Marketo - great tool for the B2B marketer
Updated October 24, 2016

Marketo - great tool for the B2B marketer

Heather Teicher | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Software Version

Spark

Overall Satisfaction with Marketo

Marketo is used by the marketing and sales departments for lead generation and in support of sales cycles. The marketing team uses it to segment customers and prospects for email and webinar campaigns, track engagement with those campaigns and monitor who is hitting our websites from which companies. Marketo was used in a B2B organization, so the company and titles of these visitors was very important, as well as routing those leads to the appropriate salesperson. Measuring the ROI of our marketing activities was an important reason for using the tool (being able to attribute ROI appropriately and determine which programs were successful enough to invest more money in.
  • Marketo's integration with Salesforce on the planning side is very strong. It is easy to create segments and set up campaigns. The detail you can see about visitors' engagement in Salesforce is also a great feature for sales and inside sales people.
  • The campaign reporting is a good tool.
  • Sales and support people at Marketo are great.
  • Campaigns influencing opportunity reporting is clunky. There is not a date stamp that shows the campaign needed to occur before the opportunity was created in order for it to influence its creation. And mapping all the contacts at an organization who may have participated in campaigns to the one or two who might be listed on the opportunity is very tedious.
  • The interface is quite complex. Wish they could simplify some of the marketing functionality in setting up campaigns.
  • When I used it there was not any integration with SEM reporting.
Marketo is much more robust. But it is more complex. HubSpot offers integration with google analytics, WordPress, a blog platform, etc. But it does not give you the rich nurture options that Marketo does, and their reporting is more simple.
It's very well suited for a large marketing team. It has a lot of great features for specific user roles. It's tough for a team of 1-3, and you need to get the adoption of your sales people for it to be most successful. Follow up activites need to be tracked for both the marketing and sales teams to be successful in engaging and closing campaign participants.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
5
Dynamic content
7
Ability to test dynamic content
6
Landing pages
4
A/B testing
5
Mobile optimization
7
Email deliverability reporting
8
List management
9
Triggered drip sequences
10
Lead nurturing
9
Lead scoring and grading
9
Data quality management
7
Automated sales alerts and tasks
9
Calendaring
7
Event/webinar marketing
4
Social sharing and campaigns
4
Social profile integration
4
Dashboards
7
Standard reports
7
Custom reports
6
API
5
Role-based workflow & approvals
5
Customizability
5
Integration with Salesforce.com
7
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

Using Marketo

  • We reduced length of sales cycle by 15%.
  • Improved lead to opportunity conversion by 20%.
  • Improved MQLs by 30%.

Marketo Reliability