Overall Marketo is Great. Getting the Right Set Up is Critical.
September 02, 2015
Overall Marketo is Great. Getting the Right Set Up is Critical.
Score 10 out of 10
Vetted Review
Verified User
Software Version
Spark
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Marketo
We are a small business, so Marketo is being used to support the marketing and sales initiatives for the entire organization. We are primarily using it for lead management and email marketing. It is helping us track new leads from our marketing programs and enable nurturing programs for leads already in our database.
- Ease of integration with Salesforce and the Sales Insights so the sales team can see the level of engagement through our programs.
- Ease of use with the user interface. There is a "Marketo lingo," but once you understand the terms and how the lingo describes the functions of your marketing programs, it is very easy to follow the steps and use the interface to create your programs.
- I particularly like how Marketo understands marketing programs and marketing's role in support the sales team. Marketo truly supports having a cooperative, integrated marketing and sales funnel to help drive more revenue.
- I like being able to use tags to identify a specific category a program belongs in, it would be nice if I could filter off responses to programs with a specific tag. For example, we have several product areas and the buyer for each product area is slightly different, I would like to be able to identify the types of programs a person is interested in and send them engagement programs about that product.
- Keeping things organized in Marketo is critical, I would like to see more emphasis on setting up the organizational structure from the beginning. I had to change things around as I started adding more programs, while possible and fairly easy, it was a tedious process that could have been avoided with a little more coaching in the beginning.
- Not a weakness, but a strong recommendation to take advantage of all training and the implementation options. Marketo is easy to use, but also very complex. It is important to understand the complexity and how the pieces work together to get the most out of the system.
- The first impact was the ability for us to truly reach our entire lead database through email marketing and be more efficient with real-time, bi-directional integration with Salesforce.
- Even less than a month of using Marketo, we already exceeded our quarterly goal for engagement with our lead database, by being able to reach a wider audience and track their engagement across all programs.
- Increased sales team efficiency by having the tools in place for marketing to support more nurturing and allowing the sales team to focus on opportunity development.
- AdRoll, Constant Contact and Silverpop Engage
25,000 to 100,000