TrustRadius
Marketo Review 656 of 671
Marketo Review: "Powerful and can make your marketing revenue driven. Requires an expert to unlock the full power."
https://www.trustradius.com/marketing-automationMarketoUnspecified81565101
Jason Seeba profile photo
October 30, 2013

Marketo Review: "Powerful and can make your marketing revenue driven. Requires an expert to unlock the full power."

Score 10 out of 101
Vetted Review
Verified User
Review Source

Software Version
Select
Modules Used
Marketo Lead Management, Marketo Sales Insight, Marketo Social Marketing, Marketo Revenue Cycle Analytics

Overall Satisfaction

  • Manage all marketing campaigns and track impact to revenue.
  • Nurturing, lead scoring/routing and automating data maintenance through their rules-based engine.
  • Integration with other systems (Salesforce, WebEx, Leadspace, etc.).
  • Could use more app-like modules (like the nurturing/engagement module) to make it easier for non-power users.
  • Account scoring and updating/editing of account data.
  • Better tracking of emails sent through Sales Insight.
  • Visibility into the efficacy and ROI of all marketing campaigns.
  • Provided the backbone for a consistent lead to revenue process (ability to track and improve lead conversion).
  • Provided the ability to automate manual data quality tasks with rules, freeing people up to do more high value tasks (making Salesforce more valuable in the process).
Strong community and continued product improvements.
Marketo is not always super easy out of the box because many startups are following ad-hoc marketing practices. There's a fairly significant upfront investment in building out the logic/rules/process that will drive the system, but typically, it's getting agreement on the process vs. implementing the logic in the system that takes the time/effort.

I would recommend either getting some significant help with implementation (not just a few hours) or hiring an expert who has rolled out the system before. The system is extremely powerful, but many companies are still using it very basically (email blasts vs. nurturing, etc).

If you do it right, Marketo (along with the effective use of Salesforce) can help you drive a repeatable and consistent way to track marketing campaigns to ROI (Revenue Cycle Analytics, included in the Select edition is required). It can transform the conversation around marketing to focus on revenue vs. "brand awareness" or clicks and pageviews.