending nurture emails to prospective customers and automated emails to our current customers. Sales Insight offers great information to our sales reps as far as how their leads and customers are interacting with our brand. We also use Marketo for some data management exercises.,Offer insights to the sales team. Sales Insights gives visibility into how leads and customers are interacting with your website, emails, and social. This insight can be extremely valuable to a sales rep when they are prospecting or communicating with prospective customers. Marketo's integration with Salesforce is pretty seamless. It allows easy access to updating lead/contact/account/opportunity information. This frees up our Salesforce admin's time because I am able to update things right out of Marketo. Workflow creation is simple and intuitive.,Add new images to an email via the rich text editor, ie have the ability to upload images right from the editor Sync with custom objects in Salesforce. Must upgrade package to do so. No native integration with SugarCRM,10,Product Launches Upsell Customer Service Lead Management Prospecting / New Business,Act-On and Pardot,100,000 to 250,000,B2B,Salesforce.com,More visibility into lead's interactions with our brand, which helps our sales team immensely. Sales alert make our sales team more efficient and aware of what leads are doing Creating automated emails and nurture streams that allow us to stay in constant contact with our database.Marketo - Excellent MarTech Solution (B2B)Marketo is being used by our marketing department and we are integrated with Salesforce, which is mainly used by our sales department. Our company decided to use Marketo because they wanted to automate their marketing process, implement lead scoring, and track our marketing spending by campaign through their analytics and reporting.,Reporting and analytics provide excellent insight into our funnel. Marketo Community is a wealth of knowledge. Customer service is quick and helpful. Marketo's annual summit is a wealth of knowledge and excellent for networking. Event campaigns are super easy to use and integrate with webinar providers. We specifically use ON24 and have been able to implement custom object for easy status syncs.,Reporting dashboards are pretty generic. If you want real insight into your reporting the dashboard is not helpful and seems fruitless. Database tiers are set up very broadly. I think it jumps from 50K to 100K. It would be nice to have the option of 75K. Customer service has declined in quality over the years. Be prepared to troubleshoot your problems.,10,Product Launches Upsell Cross-Sell Customer Service Lead Management,Pardot,100,000 to 250,000,B2B,When I first started using Marketo I underestimated what it could do. For a long time I treated it as an ESP - which is only one portion of what Marketo can handle. The most important lesson I've learned is that the tool is far more powerful and has the capability to handle much more. While this is a great discovery, the tool requires a lot of strategic planning - something most companies dismiss. If you are planning on purchasing a marketing automation platform you need to invest training for whoever is running the instance and possibly a consultant to set up the architecture of the instance.,Our company used a custom CRM. This integrated with Marketo, but all data/objects were stored in custom objects. We wanted to be able to display our audience's data in email communications but that is difficult to achieve with tokens and custom CRM objects. With the use of Email Tokens we were able to pull in data from custom objects into email communications.,The learning curve is steep. Network with other Marketo users in the community and take as much training as possible.,The community has a ton of information on use cases that product docs do not cover. Typically, if I have ran into a odd situation with Marketo I have searched in community and have found a dozen other folks with the same experience.,Marketo is a tool that requires strategy and collaboration with Marketing and Sales. Architectural changes in Marketo should be discussed upstream to ensure all reporting is not impacted.,Channels Programs Email Templates Forms Landing Pages Smart Campaigns Lead Scoring Lead Sourcing Segmentation Lead Nurture Reporting/Analytics,Tokens: These are a scalable solution to pulling in data into emails, landing pages or marketo smart campaign flow steps. Smart Campaigns: Very basic feature of Marketo, but I use them daily/hourly to run processes in Marketo LaunchPoint: Marketo can integrate with many other MarTech apps. This feature helps with transferring data from one app to Marketo.Developer's Perspective of MarketoIt is a great tool currently used at our organization for admins to customize emails, build workflows and marketing paths to help drive traffic down the funnel. It is mostly used by the marketing department, but we are now trying to leverage it more across the organization and provide visibility to those outside of marketing.,Customize emails Build workflows based on certain trigger criteria and help facilitate a guided path to conversion Basic integrations with salesforce,Very limited API functionality Support doesn't seem to understand their own product beyond simple declarative functionality, e.g. APIs,4,Lead Management Prospecting / New Business,Salesforce Marketing Cloud Email Studio,More than 5 million,Both,Reporting/Analytics,The automatic integration into Salesforce is a very useful feature, pending the system's ability to process the queue in an efficient manner. This is helpful in removing potential ETL/data engineering involvement. Frankly I am really excited about the Adobe acquisition of Marketo because I foresee this enabling tracking with web pixels capturing behavior from the initial "anonymous behaviors" up through filling out Marketo forms and converting the lead into Salesforce. Marketo's ability to provide insights and identify hot leads is also very useful in helping marketing automation and sales automation optimize their workflows.,Marketo's batch API was super helpful to have learned, and had I learned it earlier would have allowed me to not consume as much of the API limits. Without this, we were dangerously close to or exceeded our API limit rather frequently in ill-attempts to create custom integrations, as well as integrate with other SaaS MarTech platforms.,Honestly no. The Marketo community and support are rarely helpful. Hopefully with time the documentation and customer feedback will build up a useful repository that can be more readily used.,Their forms are fairly flexible and usable in a variety of environments without imposing constraints when implementing and testing these forms.,The search capabilities allow to find needed resources fairly easily without having to traverse down into multiple folders to find those resources.,We have gated content on our web pages that funnels lead content into marketo, qualifies and filters those leads, and then delivers those qualified leads into our CRM portal. This helps optimize and maximize productivity of sales reps to engage with our leads most likely to convert.,We have used channels to distinguish between direct mails, Nurture engagement programs, content syndication, email blast, etc. types of marketing activities.,It is fairly intuitive to segment audience's with Marketo's segmentation capabilities, given that your data is clean and reliable. However, when dealing with semi-consistent data, the reality is that it will feel really difficult to segment your audience effectively because of those inconsistencies across your database of records.,We use smart campaigns all the time for automating workflows. For instance we have nurture segments where based on the lead's stage in the lifecycle they would be placed in different nurture segments that would have content tailored to what that lead is likely considering, hung up on, or needing that could help them progress to the next stage of the lifecycle preparatory to converting into a qualified sales opportunity.,The standard form is easy to use, but more often that not we needed to embed additional tracking variables and logic that wasn't innately supported by Marketo. So instead we created essentially custom forms, that would also send data to the same endpoints that marketo's form would to replicate the same behavior while also accounting for the custom tracking.,When our field events teams are out at micro events, they often will use Marketo forms at their events, but will format these forms to better align with the event they are presenting at e.g. Microsoft Ignite.,30,30,Marketing Email Automation Preferences Center Lead Generation,Centralize communication into a Communications Hub by seeing how performant and responsive people are to Marketo content as compared to content sent out via other platforms Predictive Analytics supply dynamic content for Marketo to then send personalized emails to a target user group,End to End tracking of user behavior pre-conversion, to lead capture, to marketing content interaction, to sales conversion (salesforce),10,Drift,Increased efficiencies in pushing marketing content Better tracking and understanding of lead engagement Leads likely convert much faster with optimized workflows across multiple systems,Yes,2,No,I would if I couldPros & Cons of Marketo -- My Thoughts & ReviewWe were introduced to Marketo as an alternative to our existing marketing solution. We gave it a spin as a way to enhance how we collect and qualify B2B leads. Since it integrates well with Salesforce and other CRM platforms, we decided it was worth our time. Marketo allowed us to bring most of our digital marketing and sales efforts into one hub where we could easily nurture and manage the sales process digitally before qualifying leads. It was primarily used by our digital marketing team and sales team to bring them in sync and improve our digital sales process.,The workflow functions of Marketo are among the best in the industry. You are able to build advanced lead qualifying and sales processes using Marketo and automate tasks that are often done manually. As a B2B platform, Marketo is able to integrate with CRM programs like Salesforce and allow you to take the sales journey. It has the necessary features for seasoned marketers to use, like lead scoring and programs that can track and manage different marketing events and functions. Lead scoring is a huge pro, especially in today's digital marketing and sales. Marketo’s lead scoring system allows your sales team to qualify a lead before pursuing, saving you valuable time and money. The nurturing program is a huge time saver, as you can nurture leads and then qualify them based on what you think. Centralized marketing information. With Marketo, you can view all your digital marketing results in one place. Whether you are using email, landing pages, mobile advertising or forms (which, by the way, Marketo has a lot of to choose and customize), you can easily view this information from within the dashboard.,Pricing -- Marketo is clearly designed for a premium market, and most people will not be able to get in at the price point it starts from. This is a con especially for small businesses who do not always have the resources to invest in a solution like this. Analytic reports within Marketo are not the greatest. I feel that there is more data you can view, and smart lists do not always work as they are supposed to. It must also be said that Marketo does have a steep learning curve, and in some cases, you may need to hire a specialist to help you with the integration process. This can add to your cost.,7,Customer Service Lead Management Prospecting / New Business Other,HubSpot and ActiveCampaign,10,000 to 25,000,B2BSteep learning curve, but worth the investmentOur field marketing and demand generation teams use Marketo to manage our global leads and marketing campaigns. Marketo helps us automate many processes including triggered email follow-ups, email nurturing (drip campaigns), lead scoring, lead status changes, alert notifications for our business development and sales teams, campaign management, database segmentation and more.,Smart Campaigns - batch or triggered campaigns that use smart lists and flow steps Segmentation - quickly and easily set up segmentation rules to use across campaigns, lists, and more Integrations - native integrations and custom webhooks/APIs are easily accessible and