I'm totally biased but Marketo could change your career
September 04, 2015
I'm totally biased but Marketo could change your career
Score 9 out of 10
Vetted Review
Verified User
Software Version
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Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Marketo
Marketo is our global marketing automation system integrated with our CRM, Salesforce.com. The marketing team exclusively owns this product but since there are integrations to Outlook and Salesforce.com, the sales team interacts with Marketo Sales Insights on a daily basis. Marketo automates our entire demand generation funnel. We attract and convert leads from paid search, SEO, online advertising, social and content syndication. These leads are then scored and either sent to business development for follow up or into our nurturing programs. We have complete visibility into where our leads are coming from and what it takes to convert them to paying customers.
- Programs. Marketo has Programs that house all our flows and assets in one place. Programs can be cloned and re-used or localised which makes a small team very powerful and efficient.
- Forms. The Forms 2.0 released by Marketo in 2014 puts them over the top. I always tell my team, think of what you want to achieve with a form (progressive profiling, custom fields, conditional questions, URL parameter tracking) and we'll figure out a way to get it done. The forms are flexible and user friendly.
- Data appends. So Marketo isn't a tool built to append data but it's often a really nice feature to have. When we need to update fields from events or overwrite a comment, we can run flow-actions to complete these updates. It might seem like an odd one but since Salesforce workflows must be triggered by an edit (and formulas don't count) there are times when they could miss updates that Marketo batch flows can catch.
- Unapprove forms. You have the wonderful ability to approve forms and approve from drafts but unfortunately there's no way to unapprove a form. Definitely needed!
- Demographic scoring. The ability to use demographic scoring in a formula vs a constant + - would be amazing. Today it can be misleading if a lead changes their job title more than once in a year and they are being given additional points for each title change.
- Audit trail. The piece that I need from an administrative point of view is a complete audit trail of the system. When something goes awry, who last touched that program and when? Without this information there is a lot of digging and guessing as to how to fix things.
- University. The recently launched Community has been great but the accompanying University is underwhelming. And since I cannot track where my users are in their training it makes it hard to incentivize them to take the courses at all.
- Before Marketo we could only guess at how online advertising was performing. We had no value attributed to what our website was bringing in as revenue. And, simply, we didn't know anything about our goldmine database. Now, we can answer all these questions. Our website brings in millions of dollars of revenue each year, and we use this information to get more budget each fiscal year.
- Our marketing team are rockstars with Marketo. We are now perceived as marketing geniuses by our company because we can tie revenue to the activities that we're doing.
- We put in place SLAs between sales and marketing because suddenly we could rate our leads A, B, C and ask sales to only follow up on the most qualified leads.
- Silverpop Engage and Manticore
There's no comparison between the other "marketing automation platforms" I've used and Marketo. The Programs and Smart Campaigns (flows) are what make Marketo the amazing tool that it is and Silverpop and Manticore just did not have this type of functionality. After having using Marketo for so many years and understanding it's power, using tools that aren't even close to marketing automation is very painful.
250,000 to 1 million