Robust Automation Engine, But Not a Designer
July 28, 2015

Robust Automation Engine, But Not a Designer

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

Software Version

Global Enterprise

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics
  • Marketo Real-Time Analytics
  • Marketo RTP

Overall Satisfaction with Marketo

We use Marketo specifically for lead generation and lead nurturing campaigns. It is used across the department and addresses the issue of sending only qualified/warm leads to the sales team to streamline their sales process.

Pros

  • I find that the ability to use custom tokens have helped tremendously in managing the marketing automation environment. It allows for more flexibility and customization when using the instance.
  • Marketo Sales Insight is an excellent plug-in that provides sales a high-level view of the lead's behavior. This helps sales craft a more intelligent conversation on that first follow-up.
  • Marketo has a robust engagement program. It has a friendly user interface to set up an advanced nurture stream on the fly.

Cons

  • Marketo is limited in analytics. The standard reports are great, but they should offer users more control and customization. For example: a user should be able to look at landing page vs. opportunity created. as the two dimensions.
  • One report we are particularly interested in is "most clicked link within a landing page".
  • When you start creating multiple smart campaigns, it is difficult to keep track of the triggers and workflow logic put in place. There should be some sort of tree-diagram or visual that shows you the path a lead with a certain criteria will take. Currently, you have to run the campaign and hope that you did not miss any use cases that will trigger an unwanted smart campaign.
  • More documentation around Marketo Real-Time Personalization (RTP).
  • When using Marketo's WYSIWYG landing page designer, there should be an option to turn off auto-save and be able to "undo". Sometimes changes are made accidentally and there is no way to go back.
  • I would also like to see a log file that keeps track of all changes made in Marketo and by which user. Having this history helps Marketo admins troubleshoot issues and identify which users have created or modified a program/list/campaign/etc.
  • No leads left behind
  • More qualified leads sent to sales
  • Closing opportunities faster
Key questions to ask during the selection process:
1) Personalization
2) Sync time and integration with CRM
3) Reporting capabilities

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
5
Dynamic content
10
Ability to test dynamic content
8
Landing pages
5
A/B testing
7
Mobile optimization
3
List management
10
Triggered drip sequences
10
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
7
Automated sales alerts and tasks
10
Calendaring
Not Rated
Event/webinar marketing
8
Dashboards
7
Standard reports
10
Custom reports
5
API
10
Role-based workflow & approvals
9
Customizability
9
Integration with Salesforce.com
10

Comments

More Reviews of Adobe Marketo Engage