TrustRadius
Marketo is a marketing automation platform with a range of capabilities spanning SMB to enterprise. 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.JPEGMarketing 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,NoPros & 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,B2BMarketo 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!Marketo review from a SaaS leaderMarketo currently is used by multiple departments throughout Qualtrics, most regarding our digital and marketing teams. We currently use Marketo for a variety of methods. Being in sales, it helps us prioritize website traffic and influences who and when we reach out to a lead. We've been able to improve the likelihood of someone being interested in Qualtrics based on unique experiences Marketo tracks.,Scoring Lead Management Usability/UI,Integration UI Dynamic scoring, history tracking Pricing model,9,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business,HubSpot,More than 5 million,B2B,Leveraging Marketo's network has users have had the biggest impact on my ability to get value out of Marketo. Marketo is a great software platform, but like any software, it has a learning curve which requires time and investment. The network Marketo has built and their community has been great.,I don't we think do anything that fits this category. We have Marketo's interesting moments tied directly to Sales and our outbound Sales arm. We've built a great program internally at Qualtrics to communicate with pre-mql leads, offering them more content and more information online which leads to a better MQL baseline. We don't push for a meeting, but have a natural conversation about their goals, and then point them in the right direction. This leads to more and more people reaching back out to Qualtrics for sales.,Have a general idea, but don't feel like you want to duplicate what you were doing previously. As I answered in a previous question, the Marketo community is amazing and a solid asset. I would use a trusted partner to help with the implementation and focus training and development. Marketo has a large learning curve, so I would rather be skilled in the platform and then play around as we improve.,I've learned tons from the Marketo community. From integration through other software directly, or leveraging an in-between like Zapier has been great. For a majority of issues they are simple and just need someone to point me in the right direction, which is what I've leveraged the community for. When it comes to more technical issues i've reach out to our implementation partner, or the Marketo support line.,Make sure your 100% up to date with the latest Marketo upgrades/bug fixes. Make sure when you have issues you're trying to identify where within the community you can get your best answer. your pre-mql to mql scoring is a tricky thing to get right. The in-between Sale and Marketing needs to be a very good relationship so as things get updated, changed it's a win-win.Marketing Automation software that can increase your ROI. There are better alternatives.We use Marketo for a number of clients. It helps us with landing pages, leads and form submissions along with oversight oh how the campaign is performing. We mainly use it for our lead gen campaigns. It helps increase lead gen rates, and also nurture leads by sending them follow up emails .,Landing Pages Analytics Lead nurturing Abm,Not very user-friendly Hard to implement email workflows Forms aren't as intuitive Training is costly and needs a lot of resources,5,Product Launches Upsell Cross-Sell Lead Management Prospecting / New Business,HubSpot,Less than 10,000,B2B,Lead scoring can work really well with Marketo. Needs time to set up, but it can work really well.,I don't use Marketo in any unusual way.,You will need to have an internal resource dedicated to support this. You can either hire a Marketo specialist or train them up - but it can be time consuming and expensive.,I had help with integrations - particularly linkedin lead gen.,If you have been running Marketo for years, you are.bound to have historical unnecessary processes. Review this internally or hire specialists to improve your automations and historical workflows. It will be worth the investment.,Channels Email Templates Forms Landing Pages Smart Campaigns Lead Scoring Lead Sourcing Lead Nurture Reporting/Analytics,Lead scoring Lead nurturing Forms,External forms for lead generation. Eg. Linkedin,Not applicable,Lead scoring and more complicated lead nurturing via Salesforce integration,My Marketo for all the frequently used lists forms etcMarketo is great, but it isn't the most user friendly ESP out thereWe use Marketo for customer marketing, lead nurturing, forms, and lead scoring. We have two power users on our Demand Gen team that live in it everyday and then there are members of our Business Ops team that manage the sync between Marketo and Salseforce. We implemented the software about 4 months ago and are now starting to ramp up our lead nurturing efforts with it.,We use and like the lead nurturing aspects of the program. The engagement programs are pretty slick. The native Salesforce integration is pretty good, we haven't had to manage it much once we got it place. There are lots of native integrations that are easy to set up. We are setting up the Wistia integration soon and like the functionality that will bring to include video in our lead scoring model.,The email builder in Marketo is not a WYSIWYG. We pay for a 3rd party email builder because Marketo's was so bad. The basic email reporting is not very intuitive either. It has been frustrating to pull the reports we want. We haven't been able to create automated reports yet. Everything is manually pulled. There is also no native RSS feed set up to automatically send our blog content to our subscribers. We pay for a RSS feed integration with a 3rd party.,6,Product Launches Upsell Cross-Sell Prospecting / New Business,,100,000 to 250,000,B2B,Marketo has given my company a lot of flexibility in our email program and increased stability in the processes of our lead management. We learned that you can create anything you need with a little creativity and understanding of the tool. A lot of things are worded oddly in Marketo and their customer support team often says the product can't do things that I need it to do, but then I find a way to make it work without them.,The segmentation feature is pretty slick. We use it to segment all new leads into 4 target audience groups. Then we use those 4 audience groups to personalize our nurture process by routing leads to different engagement programs based on which segmentation group they are a part of. It's been really fun and we are seeing good results.,Get to know the product really well. You are only limited in Marketo by what you don't know. Take advantage of the Marketo University and get certified. The more you know the more you can do. There are lots of resources out there, so take advantage of them as quickly as you can.,There are a couple of parts of the Marketo community. There are local mug groups that are a great resource for learning and networking. I have often reached out to mug members for help when I hit roadblocks. Then there is the Marketo community online where there are lots of helpful and not so helpful question and answer boards.,I think that any heavy Marketo user should get Marketo certified and join their local Marketo User Group. The Marketo User Group has been the most helpful for me, there are a lot of smart people out there that know Marketo really well and are happy to help when you need it.Beginner in Marketo and Already Loving It!Marketo is recently being implemented in my marketing department and will be used widely in corporate and field marketing as marketing automation tool. We're very excited about it's reporting capabilities.,Automation Data management Flexibility,Unsure,8,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business,,250,000 to 1 million,B2B,Marketo helps us grow smarter. We leverage Marketo to template our assets (emails, landing pages, forms, etc). We love learning best practices. It also helps us nurture our leads and accelerate our leads through the buying cycle which is key for us!,Creating a fun landing page where we leverage the form to book 1:1 meetings while donating to a charity of the month. We leverage Marketo not only for the marketing send, but also to gather 1:1 meetings via the landing page and form submission. We get a lead alert and quickly gage how the form is