enable connections to other critical business systems,Reporting - there is still room for quite a bit of improvement here which means we're often exporting data and working with it in Excel Custom fields and field types - once a custom field is created, it can only be hidden. If you want to remove it completely, you must contact support. Also, there are no formula fields which makes scoring a bit more cumbersome.,9,HubSpot and Pardot,Marketo has helped us increase our MQL conversion rate and overall engagement rate with prospects and customers, as well as identify specific activities that trigger follow up tasks for our BDRs and sales teams to act upon. The real-time notification helps ensure we meet our SLAs for engagement and task completion. Initial setup is probably the most difficult part, as there's quite a bit of journey mapping that occurs between the website and Marketo. Your team must agree upon what's important, how to classify "Interesting Moments", and scoring (if applicable).Marvelous MarketoThe marketing and sales teams use Marketo to manage emails and collect lead details as well as insights. Currently, we run a fairly complex nurture program with Marketo that targets where someone is in the sales funnel and specific industries that we work with. It allows our rather small marketing team to get as much (if not more!) accomplished than a team twice our size.,Lead Management Nurture Stream set up and distribution Integrates easily with lots of other solutions Great community and support team,Landing Page Design for non-coder Email Design for non-coder Anonymous lead capture,9,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business Other,HubSpot, Oracle Eloqua and Pardot,10,000 to 25,000,B2B,7,3,Email Campaigns Form generation and conversion Landing page creation,We really just use Marketo for its intended purpose.,We are looking into connecting a direct mail vendor to our Marketo instance so we can trigger snail mail sends based on activity.,10,Canva, Vidyard, Adobe Illustrator CC,Increased efficiency for marketing team in creating emails and landing pages Easy website personalizationMarketo - the best of the bunch when it comes to Marketing AutomationWe use Marketo to better connect with our customers and prospects. It is our primary email campaign tool as well as the vehicle for all of our paid advertising (PPC) landing pages. We primarily are sending campaigns segmented by verticals that we serve, though we are moving more intro trigger campaigns based upon user behavior and demographics. We have some very basic nurture campaigns set up.,Integration with Salesforce. Numerous third party tools (Vidyard, Sitefinity, Lookbook) over native integrations. Creating targeted list (Marketo calls them Smart Lists).,Support for responsive landing pages and emails. Reporting - unless you have Revenue Cycle Explorer (RCE), an add-on, reporting is very basic. And RCE is not easy to work with. Technical support is spotty - we've had numerous assigned techs of varying degrees of skill.,7,,,250,000 to 1 million,B2B,Marketo has been instrumental in our demand generation efforts - from hosting our landing pages to allowing us to develop effective nurture campaigns. Some key leadings from my experience: 1. Take the time to plan and structure your account properly - they can get extremely complicated/messy in a short time. 2. You will only be successful when your data is clean. Establish rigorous data hygiene protocols! 3. Don't be afraid to experiment,It may not be advanced to some folks but it was advanced for us - using the advertising targeting capability to build an audience and share it with ad networks, Linkedin and Facebook, etc. While we didn't always have critical mass in some audience - when it did work, it allowed us laser-like targeting to get our ads in front of the right people based on the behaviors we were teaching via Marketo.,Take the time to do some planning up front - it is so tempting to dive right in. But having a well structured account will help you in the long run. Get your team professionally trained - Marketo is a very complex piece of software and learning from an expert is extremely beneficial,There have been countless times when we have had an issue with Marketo and the solution did not come from the official technical support channels - instead some extremely generous and knowledgeable folks in the communities came to the rescue. It also useful to be able to share your challenges and know that you are not alone - even if there isn't a solution right away,I don't really know any tips or tricks that others haven't already shared. Keep your instance well organized, set up standard procedures for creating new campaigns and landing pages, establish rigorous data hygiene protocols and keep learning about as new features are introduced in the different releases. Above all work with the tool as much as you can - the more you do the better you understand its capabilities and limitations.Save Time with Marketing Automation and MarketoI use Marketo at Perkuto, but mostly for our clients where I implement their lead lifecycle and marketing programs. Most firms are using this tool in Marketing and Sales departments. The service helps B2B marketers manage large volumes of lead records, report on the sales funnel, and provide rich behavioral data to Sales. With Marketo (and with other marketing automation tools), it becomes easier to automate the sending of emails, email lead nurturing, and data management. The goal of the tool is to have an automated, fully reportable sales funnel.,Lead Management - Marketo has a variety of tools and workflows to adapt to your business process. Salesforce Integration - Marketo has a tight SFDC integration that helps marketers manage leads and align with the Sales process. Revenue Cycle Analytics - with this add-on, Marketo provides full visibility into ROI and sales funnel metrics.,Implementation - Marketo is a powerful system, but it comes out of the box fairly blank. Marketers need to plan out their lead lifecycle and workflows well in advance of signing a contract or turning on the switch. Basic Reports - these are helpful, but limited. The sales funnel is not fully or automatically reported without the RCA package.,9,HubSpot,1 to 5 million,Automating replies to inbound leads.Screening trial requests and routing MQLs to Sales or NurturingAutomating data cleaningSaving 1900 man-hours/yr with just basic automation.Scaling up nurturing systems for drag and drop updates Scaling up footer and script changes for emails and pages.Automating webinarsLessons: have a plan before building anything.Walk through everything with your sales team to get buy in.Always build in scale to avoid rebuilding things later.Take advantage of the APIs and plug in tools to handle things like email reply management and data managementBatch campaigns > Triggers == you don't have to do everything immediately.Scoring - does everything need to go to Sales? Think hard about this and the methodology for determining someone who is ready to go to Sales.Add Ons - best add ons are API Calls, Sandbox.,There are so many! Use engagements as a set journey (doesn't matter if it is by Stage or Segment) to pour leads into Streams and let them run. You can do this with ABM or Prospecting, or just nurturing. Watch it when you replace emails with new assets as it will reactivate leads.Manage Privacy Rules - you do need to be creative with marketo. Totally possible to setup cookie opt out as well as GDPR compliant processes.Custom Objects and SFDC Custom Objects - if you have a complex system or add ons, these objects can extend your ability to segment your lists and send more targeted emails. Manage people by Product, Opps, database linkages, or even survey results.,Plan everything before you sign the contract. Have your funnel mapped out and ready to go. Don't use this to batch and blast. Use it to scale and automate. Start small: don't try to achieve full funnel channel-offer attribution on Day 1 - it will NEVER happen. Make sure executives understand this is a 1-3 year journey to build a great system.,As the first Level 10 (300k pt) contributors, I can say that the Marketo Community is THE BEST place to search for advice on how to achieve a marketing system or goal. Someone has done it before and you should check docs.marketo.com and the Nation before giving up. Marketo CAN do almost everything you want if you think carefully and leverage it as a workflow processor and not just an "email tool". I have definitely learned how to manage unique data transformations, token scaling, etc from reading articles here.,Data Management: good for small size databases, consider more scalable tools with the API if you want heavy duty deduplication and data enrichment.Continually reduce triggers - does that email HAVE to go out in 4 seconds?Use batch flows to manage your list to clean hard bounces, left company, etc.Connect tools like Drift and Siftrock and automate the data to flag Customer depatures to CSMs, and clear bad data, as well as push highly engaged leads to an SDR in seconds.Don't use it for Surveys - use Survey Monkey and take advantage of Custom Activities and ObjectsEvents - with Sky's improvements and scalable marketo program templates with tokens - YOU CAN absolutely run almost every kind of event, including 1-1 meetings with just out of the box Marketo. Yes, it takes some thought and skill. There are great examples on the Nation and on blogs of agencies like Etumos and DigitalPi, and marketingrockstarguides.com. You do not have to buy Eventbrite or Cvent unless you need payment processing or are running multi-day, multi session user conferences. You would be surprised what I've done with the right coders and planning.,Channels Programs Email Templates Forms Landing Pages Smart Campaigns Lead Scoring Lead Sourcing Segmentation Lead Nurture Reporting/Analytics,Engagement Nurture programs are the best automated feature of Marketo. Once you set them up, they run by themselves and you can drag in content easily on a regular basis. Does take a bit of thought, which I've written about to make this easier. Email Delivery reports (Email Performance Reports) - great tables of what occurred when sending an email or overall delivery rates. Email 2.0 - the module system is a huge leap forward and if you can create a great Master Template, you can empower marketers to be self service and rapidly push out emails.,Guided Landing Pages launched a few years ago, however, I was unable to take advantage of them until I had a coding team. They function exactly how marketers imagined they should: Module insertion as needed within the same design.On/Off switches for modules and additional components.Enables Multi Select pages in unique designs.limits ability of marketer to break the page.,I'm usually the one helping others! I'd say the Community is a great resource for all people. I've definitely learned hidden secrets from other Marketo pros. Key things I've learned involve Race Conditions, Request Campaign use to manage Order of Operations, etc. Others will find help related to Lead Source, Lead Lifecycles, and Setup.,From other demos and use of Email Service Providers, Marketo's workflow and nurture options are far more powerful and easy to use than HubSpot or Pardot. The marketer has much more control on how and when things occur, along with clearer Automation. Marketo has a powerful lead lifecycle funnel system, but it does require a lot of thought and setup to provide the funnel transparency the CMO wants.,Tables. Everything you can do in Marketo can be summarized in a 4x4 table. Journey Sessions Documentation.,I used paired fields of First and Most Recent Lead Source. Then I managed those with SFDC Campaigns and Program Channels to build up the dataset to understand First Touch and Last Touch. This system is documented on my site and will also provide a set of touches if you have the right reporting tool.,Events Roadshow List Purchase etc.,It's great. I'd love it if Marketo's Segmentation feature did 250 segments, but 100 isn't necessarily a big issue. Most people will use Smart Lists which function well if you know your database fields, values, and are careful not to make them 20 steps deep.,This could be a long article! Smart Campaigns=Workflows. They are the core of making Marketo work for you. For example, Lead Scoring will have a trigger of Clicks Link in Email and it will let you choose all or some emails that are sent. I typically let