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Good for distribution, not for analytics
Updated May 10, 2017

Good for distribution, not for analytics

Kyle Russell | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Software Version

Standard

Modules Used

  • Marketo Lead Management

Overall Satisfaction with Marketo

We use Marketo for lead lifecycle management and e-communications to clients, leads, and prospects. It is integrated with Salesforce to allow us to score leads and to determine where we should focus our marketing efforts geographically, to what sub-industry within our vertical, and to design e-communications such as emails, surveys, etc.
  • Email targeting
  • Automation of e-marketing activities
  • Individual tracking of leads
  • Historical analytics
  • Intuitiveness of system (I feel like I could use more detailed training of the basics)
  • Searchability of individual contacts
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We are always looking to streamline communications via Marketo so that we can understand how current customers respond to our promotions, which is integrated with Salesforce. This is a strength of Marketo in comparison to traditional e-communications like Constant Contact or Mail Chimp.

For prospecting, we have set up e-marketing streams for different verticals.
They are much more robust when it comes to keeping tabs on leads and customers. The ability to ensure no-duplication is fantastic in Marketo and the design and WYSIWYG editor is much more powerful and correct than Constant Contact. However, it is very reflective of these advanced features in the price.
10,000 to 25,000
B2B
I think for a less established organization or one that does not need a long-term relationship with high-value leads, or something that is a fast-moving sale, it wouldn't be appropriate. It is very well suited for an organization that scores a high volume of leads or uses marketing automation as opposed to in-person sales.

Adobe Marketo Engage Feature Ratings

6.1
WYSIWYG email editor
7
Dynamic content
7
Ability to test dynamic content
7
Landing pages
8
A/B testing
7
Mobile optimization
2
Email deliverability reporting
7
List management
1
Triggered drip sequences
9
5.8
Lead nurturing automation
9
Lead scoring and grading
9
Data quality management
2
Automated sales alerts and tasks
3
7.0
Calendaring
5
Event/webinar marketing
9
7.0
Social sharing and campaigns
7
Social profile integration
7
2.3
Dashboards
3
Standard reports
3
Custom reports
1
10.0
Integration with Salesforce.com
10

Using Marketo

4 - Marketing
4 - Creativity and logistical thinking
  • Lead Lifecycle Management
  • Marketing Automation
  • Email Marketing
  • Marketing Automation
  • Customer Journey Mapping
Marketo is something you become dependent on because of the investment it takes to become on-boarded with it.

The cult atmosphere of its users is very annoying though, and I wouldn't want to depend so much on it in future roles.
  • Increased employee efficiency
  • Good measurability
  • Excellent integration with other platforms like Salesforce

Evaluating Marketo and Competitors

Yes - Constant Contact was replaced to integrate with Salesforce
  • Product Features
I wasn't directly involved in this process, but it was mainly to keep all contact centralized in one place that integrated with Salesforce
I'd like something that was easier to learn or provided training

Marketo Support

Support does not exist! The user community is what you are expected to depend on, and while nimble, it would be very nice to call someone up and ask for help with simple questions. Often, I felt like I was asking for help from a Google or Facebook style site
ProsCons
Quick Resolution
Poor followup
Problems left unsolved
Not kept informed
Need to explain problems multiple times
Slow Initial Response
No - Our organization does not have the budget to pay for premium support on top of what was already an expensive investment. Support, however, is unexistent from Marketo and you must relay on user groups and user forums for any type of help, which is quick, but the user groups sort of treat you like you are an idiot.
The only time I feel like Marketo provides support is in-person at various roadshows, but that is often to try and get you to try and drink the kool aid from Marketo. I really feel this is an area they need to improve upon. They've built a great community as the support system, which works for their bottom line, but not mine.

Using Marketo

It's a little complex to learn and the system is hard to understand in functionality. I'm sure it is useful, but it takes a certified expert to help you understand its true value.

It's also annoying because several other businesses (such as Vidyard) are heavily selling to Marketo users, and I find these tools should be included in Marketo instead of add-on's.
ProsCons
Well integrated
Consistent
Unnecessarily complex
Requires technical support
Slow to learn
Lots to learn
  • Using templates
  • Searching
  • Scoring
  • Creating emails from scratch
  • Creating lists from scratch
  • Duplicating Emails