performing.,Leverage Marketo templates and Marketo University to learn from others on how to use the tool and best practices. It gives you the opportunity to think outside of the box while learning how others have used this tool and may spark a new idea!,I've had questions answered quickly and even learned best practices. Those who use Marketo are very passionate about the tool and are quick to offer advice and help when asked. Some have already gone through it and can assist quickly. Others offer ideas which one can translate until their own line of work and grow smarter.,I would definitely look into how Marketo integrates with other platforms, such as Salesforce. As a company who avidly uses SFDC, the integration allows for more than marketing to be able to leverage Marketo email sends and intel.,200,10,Lead generation Engagement List building,Integration through Marketo for sales team to send multiple emails Leveraging Marketo Insights to see how accounts/contacts have engaged. This is a priceless tool for sales!,Helping with lead scoring before leads are added to SFDC. We are looking to warm up our leads before they get added to our customer database.,9,DiscoverOrg, 6sense, LinkedIn Sales Navigator, LeadLander, Sendoso, Dynamic Signal,Better lead scoring Easier reporting capabilities resulting in better ROI for our teamDid someone say Marketo?At my company, the marketing team uses Marketo and our sales development team uses Marketo Sales Insight. It allows us to automate our email campaigns, nurture leads and identify warm prospects for our sales team.,Integrating digital and non-digital marketing initiatives. We use Marketo for everything from our emails and website to trade shows, summits and other live events. Personalization. We have seen greater engagement with our content since leveraging Marketo's personalization features. Reporting. The revenue cycle analytics that Marketo provides are easy to use and make it possible to convey the value of marketing to my company's leadership team.,Marketo ABM needs some work to allow us to track and report more easily on our ABM initiatives. I eagerly await the switch from the term 'leads' to 'people' in our instance. This will hopefully remedy the need to continually explain the difference between leads in Marketo and leads vs. contacts in Salesforce to people inside my organization.,10,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business,HubSpot,100,000 to 250,000,B2B,We have had great success using Marketo to segment our email lists and create highly targeted email campaigns that leverage demographic, but more importantly, behavioral data to move prospects down the funnel. We also rely heavily on Marketo to successfully route and track MQLs so that we can ensure a smooth handoff to Sales and demonstrate the ROI of marketing initiatives. The biggest lesson we have learned is the importance of email deliverability, because it can make or break the success of a campaign. We have hit a few bumps along the way and are getting better at using Marketo's tools to monitor and maintain good deliverability.,We use Marketo Engagement programs to nurture our leads differently depending on how engaged they are with us. For example, we have a separate program with distinct content for people who have only recently come into our database, so that we can educate them about what we do. This is different from the stream of content people receive if they have previously engaged with us. With Marketo we can tailor the experience even further by segmenting content not just according to engagement level but also what specific vertical or market the person is in.,I have two pieces of advice. One is to start small. Marketo is powerful, but the best way to harness that power is to be set up an infrastructure that can grow with you as you scale up. Create one solid engagement program and you'll be able to clone and adapt it down the line without too many hiccups. Trying to do everything at once is a recipe for disaster. The second piece of advice is to take advantage of Marketo's training resources, whether that's their library of support documentation or especially the Marketo Community. If you run into a problem, chances are, someone else has had that exact same issue and the Marketo Community has helped them solve it. Search for the answers to any questions you have and if you don't find what you're looking for, post a question and you'll quickly get a response!,The best thing about the Marketo Community is that it allows all kinds of users with different levels of experience to come together and share what they know. For me, this has been incredibly useful when it comes to evaluating third party vendors that integrate with Marketo, whether it's a tool to verify email address validity or software that helps QA emails from a spam perspective. The Community has been particularly useful in troubleshooting the deliverability challenges we've encountered and has helped us avoid some disasters in the process!,I would definitely recommend creating program templates that you clone each time you want to start a new campaign. Templates will make it easy to customize the assets you need for individual campaigns, while also ensuring that your tracking and reporting stays consistent. The same goes for assets. Have one or two landing page templates and one or two email templates, so your team doesn't have to recreate the wheel every time and so that the brand experience stays consistent for your users.,Channels Programs Email Templates Forms Landing Pages Smart Campaigns Lead Scoring Lead Sourcing Segmentation Lead Nurture Reporting/Analytics,Segmentations! You can build segmentations for the most common segments you use and this makes it so easy to create target lists for new campaigns. A/B testing! This has allowed us to compare the performance of different subject lines and email designs and leverage the top performers for successful campaigns. Salesforce integration! Without this, the ability for our Demand Gen team to align with Sales would be extremely difficult.,A/B testing is a feature that we only started using more recently, but has helped us achieve higher performance with our emails. For example, when we are promoting a webinar, we now use A/B testing to try out different subject lines so that we can see what gets more engagement and roll our learnings into future campaigns.,Dynamic content is one area where we have relied on the Marketo Community for support when it comes to understanding some of the nuances of how it works. It's so easy to post a question and within a few hours get responses from people who have previously overcome the same challenge you are facing!,To be honest, my knowledge of other marketing automation software is a bit outdated, since I have exclusively used Marketo for the past 3 years. However, Marketo definitely has an advantage as a market leader when it comes to third party solutions. As our team and company has expanded, we have needed to add additional tools to manage specific initiatives like events or paid advertising or business intelligence, but we have always been able to find top-of-the-line solutions that integrate with Marketo and allow us to keep our tracking and reporting intact.,As a Marketo admin, the campaign inspector is an important tool for me, so that I can see what's running or scheduled to be run by someone on the team. It's been particularly useful when we've had to re-prioritize campaigns at the last minute. Another great tool for staying organized are channels and tags. By giving each of our programs a channel and other specific tags that align to our business needs, the team is able to easily find the programs they need and we are able to report more easily in a systematic way.Salespeople need this toolOur sales operators currently use Marketo to qualify leads that they enter into Salesforce and we salespeople call on. I love it - I know how good a lead is based on the info Marketo provides. I sort my leads by Marketo info and it helps me be even more successful. This is used in our sales department.,Helps me prioritize what is the best lead,I would like for them to identify key industries that are hot right now,9,Upsell Cross-Sell Lead Management Prospecting / New Business,Less than 10,000,B2B,Marketo has really helped me prioritize leads which is important when you're in sales. They help target the right consumer which saves me time and helps me identify who really needs my product.,I've used Marketo to create custom content and target specific users. I