that run 1x / hour to avoid over scoring.,Forms 2.0 are very easy. Very reliable. Largely block spam attempts as well for most B2B firms. Forms allow us to scale quickly with standard fields and look and feel and then drop them in. We can change a form once across dozens of pages in many cases. Adding hidden fields is a must for tracking lead source or unique situations.,Wow, dozens of course. Tend to create either a Master or scenario based: event invitationwebinar invitationthank yousgeneral promocustomer promo,3,Webinar Automation Lead Nurturing Data processing Email,10,Time Saved - my biggest wins are in the time saved routing leads, data deduping, data management, and reporting.,No,Product Features Product Usability Product Reputation Vendor Reputation,I might ask more questions about implementation and real costs of support.,Implemented in-house,Yes,8,Yes,Basic setup Webinars Lead Nurturing Landing Page Building,Data transformations Complex lead routing,No,8A complete automation packageMarketo is used exclusively within the marketing department but the outputs (such as lead scoring, and triggered emails) meet needs that come from all areas of the business. The key challenges that marketo helps us over come are: sales efficiency, lead generation, customer service and customer experience.,Simple user interface Comprehensive suite of features A well developed community/support Data management and cleansing,Processing speed and loading time Reporting More developed salesforce integration,9,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business,Attract the right customers Engage and grow customers over time Measure marketing investment,Eloqua,1 to 5 million,B2B,Running lights off campaigns. Keeping data clean and accurate is vital to running good campaigns,I have previously used a series of webhooks to update custom objects in salesforce.,Make sure you recruit someone with marketo experience in the team. Not a consultant a permanent member of staff.,Dont let non marketing people drive your markwting strategy. Ignore people who say we need to email blast people more.,Use the campaign request feature,Data updates Email building Landing page building,Nurture campaigns Keeping data synced with salesforce Keeping folders and my tokens organised. Email script tokens,Yes, but I don't use it,5The best thing since sliced breadIt is currently being used in the Marketing Department to support the entire organization. It addresses our Email campaigns, SEO, Analytics/Reporting as well as some internal messaging. Also we use it to get leads routed to the correct place.,Marketo has had a very big impact when it comes to scaling our email marketing efforts. We have a diverse portfolio which means we have to many segments. It allows us to reach the correct people in a fraction of the time. Marketo is helpful when it comes to spur-of-the-moment updates by allowing use to apply smart list to find leads/contacts that need to be updated.,Currently the reporting aspect is not as robust as I would like it to be but after this year's Summit I have faith that this will soon be a thing of the past.,9,Upsell Cross-Sell Lead Management Prospecting / New Business,,1 to 5 million,B2B,I find my greatest successes in Marketo to be with Lead Management and Email Automation. We have several products that go into a variety of verticals. Being able have triggers and filters to ensure we are getting prospects into the correct engagement program. It's very important for us to get the right content and the right time and Marketo allows us to streamline a cumbersome task. Lead Management allows us to effectively identify leads based on their engagement which helps us understand the funnel velocity. It also allows us to indicate when a lead is not ready just yet letting us know we should change the type of content they receive.,We have multiple engagement programs based on product interest and since most prospects are unsure in the solution they need they tend to jump around content. We utilize what is known as the traffic cop to ensure the prospect is in only one stream at a time and we also have a score field for each of the programs. The score fields allows us to exit from a current nurture program once a certain score is reached. This way we can make sure we are giving them the content that are most interested in at all times.,I would tell them to take a deep breath and not to get overwhelmed. If you have a sandbox, I would recommend you go in there and play around while reading the Marketo docs (they are a wonder resource). Leverage the Marketo community because I like to believe if you have a question someone else probably did as well and you can take that and apply to your business case. And remember Marketo can do a lot things so take it one step at a time... you can not boil the ocean.,Have you ever watched Who Wants To Be A Millionaire? The Marketo community has been my lifeline because there are so many bright people willing to help think of cleaver ways of getting around an obstacle. From tokens to custom fields to coding tips, I'm always at ease because I feel like I have a family helping me every step of the way.,Again, leverage all of the wonderful resources around you. The Marketo docs are easy to understand and the community will have your back. Don't be afraid to think out of the box because you can find a way to solve any problem. And don't just stop at the basics, you should take it the next level each day and move towards getting Marketo certified.Marketo admin for a large b2c companyWe use drip nurture campaigns for the B2C portion of our business (we are mostly b2c but also b2b) and heavily rely on transactional emails. We use email performance reports, but rely on Tableau for most of our analytics. The problem right now is the high cost. We have a large DB and find that we don't need most of the products in Marketo. We also find support turn around is a bit too slow.,The UI is easy to train on. There's a low barrier of entry for new users that I onboard at the company. Our account manager is friendly and personable. Support is skilled. The tier 3 team are able to operate more like engineers.,The support team and account managers are overloaded, so they have slower turn-around times. We do not like to escalate cases, but this is realistically the option that we need when something needs urgent attention. Parts of the UI need updates and give inaccurate information. More transparency in updates is needed. We have had infrastructure changes break our campaigns.,7,Upsell Lead Management,,More than 5 million,B2C,We've been able to reach out to cohorts of abandoned customers via email and A/B test different approaches/tactics for reaching out and increasing engagement along the way,We use a lot of velocity scripting within the program/folder level to create a huge amount of customization within the emails themselves. This is super helpful for those who rely heavily on operational emails that contain personalized data,Marketo is a great key-turn product for an SMB that needs to get their sales and marketing off the ground quickly.,It's robust. A lot of answers and a lot of key players ready to answer your questions immediately,Learn from someone who has used the product extensively. Don't get sucked into expensive consultants.Tricky to use, but ultimately the most powerful!We use Marketo for email, automated nurture campaigns, sales and business development alerts, reporting, and lead scoring. We currently use Marketo integrated with NetSuite, a non-standard CRM integration through the Muv connector platform. I have also used Marketo with Salesforce which provides a huge advantage given the rapid sync and additional CRM features it provides.,Total customization if you know what you are doing. Nearly all automation techniques can be achieved, but it can be difficult to learn. All-in-one platform for demand generation, operations, designers, and more. Great step-by-step learning materials available for the basics. Wonderful targeting capabilities. I love smart lists and wish that CRM systems were as easy to segment databases.,Huge learning curve for new users. Somewhat outdated interface when compared to other automation platforms like HubSpot. No visual workflows for nurture programs.,8,Product Launches Upsell Cross-Sell Lead Management Prospecting / New Business,HubSpot,100,000 to 250,000,B2B,Marketo can be a tough nut to crack at times, but over time usage becomes more natural and rational. If you've ever taken a basic computer science course or used Salesforce in a meaningful way you should have no problem. I had the opportunity to go to a few Marketo summits and it's a great way to learn (and fun too). If budget is tight on your Marketing team, take advantage of the online community and ask a lot of questions. Also YouTube is your friend!,Marketo can be used to communicate with your users rather than forcing business or sales development personnel to send emails manually. You can set up triggers based on lead aging or based on lead scoring and use plain text formatting so that emails seem more organic and reception is usually higher than traditional marketing emails.,Spend plenty of time thinking about use cases and making sure the data you sync with Marketo is clean. I've put together dashboards and advanced nurturing campaigns only to find out our poor data management in CRM or from poorly executed data enrichment exercises means targeting is limited. As cliche as it sounds, garbage in garbage out!,Marketo has one of the richest communities. I've worked in Marketing Automation consulting and those that are Marketo Champions are somewhat of rockstars in their own right. It takes a good bit of work to get Marketo Certified, but it's worth it if you want to specialize. In the end, I didn't want to have such a narrow focus in my career, but have a lot of respect for those that do.,If you can set up a sandbox environment to build and test campaigns before you launch, definitely do so. It's a great way to learn and will keep your production environment much cleaner and easier to manage. Other than that, become active in the Marketo community, ask a lot of questions, and join a local Marketo User Group (MUG) if there is one in your area and you want to learn creative ways others are using Marketo.Marketo is critical in personalizing the lead/contact experience throughout the buying cycleMarketo is integral to what we do at Sigstr. The use of both Marketo Smart Lists and custom landing pages allow us to customize the customer journey from initial outreach to closed won. Marketo allows us to take an enormous list of leads and contacts and segment them based on the prior parameters we set.,Smart lists Landing Pages Conditional listing Customized cadences Integrations,A more novice-friendly UI,10,Product Launches Upsell Cross-Sell Lead Management Prospecting / New Business,HubSpot,10,000 to 25,000,B2B,Marketo has been really key in the introduction of drip campaigns within the organization. The simple creation of "If...then" ad rules has made it easy for us to continue to stay in contact (and relevantly so) with those potential customers and prospects who are not yet in the buying cycle. This allows our team to be more consultative in their sales approach.,One way in which we use Marketo that is a little out of the ordinary is to almost use it as a CRM. By allowing Marketing to add in customer notes to contacts during the prospecting stage, Sales Reps now have a starting point on relationship building should an opportunity be created. It has gone a long way in deal / presentation preparation and rapport building.,The advise I would give is pretty simple and relatively obvious, but maybe putting it in writing will hammer it home a little more. But the advise is: make sure to go through all the training videos and documentation that Marketo provides upfront. The resources are easy to digest and can uncover a lot of features and work flows that would otherwise be overlooked.,As noted in a previous question, we actually learned of the "quasi-CRM" use case from the Marketo community. There are a lot of helpful findings that come out of the online community itself, and I have heard that the physical Marketo User Groups (MUG) events are extremely beneficial. While Marketo will probably never replace our dedicated CRM, using some of the features provided only adds more depth and value to our company,,One piece of advice I would give a Sales Leader specifically is to