Marketo Reviews

<a href='https://www.trustradius.com/static/about-trustradius-scoring#question3' target='_blank' rel='nofollow noopener noreferrer'>Customer Verified: Read more.</a>
1766 Ratings
<a href='https://www.trustradius.com/static/about-trustradius-scoring' target='_blank' rel='nofollow noopener noreferrer'>trScore algorithm: Learn more.</a>
Score 8.0 out of 100

Do you work for this company? Manage this listing

TrustRadius Top Rated for 2019

Overall Rating

Reviewer's Company Size

Last Updated

By Topic

Industry

Department

Experience

Job Type

Role

Reviews (1-25 of 768)

Courtney Grimes profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
We are a marketing technology consultancy that is platform agnostic but chooses to work extensively with Marketo—both as our in-house platform for marketing automation as well as with our clients. Internally, we use Marketo to drive demand generation, digital marketing initiatives, customer journey management, nurturing and prospect acceleration. With our clients, we deploy, configure, optimize, integrate and implement Marketo in a with a diverse group of companies, including B2B/B2C/B2B2C and verticals such as higher education, financial services, transportation, consumer goods, and SaaS platforms among others.

Our clients use Marketo in different ways, but some key business outcomes we see folks commonly tackle with Marketo include:
  • Message-based marketing (email, SMS, push notification), both in ad-hoc and structured nurture varieties.
  • Web content and lead ingestion via forms and landing pages.
  • Customer journey measurement/tracking.
  • Event management (webinars, live events, virtual events).
  • Sales enablement through marketing messaging (Marketo Sales Insight/Engage).
  • Targeted digital advertising through connected Marketo data.
  • Flexibility of use - compared to other marketing automation platforms, Marketo is fairly open-ended in how a user can approach a business problem and tackle it. This can be both a positive and negative attribute based on a team's digital skills, however.
  • Marketer control - Marketo is the only platform I have worked with that can be set up to delegate creative control and asset creation to a marketing department without needing much handle-holding from technical users: marketers can create professional-looking emails, landing pages, forms, and campaigns without much asisstance after an inital ramp-up period. The setup is also quite flexible, allowing marketers to take creative liberties as desired.
  • Sales enablement - The sharing of messaging, ranked prospect lists, information on prospect behavior and other parts of the Marketo Sales Insight platform are second to none.
  • Integrations - From a developer's point of view, working with Marketo is more straightforward than other marketing automation platforms, something reflected both in work built directly for a company and the wide variety of platforms that integrate with Marketo.
  • Reporting - Although Marketo reports can answer surface questions and some canned concepts, drilling down and customizing reports is still problematic and is best served through big data and BI visualization.
  • Maintenance - The system is not very forgiving for non-technical users working at scale and often requires intervention as performance degrades over time.
Marketo particularly excels in companies where there is either some in-house technical knowledge or a willingness to partner with an agency to customize setup—the freedom and frustration of Marketo are that is not prescriptive in how you handle business procedures—there are even multiple ways to do something as straightforward as sending an email! Those who need customization will find quite a bit here, but smaller companies, those with fewer resources or less mature marketing departments may find the initial effort needed to be daunting compared to other marketing automation providers.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
  • Other
Read Courtney Grimes's full review
Matt Gomez profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
Marketo is used in a variety of ways at Walden University. First and foremost it is our center for customer communications and engagement across channels: email, SMS, and personalization. We use Marketo to communicate with both current and prospective students, as well as alumni. Beyond communications and nurturing, Marketo is used by our Sales organization to send messages, add customers to targeted campaigns, and view customer behaviors via Marketo Sales Insight. Additionally, Marketo is the centralized entry point for leads where we capture, scrub, score and qualify leads via a custom process we designed and deployed. Marketo is also our hub for a huge roster of marketing tech, database, and reporting application partners.
  • Marketo is very simple to learn and affords quick time to value and a simple UI for those that are used to less capable or more tech-reliant competitor platforms.
  • Marketo plays very well with Salesforce CRM in my experience, but be cautious with how you customize your Salesforce data model or architecture, as those decisions can have implications for Marketo.
  • Smart campaigns and smart lists are an invaluable resource. They're like mini workflows at your fingertips, requiring no SQL or coding language. Just drag and drop; the possibilities are nearly endless! Example: In an email send campaign, drag and drop a step to exclude customers that have previously received an email related to a different campaign. The platform will recognize these leads in real time and remove them from the flow. It sounds elementary, but from experience, it is not easy, or not possible, to do things like that in other platforms.
  • Little or no reliance on IT for support. Marketo allows Marketers and ops team members to administer the tool without needing developers.
  • Marketo Sales Insight - I don't know where we'd be without this! Our organization relies on it heavily to send nicely-formatted templated emails to sales prospects, and quickly remind prospects of events and webinars of interest to them with just a few clicks from the sales owner.
  • As easy as the UI is to use, it is a little dated. The good news is Marketo Sky UI is just around the corner and available in certain areas of the tool today.
  • Analytics and reporting areas are very B2B centric, requiring workarounds for B2C applications. It's also a little slow loading, but that is on the roadmap to be improved in the coming year.
  • The REST API will turn away certain kinds of posts with an error code; an example is a lead post where there are already existing duplicates with a matching email address in the database that drives a 1007 error and the data is not captured. I think it would be nice if the data would go to a staging table or something, just so it lands somewhere within the platform so admins could debug and mitigate issues.