sell SAAS to small and medium sized businesses and my normal audience are HR members and/or operation members. Being able to create specific content that will engage my target audience and increase the open rate of emails has helped me shorten my sales cycle.,I think its important to really research and set up some time with either a Marketo rep or someone in your organization that really understands all of the potential Marketo offers. I had no idea that you can use Marketo in so many ways- dive deep and get creative.,There is nothing better than having the ability to share best practices. We all use technology in different ways and having the opportunity to share those use cases with other users is important. The support that Marketo offers is amazing as well.,Read, learn, research. Identify the outcomes you want to have and then work with someone that has used Marketo in the past to make those a reality. This tool seems limitless in its use cases, so don't confine yourself to only using this tool to generate regular leads- get creative and grow your sales cycle!Marketo for growing organizationsMarketo is used within our marketing operations today for three primary purposes. First, we track the effectiveness of our marketing programs and progress towards overall department goals. Second, we generate a greater volume of new business leads through content marketing, nurturing, and lead scoring processes. Third, we increase engagement with customers through targeted email communication. Marketo provides one central system to maintain marketing data and the operational execution of marketing campaigns.,Marketo is an industry leader and continually improves with new features and functionality. This is increasingly the case since the acquisition by Adobe. Marketo integrates with a wide variety of third-party providers that help companies expand capabilities for more specific business needs. Marketo is highly customizable to different business models and marketing process flows. If you can think it, you can pretty much do it in Marketo.,Marketo is not the most intuitive system in the world. With the benefit of flexibility comes added complexity. It really takes at least one person within your organization dedicated solely to administering the system. The new Marketo Sky UI definitely is an improvement and will help me, from a CMO perspective, should I ever need to navigate within the system. Using Marketo effectively requires training and practice in the system. There really is nothing in the way of free online tutorials or shortcuts. The user community is GREAT, but expect investments in employee training both in the beginning and ongoing as the system continues to advance.,9,Product Launches Lead Management Prospecting / New Business,25,000 to 100,000,B2BMarketo at ScaleWe use Marketo for customer communications (new and existing), customer engagement (landing pages, webinars, promotion) and insights. Marketo is being used across McKesson. It solves many business problems including using consistent branding in communications, prioritizing leads/contacts engagement based on insights, bridging the gap between sales/marketing and allowing marketing to be a revenue center.,Easy to use Insightful Integrated,More product updates N/A N/A,10,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business,Pardot,25,000 to 100,000,B2BThere are better options.It was being used between Sales and Marketing to track leads and manage campaigns.,It had ready-to-go templates. Campaigns were easy to set up.,Adding your own branding to landing pages often breaks the template. Terrible designs on their email templates and landing pages. Updating a template was not universal.,1,Product Launches Upsell Customer Service Lead Management Prospecting / New Business,,10,000 to 25,000,B2BProductive tool for marketing automationMarketo is used by our company across the whole organization to automate our marketing campaigns among all the projects that we have. It is a productive tool to reach our target audience, collect valuable data and has many features including integration with social media application and generating summary reports for our campaigns.,Nice tracking system Creating reports Email automation,Takes time to set up the system Very slow customer support High pricing,9,Lead Management,Less than 10,000,B2CMarketo ReviewWe are currently using Marketo to up our marketing automation game and drive value for our sales team.,Marketing automation via Smart lists Segmentation Dynamic content Triggered emails,Batch updates Easily delete assets Easy move assets between programs or workspaces,8,Product Launches Cross-Sell Lead Management Prospecting / New Business,Act-On Software and MailChimp,25,000 to 100,000,Both,One of the biggest successes that we had as an organization was how we were able to segment our audience to a granular level and customize our communications to them based on their preferences and demographics. It was really powerful to break things down and see everything as it was in real-time and then make marketing decisions with that information. Another success was around our open and click-through rates for email communication. Marketo in itself didn't offer better deliverability, but with the sweet of tools like Smart Lists and Operational Programs we were able to tidy up our email list and drive our overall engagement with pristine list health.,Our most advanced use of Marketo had to do with how we leveraged Nurture Programs for our international audience. Using a Nurture Program we were able to set up multiple streams within our International Workspace based on language. Each stream could have its own unique assets that would be delivered to that audience, in their language, in their timezone, and we could restrict when they would receive it. It wasn't the traditional use of a Nurture Program, but it was a way that we could check all of our boxes and reduce the amount of time we spent building our Default or Email programs within Marketo.,I would recommend that new customers start small with their goals and uses and then scale. Understanding the basics and getting very comfortable in the workspace that is the Marketo environment is critical to leveraging Marketo for more advanced uses. If you are a pro at the basics, you can become a great amateur with some of the more advanced techniques and really use Marketo to take your organization to the next level. I'd also recommend finding a good Marketo partner that can help you navigate the early stages of setup.,Honestly, there is a plethora of information in the Marketo community and I've leaned on them more times than not. I had a unique question about sending an email in Arabic and how to flip the text so that it read from right to left rather than left to right. I got a very nuanced answer and even a guided step by step on things I should check for. It was like having my own personal Marketo support group!,The first thing I would recommend is that you check out Marketo-Fu by Joe Reitz and soak up all of the free knowledge you can. I'd also recommend finding a local Marketo meet-up and connecting with users locally so you can exchange ideas and stay in the loop for what is relevant with the platform.,Channels Programs Forms Smart Campaigns Lead Sourcing Segmentation Lead Nurture Reporting/Analytics,Smart campaigns - Allows you to easily navigate and manage your lead database from sending emails to scheduling functions Programs - I like that I can keep an entire set of emails and campaigns within a single program Smart lists - I like that I can easily generate lists based on criteria within Marketo,I started using the Smart List pretty soon, but it was a feature that I wish I had learned at the start. I currently use Smart Lists to troubleshoot issues with our database as well as weed out non-performing leads.,There are too many too name, but multiple times I've leaned on the Marketo community to get insight into how to use the program better, even more than Marketo's extensive documentation.,Their overall ability in marketing automation is superior. Their ability to segment, break out, schedule, and nurture leads is steps above anything else that I have ever used.,Partitions and workspaces help us stay organized and Smart Lists help us keep things under wraps when it comes to our leads.,We don't use Marketo lead source.,We have not added any new channels aside from the ones that came stock with Marketo. We primarily use the Default Programm with a custom Email channel that is a slight deviation