Review of Marketo Enterprise Solution
November 15, 2013

Review of Marketo Enterprise Solution

Anonymous | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Software Version

Global Enterprise

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction

  • My favorite feature of Marketo is a recent product enhancement, Engagement Programs. It provides an easy drag and drop ability to create a stream of content accessed from a cache of creatives within the stream, determine cadence, and easily set rules to move users between streams in response to actions taken or not taken. Content previously used in other Programs can easily be included because the Program will look at all historical data across your entire instance of Marketo to see if a user has received that content in the past, and if they have, it will simply skip to the next creative in your content cache and send.
  • Tokens are a very useful feature that provide additional automated functionality managing true automation nurturing processes. On a program/campaign level, it makes it simple to access CRM field data to pre-populate content in an email or landing page (i.e., automating use of a users first name in the salutation of an email campaign). On a system level, using tokens in areas such as lead scoring or sending alert notifications internally is simple using tokens.
  • Very simple to create emails and landing pages using system templates and changing the content on a per-creative basis.
  • Back-end setup between Marketo and CRM is critical to avoid long sync times and slow loading of smart lists, reporting, etc. Marketo struggles at times with simple import/export processes.
  • Although it is improving, Marketo doesn't provide the best dashboard accumulation of data across all assets within an instance of Marketo, so finding out how different campaigns influence the flow in other campaigns is not easy to detect.
  • Search functionality is poor withing library of content, so naming conventions are essential if you want to find past campaigns. Simple tasks like deleting and hiding legacy content is also difficult to do
  • Lead conversion and nurturing flows have improved significantly. The ability to quickly and easily create and send email campaigns, manage data, create fast landing pages, and use template reporting functionality makes it easy to identify sales-ready leads.
  • Easy to create automated triggers and touch points in CRM campaigns. We have seen a massive positive lift in renewals based on simple to implement streams.
Marketo has made significant product enhancements over the last 12 months. Although they still have significant room for improvement on the back-end of their technology to increase slow list loading and sync times, they appear poised to take advantage of industry trends like the Oracle purchase of Eloqua by investing significantly in on-boarding resources and creating a more robust marketing automation platform. Because of this investment in a better user experience, I believe Marketo will be a leader in the industry going forward.
Spend the time to map out and layout overall marketing automation blueprint before you build it out in Marketo. Involve key sales, marketing and other relevant stakeholders to receive input and feedback, then invest in Marketo professional services to build the framework. A good Marketo team has a tech-savy admin to ensure proper 1:1 sync with CRM and a Marketo nurture manager that is more focused on implementing systems and processes with a true passion for marketing. If you have these pieces in place, along with a scale-able system that is properly laid out and maintained, Marketo can change your entire business and make you a marketing rock-star.