Love ability to clone existing programs.
November 30, 2012

Love ability to clone existing programs.

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Software Version

Small and Medium Business

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction with Marketo

  • Marketing automation: Marketo provides a host of tools to manage marketing activities, from email campaigns to event planning. Even better, Marketo lets you clone whole programs from the past, drastically reducing setup time for individual marketing campaigns.
  • Sales and marketing alignment: the automated alerts that Marketing can set up are instrumental in letting Sales know when a lead is ready for a conversation.
  • Marketing email communication: Marketo provides all the tools needed for marketing email campaigns, from list creation to design to analytics.
  • Lead scoring: scoring is highly customizable and can be adjusted to fit the needs of your particular organization.
  • Lead nurturing: Marketo lets you set up multiple campaigns to ensure that engaged leads continue to receive messages from your organization, keeping them engaged and curious.
  • No visual representation of processes.
  • Some limitations with specific flow actions; for example, cannot stagger emails to a large list without using multiple flow steps.
  • Some weird technical idiosyncracies (does not identify Salesforce queues for some flow steps, etc.).
  • Does not identify all fields of all objects in Salesforce.
Our list included Eloqua, Pardot, HubSpot, Genius, Neolane, Silverpop, and ActOn. We chose Marketo for its ease of use, integration with Salesforce, and breadth of functionality.

Of the other options, only Eloqua presented a true alternative; the others provided only a fraction of what Marketo and Eloqua enable, and many couldn't integrate with Salesforce. Eloqua is actually quite an attractive option, but it requires more of a time commitment in the way of administration.
Marketo is a very powerful program that offers its users a vast array of tools for marketing automation. Their primary competitor is Eloqua, but for the price, you won't find any marketing automation provider with the same combination of ease of use, depth of functionality, and convenience of Salesforce integration. I highly recommend Marketo for anyone that's looking to bring their Marketing department into the modern world.

Using Marketo

3 - Marketing
3 - I serve as the primary support person for Marketo, but the other 2 people in our Marketing department also have some knowledge of Marketo and can support it if needed.
  • Marketing automation
  • Sales and marketing alignment
  • Marketing email communication
Marketo is very powerful, customizable, and easy to use. For us to switch to a new marketing automation system or stop using it altogether would be very painful and/or regressive.
  • We're actually able to measure progress through the sales pipeline and therefore test out different marketing tactics. For example, a series of demo events that we held increased our number of new Prospects (fairly late in our pipeline) by 100% from the previous month. This, in turn, resulted in substantially more opportunities being created and the creation of some more permanent demo events in the future.
  • Increased website traffic year-over-year. In the first year of using Marketo, we increased the number of unique visitors to our site by 67%.

Evaluating Marketo and Competitors

We never switched; Marketo has been our only marketing automation solution.

Marketo Implementation

Implementation is more than just a technical process. If you don't have all of sales and marketing on board with what you're doing, it will hamper your efforts. Make sure you communicate loudly and clearly about the changes to everyone it affects.

Marketo Training

Marketo puts a lot of effort into making sure their customers succeed, and their training reflects this. There's a lot to learn, but it's presented in a way that 's digestible, and if you want more, there are plenty of advanced tips, tricks, etc. to find in their Community.

Marketo Support

Excellent customer service on the whole. I've talked to at least one individual that was a little condescending, but other than that, I've received very prompt responses that solved most of my issues.
No - Support through regular channels is actually very good already. I see no reason to upgrade.

Using Marketo

Marketo's interface divides work areas into four main areas: Marketing Activities, Design Studio, Lead Database, and Analytics. This make sit very easy to design marketing campaigns step-by-step from the ground up. Similarly, Marketo Programs can be cloned, so if you have a series of events to set up, for example, you can create one program, clone it, and simply modify tokens instead of recreating entire assets for every event. I knocked a couple points off because there is no real visual interface, it can sometimes be hard to know when or if you're creating conflicting campaigns, and you do need a little technical expertise to be able to set things up.

Marketo Reliability

I don't remember Marketo ever being down.
Excellent speed overall, but during peak usage times in can run a bit slow. This can sometimes even result in delayed email sending, which is actually pretty important (hence the lower rating).

Integrating Marketo

  • GoToWebinar
Marketo syncs every few minutes with Lead and Contact objects in Salesforce, and it also incorporates Campaign information in the Programs I have set up. Integration is very easy to set up and takes no longer than a couple hours, depending on the size of your database.

We can also sync with GoToWebinar, which is great because it lets us control all event related communications more closely and tie activity back to individual lead records.

Relationship with Marketo

Marketo quoted us for a smaller database than we actually have, and we also set up a trial period of 3 months with the ability to cancel instead of committing to full year. If you're hesitant about committing to a full year, I'd recommend the 3 month trial; however, I should point out that 3 months is definitely not enough time to see all the changes you'll receive from Marketo.