use Marketo live during stand-ups and meetings. Using the full "deal" or "dashboard" type views make it easy for the entire sales team to be on the same page and live within the system itself. It has paid huge dividends for us in terms of usage of the system team-wide by making it a standard part of ongoing procedure.Better than others that's all i can say!!!Being a Digital Marketer, I use Marketo on daily bases to run digital campaigns such as Email, Events, Webinar etc. Best features are as follows: We can track leads in Marketo easily and also track their activities in detail.The nurture and Lead scoring programs help me in demand generation.Its sync with Salesforce helps our CRM as well. I implemented Marketo in my old company. The support you get from the Marketo team is really good.,Lead Nurture : I does it exceptionally well as you can create multiple rules for multiple scenarios. Revenue Cycle Analyzer: When it comes to track ROI; the details you get from Marketo is significant.,Lead Database : They should create something where we can change the lead details easily. Analytics : There are multiple reports but their should be few options to edit them according our need as we might want to compare 2-3 different reports so instead of doing that manually we should be able to do that automatically.,9,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business,,1 to 5 million,B2C,Marketing automation is not simple and easy. Also every company need it to help the sales. Without it you cannot put any values next to your marketing efforts. The success that we have is to show our sales the importance of Marketing and efforts that we do on the daily bases which leads to help them close the deal. Also the misinterpretation of Marketing just create junk to Marketing creates leads and also help in closing the opps as we funnel of Marketo now help us get the insights of CRM and we can treat the leads accordingly till they are WON,Now our sales send every email using Sales Insights so that they can track if the user is interested at all or not. They have asked us to create certain triggers, which are quite easy to setup in Marketo, to make sure that they got to know what their customers are interested in and they can talk about in the meeting with them. Smart Campaigns are just perfect in Marketo compared to any other MA tool.,Well, Hire a small consulting agency at start. Marketo support is good but not perfect and expensive. You might need a developer and alot of meetings to finalize it. Donot sync with your CRM till you are sure about everything. It is a one way road. Rest use Marketo on the daily bases. it needs time.,Well, One stop shop to meet people like me. We have a lot of experienced people there. They are really helpful and you get the answer really quickly. But the best thing is that you can have a discussions there and find out what opinion of others and find out what other companies are using. You can use it without Marketo login as well.,1. Go to Marketo University at start. 2. Hire a consultant which will be cheaper than Marketo, and more useful as they dont help with development. 3. You will need a developer at start. 4. Learn from the Marketo community. 5. Take care of database and uploads.,Channels Programs Email Templates Forms Landing Pages Smart Campaigns Lead Scoring Lead Sourcing Segmentation Lead Nurture Reporting/Analytics,Analtics Email programs CRM connection,Web Personalisation,A lot of it. I asked my questions and post my suggestion constantly over there.,Database Managemnet and CRM connection,All of them,We use different ways to track the Lead sources, such as UTM parameters in forms captured via cookies, or use smart campaigns as they come from different API's. The Lead source is really important for not only Marketing attribution but also utilized by the sales as to measure the last transactions. Well just as an FYI there are still few lags in capturing the exact data, and donot o for every touch as that make the things more complicated rather than defining any answers.,There are few basic channels but also some internal one where we promote our products. But I wont be able to add them here. But the channel tracking is good only if you don't have multiple work spaces. with multiple work spaces these tracking doesn't make sense anymore.,Well the segmentation is quite important to us and it is a really powerful option as well. you can use them to dynamically personalize the content on the landing pages and email but not the external sources. we recently started using the Web personalisation and looks like these segmentation will also be helpful there. Rest one issue you can only have 20 segmentations.,We use smart campaign for everything from sending an email to adding something to a list even to sync leads to CRM.,They are easy to setup but still less customizable when it comes to design. they dont have any AJax and some time the CSS is quite difficult to align with the existing web page.,I am not a designer but the email template term seems quite old to me. People like to have the email plain and straight. We do have some templates but they look really old fashioned.,20,10,Product Promotion Tradeshow Promotion Surveys,sending ivitaion by sales sales looking for activity data of leads modification of sales cycle,Web Personalisation IP address AI content,10,Oracle Eloqua, Pardot,Its integration with Salesforce helps alot. Lead tracking and revenue per lead creation details are really helpful. It is not a cheap tool to use but such good functionality and so less manual work it is worth it.,No,Price Product Features Product Usability Product Reputation Prior Experience with the Product Analyst Reports,Everything went perfectly but will look out to have a personal support engineer with the architecture knowledge,Online training In-person training,9,6,No,6,Yes,There have been time mostly, but they never consult when it comes to intergation processes.,Email Program Analytics CRM connection,Database update DeDuplication Multiple approvals processes,No,8,Survey Monkey Wistia Salesforce CVENT On24,WeChat Inevent SAP CRM,API (e.g. SOAP or REST) Javascript widgets ETL tools AppExchange or similar marketplace,7,Look for the launch point for easy integrations. CVENT and Survey monkey is not well integrated with Marketo. Also Zapier is really good tool when it comes to setup the webhooks. Marketo integrations with BI tools is really bad. Everything need a developer so extra costs for new integrations. Test the integrations with Sandbox before implementing it.Learning MarketoMarketo is used across the entire university. Our central team started using it before my time and initially had over 430 users on our account. The central team creates the standard templates for Marketo and I customize them for my department. We didn't initially have any governance over Marketo, and my role has been to come in and streamline it for my department. My department has 53 subgroups and we use Marketo for email marketing, event outreach, etc. Currently, my department is only using Marketo for emails and to collect analytics.,Track metrics,Editing graphics User interface (non-Sky) is very clunky Having the undo ability when creating emails and working with or in modules,9,Other,Mailchimp,250,000 to 1 million,Both,I have had a lot of success standardizing the use of templates across departments and in working to increase accessibility with the use of smart links. The most important lesson I have learned is to clone an email before making any changes. One of Marketo's largest weaknesses for me is that there are very few options for to undo changes since it saves after every change. You better really like the change you are making or have cloned your email because otherwise you will have to live with the changes or rebuild your entire email.,Since you can't edit images directly in Marketo yet (unless you are beta testing Sky), I have figured out how to easily try out several images in an email. If you name them email_name_image_01 and then increase the number for each subsequent image, then to cycle through the images, you only need to replace the "01" with and "02". I have had to compare up to 10 images so this comes in helpful.,Understand that it is a very powerful tool with a very steep learning curve. Make sure that you reach out to a user group if you don't have seasoned users with a lot of experience to help you out. In Marketo, things happen and often without a lot if information available about how to fix them. I am lucky to have a whole team of folks to rely on but there are definitely user groups out there if you don't.,I have learned how broken the text only version of emails are. The CTA buttons and many modules are not translated from HTML into text only. So, if you are ever using (Call to Action) buttons, you have to hand-copy them into the text versions. I thought it was an oversight and a bug, but I learned that this has been an known issue since 2016 and it just isn't important enough to fix.,The dashboard stats that are displayed after an email program is sent is a neat snapshot in time - BUT the numbers shown aren't reliable data for comparing programs. If you want valid data for comparisons, ALWAYS export and save the Email Performance and Email Link Performance reports ( I recommend within 5 days). As you add and remove people from your Marketo database, the numbers will change. If you want to compare apples to apples between programs, export the reports the same amount of time after each send and then compare those reports over time.Marketo makes B2B marketing a breezeMarketo is being used by our marketing dept to drive automation. We like that Marketo help us automate our emails and track engagement with our database.,Scores members of the database by engagement, which allows us to quickly identify when someone needs to be re-engaged Provides a platform for automation Allows for easy segmentation, which is important when diversifying emails quickly,The Marketo interface is not intuitive. I wish there were more help tutorials, rather than relying on only the Marketo community. The Marketo community is not always helpful and having a FAQ and help center would be extremely useful. I would like the design studio in Marketo to allow me to replace current images with images with either new file types or file types with varying names.,7,25,000 to 100,000,B2B,One of the biggest successes I've had with Marketo is the ability it grants me to truly target the correct people in my database via segmentation. However, I have found that Marketo is not intuitive and does not provide good training, so learning to us the Marketo Community when I don't know how to do something has been beneficial.,One of the most effective ways we use Marketo is by setting up nurture streams to engage our customers. This feature allows us to automate very specific messaging to our target market(s) by setting up specific criteria. It also allows us to set up multiple touch points and set a cadence, while also moving people from one stream to another, depending on the action they take.,The best advice I would share is to learn how to navigate and use the Marketo Community.,I learn almost everything from the Marketo community! As I stated in a previous response, Marketo is not very intuitive and does not provide free instruction for their product. So the Marketo community is by far the best forum to reference when attempting to learn something new. The community has truly helped me expand my Marketo knowledge and expertise.,One of the biggest tips I have is to, again, familiarize yourself with the Marketo community. Learn how to best navigate it and don't be afraid to use it.I I would also suggest you have a Marketo mentor. Again, the tool is not intuitive, so learning how to do advanced automation and analysis in the tool can be difficult. I'm still learning how to use it!
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Marketo
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Marketo
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Josh Pickles profile photo
Score 9 out of 10
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Marketo is the central marketing tool used by various marketing teams across the business, with one centralised team managing the day-to-day (lead and data management, reporting, bounce handling, account management, etc.) as well as the strategic automation development across the various marketing teams within the business.