Marketo is really the only choice for large enterprise Marketing organizations, in my opinion. It scales better than other platforms with similar functionalities and is easier to use. Competitors' products in this space will require more "technical" users with coding and database management backgrounds, or will flat out not handle the volume. Marketo is in the sweet spot. If you have Salesforce or Dynamics and are in a large or medium-sized organization, especially if you are in a B2B oriented industry, Marketo is for you.
I am personally currently in the Higher Education industry, and Marketo works well in that space, though we sometimes need to seek workarounds for some areas of functionality that are B2B-focused.
Small businesses may price out of Marketo, especially if they have a large database or B2C orientation, but it is still worth a look. That said, I personally implemented Marketo at two different small software and services shops with 100-150 employees, and they both still use the tool 5-10 years later.
For organizations that are going to want to do only traditional batch/blast email campaigns and have small databases, Marketo will work, but you'll be paying for leaving a lot of capability on the table.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
The primary goal for our Marketo implementation is customer engagement, like driving prospective students to apply and start courses at Walden. The second goal is retention, like creating a positive customer experience that drives students to finish their program. The third goal would be lead capture and qualification, and the fourth would be providing tools that allow for alignment between Marketing and Sales. Marketo fulfills all these areas very well for us.
Read Matt Gomez's full review
Emily Thornton profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
We're using Marketo internally to house our lead management "funnel" architecture as well as perpetual lead nurturing efforts. Marketo contains all of the logic that moves leads through the funnel stages (leveraging a combination of activity and demographic-based scoring) and collects all of the necessary data to allow us to report on funnel metrics (lead velocity, conversion rates, volume, and revenue impact via an integration with SFDC). We've built out our nurturing as well, using advanced logic to ensure people receive content that is mapped to their specific role and their place in the buying cycle.
  • With the robust logic capabilities, you can pretty much design your nurturing and lead management framework to function in any way you need it to. So it's a very scalable platform.
  • Integration with SFDC is pretty seamless. The bi-directional sync of data between platforms happens every 5 minutes or so.
  • I've worked at multiple companies that use Marketo, and in all cases our sales reps were huge fans of the visibility Marketo Sales Insight provides them. When added to the page layouts in SFDC the reps can view a feed of a lead's website activity, email activity, scoring changes, and "interesting moments" (which are customizable and show key activity that we deem note-worthy).
  • The robustness of the platform means that if you start using Marketo without a well thought-out strategy, you may not get the return you're hoping for. The reports and functionality that are often shown in Marketo's product demos and webinars are great, but for those to work properly an overall architecture and governance really need to be in place. Also, if your business plans to make an investment in Marketo, definitely be sure you have people (or are able to hire people) who will be able to support it.
With Marketo's logic capabilities, it's possible to build nurture programs that are extremely dynamic and personalized to the user as their data profile changes and they move through the lead funnel. From a reporting standpoint, if implemented with a solid strategy, the reports and insights you'll be able to gain are extremely valuable. That said, it's not a magic wand (no platform is). You'll get out of it what you put in. Also, while the out-of-the-box reporting capabilities are a great and do show revenue attribution data from a connected CRM, I've found it to be more useful to use Marketo in conjunction with a BI tool such as Tableau.
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
We've moved away from one-off "batch and blast" campaigns, and have more of a perpetual ongoing approach with our outbound efforts. We've mapped all of our content to persona's, and also to our different lead funnel stages. When a new lead is created via form submission, we have "listening campaigns" that look at what information the person has provided via progressive profiling, and then adds them to an appropriate place in our nurture program. The goal of the content in the nurture program is to "nurture forward" to the next stage of the funnel (which they'd achieve by consuming more content, entering more progressive profiling data, and thus increasing their score). When this happens, we have more "listening campaigns" that remove them from their previous spot in the nurture program and place them further down. The eventual goal is to have them reach a "Qualified Lead" threshold, which is the point sales is notified to follow-up in SFDC, and hopefully, a closed won opportunity comes of it.
Read Emily Thornton's full review
Justin Norris profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
We are a Marketo consulting agency and use it both for our own marketing and implement it for clients. We also build products that integrate with it. For our own marketing we use it to manage demand generation activities and for lead management. With our clients we implement, configure, and customize it in a large variety of ways.
  • Very robust workflow capability, with extremely flexible filtering and numerous options to enable almost any business scenario.
  • Tight integration with SFDC with visibility into standard and custom objects and good campaign integration.
  • Extensive use of tokens to quickly create and manage highly customized programs.
  • New! Email and landing page editor updates provide extremely user-friendly and customizable asset creation toolset.
  • The default analytics module is a bit inflexible; existing reports are adequate but customizing them to answer the questions you want answered is often difficult and generally requires pulling a multitude of time-consuming smart lists or access to the more expensive Revenue Cycle Analytics module. Again however, this is something that is actively being improved by product management.

