Marketo + Salesforce = Demand Gen Goodness
January 23, 2014

Marketo + Salesforce = Demand Gen Goodness

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

Software Version


Modules Used

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

Overall Satisfaction with Marketo Marketing Automation

Marketo is being used on the demand/lead gen side of the house: the demand gen team uses it to track, nurture and score leads. The sales team also uses the Outlook add-in to send and track emails.
  • Salesforce integration: the lead management, two-way sync and sales insights aspects allow for great lead behavior tracking and scoring
  • Engagement nurturing: it's incredibly easy to use and track performance of email nurture programs, and optimize emails as you track metrics. I love that you can add previously sent emails to the nurture stream, go into the HTML and modify the emails, and Marketo still knows and tracks who has already received the email and won't send it again.
  • Lead scoring: easy to set up, modify and track lead scores.
  • Marketo Community: there are tons of smart folks out there ready and willing to help when you hit a snag.
  • Metrics/analysis: setting up reports and getting automated metrics isn't intuitive at all. I often found myself opening individual emails to report on metrics
  • Landing page editor: not as robust and user-friendly as I'd like. Some key landing page design elements are difficult to locate and modify. Also, last I knew, landing pages were not mobile-optimized.
  • WYSIWYG editor: I always had to go into the HTML to get clean edits. 9 times out of 10 in WYSIWYG, small changes would jack the formatting.
  • Proprietary software integrations: Getting Marketo synced with in-house software apps and handing off data between them was a challenge. If you have proprietary software/apps that you want to talk to Marketo, definitely ask about their connectors and APIs.
  • With Marketo we had a much better idea of lead behavior and were better able to target emails to smaller cohorts.
I wasn't the selector, but to me, Marketo was a far superior platform to edialog. HubSpot is definitely easy to use and to get started using, but was nowhere near as robust as Marketo when I used it. Eloqua has the same capabilities, but isn't as user-friendly.
Marketo provides a solution that fits business needs, has strong uptake in-house and is now well integrated with Salesforce and proprietary software. It's also easy to use and provides the data points needed to make campaign and nurture program decisions. With the time invested in it to this point, and the number of people using it, there's little reason to consider alternatives.
Marketo is a demand gen powerhouse, allowing for lead tracking and scoring, detailed analytics and the creation (and on-the-fly optimization) of engagement programs that nurture warm leads.