Marketing automation bliss
August 28, 2015

Marketing automation bliss

Christine Roberson | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Software Version


Modules Used

  • Marketo Lead Management

Overall Satisfaction with Marketo

Marketo is largely being used for marketing campaigns to prospects (70%) and email engagement with current clients (30%). Marketing uses the platform the most, but our support and customer success teams use it to manage our lead database for current clients. It addresses our number 1 and 2 business goals: demand generation and customer engagement.
  • Customization/Personalization. We love the ability to customize anything - including logos in emails. This is a necessary feature for our enterprise partners.
  • Unlimited collaboration. We have many users in the system at one time, and not being restricted is necessary.
  • Salesforce integration!
  • Database issues. We have lots of duplicates in our system and there isn't an easy way to clean it up without a third party plugin.
  • Analytics. We do not have the upgraded analytics package, and without a deployment team we weren't able to learn how to effectively utilize this area.
  • Efficiency - we are able to recreate campaigns and processes in an easier and faster process.
  • Lead generation - we have increased our lead gen with better landing pages and better lead tracking/conversion.
  • Silverpop
Email and landing page customization was a major factor for upgrading. The advanced features of the nuture programs were a factor as well. Silverpop was good, but we needed a more robust system with better deliverability and tools.
Marketo is well suited for us based on our database size. We have a large amount of contacts and are marketing to many different channels and customers. A feature like this may not be important for companies that only market to a specific list or segment.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
Not Rated
Dynamic content
Not Rated
Ability to test dynamic content
Not Rated
Landing pages
Not Rated
A/B testing
Mobile optimization
Email deliverability reporting
List management
Triggered drip sequences
Lead nurturing
Lead scoring and grading
Data quality management
Automated sales alerts and tasks
Not Rated
Event/webinar marketing
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
Standard reports
Custom reports
Role-based workflow & approvals
Not Rated
Integration with
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

Using Marketo

10 - Demand Generation, marketing operations, customer success, support, web development.
3 - Organization is key! Without partitions available in the enterprise edition, managing lists and campaigns is very important. Creative users are a must as well - a great feature of Marketo is A/B testing. Without someone who has time to focus on this feature, it will go unused.
  • Custom newsletter distribution for our clients
  • Drip nurture campaigns
  • One-off marketing messages/alerts
  • We use a back-end API to manage the Marketo database with our in-house database. We have been able to move from manual list imports to nightly API imports and updates.
  • We are headed towards more in-depth nurture campaigns.
  • Marketing attribution to the bottom line
Marketo is now ingrained into our processes - we can't switch!

Evaluating Marketo and Competitors

Yes - Silverpop, we needed a more robust system than what we were currently using. That included database size, email deliverability, customization, nurture campaigns, and landing page options.
  • Price
  • Product Features
  • Product Reputation
Product features - we needed much more than we had at the time. Marketo was it!
I don't think our process would have changed. If anything we would have broadened our overall search, but in the end I believe the best decision was made.

Using Marketo

There are only a few challenging things when it comes to Marketo. Everything is intuitive and easy to understand.
Like to use
Technical support not required
Well integrated
Quick to learn
Feel confident using
  • Setting up smart campaigns for sending emails or setting triggers.
  • Creating emails using existing templates
  • A/B Testing
  • Custom landing pages without HTML experience
  • Analytics or exports of anayltics reports