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.
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.