Marketo is extremely powerful and can enable massive efficiency for the right companies -- growing companies with a small but expanding team who need to manage a lot of marketing activities, large enterprises, and everyone in between. The flexibility and depth of Marketo is best in its class, and for a creative technical marketer, the sky is really the limit for what you can achieve.
There is a good deal of work to implement, configure and manage Marketo (I'd recommend at least a part-time resource or an agency partner) so the real ROI comes at scale, when the efficiency you gain from automation and deployment outweighs the work required to manage the system. On the other hand if you are a smaller company with fewer marketing initiatives, less complex needs, and lighter lead flow, Marketo could be overkill until your needs expand.
Read Justin Norris's full review
Evan Kubitschek profile photo
Score 8 out of 10
Vetted Review
Verified User
Review Source
Used by the marketing department in a shared services model for the entire organization.

Specifically, we use it for:
Email marketing (batch and blast)
Email marketing (automated nurture paths)
Web content (operational delivery of assets + forms)
Database cleanup (standardization of fields, etc. before passing to CRM)
Webinars (via GoToWebinar integration)
Live Events (landing pages / registration / post-show assets)
  • Marketo's token functionality is excellent for reducing workload and eliminating repetition.
  • Marketo's integration with SFDC has been seamless for us with no technical debt.
  • Marketo's web activity reports have been a big hit with our executive team to showcase who we're bringing in from our target market.
  • Marketo's visual reporting is awful. We've defaulted to Salesforce because Marketo's out of the box reporting is so limited without a big upsell
  • The UI is lagging behind competitors, as is sorting and searching assets. Hoping the new UI that's been announced addresses this.
Marketo's a complicated product that can do anything, but is a platform that requires a full-time architect. Smaller organizations should recognize the investment that's necessary for success, and look at it as a long term investment.
Read Evan Kubitschek's full review
Rubi Cammarota profile photo
Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Marketo to send emails, manage our large customer database, and analyze our marketing effectiveness. It addresses our problem of organizing our very large database (about 10 million contacts), helping us gain insight into what users are doing in our app, and allowing us to segment them so we can best target them.
  • Lets you look at and segment leads from a very macro to a very granular level
  • Lets you create very complex engagement programs
  • Lets you send trigger emails on very specific criteria
  • The WYSIWYG email editing function is terrible. Marketo always adds a bunch of tags that break the code that I slave over in Litmus
  • The inability to schedule emails to send in the recipient's time zone is a HUGE issue
  • Not being able to edit Email Program campaign limits makes that function completely unusable.
This tool is good for larger marketing organizations but is more than a smaller company would need. There are lots of quirks/issues with the tool and it seems like you need someone at the organization who has been using it for a long time and understands the intricacies and limitations.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
  • Other
We are looking to convert leads to customers, gain logos, upsell plan types, sell services, and expand within organizations. Marketo helps us with these goals by giving us the power to slice and dice our database in many ways and send targeted communications. Personalized content is key in this crowded B2B space.
Read Rubi Cammarota's full review
Josh Pickles profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo is the central marketing tool used by various marketing teams across the business, with one centralised team managing the day-to-day (lead and data management, reporting, bounce handling, account management, etc.) as well as the strategic automation development across the various marketing teams within the business.