Each business vertical has its own marketing team who use Marketo on a weekly basis to manage all of their tactical emails with assistance from the Central team.
  • Flexibility - It has a lot to offer, but you don't have to have it all. There are a lot of integrations that allow you to set up your MarTech environment however you want.
  • Usability - Marketo is pretty straightforward to use, and there are a lot of resource documents and community available to help mitigate any issues a user might have.
  • Comprehensive - There's a huge range of features that Marketo has built into it that can be bolted on. I accept there are other tools out there there that do "more", but Marketo's features are comprehensive and operate in a local environment.
  • Support - Marketo's support feature and team are fantastic. They've always been willing and able to help with simple and complex queries in a highly professional manner. The Marketo Community backs this up - with both Marketo Support and Marketo Experts providing insight and responses to queries.
  • Landing Pages - The Landing Page editor is a little clunky. It was built prior to the email template builder which has more functionality that it could take to be improved.
  • Analytics - Marketo's default reporting is very simple and tactical. For more detailed reporting there is a paid add-on you can rely on to pull through meatier results.
Marketo operates well for medium to large-sized organisations. While it doesn't have its own CRM, it integrates really well with the likes of Salesforce and MS Dynamics to simplify lead management.

Marketo might not be suitable for smaller organisations who are starting out with marketing automation technologies.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We use Marketo across a broad range of business verticals, each with their own goals. Overall, we're using Marketo to better understand the user journey. This process has allowed us to better inform customers of key promotions, features, as well as to better communicate and manage customer pain points.
Read Josh Pickles's full review
Michael Weissberg profile photo
Score 8 out of 10
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Verified User
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Marketo is primarily used by the Marketing department for engagement and one-off campaigns, as well as lead management. We have a 1:1 back and forth sync with Salesforce so both can be used for lead management. In short, marketing inputs all leads that we acquire into Marketo, sales inputs all of theirs into Salesforce, and both have the same full database. We market to both our leads and the sales team's leads, as well as manually inputting additional leads we get from other sources for follow-up.
  • It's very easy to see lead acquisition from multiple sources with ROI, so it can be calculated where marketing budget is best spent
  • Engagement streams are easy to build, with multiple if -> then conditions built into a stream for easy segmentation, getting the right message to the right person at the right time
  • There's a massive amount of partners and integrations available - if there's something you want to do that isn't baked in, there's probably a provider that has a software for that
  • Marketo's Revenue Explorer dashboard has a built in cost per new name tracking, also easily divisible by program, for easy deciding.
  • The ability to segment users by any combinations of fields is intuitive for emailing, syncing to an ad partner, or just viewing who you have in your database.
  • There's a bit of a learning curve. Without significant training, even an experienced marketer might stumble around a bit. There's a lot of different ways to do one thing, but it's not always clear what best practices or implications may be for one way over another.
  • There doesn't appear to be an easy baked-in way to de-duplicate records (though it can only send out one email to duplicates). That's something we're dealing with now and may have to use a third party.
  • The ideal would be some direct integration into ad platforms - if it's there, I don't know it.
Marketo is great at segmentation and lead nurturing - if you want to create a thousand nurture streams for every possible condition, you can do that with some robust tools. However, there doesn't appear to be an automated way to do this. You would have to personally create one thousand nurture streams. (But there's a partner that can do something like this.)
Reporting is easy and built-in. There's thousands of partners in a very wide network. Any use case or crazy thing you want to do, like automate ad buys so you don't need your own DSP, there's someone that has done that and can do that for you. It's not just Marketo itself you'd be buying into - it's a vast well-resourced ecosystem.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Prospecting / New Business
We're trying to get the right message to the right user at the right time - whether it's a new product launch for people who have been previously interested in the group or just nudging someone along we haven't heard from in a few months, or even a welcome email, nobody gets ignored and everyone gets a relevant, personalized message based on how they interacted with us and what we know about them.
Read Michael Weissberg's full review
Derrick Phipps profile photo
Score 8 out of 10
Vetted Review
Verified User
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We use Marketo across our entire organization. We use it for B2B and B2C email campaigns. Marketo helps us track engagement and manage our reporting. Most of our campaigns are batch and blast, and we could do a lot more to make use of the metrics within Marketo. I'd also love to convince our organization to upgrade to the Marketo Emails editor 2.0.
  • Marketo provides us with a quick tool for creating forms and LP's.
  • We track open/click rates.
  • We host a ton of images in Marketo.
  • Marketo can run a bit slow across the organization
  • The interface is a bit clunky, and not very user intuitive
  • The WYSIWYG is not very good
Like I said previously, Marketo is really good for batch and blast campaigns. We use it for events as well, but the reporting is not as great as we'd like it to be. I suspect it has something to do with how we've set up our campaign.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
  • Other
New product sales and to drive growth. Also, increasing revenue with our current customers is always a goal of ours. Tracking customers through the funnel is easier with certain reporting types we use within Marketo. Marketo is relatively easy to use once you understand it, and were able to be pretty agile when it comes to creating assets and campaigns.
Read Derrick Phipps's full review
David Portnowitz profile photo
Score 9 out of 10
Vetted Review
Verified User
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We use Marketo in our Marketing department to help with email marketing, marketing automation, lead tracking, web forms, integration with our CRM, integration with other third-party SaaS applications, and much more. Marketo is integral to our business processes and we have used it for four years.
  • User tracking from lead through to sale
  • Creating automated marketing campaigns with full analytics
  • Integrating with different SaaS applications - they make it easy!
  • Hard to get everything set up and requires lots of "tribal" knowledge
  • Support is okay at best, takes too long to get a response
  • UI is average, could use an update
Marketo is well-suited for a medium to a large enterprise that has people devoted to getting it set up and running. You have to really WANT to get it going, otherwise, you will not get great value out of the product. Once you get it up and running, it's a great product with lots of resources on the web for use. I would definitely recommend it to anyone looking for a full marketing automation suite.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We use Marketo to communicate with our partners, customers, employees, and prospects. We are looking to increase sales, sign up new partners, and communicate more effectively with each group. We also use Marketo for lead generation on our website with forms, landing pages, and personalization.
Read David Portnowitz's full review
Alec Dibble profile photo
Score 8 out of 10
Vetted Review
Verified User
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Marketo is being utilized organization-wide to fulfill all of our automated email needs. Uses include marketing campaigns, application-based transactional notifications, and internal notifications. Being able to do all email automation using one program simplifies email management across the org. It helps ensure all automated emails are consistent and coming from the same trusted source. Additionally, it provides a high degree of automation, flexibility, and integration. Most campaigns and automation sequences we need are implementable using Marketo.
  • Marketo's flexibility is where it excels. The architecture and interface have a learning curve, but Marketo gives the end user a lot of power to set up campaigns or flows exactly how they need it. I have used many competing products and none are as flexible.
  • Marketo's token and custom fields implementation is mature and powerful. Many competitors fall short in this department. Tokens and custom fields can be used extensively in flows and segments, creating almost endless possibilities.
  • Marketo's 3rd-party integration are well thought out and maintained consistently. Integrations I have utilized include Salesforce and GoToWebinar. Both integrations worked great and enabled a lot of productivity and automation.
  • The segmentation engine is very powerful. Many other services have limits or restrictions on how you can segment your users or what filters you can use. Marketo is incredibly flexible in this regard. I have never ran into an issue where we couldn't build a segment we needed.
  • The interface, including querying members of segments, can be very slow. Sometimes queries can run for over 10 minutes with no useful indication of status. Sometimes the query fails and I have to reload. In the past, it caused us to miss target campaign send times. Currently, the email team tries to account for this issue when implementing and executing campaigns.
  • The documentation can be very poor. Marketo is a VERY technical and complicated service. While the documentation has different guides for different skill levels, overall reference material can be really lacking. Some parts of the REST API also have undocumented behavior. The community and forums can be a useful substitute. However, it can be very slow searching through that content.
  • I'm not a fan of Marketo's interface and visual aesthetics. It looks much less modern and professional when compared to most competitors.
  • Their SEO keyword tracking feature feels underpowered compared to many services dedicated to SEO tracking. I do not depend on it and use other services for keyword tracking.
Marketo is extremely proficient at implementing complex automation and integrating with third party services. This is a great value-add for businesses with complex email operations. However, it requires a lot of dedicated resources to set up, configure, and manage. At a minimum, one full-time email marketing specialist should be managing the Marketo instance.