from what previously existed.,We use Smart lists to segment our audience and it is really easy to use, one of my favorite features. There is a Segmentation feature which we use for language primarily which is easy as well.,We use Smart Campaigns to execute database cleanup primarily. We have a filter to identify if someone has been marked as email suspended or marketing suspended and we mark them as Blacklisted based on other criteria such as frequency of bounces.,We currently don't use forms in Marketo but they seem reliable and useful from the examples and demos that we have seen.,We have email templates for Product Launches, Newsletters, Press Releases, and other generic emails that we frequently use. We use an email template builder called Knak.,4,1,Email marketing Database maintenance Lead management,Lead segmentation Personalized engagement,Account based marketing,10,Knak., Drupal, SugarCRM,Better emails Better engagement Better database management,Yes,Product Features Product Usability Product Reputation Vendor Reputation Third-party Reviews,I don't think we would adjust our evaluation and selection process.,No,10,No,When integrating our CRM, SugarCRM, we ran into multiple issues. The issues were on Sugar's side, but Marketo was willing to go above in beyond in helping me find a solution and reach a resolution. Their help literally changed how we did the integration and was a huge,Setting up partitions Setting up workspaces,Sending multiple emails Understanding smart campaigns Understanding the database setup,No,7Marketo Marketing AutomationMarketo is being used across our entire organization. It allows us to market more effectively to our customers and allows us to make business decisions with the data we are able to collect. It is useful for filling our sales funnel and determining which customers are most ready to engage with your business.,Reporting is simple. You can easily track how well your campaigns are doing, complete tests, make improvements and see the results. Managing campaigns works well. They allow you to send timely information, focus on the customer, and utilize tokens and segments to personalize your campaigns. Creating and testing emails and landing pages is easy and useful. You can increase your conversions greatly. Marketo Web personalization and account based marketing are great tools to further help drive business.,Would like to have added feature of subscribing to smart lists as reports. - Marketo has listened to its customers and added this feature! Great job Marketo,9,Product Launches Upsell Cross-Sell Customer Service Lead Management Prospecting / New Business,Eloqua,250,000 to 1 million,Both,We have utilized Marketo to increase our database, strengthen our message to customers, and drive business revenue. I have learned to focus on business goals for each campaign and move everyone from viewing vanity metrics to metrics that matter and tie to revenue. I have also learned how to increase interaction with our prospects.,,Take time to build a center of excellence, define naming conventions, set up templates, etc to make sure that everything is easy to find. Add tags to be able to find things easier in the future.,The Marketo Community is a great place to find helpful information. Many long time Marketo users, Champions, and User Group leaders help answer questions. By asking questions on the community, you can quickly and easily get your questions answered.,Tips and Tricks = Determine a naming convention Organize things into folders Import programs that others have created to start your project,50,2,connecting with customers connecting marketing and sales better filling the funnel Web personalization and account based marketing,9,Improved form fill and conversion rate Increased knowledge about forms ROI Increased web traffic from campaigns,Third-party professional servicesWhy I Love MarketoWe use Marketo to facilitate all of our leads through our subscription funnel. This tool helps us keep everything marketing in order so we can optimize our instance.,Organizing Lead Records Compiling Lead Lists detailed for engagement based on the user Managing nurture flows for leads,Sometimes changes do not "stick". The session is expired and you can still enter information and then go to submit it and its all wiped upon refresh and re-login.,10,Lead Management,,1 to 5 million,Both,My Marketo knowledge has helped my career so much from the time I jumped in working at a startup in San Francisco through my now expert certified status in the system. Some of the big accomplishments I have had the pleasure of experiencing with Marketo are launching an instance from scratch for a large tech company. This helped the entire organization grow using cutting edge tech all facilitated through Marketo's platform. Some of the most important lessons I've learned along the way include, taking your time to ensure accuracy, test your work and ensure correctness, work hard to make iterations accurate and faster by gathering the design info needed before the request comes in.,Marketo is most of the time whatever an organization makes the tool to be. In my use case I have engineered Marketo instances to do everything from send an email, qualify the output, sync to SFDC, qualify further and finally convert to revenue. I think this is actually the intended function lol. But on the creative side I generally use alerts to notify members of activity changes when they occur.,Rockstar's Guide to launching Marketo is a great paper about all the things to look out for when coordinating the launch of an instance. Marketo Professional Services off the BEST support for engineering the system. You only get one chance to do it right and since this is going to make you a lot of money, its worth the little extra in initial spend.,The Marketo community is extremely useful in launching and maintaining a Marketo instance. You can find volumes of ways to utilize the platform from power users who are kind enough to share their methodology. This is the place I turn first when I look for ways to get around internal or external roadblocks.,Utilize product docs and the community, the community can help you tackle most of the issue you encounter when using the system because we all have gone through it at some point! YouTube holds a ton of information on how you can accomplish things that are important to you instance's overall health.Why Marketo Works for UsWe use Marketo across multiple business lanes that support our domestic and international marketing efforts. From lead capturing and scoring, to internal communications, B2B, and B2C efforts it is a multifaceted tool that is one of, if not the most flexible tool in its industry.,Depth of customization Data management Program creation,Creative content generators (email and landing pages) Salesforce sync is strong but could use improvement,8,Customer Service Lead Management Prospecting / New Business,Salesforce Marketing Cloud Email Studio and IBM Marketing Operations,250,000 to 1 million,Both,Marketo has brought both professional and personal success. It has helped to define and put into action a qualifying multi touch attribution strategy, implement multiple data sources, and work rather fluidly with salesforce to support sales initiatives with MQL. Marketo's strongest functionality is that if its not available in the core product, it likely has a workaround available via its robust industry leading API set to insure that no matter what you need, it can be accomplished. This does come with the caveat that its not the most user friendly interface to new users. Lessons to learn quickly is to bring in a qualified marketo certified expert to insure you are establishing your instance successfully on day one. This will save you a lot of headaches down the road when you have proper data mapping, data management, integrations, deliverability management etc all running seamlessly rather than parsing through duplicate data and half baked programs.,Marketo has a robust API set and webhook capability that allows you to harness the power of various out of the box integrations, custom integrations, and workarounds to meet your needs. This can be as "easy" as referencing custom objects in Salesforce CRM or as advanced as injecting java script to run custom commands. It can have custom html stored in json format in fields to populate or hidden fields to capture data behind the scenes. The opportunities for customization are extensive. An example of a customization can be integrating with a wordpress plugin to push