Analytics Could Be Better
Updated December 14, 2020
Analytics Could Be Better
Score 10 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Marketo
We mainly use Marketo for batch and automated email campaigns, as well as building landing pages. I particularly like that we are able to target so specifically based on previous engagement specifics. Though I manage Marketo in my company, it is an asset that is used across the organization.
Additionally, using lead scoring and assignment, we are able to power our sales team's process and hand them off the best possible leads. At the same time, any leads they choose not to engage, we are able to continue nurturing. The sync with Salesforce lets us have a full view into what we are sending and to whom, while making sure we are in-step with our sales team
- The ability to target an audience based on previous engagement, including with our website and blog.
- Sophisticated emailing options with regard to the flow, who should get sent what based on their interaction with the last email.
- An easy user interface
- Being able to see an email's impact down the sales pipeline
- Reporting and being able to customize reporting; Scheduling and unscheduling tests and reporting
- Saving flows similar to how one saves smart lists
- Setting a date for turning off Trigger based campaigns
- Product Launches
- Upsell
- Lead Management
- Prospecting / New Business
For just about everything I checked off, we have two goals that truthfully roll up to the same goal - drive revenue. That trickles down to driving requests for the feature or product (traditionally considered inbound). But for things like product launches and webinars, we also aim to deliver product/brand awareness. While inbound can be an outcome of this, we also partner with our sales and CS team to deliver contacts who have actively engaged in the program (e.g. attending a webinar) to our sales team to follow up and book meetings.
Marketo brings the actions you want to execute into one place easily, on a lead level. While other tools may give you insights into snippets of a lead activity or even anonymized lead activity, the activity history on a lead in marketo is unmatched, when compared to any other tool. It is the most comprehensive place to easily see what has been logged in salesforce and also what they have done on a behavioral perspective. So not just that our team reached out to a lead, but also what the lead has done in response (or proactively potentially).
250,000 to 1 million
Adobe Marketo Engage Feature Ratings
Using Marketo
- More familiarity with our brand for leads
- Taking page creation out of third party web services company
- Unifying sales and marketing