Marketo Reviews

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.

We have a lot of email campaigns that allow us to inform current customers and compliant prospects of new product launches and updates.
We also use Marketo to help us identify what customers can be targeted for upsell or cross-sell. We then put those target accounts into our ABM strategy to create new opps.

In most cases, we are trying to drive both top of funnel awareness in addition to lower funnel, trigger-based sales engagement. We have found tremendous value in creating alerts to key stakeholders to make people aware of form fills, and in some cases have created additional trigger campaigns/nurtures as a result that has provided value to the sales org.

We are often announcing new products and promoting their sales as well as trying to retain or upsell our customers. Marketo has been helpful in all of these, trigger emails are an essential part of our core needs being addressed. The emails we send also offer opportunities to cross-sell as well.

We want to increase lead generation using Marketo we are doing lead generation. We are running campaign for the existing database too. Marketo has given us platform to create brand awareness.

Product launches - increase awareness amongst existing user/prospect base and increasing upsell.

Prospecting/new business - creating awareness amongst net new prospects and nurturing them through the stages of qualification to turn into revenue. Particular focus on generating new leads and business from Enterprise orgs.

We have several goals overall:

1. Communication with the readers of our publications (in the form of newsletters and unique product offerings)
2. Helping our partners reach our readers with their own unique product offerings
3. Keeping our readers interested, outside of daily newsletters--we send out Whitepapers, eBooks, Events, and other items
4. Keeping our demographics up to date on our audience--done through lead nurture, renewals, and other places where forms/gates come into play
5. Expanding our audience--mostly by driving external traffic to us by running ads outside of our product line websites; then the user meets a gate.

We are trying to take our customer database and segment them based on their interests, demographics, and geo-location. We have hundreds of products that we sell so we are trying to make our campaigns more personalized and show what people are most interested in, based on their site behavior. A good example of this is showing highly reviewed items that are related or accessories that complement something they looked at or purchased.

We are sending emails to our prospects and customers for new product launches, our nurture flows, marketing campaigns, and other announcements. We're trying to educate the audience on automation, specifically on the Tray Platform.

Product Launches- Introduce the product by create the market of products, addressing the pain points of customer that the potential product will help clients with, Nurturing Lead[s] and providing them with the thought leadership and educational-relevant content, so as to appeal them at every stage in their buying journey.
Lead Management

The segmentation capabilities that also allow us to target different areas of our funnel with different messaging depending on where someone is in the lifecycle are very useful. We have not been using it for any regular customer communications. That may change in the future, but for now we use other tools for customer communications.

For just about everything I checked off, we have two goals that truthfully roll up to the same goal - drive revenue. That trickles down to driving requests for the feature or product (traditionally considered inbound). But for things like product launches and webinars, we also aim to deliver product/brand awareness. While inbound can be an outcome of this, we also partner with our sales and CS team to deliver contacts who have actively engaged in the program (e.g. attending a webinar) to our sales team to follow up and book meetings.

Marketo can help you gain new leads as well as drive demand within an existing database. There are very good possibilities for cross-sell and upsell that would be data-driven without a major data integration, expensive project.
The engagement nurturing functionality can also be used for onboarding new clients as well for supporting your sales team to progress an already existing opportunity. Possibilities are endless but what is important is that it can be fairly quick to get started with a phased approach rather than waiting for years for the perfect IT project.

Product launches and upsell are used for existing customers to get them to ascend to different levels and buy new products or event tickets. Customer service is also mostly for our clients and sending onboarding and continuing communications. The rest are used to nurture leads and convert them into new clients.

Marketo allows us to achieve out goals in these areas using less man power allowing us to invest more time into strategy.

We are using Marketo to serve different purposes, including the acquisition of new prospects, engaging the existing prospects and customers, and obviously upselling and cross-selling. But the most important thing that we are solving using Marketo is to understand the customer's needs and provide the relevant content at the right time. Marketo allows us to manage the communication limit and helps us to not over-communicate with the customer.

Drive awareness of our brand, deliver the right message to the right audience segment at the right time, automate email programs, nurture, and standardize campaign setup so it's easy for users to ensure that they set up campaigns so the results can be captured consistently and correctly.

Within my own organization Marketo is our primary Demand Gen management tool. It is used for nurturing prospects as well as existing customers. It is also our primary lifecycle management tool along with SFDC. We're a team of Marketo experts so we have a lot of experience setting up Marketo to work with our needs. I also work with many other organizations as a consultant helping them get the most out of their instances.

After our marketing team moved on, nobody could figure out the statistics and make sense of the UI so we really did not have much awareness about how well Marketo achieved our goals.

Marketo enables us to maintain in constant and organized communication with our thousands of clients, prospects, agencies, partners. Emails are sent every day to announce product updates, launches, sales outreach, marketing nurtures, all with the same goals - keep our customers happy, informed, and keep in touch with future customers.

Marketo is a tool to help you achieve your goals but this is highly reliant on what you want to achieve and the skills you have to use the product. Marketo's strong integration with Salesforce is a massive pro, and the main reason I switched from another product, it just works and ensures alignment with sales.

Marketo assists with improving onboarding new customers and improving returning revenue for existing customers through the use of marketing activities such as email nurtures and email blasts. Combined with personalisation, the automation features are core to ensuring customers receive the best communication at the best time. We also use Marketo to reengage previous customers.