December 09, 2019
Score 9 out of 10
Read Courtney Grimes's full review
Pros and Cons
- 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.