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

Marketo might not be suitable for smaller organisations who are starting out with marketing automation technologies.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We use Marketo across a broad range of business verticals, each with their own goals. Overall, we're using Marketo to better understand the user journey. This process has allowed us to better inform customers of key promotions, features, as well as to better communicate and manage customer pain points.
Read Josh Pickles's full review
Michael Weissberg profile photo
Score 8 out of 10
Vetted Review
Verified User
Review Source
Marketo is primarily used by the Marketing department for engagement and one-off campaigns, as well as lead management. We have a 1:1 back and forth sync with Salesforce so both can be used for lead management. In short, marketing inputs all leads that we acquire into Marketo, sales inputs all of theirs into Salesforce, and both have the same full database. We market to both our leads and the sales team's leads, as well as manually inputting additional leads we get from other sources for follow-up.
  • It's very easy to see lead acquisition from multiple sources with ROI, so it can be calculated where marketing budget is best spent
  • Engagement streams are easy to build, with multiple if -> then conditions built into a stream for easy segmentation, getting the right message to the right person at the right time
  • There's a massive amount of partners and integrations available - if there's something you want to do that isn't baked in, there's probably a provider that has a software for that
  • Marketo's Revenue Explorer dashboard has a built in cost per new name tracking, also easily divisible by program, for easy deciding.
  • The ability to segment users by any combinations of fields is intuitive for emailing, syncing to an ad partner, or just viewing who you have in your database.
  • There's a bit of a learning curve. Without significant training, even an experienced marketer might stumble around a bit. There's a lot of different ways to do one thing, but it's not always clear what best practices or implications may be for one way over another.
  • There doesn't appear to be an easy baked-in way to de-duplicate records (though it can only send out one email to duplicates). That's something we're dealing with now and may have to use a third party.
  • The ideal would be some direct integration into ad platforms - if it's there, I don't know it.
Marketo is great at segmentation and lead nurturing - if you want to create a thousand nurture streams for every possible condition, you can do that with some robust tools. However, there doesn't appear to be an automated way to do this. You would have to personally create one thousand nurture streams. (But there's a partner that can do something like this.)
Reporting is easy and built-in. There's thousands of partners in a very wide network. Any use case or crazy thing you want to do, like automate ad buys so you don't need your own DSP, there's someone that has done that and can do that for you. It's not just Marketo itself you'd be buying into - it's a vast well-resourced ecosystem.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Prospecting / New Business
We're trying to get the right message to the right user at the right time - whether it's a new product launch for people who have been previously interested in the group or just nudging someone along we haven't heard from in a few months, or even a welcome email, nobody gets ignored and everyone gets a relevant, personalized message based on how they interacted with us and what we know about them.
Read Michael Weissberg's full review
Derrick Phipps profile photo
Score 8 out of 10
Vetted Review
Verified User
Review Source
We use Marketo across our entire organization. We use it for B2B and B2C email campaigns. Marketo helps us track engagement and manage our reporting. Most of our campaigns are batch and blast, and we could do a lot more to make use of the metrics within Marketo. I'd also love to convince our organization to upgrade to the Marketo Emails editor 2.0.
  • Marketo provides us with a quick tool for creating forms and LP's.
  • We track open/click rates.
  • We host a ton of images in Marketo.
  • Marketo can run a bit slow across the organization
  • The interface is a bit clunky, and not very user intuitive
  • The WYSIWYG is not very good
Like I said previously, Marketo is really good for batch and blast campaigns. We use it for events as well, but the reporting is not as great as we'd like it to be. I suspect it has something to do with how we've set up our campaign.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
  • Other
New product sales and to drive growth. Also, increasing revenue with our current customers is always a goal of ours. Tracking customers through the funnel is easier with certain reporting types we use within Marketo. Marketo is relatively easy to use once you understand it, and were able to be pretty agile when it comes to creating assets and campaigns.
Read Derrick Phipps's full review
David Portnowitz profile photo
Score 9 out of 10
Vetted Review
Verified User
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
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
khyati panwar profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source