For highly technical startups, I would recommend implementing email automation internally. I believe the biggest value of Marketo is enabling people who aren't software engineers to implement extremely complex segmentation and automation. If engineers are managing the email automation, it will be much cheaper to implement the automation internally. If non-engineers are managing the email systems, then Marketo is very useful.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
  • Other
Marketo is utilized for several different business functions. First of all, it is utilized for email marketing campaigns to the existing user base. These campaigns are meant to educate our user base and provide help suggestions and call to actions to help utilize our service effectively. It also provides transactional email support for our application. Finally, we use it for internal notifications that require automation or formatting.
Read Alec Dibble's full review
Jennifer  Robertson profile photo
August 20, 2019

Highly intuitive.

Score 10 out of 10
Vetted Review
Verified User
Review Source
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.
Read Jennifer Robertson's full review
Eugene Bogdanov profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
We started using Marketo in a single department and then expanded its usage across the whole marketing organization.
  • Engagement programs are just awesome. You set up the streams once and then you just add content. No hassle. No headache on how to deliver existing content to new members.
  • Snippets. Now we don't need to create a bunch of landing pages for different languages/segments/etc. Marketo automatically puts the relevant content to appropriate blocks within a single asset. Too bad this is not available for forms.
  • Activity log. Much. Much. Much. Better than in competitives.
  • And yes, integration with Salesforce is simply the best.
  • Too bad there are no snippets for forms. It forces us creating different forms on different languages.
  • Week audit trail: Inconsistent information about template vs landing page itself. You CAN see who created/edited landing page template, but you can NOT see who created/edited web page. Same thing for emails. No way to see who exactly changed field value. No way to set permissions on user level, just roles. Look at Salesforce, they do it right
  • Template editor is super inconvenient. You can't see code vs visual side by side. If you're in the middle of editing code and you want to see how it's transformed to visual, you have to go though a cumbersome process of click preview - wait till page loaded - open the code page again - find where you were when you clicked preview.
  • This just drives our (very loyal) webmasters crazy. We've got to fix this.
  • Overall usability is less impressive than with competitive solutions.
  • Marketo is great for sophisticated nurturing campaigns.
  • Marketo lets you build excellent collaboration between sales and marketing.
  • Good REST API lets you integrate virtually any third party system.
  • Lead Management
  • Prospecting / New Business
  • Other
Read Eugene Bogdanov's full review
Christopher Wilcox, MBA profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
We utilize Marketo throughout the Marketing and Sales departments. Specifically, our marketing team is using the platform to deploy email messages to our target audience, as well as build nurture streams on content areas that are of interest to our audience or organization. Within sales, we utilize the MSI add on for lead scoring.
  • Marketo is amazing in it's flexibility. My ability to build campaigns that are watching the actions of our audience, or changes to their CRM record, and can design targeted actions, scores, or campaigns to deploy based on those changes is unlike any other platform I've used.
  • Marketo manages to be extremely flexible and detailed, while keeping the general user interface simple and straightforward.
  • Script tokens are an absolutely fantastic layer to Marketo, which allows us to do more detailed personalized content based on several rules or conditions for each lead record.
  • I with there were more A/B testing and optimization opportunities for landing pages.
  • Drag and drop editing for landing pages that take more of a WYSIWYG approach like Unbound would be fantastic.
  • Reporting on A/B email tests is lack-luster. There's no way to export a campaign member list to dig into which version of the email each lead received to model trends in responder types and A/B email performance.
  • A more visual workflow tool (similar to journey build) could be helpful, even if it's just a planning tool. Writing smart campaigns to manage the directions users go when they are engaging (or not engaging) with a content stream.
I think Marketo can be used in any organization, but you definitely need to have a person (or people) who are charged with ownership, adoption, and best practices within the platform. It's strength in flexibility is also a big weakness as there is a serious chance people will implement file structures, naming contentions, etc., that are not ideal for long-term success.
Read Christopher Wilcox, MBA's full review
Lisa Heay profile photo
September 06, 2019

Marketo Review

Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo is used across our whole organization. We use Marketo to manage our website downloads, newsletter and email programs, lead lifecycle management, and database growth reporting. Paired with Salesforce, Marketo is the hub of our marketing activities and lead data. We also consult other companies on how to get the most out of their Marketo instance.
  • There are many ways to accomplish a single task. You can customize workflows and campaigns based on your business needs and accessible data.
  • The Marketo Community - this is often a better resource for me when I have a question than Marketo Support.
  • Email program functionality is intuitive and easy to set up. The wizard walks you through the whole process, including A/B testing and sending an email based on your recipient's time zone.
  • Marketo lets you block field updates. This doesn't seem major but IT IS. Other tools like HubSpot and Pardot don't have this ability. We use this feature to preserve our original lead source values.
  • Marketo Support - I've submitted many tickets over the years and I have never found the support team particularly helpful. They seem more focused on closing tickets versus finding a solution for their customer. I don't find they spend much time explaining why something is the way it is or making sure their customers understand an issue. I've even been given completely false information by Support reps.
  • Reporting - Some reports are not very powerful or intuitive to set up. If you're looking for end to end attribution, you'll probably need to add an additional tool to your martech stack. Caveat, I haven't taken a deeper look at some of the attribution now that Bizible is folded in.
  • I often struggle with the email and landing page editor. Email 2.0 helped, but I think it'd be most useful if Marketo provided a Master template that included all the possible modules. Then the user could re-arrange based on their needs, delete modules they don't need, or clone the ones they do. Then they can create templates and further customize.
  • I find that the site hangs. I'll go to close my Marketo browser tab and I get a warning asking me if I **really** want to leave the page. It makes me nervous every time that whatever I'd just worked on in Marketo wasn't actually saved. I have to close the tab against the browser's better judgement, and then go back in to double check my work had been saved.
Consider the size of your database and the number of programs you expect to run. Marketo is a great tool but I often see small companies purchase it when a cheaper, simpler tool would meet their needs.