and pull subscriber data from a blog to insure a weekly email send contains custom curated content from the blog that is related to their subscription preferences.,Insure you establish your instance successfully and pull in a marketo certified expert or partner agency. If this is not an option do extensive research in the marketo community to review best practices. This initial setup or deep audit of an existing instance will save you headaches down the road by implementing sound data, measurement, and security practices early on.,The marketo community is arguably one of the best or at the very least in the same league as the top digital communities out there. There is a huge audience based that is constantly sharing their ideas, best practices, and questions for everyone to learn from. Marketo's product and support team are also active in the community and can help you solve a variety of issues. I have had countless questions answered and even hopped on calls with other users to bounce ideas off of. Its a great community!,Over communicate with internal members that could be impacted by your marketo setup. Internal communication and team alignment are huge when working with such a powerful tool like Marketo in your lead funnel. Sales, marketing, and IT need to all be in lock step on how the system is functioning to insure success by all teams. This is not just a marketing product but a team product that impacts revenue in a positive manner when used correctly.Marketo is a B2B Marketing Superstar!Marketo is used primarily by the Marketing department, specifically me. I use it to create programs and landing pages, analyze activity, and report to sales and leadership. It allows me to quickly create programs and see metrics related to those programs.,Quickly create and duplicate programs Manage contact data and connect to CRM for one truth Measure lead status and use scoring to create real, profitable leads for sales,Archiving by right clicking on the asset or program Speed up the usability of Sky. I would like to be able to do more with it now rather than just poking around and looking at it Offer ABM as part of the regular package and not force us to pay more for it,10,Product Launches Cross-Sell Customer Service Lead Management Prospecting / New Business,Constant Contact and Salesfusion,10,000 to 25,000,B2B,Programs Email Templates Forms Landing Pages Smart Campaigns Lead Scoring Reporting/Analytics,Programs because I can easily create a full marketing campaign in one folder that I can also duplicate. Cloning anything I need to create a similar but new asset, campaign, or program. Reporting that allows me to focus on an individual or a large audience. I can create a view of my ROI and my impact on the business from Marketo Analytics.,Analytics was a slow learn for me. I use it today to create a complete picture of marketing's impact on our business. I wish I had understood it well before I implemented it because it has made a big difference in how marketing is seen in my business. My sales team understands that I am not trying to take credit for their sales and that I am trying to realize what programs and campaigns work and what needs to be scrapped.,I was able to find a great consultant who I have been working with for almost two years now. She has helped me implement better programs, create great reporting, and realize the value in certain Marketo function. I found her on Marketo Community and it has been a complete game changer for me.,Marketo offers a better user experience and a larger library of reporting than any other marketing automation software I have used. The ability to identify each action and the paths and workflows for a single contact or company is important and a key reason why we continue with Marketo today.,The ability to create folders and subfolders is important to the way my team works. We use a folder system that is mirrored from program to program so that you can find the assets, campaigns, etc. more rapidly and efficiently. It also makes cloning programs much easier. We use template programs that are blank versions of our live programs so that we can quickly create new ones.,We do not track lead sourcing in Marketo very accurately and do not currently use it in our reporting.,We have not defined channels clearly and do not use this function at this time.,Segmentation has made it incredibly easy for us to create multiple messages in one program. It is incredibly easy to segment and we build these segmentations to create better messaging for our audiences. This allows us to bring our audience the information that relates to them specifically. We aren't currently using ABM but we can use segmentation to create industry or job-level specific campaigns.,We use Smart Campaigns in all of our non-nurture programs. We have used varying filter criteria to create these: Member of Program for any registration related communciations State for localized (not segmented) information Member of Smart Lists like industry or job title Smart Campaigns are the backbone of our communications process and all of our programs.,We use forms for registrations, asset downloads, offering inquiries, and more. The forms are incredibly easy to set up and maintain. We have seen a larger engagement with our content and requests for contact since using Marketo forms. We plan to expand their use to our full website and not just on landing pages.,We have several different templates based on the type of communication being sent. Newsletter Registration Confirmations Reminders Webinar invites Event invites Video and blog emailsGreat platform for those who need a hubWe use Marketo as our primary communication platform for clients and to nurture our prospect database. It’s the hub of our Martech as we use NetSuite as our CRM.,Lead scoring Lead processing Easy integrations to LaunchPoint partners.,MSI should be open through APIs for integration with CRMs other than SFDC. Performance and reporting are slow. The spinning caterpillar is not my friend.,10,Product Launches Upsell Cross-Sell Lead Management,Pardot and Oracle Eloqua,250,000 to 1 million,B2B,Nearly every lead we send to the sales floor has marketing attribution with 2-3 significant interactions.,We do not use a native CRM. Everything is we do is unusual and creative. We rely heavily on triggers and flow steps to get leads sent to our CRM (NetSuite). Oddly enough, we email each lead as an alert to an email account and a PHP-based Cron Job processes it. We use Vertify to push all interesting moments and person score changes to reps, also through alert emails. Oh to have Salesforce.com!,Ensure your martech stack and business processes are aligned and rock solid. Start very basic and ensure everything works flawlessly before you expand. Having documentation for each segment/engagement program will help align sales and marketing teams with better collaboration. Of course, if you have a dirty CRM, be sure to build a great data washing machine to use tokens and personalization that makes Marketo so cool.,There's always someone else who has run into similar problems or built something close to what we are trying to do. Lots of people are willing to help.,Use the MUGs to collaborate and network. Veterans are typically great resources for ideas and help.Marketo is not perfect but beats the competitionWe use Marketo to manage all prospect engagement, including scoring, lifecycle, and lead assignment, besides the assortment of marketing initiatives. It is used mainly by our Marketing department, but there are other users in Sales Ops and Product teams that have access.,Flexibility in the way we build smart campaigns and programs. It integrates with many other tools and technologies. Visibility into the history of records or the history of users.,It would be great if Marketo could show where tokens were being used. Marketo needs to bring back their anonymous people filters. It would be great if Marketo could improve their support. When I first learned Marketo at the end of 2013, they had excellent support over the phone. Their support has gradually deteriorated over the years. Phone support is now a paid add-on, and their chat and online support seem to be less qualified than previously.,9,Product Launches Lead Management Prospecting / New Business,HubSpot,1 to 5 million,B2B
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Marketo
1738 Ratings
Score 8.0 out of 101
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Marketo
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Score 8.0 out of 101