Marketo is a SaaS based marketing automation and operation software which helps our organization to automate and measure marketing engagement, tasks and workflows. The benefits I realized working with Marketo is how versatile it is in its marketing approach, analytical insights and its strategic ways. It is easy to use and create emails, forms, and landing pages. It is also easy to create workflows for automation which might be very useful in nurturing campaigns. When it comes to complex campaigns, you are able to create flows and derive users according their actions and behaviors. Below are the the different Marketo functions which are being used to address business problems:


  • Email Marketing
  • Lead Nurturing
  • Lead Management
  • Bi-directional CRM synching
  • Data Collection & Database Management
  • Data Quality & Cleansing
  • Demand Gen & Web Content Strategy
  • CRM Integration & Lead Management
  • Change Management & Training
  • Demand Funnel Development & Sales Alignment
  • Lead Scoring
  • Landing Pages & Forms
  • Marketing Activity Tracking
  • Web Activity Tracking
  • Social Marketing
  • Campaign Dashboards and Reports
  • Program and Campaign Analysis
  • Opportunity Influence Modeler
  • Advanced Report Builder
  • Ease of use - Drag and drop interface
  • Marketo community offers tips, and you can get any question answered really fast.
  • There is a huge learning curve with Marketo but this enables capability once you climb that curve.
  • Marketo is a super strong product with a lot of functionality. It’s a very robust tool, and has instantly closed-loop reporting. For an organization to use Marketo to its potential, they need to take the time to come up with a holistic and complete strategy and to note what they would like to accomplish. Once this is achieved, they need to develop the technical architecture in Marketo and their CRM platform integration. Also, make sure that all the integrated teams who are responsible for managing Marketo are completely trained on how to use the platform well. Also Adobe Acquisition will only make it better.
  • The only thing which is little less appropriate is some functionality is restricted to the version of your contract or implementation, and sometimes you must follow unnecessary steps to achieve simple tasks.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
  • Other
Read khyati panwar's full review
Lauren Aquilino profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
Our marketing department uses Marketo to manage incoming leads and their lifecycle, score them, and nurture them with email and advertising. It allows us to keep track of nearly all of our marketing initiatives and lays the foundation for reporting which programs are working and which are not. This helps us make better business decisions on where to spend our marketing budget.
  • Marketo's integration with Salesforce is second to none and lightning fast. This is absolutely critical when processing Leads, Contacts and Campaigns, maintaining accurate data and ensuring transparency,
  • Marketo has made it really simple to scale the creation of marketing programs and assets. With features like tokens and the ability to clone, hours of work is saved by the average marketer.
  • Marketo's user community is the best. There are so many people willing to help, from answering basic questions to sharing advanced solutions that push Marketo to the limits.
  • Marketo's partner ecosystem makes for an incredibly smooth integration with our entire marketing tech stack.
  • Marketo documentation does not stress enough how to set up and maintain a best-practice instance. For example, many key features that are required for reporting are not clearly prioritized over other features.
  • Marketo's reports still leave a bit to be desired. It can be tough to give someone all the information they would like in one snap shot, or even in one consistent format.
I would absolutely recommend Marketo to any organization that is looking to manage a large database of prospects and customers through their lifecycle. I would especially recommend Marketo for integration with Salesforce. If someone is looking to simply send emails and not manage lead lifecycles or track ROI of marketing campaigns, Marketo may be too robust.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
Our main goals are to generate new opportunities for the business, as well as influence opportunities that are in the pipeline. By integrating with Salesforce, Marketo allows us to handle communications differently based on the sales cycle.
Read Lauren Aquilino's full review
Amanda Thomas profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
Marketo is used as our marketing automation tool. We use Marketo for email campaigns, lead scoring, to measure content success, and more! Marketo allows our business to measure the coordination between sales and marketing. For example, we're able to see that we've provided over $6.3 million in created opportunities this year.
  • Marketo is easy to use.
  • Marketo grows with your business. The more you need from marketing automation, the more benefits you find within Marketo.
  • Marketo comes with a community to help you get the most out of your marketing automation system.
  • The ability to combine/join reports.
  • Auto archive campaigns that haven't been used in 12+ months.
  • Hyperlink an image upon uploading.