That being said, I think Marketo is a superior tool to the other platforms.
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
  • Other
We run all of our marketing initiatives through Marketo - so in a sense, Marketo facilitates all of our outreach goals. We have nurture programs set up for prospecting, cross-selling, and staying in touch with our current database. We also have campaign flows for newsletter sign-ups, social interactions, and training series. If you do go with Marketo, the #1 thing to keep in mind is which fields to sync from SFDC -- you don't need them all! Be intentional about which fields you need for marketing purposes - syncing unnecessary fields will slow down the performance of your instance.
Read Lisa Heay's full review
Matt Nuding profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
We currently use Marketo for sending nurture emails to prospective customers and automated emails to our current customers. Sales Insight offers great information to our sales reps as far as how their leads and customers are interacting with our brand. We also use Marketo for some data management exercises.
  • Offer insights to the sales team. Sales Insights gives visibility into how leads and customers are interacting with your website, emails, and social. This insight can be extremely valuable to a sales rep when they are prospecting or communicating with prospective customers.
  • Marketo's integration with Salesforce is pretty seamless. It allows easy access to updating lead/contact/account/opportunity information. This frees up our Salesforce admin's time because I am able to update things right out of Marketo.
  • Workflow creation is simple and intuitive.
  • Add new images to an email via the rich text editor, ie have the ability to upload images right from the editor
  • Sync with custom objects in Salesforce. Must upgrade package to do so.
  • No native integration with SugarCRM
Does Marketo integrate with my CRM?
Are there pre-made email and landing page templates for us to use?
Marketo is suited for businesses of all sizes. The only barrier to entry for small businesses may be the price.
  • Product Launches
  • Upsell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Read Matt Nuding's full review
Ande Kempf profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
Marketo is being used by our marketing department and we are integrated with Salesforce, which is mainly used by our sales department. Our company decided to use Marketo because they wanted to automate their marketing process, implement lead scoring, and track our marketing spending by campaign through their analytics and reporting.
  • Reporting and analytics provide excellent insight into our funnel.
  • Marketo Community is a wealth of knowledge.
  • Customer service is quick and helpful.
  • Marketo's annual summit is a wealth of knowledge and excellent for networking.
  • Event campaigns are super easy to use and integrate with webinar providers. We specifically use ON24 and have been able to implement custom object for easy status syncs.
  • Reporting dashboards are pretty generic. If you want real insight into your reporting the dashboard is not helpful and seems fruitless.
  • Database tiers are set up very broadly. I think it jumps from 50K to 100K. It would be nice to have the option of 75K.
  • Customer service has declined in quality over the years. Be prepared to troubleshoot your problems.
Marketo is an excellent tool to control the order of operations for all data processing. In my experience a lot of clients experience race condition problems with their data processing and that is a significant problem when thousands of records are impacted. Marketo offers the ability to build a center of excellence to avoid race conditions.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
One goal with Marketo is to manage upsell communications to clients. Of course, Marketo can handle sending promotional communications but it will also track engagements as they are related to lead scoring. As a client's lead score increases their stage in the lifecycle will change until they're ready for a sales rep to reach out.
Read Ande Kempf's full review
Cody Kimball profile photo
Score 4 out of 10
Vetted Review
Verified User
Review Source
It is a great tool currently used at our organization for admins to customize emails, build workflows and marketing paths to help drive traffic down the funnel. It is mostly used by the marketing department, but we are now trying to leverage it more across the organization and provide visibility to those outside of marketing.
  • Customize emails
  • Build workflows based on certain trigger criteria and help facilitate a guided path to conversion
  • Basic integrations with salesforce
  • Very limited API functionality
  • Support doesn't seem to understand their own product beyond simple declarative functionality, e.g. APIs
If you need a simple central way to manage marketing efforts, Marketo is a good tool that with a little bit of training can help maximize the efficiency of a few talented individuals.
  • Lead Management
  • Prospecting / New Business
  • Lead Management - track leads and overall activity across various marketo campaigns and marketing activities
  • Prospecting/New Business - Build campaigns around new prospects and contacts and help drive them into salesforce for further lead development
Read Cody Kimball's full review
Nathan Sichilongo profile photo
Score 7 out of 10
Vetted Review
Verified User
Review Source
We were introduced to Marketo as an alternative to our existing marketing solution. We gave it a spin as a way to enhance how we collect and qualify B2B leads. Since it integrates well with Salesforce and other CRM platforms, we decided it was worth our time. Marketo allowed us to bring most of our digital marketing and sales efforts into one hub where we could easily nurture and manage the sales process digitally before qualifying leads. It was primarily used by our digital marketing team and sales team to bring them in sync and improve our digital sales process.
  • The workflow functions of Marketo are among the best in the industry. You are able to build advanced lead qualifying and sales processes using Marketo and automate tasks that are often done manually.
  • As a B2B platform, Marketo is able to integrate with CRM programs like Salesforce and allow you to take the sales journey. It has the necessary features for seasoned marketers to use, like lead scoring and programs that can track and manage different marketing events and functions.
  • Lead scoring is a huge pro, especially in today's digital marketing and sales. Marketo’s lead scoring system allows your sales team to qualify a lead before pursuing, saving you valuable time and money. The nurturing program is a huge time saver, as you can nurture leads and then qualify them based on what you think.
  • Centralized marketing information. With Marketo, you can view all your digital marketing results in one place. Whether you are using email, landing pages, mobile advertising or forms (which, by the way, Marketo has a lot of to choose and customize), you can easily view this information from within the dashboard.
  • Pricing -- Marketo is clearly designed for a premium market, and most people will not be able to get in at the price point it starts from. This is a con especially for small businesses who do not always have the resources to invest in a solution like this.
  • Analytic reports within Marketo are not the greatest. I feel that there is more data you can view, and smart lists do not always work as they are supposed to.
  • It must also be said that Marketo does have a steep learning curve, and in some cases, you may need to hire a specialist to help you with the integration process. This can add to your cost.
Marketo is better for larger sales & marketing teams that need to have a central hub for repetitive tasks and campaigns that work together on digital marketing to generate leads and sales. Marketo comes with different modules that can work for different marketing methods or goals. In cases of smaller teams, there are other solutions that may be better suited, as the cost for modules can easily add up quickly.
  • Customer Service
  • Lead Management
  • Prospecting / New Business
  • Other
We used Marketo as a way to qualify which leads to pursue. Using the forms and nurturing process, we are able to find new and qualify new customers across many different decision points. The nurturing tool allowed us to prospect new business and achieve our goal of quality leads by guiding them through systematic content. We also use landing pages to collect lead information and start the customer journey process to qualify our lead prospects. Marketo’s lead quality score allowed the digital marketing team to be able to manage and identify key decision makers as leads, and using data provided we were able to focus our marketing efforts better.
Read Nathan Sichilongo's full review
Melinda Cormier profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
Our field marketing and demand generation teams use Marketo to manage our global leads and marketing campaigns. Marketo helps us automate many processes including triggered email follow-ups, email nurturing (drip campaigns), lead scoring, lead status changes, alert notifications for our business development and sales teams, campaign management, database segmentation and more.
  • Smart Campaigns - batch or triggered campaigns that use smart lists and flow steps
  • Segmentation - quickly and easily set up segmentation rules to use across campaigns, lists, and more
  • Integrations - native integrations and custom webhooks/APIs are easily accessible and enable connections to other critical business systems
  • Reporting - there is still room for quite a bit of improvement here which means we're often exporting data and working with it in Excel
  • Custom fields and field types - once a custom field is created, it can only be hidden. If you want to remove it completely, you must contact support. Also, there are no formula fields which makes scoring a bit more cumbersome.
Marketo is well suited for mid-sized to enterprise organizations that need more advanced capabilities around automation rules, integrations, and lead management. However the system can quickly become overwhelming and disorganized with multiple users unless there are explicit guidelines around best practices for naming conventions, folder structure, cloning, and channel use.
Read Melinda Cormier's full review
Rachel Thomas profile photo
September 03, 2019

Marvelous Marketo

Score 9 out of 10
Vetted Review
Verified User
Review Source
The marketing and sales teams use Marketo to manage emails and collect lead details as well as insights. Currently, we run a fairly complex nurture program with Marketo that targets where someone is in the sales funnel and specific industries that we work with. It allows our rather small marketing team to get as much (if not more!) accomplished than a team twice our size.
  • Lead Management
  • Nurture Stream set up and distribution
  • Integrates easily with lots of other solutions
  • Great community and support team
  • Landing Page Design for non-coder
  • Email Design for non-coder
  • Anonymous lead capture
Marketo is great for marketing and sales teams that need to work with lots of different types of personas/industries and that are a little more mature in their strategies. It isn't great for someone who just needs to send out the occasional newsletter or someone who needs really, really deep analytics.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
  • Other
We use Marketo for all of our marketing communications. We use it to nurture leads, reach out to prospects, and continue to build great relationships with our current clients. Marketo lets us do that fairly easily with minimal fuss.
Read Rachel Thomas's full review
Tim Madel profile photo
Score 7 out of 10
Vetted Review
Verified User
Review Source
We use Marketo to better connect with our customers and prospects. It is our primary email campaign tool as well as the vehicle for all of our paid advertising (PPC) landing pages. We primarily are sending campaigns segmented by verticals that we serve, though we are moving more intro trigger campaigns based upon user behavior and demographics. We have some very basic nurture campaigns set up.
  • Integration with Salesforce.
  • Numerous third party tools (Vidyard, Sitefinity, Lookbook) over native integrations.
  • Creating targeted list (Marketo calls them Smart Lists).
  • Support for responsive landing pages and emails.
  • Reporting - unless you have Revenue Cycle Explorer (RCE), an add-on, reporting is very basic. And RCE is not easy to work with.
  • Technical support is spotty - we've had numerous assigned techs of varying degrees of skill.
It's very well suited if you have Salesforce, want to run global email campaigns and institute lead tracking. Also if you want to integrate with third party systems such as video platforms and other marketing technologies most support Marketo (even more so than other marketing automation tools). Marketo also has a very strong user community where answers can usually be found.

Marketo needs to get better in supporting management of assets within their partitions. Right now it is REALLY difficult to clone an asset from one to another.
Read Tim Madel's full review
Josh Hill profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
I use Marketo at Perkuto, but mostly for our clients where I implement their lead lifecycle and marketing programs. Most firms are using this tool in Marketing and Sales departments. The service helps B2B marketers manage large volumes of lead records, report on the sales funnel, and provide rich behavioral data to Sales. With Marketo (and with other marketing automation tools), it becomes easier to automate the sending of emails, email lead nurturing, and data management. The goal of the tool is to have an automated, fully reportable sales funnel.
  • Lead Management - Marketo has a variety of tools and workflows to adapt to your business process.
  • Salesforce Integration - Marketo has a tight SFDC integration that helps marketers manage leads and align with the Sales process.
  • Revenue Cycle Analytics - with this add-on, Marketo provides full visibility into ROI and sales funnel metrics.
  • Implementation - Marketo is a powerful system, but it comes out of the box fairly blank. Marketers need to plan out their lead lifecycle and workflows well in advance of signing a contract or turning on the switch.
  • Basic Reports - these are helpful, but limited. The sales funnel is not fully or automatically reported without the RCA package.
Remember to use your brain during the RFP process. Don't rely on vendor materials (and I mean all vendors). Think about your business process and sales funnel first. Think about Marketo as a catalyst for change and prepare that in advance of any vendor selection. Then go to the vendor and ask them about all the features you need and how they would build out your process. Be prepared to do the heavy lifting or to bring on a consultant to build out the first phase.