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David Portnowitz profile photo
August 21, 2019

Marketing is Easier With Marketo

Score 9 out of 10
Vetted Review
Verified User
Review Source
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
August 20, 2019

I've Used Marketo In Several Organizations

Score 8 out of 10
Vetted Review
Verified User
Review Source
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
Nathan Sichilongo profile photo
May 11, 2019

Pros & Cons of Marketo -- My Thoughts & Review

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
Scotty Hunt profile photo
August 21, 2019

Marketo is critical in personalizing the lead/contact experience throughout the buying cycle

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
August 21, 2019

Better than others that's all i can say!!!

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
August 20, 2019

Marketo makes B2B marketing a breeze

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
Tyler Morrow profile photo
August 14, 2019

Marketo review from a SaaS leader

Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo currently is used by multiple departments throughout Qualtrics, most regarding our digital and marketing teams. We currently use Marketo for a variety of methods. Being in sales, it helps us prioritize website traffic and influences who and when we reach out to a lead. We've been able to improve the likelihood of someone being interested in Qualtrics based on unique experiences Marketo tracks.
  • Scoring
  • Lead Management
  • Usability/UI
  • Integration UI
  • Dynamic scoring, history tracking
  • Pricing model
Marketo is suited for people with little to no experience building content and managing the website experience. It's a powerful tool that's easy to use and get started with. We've been used Marketo since we had a new digital marketing team. The product has grown and improved over the years, allowing us to build upon the current program we have.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
For each of these communications, our business development team is trying to help grow revenue across the organization. For current clients, it's focused on upsell opportunities. For prospective clients, it's about getting them in the sales pipeline when it makes the most logical sense based on their website behavior and the score associated with that experience.
Read Tyler Morrow's full review
Gerry Dapergolas profile photo
August 11, 2019

Marketing Automation software that can increase your ROI. There are better alternatives.

Score 5 out of 10
Vetted Review
Verified User
Review Source
We use Marketo for a number of clients. It helps us with landing pages, leads and form submissions along with oversight oh how the campaign is performing. We mainly use it for our lead gen campaigns. It helps increase lead gen rates, and also nurture leads by sending them follow up emails .
  • Landing Pages
  • Analytics
  • Lead nurturing
  • Abm
  • Not very user-friendly
  • Hard to implement email workflows
  • Forms aren't as intuitive
  • Training is costly and needs a lot of resources
Marketo is good for lead generation campaigns and also good with lead nurturing campaigns. Whether you are generating new leads through organic or paid channels or whether you want to nurture your existing leads/marketing qualified leads, Marketo can help you with your marketing campaigns. It's less appropriate for e-commerce businesses.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
  • Increase revenue within existing customers
  • Generate new leads and nurture them with follow up emails
Advanced analytics can help with optimising your marketing campaigns. [They] can also help bring your sales and marketing teams closer together as marketing can provide intelligence to your sales teams and improve efficiency. It can help with the majority of your marketing and lead gen and lead nurturing goals.
Read Gerry Dapergolas's full review
Braydon Unsicker profile photo
August 07, 2019

Marketo is great, but it isn't the most user friendly ESP out there

Score 6 out of 10
Vetted Review
Verified User
Review Source
We use Marketo for customer marketing, lead nurturing, forms, and lead scoring. We have two power users on our Demand Gen team that live in it everyday and then there are members of our Business Ops team that manage the sync between Marketo and Salseforce. We implemented the software about 4 months ago and are now starting to ramp up our lead nurturing efforts with it.

  • We use and like the lead nurturing aspects of the program. The engagement programs are pretty slick.
  • The native Salesforce integration is pretty good, we haven't had to manage it much once we got it place.
  • There are lots of native integrations that are easy to set up. We are setting up the Wistia integration soon and like the functionality that will bring to include video in our lead scoring model.
  • The email builder in Marketo is not a WYSIWYG. We pay for a 3rd party email builder because Marketo's was so bad.
  • The basic email reporting is not very intuitive either. It has been frustrating to pull the reports we want. We haven't been able to create automated reports yet. Everything is manually pulled.
  • There is also no native RSS feed set up to automatically send our blog content to our subscribers. We pay for a RSS feed integration with a 3rd party.
We love the great Salesforce integration and it's lead nurturing capabilities. Every web visitor that comes to our site and fills out any of our forms are sent through our nurturing programs. We have 3 nurturing programs in place right now and have had Marketo for about 4 months. We plan on expanding to 5 programs here pretty soon.

A scenario where Marketo may be less appropriate is if you can't dedicate a Marketing Automation Specialist to run it. It's not the most intuitive software in the world, so if you can't dedicate a person to use it then it may be better for you to use a more user friendly solution like Act On or something.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Prospecting / New Business
Our Customer Marketing team uses Marketo to communicate with customers to upsell, cross-sell, and inform in an effort to keep our customers happy and increase revenue. Our Demand Gen team uses Marketo to generate Marketing Qualified leads through email nurturing. We don't do any cold prospecting or outreach through the software, everything is 100% inbound.
Read Braydon Unsicker's full review
Margie Pazdan profile photo
August 06, 2019

Beginner in Marketo and Already Loving It!

Score 8 out of 10
Vetted Review
Verified User
Review Source
Marketo is recently being implemented in my marketing department and will be used widely in corporate and field marketing as marketing automation tool. We're very excited about it's reporting capabilities.
  • Automation
  • Data management
  • Flexibility
  • Unsure
I love the front-end work which Marketo does upon leads. It helps score leads before filtering through our CRM system.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
For the most part, marketing as a whole, is trying to increase our marketing engagement within all accounts by educating our contacts with several different assets and leveraging Marketo as part of the outreach. This will help our prospects accelerate through the buying cycle, help our sales team get in front of the right contacts and ultimately, increase our pipeline.
Read Margie Pazdan's full review
Mackenzie Warren profile photo
August 06, 2019

Did someone say Marketo?