Some small companies may turn to other marketing automation tools since they might seem simpler. It's the wrong decision, unless you plan on growing slowly. Within a year of using a marketing automation tool, you'll realize how much you need more and more. Marketo will be able to fulfill all of your marketing ideas as your business grows.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
We're trying to close out new business and retain customers with Marketo. This year we've provided $6.3 million in created opportunities, and have decreased our churn rate. This isn't only with emails, this is with applying lead management strategies to increase insights to what works and what doesn't. That way we can do more of what's working!
Read Amanda Thomas's full review
Ande Kempf profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
Marketo is being used by our marketing department and we are integrated with Salesforce, which is mainly used by our sales department. Our company decided to use Marketo because they wanted to automate their marketing process, implement lead scoring, and track our marketing spending by campaign through their analytics and reporting.
  • Reporting and analytics provide excellent insight into our funnel.
  • Marketo Community is a wealth of knowledge.
  • Customer service is quick and helpful.
  • Marketo's annual summit is a wealth of knowledge and excellent for networking.
  • Event campaigns are super easy to use and integrate with webinar providers. We specifically use ON24 and have been able to implement custom object for easy status syncs.
  • Reporting dashboards are pretty generic. If you want real insight into your reporting the dashboard is not helpful and seems fruitless.
  • Database tiers are set up very broadly. I think it jumps from 50K to 100K. It would be nice to have the option of 75K.
  • Customer service has declined in quality over the years. Be prepared to troubleshoot your problems.
Marketo is an excellent tool to control the order of operations for all data processing. In my experience a lot of clients experience race condition problems with their data processing and that is a significant problem when thousands of records are impacted. Marketo offers the ability to build a center of excellence to avoid race conditions.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
One goal with Marketo is to manage upsell communications to clients. Of course, Marketo can handle sending promotional communications but it will also track engagements as they are related to lead scoring. As a client's lead score increases their stage in the lifecycle will change until they're ready for a sales rep to reach out.
Read Ande Kempf's full review
Adam Vavrek profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
We use Marketo in the marketing department to manage our campaigns and for email marketing. It's used to report on email opens and clicks as well as campaign KPIs such as leads acquired, impact on revenue, and more.
  • Schedule regular reports to be sent via email. Report on areas such as 1. email opens, clicks, and unsubscribes; 2. lead status changes; 3. leads with high web activity; more.
  • Database segmentation for targeted messaging.
  • Campaign metrics: leads acquired, revenue attribution.
  • Marekto does have reporting functionality but I wish it was more robust.
Marketo is well-suited for large companies with big lead databases. Marketo also has an outstanding support team and community. Since the Adobe acquisition, they have a lot more to offer, seamlessly integrating with many Adobe platforms and technologies. They are clearly the market leader because they continue to innovate and listen to the opinions and needs of their customers.
Read Adam Vavrek's full review
Alex Greger profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
Marketo plays a central role in our company and we integrate with several other Adobe products. The engagement platform allows you to communicate, track, and report on prospects to customers holistically across their journey. Our entire lead flow runs through Marketo along with many other channels of our business. We have almost 100 active users across our org that are actively creating campaigns, assets, reports and other elements to help grow our company.
  • Platform usability, it is made for the marketer, not the developer or IT. Items are easily found, drag and drop interface along with centrally located assets.
  • Connects well with other platforms and has a great partner ecosystem.
  • Allows marketers to be empowered with data to reflect attribution to sales through holistic reporting across the buyer's journey.
  • Marketo has come along way with their email templates, the modular aspect is wonderful. If only it could be applied in a similar manner to the landing page template.
Marketo is a great tool for any company focused on true engagement across the buyer's journey, whether B2B or B2C.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
  • Other
Our clients use the product for a variety of reasons including all of the above. We use the product to mostly cross-sell and engage with prospects. Driving new business through prospects and current customers engaging with content centered around thought leadership and best practices in the MarTech space.
Read Alex Greger's full review
Alex Stanton profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
