The Cadillac of Marketing Automation Software
Updated February 02, 2017

The Cadillac of Marketing Automation Software

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Software Version

Global Enterprise

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Social Marketing
  • Marketo Real-Time Analytics

Overall Satisfaction with Marketo

We use Marketo for all of our outgoing Marcom campaigns; to both our distribution channel and direct to the end user. We have many software and hardware products and are an enterprise business that has both components of channels sales as well as direct to consumer sales. This software helps to solve our business problem of being able to tailor custom-made campaigns that are track-able and allow us to develop the entire lead funnel from building awareness to delivering qualified leads to our sales and distribution managers to follow up on.
  • Allows us to customize our Marcom eBlasts and tailor them to specific audiences for any campaign we launch. This is critical for us because we have such diverse audience and segments we market to.
  • Provides real-time analytics on metrics regarding our efforts and gives insight we can provide to upper level management and sales. This insight is very key for knowing granular details on what is working and what isn't since we have so many audiences and products.
  • Integrates with Salesforce in order to get to a fully qualified lead based on points you set for specific actions within drip campaigns and moving through the funnel from awareness, to engagement, to consideration and purchase.
  • Marketo is the cadillac version of marketing automation software. If anything; I'd say almost overwhelming how much it can do versus lacking functionality. Perhaps that is one of the areas for improvement...to make a more simplified interface for different levels of users.
  • It won't allow users to login with an email that it already recognizes. This makes it difficult to use a work email address for more than one instance of Marketo. This is something that we are challenged with in our organization, because we have several instances.
  • The search function of Marketo is a bit temperamental. I've had times where I've searched something and because I didn't use a certain spelling or file name it recognized I couldn't find what I needed to so it took several attempts at searching the file or campaign before finding it.
  • Attract the right customers
  • Engage and grow customers over time
  • Measure marketing investment
  • Plan and coordinate marketing across your team
This is a work in progress. We had a pretty messy instance of Marketo last year; and have since gone through it and combed out the defunct campaigns that led to nowhere. We are in the process of establishing a new baseline with scoring and that is properly set up to begin building out campaigns and lists. Some of the lists we built from previous efforts we are going to keep, but many we decided to scrap. Once we get moving again, I strongly believe we will achieve all of the outcomes we desire and I have listed.
It was already implemented by the time I joined this company on this team. Though from what I understand, it is hands down, one of the top marketing automation software programs. Our team and division have actually been instrumental in getting an instance of Marketo for several of our divisions and one is being set up now for these areas of business to use in our entire company.
I think for Enterprise organizations Marketo is the most appropriate. If you are a smaller size company; it might be way more than you need. I also depends on what you want to do with your marketing efforts. The more you want to do - the better fit Marketo would be.

If you are a small business with a list or two that you want to build or market to...I'd recommend something other than Marketo.

We have several people on our team and we all use Marketo - though none of us are actual certified Marketo experts. Our team would really benefit from having someone that only was certified and focused on all of our campaigns in Marketo.

Adobe Marketo Engage Feature Ratings

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

Marketo Reliability

'This is definitely a great system; and performs decently. At times, the reports it pulls need to be adjusted and/or modified.