Score 10 out of 10
Vetted Review
Verified User
Review Source
At my company, the marketing team uses Marketo and our sales development team uses Marketo Sales Insight. It allows us to automate our email campaigns, nurture leads and identify warm prospects for our sales team.
  • Integrating digital and non-digital marketing initiatives. We use Marketo for everything from our emails and website to trade shows, summits and other live events.
  • Personalization. We have seen greater engagement with our content since leveraging Marketo's personalization features.
  • Reporting. The revenue cycle analytics that Marketo provides are easy to use and make it possible to convey the value of marketing to my company's leadership team.
  • Marketo ABM needs some work to allow us to track and report more easily on our ABM initiatives.
  • I eagerly await the switch from the term 'leads' to 'people' in our instance. This will hopefully remedy the need to continually explain the difference between leads in Marketo and leads vs. contacts in Salesforce to people inside my organization.
Marketo is the best way to automate your marketing. I came to Marketo after using other platforms and Marketo is by far the most comprehensive and easy to use. If you're doing multi-channel marketing, this is the software you need!
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
The ultimate goal for us is the sales pipeline. Marketo allows us to target prospects and customers with relevant, personalized information that gets them to come to us asking for a demo rather than relying on sales to make cold calls.
Read Mackenzie Warren's full review
Jessica Dennis profile photo
August 06, 2019

Salespeople need this tool

Score 9 out of 10
Vetted Review
Verified User
Review Source
Our sales operators currently use Marketo to qualify leads that they enter into Salesforce and we salespeople call on. I love it - I know how good a lead is based on the info Marketo provides. I sort my leads by Marketo info and it helps me be even more successful. This is used in our sales department.
  • Helps me prioritize what is the best lead
  • I would like for them to identify key industries that are hot right now
It's great for sales environments, especially for seasoned sales people with many leads they need to manage.
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
My main goal is increasing customer contact, increases engagements and sales.
Read Jessica Dennis's full review
Andrew Johnson profile photo
March 29, 2019

Marketo for growing organizations

Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo is used within our marketing operations today for three primary purposes. First, we track the effectiveness of our marketing programs and progress towards overall department goals. Second, we generate a greater volume of new business leads through content marketing, nurturing, and lead scoring processes. Third, we increase engagement with customers through targeted email communication. Marketo provides one central system to maintain marketing data and the operational execution of marketing campaigns.
  • Marketo is an industry leader and continually improves with new features and functionality. This is increasingly the case since the acquisition by Adobe.
  • Marketo integrates with a wide variety of third-party providers that help companies expand capabilities for more specific business needs.
  • Marketo is highly customizable to different business models and marketing process flows. If you can think it, you can pretty much do it in Marketo.
  • Marketo is not the most intuitive system in the world. With the benefit of flexibility comes added complexity. It really takes at least one person within your organization dedicated solely to administering the system. The new Marketo Sky UI definitely is an improvement and will help me, from a CMO perspective, should I ever need to navigate within the system.
  • Using Marketo effectively requires training and practice in the system. There really is nothing in the way of free online tutorials or shortcuts. The user community is GREAT, but expect investments in employee training both in the beginning and ongoing as the system continues to advance.
Marketo is great if the organization has the resources to use it. This is typically well-suited for mid-sized to larger marketing departments. Administering the system, from a core functionality perspective, requires at least one full-time employee dedicated to Marketo. You will also want to make sure your sales department is fully utilizing its CRM system since utilizing data from this system in Marketo is important to data insights. Having said that, if you are a growing department with resources committed to making Marketo successful, it is a great tool to build your marketing operation around.
  • Product Launches
  • Lead Management
  • Prospecting / New Business
At this point in our implementation of Marketo, we are focused on generating quality, timely leads for sales. The system does this very well. For us, we are looking to generate sales to new customers that are at different stages of the buying decision process. Marketo allows us to identify where decision-makers are in the process, but more importantly, provides us the information we need to improve marketing efforts. This could be feedback relating to the success and efficacy of individual programs, or improving our nurturing flows to ensure sales receives the "right" leads at the "right time.
Read Andrew Johnson's full review
Omar Al-Sinjari profile photo
June 01, 2019

Marketo at Scale

Score 10 out of 10
Vetted Review
Verified User
Review Source
We use Marketo for customer communications (new and existing), customer engagement (landing pages, webinars, promotion) and insights. Marketo is being used across McKesson. It solves many business problems including using consistent branding in communications, prioritizing leads/contacts engagement based on insights, bridging the gap between sales/marketing and allowing marketing to be a revenue center.
  • Easy to use
  • Insightful
  • Integrated
  • More product updates
  • N/A
  • N/A
Well suited: Perfect for B2B, especially mid to large companies; Companies that want to get really intricate with their marketing campaigns and want to make data-based decisions. Smaller companies that are looking to rapidly grow. Less appropriate: Small or mom/pop companies.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Marketo is at the core of how we communicate with new and existing customers. It is an essential part of our tech stack and the integration with SFDC is crucial. We are trying to achieve net new sales and constantly trying to retain and keep existing customers updated/happy.
Read Omar Al-Sinjari's full review
Meredith Lea Barber profile photo
May 30, 2019

There are better options.

Score 1 out of 10
Vetted Review
Verified User
Review Source
It was being used between Sales and Marketing to track leads and manage campaigns.
  • It had ready-to-go templates.
  • Campaigns were easy to set up.
  • Adding your own branding to landing pages often breaks the template.
  • Terrible designs on their email templates and landing pages.
  • Updating a template was not universal.
It was not user-friendly at all. It was very difficult to find anything within their design studio. We often lost a lot of leads in the funnel because Marketo has a ton of glitches. It would store them in a different location and then flood the leads months later. Our numbers and reports were consistently incorrect.
  • Product Launches
  • Upsell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We were trying to make more money and keep track of leads as we passed them off to our sales team. We wanted to make it as easy as possible for everyone to be on the same page. We were trying to get people into our free trial so we could get them into the process of testing the product and possibly advancing to the product that served their nonprofit the best.
Read Meredith Lea Barber's full review
Kristina Watson profile photo
May 28, 2019

Productive tool for marketing automation

Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo is used by our company across the whole organization to automate our marketing campaigns among all the projects that we have. It is a productive tool to reach our target audience, collect valuable data and has many features including integration with social media application and generating summary reports for our campaigns.
  • Nice tracking system
  • Creating reports
  • Email automation
  • Takes time to set up the system
  • Very slow customer support
  • High pricing
Marketo has a great automation system that can suit the need for any business, especially for sending huge email campaigns. It is very useful in identifying and targeting the desired audience as well.
Read Kristina Watson's full review
Akande Davis profile photo
August 20, 2019

Marketo Review

Score 8 out of 10
Vetted Review
Verified User
Review Source
We are currently using Marketo to up our marketing automation game and drive value for our sales team.
  • Marketing automation via Smart lists
  • Segmentation
  • Dynamic content
  • Triggered emails
  • Batch updates
  • Easily delete assets
  • Easy move assets between programs or workspaces
I think it is best suited for an enterprise looking to elevate their game. It would be less suitable for smaller companies who really just need an ESP.
  • Product Launches
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
With our product launches, we want to get our message into more hands and improve our deliverability to our customers. We also want to inform existing customers about some of our compatible products and manage our leads while driving new business. There are a few things that we currently use Marketo for from a goals standpoint.
Read Akande Davis's full review
Jackie Potts profile photo
August 20, 2019