As a consultant I've worked in many instances of Marketo and seen a lot of different types of problems being solved with great business and tactical results. From honing and optimizing the lead lifecycle (closing the gap between marketing and sales, providing insight to sales on lead activity and lifecycle), to advanced nurtures that are truly responsive in nature (not drip campaigns!) that engage at a deep level and pull people through the buying cycle faster, plus amazing increases in team efficiencies and marketing program optimizations. The sky's the limit with Marketo and the rewards are just as high.
  • There is a learning curve, but that is true of any advanced system. Once you get the hang of it, everything in Marketo is really easy. There is one set of principles to learn, and everything works that way, from sending an email blast to setting up advanced reporting.
  • The integration with Salesforce is very strong, it provides many opportunities for insight and reporting and it is very helpful in closing the gap between marketing and sales.
  • I have used other marketing automation platforms and was impressed by how streamlined Marketo's solutions are, compared to its competitors.
  • Modular email templates could be offered as part of the platform
Marketo does require time and commitment (both in terms of personnel and in terms of finances). It is important to analyze your resources before you commit.
Read Alex Stanton's full review
Eugene Bogdanov profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
We started using Marketo in a single department and then expanded its usage across the whole marketing organization.
  • Engagement programs are just awesome. You set up the streams once and then you just add content. No hassle. No headache on how to deliver existing content to new members.
  • Snippets. Now we don't need to create a bunch of landing pages for different languages/segments/etc. Marketo automatically puts the relevant content to appropriate blocks within a single asset. Too bad this is not available for forms.
  • Activity log. Much. Much. Much. Better than in competitives.
  • And yes, integration with Salesforce is simply the best.
  • Too bad there are no snippets for forms. It forces us creating different forms on different languages.
  • Week audit trail: Inconsistent information about template vs landing page itself. You CAN see who created/edited landing page template, but you can NOT see who created/edited web page. Same thing for emails. No way to see who exactly changed field value. No way to set permissions on user level, just roles. Look at Salesforce, they do it right
  • Template editor is super inconvenient. You can't see code vs visual side by side. If you're in the middle of editing code and you want to see how it's transformed to visual, you have to go though a cumbersome process of click preview - wait till page loaded - open the code page again - find where you were when you clicked preview.
  • This just drives our (very loyal) webmasters crazy. We've got to fix this.
  • Overall usability is less impressive than with competitive solutions.
  • Marketo is great for sophisticated nurturing campaigns.
  • Marketo lets you build excellent collaboration between sales and marketing.
  • Good REST API lets you integrate virtually any third party system.
  • Lead Management
  • Prospecting / New Business
  • Other
Read Eugene Bogdanov's full review
Christopher Wilcox, MBA profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
We utilize Marketo throughout the Marketing and Sales departments. Specifically, our marketing team is using the platform to deploy email messages to our target audience, as well as build nurture streams on content areas that are of interest to our audience or organization. Within sales, we utilize the MSI add on for lead scoring.
  • Marketo is amazing in it's flexibility. My ability to build campaigns that are watching the actions of our audience, or changes to their CRM record, and can design targeted actions, scores, or campaigns to deploy based on those changes is unlike any other platform I've used.
  • Marketo manages to be extremely flexible and detailed, while keeping the general user interface simple and straightforward.
  • Script tokens are an absolutely fantastic layer to Marketo, which allows us to do more detailed personalized content based on several rules or conditions for each lead record.
  • I with there were more A/B testing and optimization opportunities for landing pages.
  • Drag and drop editing for landing pages that take more of a WYSIWYG approach like Unbound would be fantastic.
  • Reporting on A/B email tests is lack-luster. There's no way to export a campaign member list to dig into which version of the email each lead received to model trends in responder types and A/B email performance.
  • A more visual workflow tool (similar to journey build) could be helpful, even if it's just a planning tool. Writing smart campaigns to manage the directions users go when they are engaging (or not engaging) with a content stream.
I think Marketo can be used in any organization, but you definitely need to have a person (or people) who are charged with ownership, adoption, and best practices within the platform. It's strength in flexibility is also a big weakness as there is a serious chance people will implement file structures, naming contentions, etc., that are not ideal for long-term success.
Read Christopher Wilcox, MBA's full review
Lisa Heay profile photo
September 06, 2019

