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Being predictability to marketing pipeline - use Marketo
November 02, 2013

Being predictability to marketing pipeline - use Marketo

Tracy Eiler | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Software Version

Spark

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics
  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics

Overall Satisfaction

  • Marketo has really perfected the balance between usability and power. I've used this product in 3 companies now and always had good results.
  • Marketo, and software like it, have given marketers data we've never had before. We can truly show what's coming in the pipeline and bring predictability to what we do.
  • One key thing about Marketo is that it really needs to be set up completely and with an eye to every detail in order to get the full power out.
  • Product requires nearly full time support from a person on the marketing team.
  • Bringing predictability to the marketing pipeline.
  • Automates contact with prospects.
We're happy with Marketo. no reason to switch!
Really think through your internal team process and resource to make sure you can fully utilize Marketo. Start with simple nurture tracks with a view to a bigger goal. Be sure you have enough content to "feed the beast" as nurture tracks and other programs require interesting content for prospects. Be sure you have a person with Marketo experience or are willing to invest in training (online training is good but on-site training is better). There are many good consultants and agencies (Bluebird Strategies is one) that can help you with implementation beyond what Marketo offers.

Product Usage

20 - Two marketing operations people who program campaigns. 15 sales development people (lead qualification) who use Sales Insight. Marketing managers who look at reports.
3 - Two people who are in marketing operations + a great outside consultant who is an expert in making sure we get the most out of Marketo.
  • Nurture of prospects who are strangers.
  • Nurture of people trialing our product.
  • Customer engagement and upsell campaigns.

Evaluation and Selection

Yes - Marketo replaced Eloqua. Marketo was perceived to be easier to use. And the acquisition of Eloqua by Oracle made us nervous.
  • Product Features
  • Product Usability
  • Product Reputation
  • Prior Experience with the Product
  • Vendor Reputation
  • Existing Relationship with the Vendor
  • Positive Sales Experience with the Vendor
  • Third-party Reviews