Marketing automation bliss
August 28, 2015
Marketing automation bliss
Score 10 out of 10
Vetted Review
Verified User
Software Version
Standard
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.
Pros
- 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!
Cons
- 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.
100,000 to 250,000
Adobe Marketo Engage Feature Ratings
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
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
| Pros | Cons |
|---|---|
Like to use Technical support not required Well integrated Consistent Quick to learn Convenient Feel confident using Familiar | None |
- 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
Comments
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