Like a marketing automation butler—smart, smooth and efficient
September 25, 2015

Like a marketing automation butler—smart, smooth and efficient

Melanie Davis Chapman | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction with Marketo

We use Marketo to support our lead generation and nurturing efforts. Marketo supports our lead acquisition efforts through landing pages and emails, and its tracking capabilities allow us to engage with leads in a way that reflects their demographics and behavior, as well as provide the marketing, sales and finance team with visibility throughout the sales funnel.

Pros

  • Lead scoring—easy to see what leads are doing and who they are, and use that information to serve up relevant content and direct sales team activities.
  • Integration—seamless integration with Salesforce.
  • Automation—trigger campaigns make it easy to set up workflows and can be customized to a reasonable degree.

Cons

  • Design for landing pages and emails—have come a long way in the past year, including adding true responsive functionality, but still would like landing pages and emails to be easier to design and customize.
  • Analytics—built-in reports are lacking and cannot be customized. You can buy additional analytics tools, but for an enterprise automation tool those capabilities should be baked into the base tool.
  • Forms—would like the full set of features available for forms embedded on non-native pages (e.g., form pre-fill for known leads).
  • Increased conversion rate
  • Better alignment between marketing and sales
  • Faster setup for campaigns
  • Better reporting
HubSpot seemed to be more suited for smaller companies. We asked for references of companies of a similar size, and they instead directed us to people at very small companies—a few were ~10 people. Also, some of the areas where HubSpot is stronger than Marketo were not priorities for us. For example, having a blog built in HubSpot—our entire website is built in WordPress, so that would be a negative instead of a positive.
25,000 to 100,000
B2B
Marketo is best for companies that are making a sizable investment in marketing and have the people to devote to managing the software. Previously, we did not have a large paid marketing budget and did not have a specific person responsible for Marketo and marketing automation as a whole—and we did not find a lot of success. Marketo needs to have a point person to be used to its fullest, and Marketo alone will not get you to your goals; it works best as a (very robust) support tool that unlocks your investment in search, content marketing, social, etc.

Adobe Marketo Engage Feature Ratings

8.6
WYSIWYG email editor
7
Dynamic content
8
Ability to test dynamic content
8
Landing pages
7
A/B testing
8
Mobile optimization
9
Email deliverability reporting
10
List management
10
Triggered drip sequences
10
9.3
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
7
Automated sales alerts and tasks
10
7.5
Calendaring
6
Event/webinar marketing
9
4.0
Social sharing and campaigns
4
Social profile integration
4
3.0
Dashboards
4
Standard reports
2
9.8
API
10
Role-based workflow & approvals
10
Customizability
9
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

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