Marketo Marketing Automation

Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo is being used across our entire organization. It allows us to market more effectively to our customers and allows us to make business decisions with the data we are able to collect. It is useful for filling our sales funnel and determining which customers are most ready to engage with your business.
  • Reporting is simple. You can easily track how well your campaigns are doing, complete tests, make improvements and see the results.
  • Managing campaigns works well. They allow you to send timely information, focus on the customer, and utilize tokens and segments to personalize your campaigns.
  • Creating and testing emails and landing pages is easy and useful. You can increase your conversions greatly.
  • Marketo Web personalization and account based marketing are great tools to further help drive business.
  • Would like to have added feature of subscribing to smart lists as reports. - Marketo has listened to its customers and added this feature! Great job Marketo
I think Marketo would work well for most businesses.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Product Launches - Make people aware of our new products through emails and web personalization.
Customer Service - Follow up survey emails to see their success.
Lead Management - Each person is places in the appropriate engagement program to provide them with useful information.
Prospecting/New Business - Form fills are great for finding top of funnel form fills and sales qualified leads.
Read Jackie Potts's full review
Alexander Sacchetti profile photo
August 20, 2019

Why I Love Marketo

Score 10 out of 10
Vetted Review
Verified User
Review Source
We use Marketo to facilitate all of our leads through our subscription funnel. This tool helps us keep everything marketing in order so we can optimize our instance.
  • Organizing Lead Records
  • Compiling Lead Lists detailed for engagement based on the user
  • Managing nurture flows for leads
  • Sometimes changes do not "stick".
  • The session is expired and you can still enter information and then go to submit it and its all wiped upon refresh and re-login.
Marketo is very useful especially having access to the full suite of tools.
Read Alexander Sacchetti's full review
Kevin Weisenberger profile photo
August 12, 2019

Why Marketo Works for Us

Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Marketo across multiple business lanes that support our domestic and international marketing efforts. From lead capturing and scoring, to internal communications, B2B, and B2C efforts it is a multifaceted tool that is one of, if not the most flexible tool in its industry.
  • Depth of customization
  • Data management
  • Program creation
  • Creative content generators (email and landing pages)
  • Salesforce sync is strong but could use improvement
Well suited for mid to enterprise size clients.
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Read Kevin Weisenberger's full review
Katie Schauer profile photo
April 15, 2019

Marketo is a B2B Marketing Superstar!

Score 10 out of 10
Vetted Review
Verified User
Review Source
Marketo is used primarily by the Marketing department, specifically me. I use it to create programs and landing pages, analyze activity, and report to sales and leadership. It allows me to quickly create programs and see metrics related to those programs.
  • Quickly create and duplicate programs
  • Manage contact data and connect to CRM for one truth
  • Measure lead status and use scoring to create real, profitable leads for sales
  • Archiving by right clicking on the asset or program
  • Speed up the usability of Sky. I would like to be able to do more with it now rather than just poking around and looking at it
  • Offer ABM as part of the regular package and not force us to pay more for it
Great for full Marketing programming and campaigns. Not a CRM.
  • Product Launches
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Our main goals are education of our clients, net new logo acquisition, new offerings, some operational email functions. We also use the landing pages for form captures of information to create hot leads for sales.
Read Katie Schauer's full review
Aaron Glauser profile photo
August 06, 2019

Great platform for those who need a hub

Score 10 out of 10
Vetted Review
Verified User
Review Source
We use Marketo as our primary communication platform for clients and to nurture our prospect database. It’s the hub of our Martech as we use NetSuite as our CRM.
  • Lead scoring
  • Lead processing
  • Easy integrations to LaunchPoint partners.
  • MSI should be open through APIs for integration with CRMs other than SFDC.
  • Performance and reporting are slow. The spinning caterpillar is not my friend.
Very robust. Anything you can dream up you can build.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
Increase sales of new companies, new product add-ons of existing customers and new user customers within a live client account.
Read Aaron Glauser's full review
Jeff Smith profile photo
April 11, 2019

Marketo is not perfect but beats the competition

Score 9 out of 10
Vetted Review
Verified User
Review Source
We use Marketo to manage all prospect engagement, including scoring, lifecycle, and lead assignment, besides the assortment of marketing initiatives. It is used mainly by our Marketing department, but there are other users in Sales Ops and Product teams that have access.
  • Flexibility in the way we build smart campaigns and programs.
  • It integrates with many other tools and technologies.
  • Visibility into the history of records or the history of users.
  • It would be great if Marketo could show where tokens were being used.
  • Marketo needs to bring back their anonymous people filters.
  • It would be great if Marketo could improve their support. When I first learned Marketo at the end of 2013, they had excellent support over the phone. Their support has gradually deteriorated over the years. Phone support is now a paid add-on, and their chat and online support seem to be less qualified than previously.
It is well suited for companies with complex sales cycles or where complex marketing processes need to be built out. It would not be a good fit for startups with small databases.
  • Product Launches
  • Lead Management
  • Prospecting / New Business
Bring awareness to our latest product releases; move records through the funnel and create sales opportunities; source new records through marketing campaigns.
Read Jeff Smith's full review

Feature Scorecard Summary

WYSIWYG email editor (564)
7.2
Dynamic content (541)
7.6
Ability to test dynamic content (527)
7.5
Landing pages (583)
7.4
A/B testing (560)
7.3
Mobile optimization (548)
7.3
Email deliverability (599)
8.2
List management (600)
8.5
Triggered drip sequences (538)
8.3
Lead nurturing (592)
8.6
Lead scoring and grading (574)
8.4
Data quality management (572)
7.9
Automated sales alerts and tasks (552)
8.1
Calendaring (446)
6.7
Event/webinar marketing (528)
8.0
Social sharing and campaigns (326)
6.8
Social profile integration (305)
6.4
Dashboards (553)
7.0
Standard reports (591)
7.2
Custom reports (558)
6.9
API (508)
7.9
Role-based workflow & approvals (437)
7.7
Customizability (534)
7.7
Integration with Salesforce.com (512)
8.7
Integration with Microsoft Dynamics CRM (145)
6.9
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