Marketo Review

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

That being said, I think Marketo is a superior tool to the other platforms.
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
  • Other
We run all of our marketing initiatives through Marketo - so in a sense, Marketo facilitates all of our outreach goals. We have nurture programs set up for prospecting, cross-selling, and staying in touch with our current database. We also have campaign flows for newsletter sign-ups, social interactions, and training series. If you do go with Marketo, the #1 thing to keep in mind is which fields to sync from SFDC -- you don't need them all! Be intentional about which fields you need for marketing purposes - syncing unnecessary fields will slow down the performance of your instance.
Read Lisa Heay's full review
Matt Nuding profile photo
Score 10 out of 10
Vetted Review
Verified User
Review Source
We currently use Marketo for sending nurture emails to prospective customers and automated emails to our current customers. Sales Insight offers great information to our sales reps as far as how their leads and customers are interacting with our brand. We also use Marketo for some data management exercises.
  • Offer insights to the sales team. Sales Insights gives visibility into how leads and customers are interacting with your website, emails, and social. This insight can be extremely valuable to a sales rep when they are prospecting or communicating with prospective customers.
  • Marketo's integration with Salesforce is pretty seamless. It allows easy access to updating lead/contact/account/opportunity information. This frees up our Salesforce admin's time because I am able to update things right out of Marketo.
  • Workflow creation is simple and intuitive.
  • Add new images to an email via the rich text editor, ie have the ability to upload images right from the editor
  • Sync with custom objects in Salesforce. Must upgrade package to do so.
  • No native integration with SugarCRM
Does Marketo integrate with my CRM?
Are there pre-made email and landing page templates for us to use?
Marketo is suited for businesses of all sizes. The only barrier to entry for small businesses may be the price.
  • Product Launches
  • Upsell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Read Matt Nuding's full review
Cody Kimball profile photo
Score 4 out of 10
Vetted Review
Verified User
Review Source
It is a great tool currently used at our organization for admins to customize emails, build workflows and marketing paths to help drive traffic down the funnel. It is mostly used by the marketing department, but we are now trying to leverage it more across the organization and provide visibility to those outside of marketing.
  • Customize emails
  • Build workflows based on certain trigger criteria and help facilitate a guided path to conversion
  • Basic integrations with salesforce
  • Very limited API functionality
  • Support doesn't seem to understand their own product beyond simple declarative functionality, e.g. APIs
If you need a simple central way to manage marketing efforts, Marketo is a good tool that with a little bit of training can help maximize the efficiency of a few talented individuals.
  • Lead Management
  • Prospecting / New Business
  • Lead Management - track leads and overall activity across various marketo campaigns and marketing activities
  • Prospecting/New Business - Build campaigns around new prospects and contacts and help drive them into salesforce for further lead development
Read Cody Kimball's full review
Melinda Cormier profile photo
Score 9 out of 10
Vetted Review
Verified User
Review Source
Our field marketing and demand generation teams use Marketo to manage our global leads and marketing campaigns. Marketo helps us automate many processes including triggered email follow-ups, email nurturing (drip campaigns), lead scoring, lead status changes, alert notifications for our business development and sales teams, campaign management, database segmentation and more.
  • Smart Campaigns - batch or triggered campaigns that use smart lists and flow steps
  • Segmentation - quickly and easily set up segmentation rules to use across campaigns, lists, and more
  • Integrations - native integrations and custom webhooks/APIs are easily accessible and enable connections to other critical business systems
  • Reporting - there is still room for quite a bit of improvement here which means we're often exporting data and working with it in Excel
  • Custom fields and field types - once a custom field is created, it can only be hidden. If you want to remove it completely, you must contact support. Also, there are no formula fields which makes scoring a bit more cumbersome.
Marketo is well suited for mid-sized to enterprise organizations that need more advanced capabilities around automation rules, integrations, and lead management. However the system can quickly become overwhelming and disorganized with multiple users unless there are explicit guidelines around best practices for naming conventions, folder structure, cloning, and channel use.
Read Melinda Cormier's full review

Feature Scorecard Summary

WYSIWYG email editor (580)
7.1
Dynamic content (558)
7.5
Ability to test dynamic content (544)
7.4
Landing pages (599)
7.0
A/B testing (577)
7.2
Mobile optimization (564)
7.1
Email deliverability (616)
8.2
List management (616)
8.4
Triggered drip sequences (553)
8.2
Lead nurturing (609)
8.2
Lead scoring and grading (591)
8.2
Data quality management (589)
7.8
Automated sales alerts and tasks (567)
7.9
Calendaring (460)
6.6
Event/webinar marketing (543)
7.9
Social sharing and campaigns (340)
6.5
Social profile integration (318)
6.5
Dashboards (571)
7.0
Standard reports (609)
7.2
Custom reports (577)
7.0
API (523)
7.8
Role-based workflow & approvals (450)
7.5
Customizability (548)
7.4
Integration with Salesforce.com (528)
8.2
Integration with Microsoft Dynamics CRM (151)
6.5
Integration with SugarCRM (95)
6.0

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