Marketo is well suited for B2B firms with more than 30,000 records that are moving toward, or already doing, content marketing.
Read Josh Hill's full review
Mark Wright profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo is used exclusively within the marketing department but the outputs (such as lead scoring, and triggered emails) meet needs that come from all areas of the business. The key challenges that marketo helps us over come are: sales efficiency, lead generation, customer service and customer experience.
  • Simple user interface
  • Comprehensive suite of features
  • A well developed community/support
  • Data management and cleansing
  • Processing speed and loading time
  • Reporting
  • More developed salesforce integration
Marketo isn't great when you work across a number of very independent brands. (for example you can only have 1 live model).
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We are looking to break intonew markets. Up sell, cross sell etc. Marketo helps with all of that.
Read Mark Wright's full review
Thaddeus Mims profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
It is currently being used in the Marketing Department to support the entire organization. It addresses our Email campaigns, SEO, Analytics/Reporting as well as some internal messaging. Also we use it to get leads routed to the correct place.
  • Marketo has had a very big impact when it comes to scaling our email marketing efforts. We have a diverse portfolio which means we have to many segments. It allows us to reach the correct people in a fraction of the time.
  • Marketo is helpful when it comes to spur-of-the-moment updates by allowing use to apply smart list to find leads/contacts that need to be updated.
  • Currently the reporting aspect is not as robust as I would like it to be but after this year's Summit I have faith that this will soon be a thing of the past.
The obvious scenario is if your company is trying to nurture leads and speed up the sales cycle. It allows you to dynamically create drips to target the correct people and hit them through various channels. Sometimes it can be a little difficult to update templates if you are not as familiar with HTML.
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
For prospecting, we are using more thought leadership pieces to get companies to become familiar with our company and then place them into a nurture campaign to warm them up. We also use Marketo to assign leads to our BDR group. Once they become a customer, we then begin to target them for various applications that they are not currently using through email marketing.
Read Thaddeus Mims's full review
Cassandra Delieto profile photo
Score 7 out of 10
Vetted Review
Verified User
Review Source
We use drip nurture campaigns for the B2C portion of our business (we are mostly b2c but also b2b) and heavily rely on transactional emails. We use email performance reports, but rely on Tableau for most of our analytics.
The problem right now is the high cost. We have a large DB and find that we don't need most of the products in Marketo. We also find support turn around is a bit too slow.
  • The UI is easy to train on. There's a low barrier of entry for new users that I onboard at the company.
  • Our account manager is friendly and personable.
  • Support is skilled. The tier 3 team are able to operate more like engineers.
  • The support team and account managers are overloaded, so they have slower turn-around times. We do not like to escalate cases, but this is realistically the option that we need when something needs urgent attention.
  • Parts of the UI need updates and give inaccurate information.
  • More transparency in updates is needed. We have had infrastructure changes break our campaigns.
I think Marketo is great for SMBs that need a product to sync with Salesforce for their sales team, but it is not ideal perhaps for larger companies that should be using a different tool for email. The third-party integrations are stronger than the products available out of the box in Marketo. I also find the documentation to be lacking. We currently have revenue explorer, and I have no idea how to set it up for my company because the docs are bareboned.
  • Upsell
  • Lead Management
Used to convert leads into customers and to increase revenue within existing customers.
Read Cassandra Delieto's full review
Daniel Smith profile photo
Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Marketo for email, automated nurture campaigns, sales and business development alerts, reporting, and lead scoring. We currently use Marketo integrated with NetSuite, a non-standard CRM integration through the Muv connector platform. I have also used Marketo with Salesforce which provides a huge advantage given the rapid sync and additional CRM features it provides.
  • Total customization if you know what you are doing. Nearly all automation techniques can be achieved, but it can be difficult to learn.
  • All-in-one platform for demand generation, operations, designers, and more.
  • Great step-by-step learning materials available for the basics.
  • Wonderful targeting capabilities. I love smart lists and wish that CRM systems were as easy to segment databases.
  • Huge learning curve for new users.
  • Somewhat outdated interface when compared to other automation platforms like HubSpot.
  • No visual workflows for nurture programs.
[It's] great for companies who are somewhat advanced in their marketing operations and looking to expand. For example, if you are simply doing email blasts and want to do more such as managing lead lifecycle or scoring leads based on web activity, email activity, and content consumption then Marketo is a great option.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
Really we, as any other business, are trying to sell more. Obviously we want to keep our customer base informed, and Marketo is great for that, but the real strength is in being able to see where leads are in your funnel, target them based on their anticipated needs, and deliver the right message.
Read Daniel Smith's full review
Scotty Hunt profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
Marketo is integral to what we do at Sigstr. The use of both Marketo Smart Lists and custom landing pages allow us to customize the customer journey from initial outreach to closed won. Marketo allows us to take an enormous list of leads and contacts and segment them based on the prior parameters we set.
  • Smart lists
  • Landing Pages
  • Conditional listing
  • Customized cadences
  • Integrations
  • A more novice-friendly UI
If the colleague is advanced in their account-based marketing strategies, Marketo is a must. The ability to customize "if...then" smart list rules allows the customization at an extremely deep level. Marketo segmentation allows us the ability to create account-specific messaging for every contact. This increases our ability to be more human in the outreach and nurture stages.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
Our goal is always to provide a personalized experience at every level in the deal cycle. Marketo allows us to change messaging at an automated fashion as the behavior of contacts and leads change. The goal is always to either book more demos, or accelerate those deals that are already in the pipeline. Marketo helps us do both.
Read Scotty Hunt's full review
Ravi Ansal profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
Being a Digital Marketer, I use Marketo on daily bases to run digital campaigns such as Email, Events, Webinar etc.
Best features are as follows:
  • We can track leads in Marketo easily and also track their activities in detail.
  • The nurture and Lead scoring programs help me in demand generation.
  • Its sync with Salesforce helps our CRM as well.
  • I implemented Marketo in my old company. The support you get from the Marketo team is really good.
  • Lead Nurture : I does it exceptionally well as you can create multiple rules for multiple scenarios.
  • Revenue Cycle Analyzer: When it comes to track ROI; the details you get from Marketo is significant.
  • Lead Database : They should create something where we can change the lead details easily.
  • Analytics : There are multiple reports but their should be few options to edit them according our need as we might want to compare 2-3 different reports so instead of doing that manually we should be able to do that automatically.
Well suited for Email marketing. Subscriptions options are really good. Best for Event registrations as well but it would be great to have their own event support system for Webcast/Webinars then to integrate it other platforms.

Data sync issues with On24 event support system.

Lead detailing is really good and detailed but complex for a new user as well.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Read Ravi Ansal's full review
Wendelin Dunlap profile photo
August 20, 2019

Learning Marketo

Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo is used across the entire university. Our central team started using it before my time and initially had over 430 users on our account. The central team creates the standard templates for Marketo and I customize them for my department. We didn't initially have any governance over Marketo, and my role has been to come in and streamline it for my department. My department has 53 subgroups and we use Marketo for email marketing, event outreach, etc. Currently, my department is only using Marketo for emails and to collect analytics.
  • Track metrics
  • Editing graphics
  • User interface (non-Sky) is very clunky
  • Having the undo ability when creating emails and working with or in modules
Marketo is good for sending emails to a very specific set of users and tracking results.
  • Other
We use Marketo for communicating with students, alums, donors, and friends of UW.
Read Wendelin Dunlap's full review
Mary Sullivan profile photo
Score 7 out of 10
Vetted Review
Verified User
Review Source
Marketo is being used by our marketing dept to drive automation. We like that Marketo help us automate our emails and track engagement with our database.
  • Scores members of the database by engagement, which allows us to quickly identify when someone needs to be re-engaged
  • Provides a platform for automation
  • Allows for easy segmentation, which is important when diversifying emails quickly
  • The Marketo interface is not intuitive.
  • I wish there were more help tutorials, rather than relying on only the Marketo community. The Marketo community is not always helpful and having a FAQ and help center would be extremely useful.
  • I would like the design studio in Marketo to allow me to replace current images with images with either new file types or file types with varying names.
My biggest complaint about Marketo is that there isn't somewhere to go when I need to get help, other than the Marketo Community. Also, the fact that it's not intuitive to use. Setting up drip and nurture campaigns, learning how to use acquisition programs, and also learning how to score someone in Marketo can be difficult. Even the language used in Smartlists is not straightforward.
Read Mary Sullivan's full review

Feature Scorecard Summary

WYSIWYG email editor (568)
7.1
Dynamic content (546)
7.6
Ability to test dynamic content (532)
7.5
Landing pages (587)
7.3
A/B testing (565)
7.3
Mobile optimization (553)
7.2
Email deliverability (603)
8.3
List management (604)
8.5
Triggered drip sequences (542)
8.4
Lead nurturing (597)
8.5
Lead scoring and grading (579)
8.4
Data quality management (577)
7.9
Automated sales alerts and tasks (555)
8.0
Calendaring (449)
6.7
Event/webinar marketing (531)
8.0
Social sharing and campaigns (329)
6.8
Social profile integration (308)
6.5
Dashboards (559)
7.0
Standard reports (597)
7.1
Custom reports (565)
6.8
API (512)
8.0
Role-based workflow & approvals (440)
7.7
Customizability (537)
7.7
Integration with Salesforce.com (516)
8.5
Integration with Microsoft Dynamics CRM (146)
7.0
Integration with SugarCRM (91)
6.8

About Marketo

Marketo is a leading marketing automation platform with a range of capabilities for small and medium businesses and large enterprises, across various industries. Some common features include email marketing, nurturing, SEO, landing pages, scoring, and analytics while other editions offer advanced features such as website personalization, mobile engagement, social and web retargeting. Typical customers include both B2C and B2B brands of all sizes.
Categories:  Marketing Automation

Marketo Features

Has featureAttract - Your potential customers are out there researching solutions. Help them find and learn about yours more easily.
Has featureEngage - Easily build automated campaigns that engage prospects in a personalized way, without help from IT.
Has featureDrive Revenue - Convert more potential buyers into customers by triggering a relevant message at exactly the right time.
Has featureMeasure and Optimize - Move beyond opens and clicks. Quickly determine how each of your campaigns and channels impact revenue.

Marketo Screenshots

Marketo Video

Marketo Integrations

Marketo Competitors

Pricing

Has featureFree Trial Available?Yes
Does not have featureFree or Freemium Version Available?No
Has featurePremium Consulting/Integration Services Available?Yes
Entry-level set up fee?Optional
EditionPricing DetailsTerms
Spark$895per month up to 10,000 records
Standard$1,795per month up to 10,000 records
Select$3,195per month up to 10,000 records

For the Enterprise edition, contact Marketo for a custom quote.

Marketo Support Options

 Paid Version
Phone
Email
Forum/Community
FAQ/Knowledgebase
Video Tutorials / Webinar

Marketo Technical Details

Deployment Types:SaaS
Operating Systems: Unspecified
Mobile Application:Apple iOS