Marketo from a B2C perspective
Updated June 20, 2017

Marketo from a B2C perspective

Leighton L. Chun | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Software Version

Select

Modules Used

  • Marketo Lead Management
  • Marketo Revenue Cycle Analytics

Overall Satisfaction with Marketo

We are currently using Marketo to manage our email programs including our regular newsletters and our triggered nurture content. The thing I like most about Marketo is the ability to test and optimize campaigns and content. More specifically, in my experience using other enterprise level ESPs and marketing automation platforms this platform gives you the most flexibility to test anything without having to engage engineering, or the ESP themselves to make those tests happen. Marketo is a very powerful platform focused on empowering you to do more quicker.

Pros

  • Reporting
  • Targeting
  • Segmentation

Cons

  • B2C specific data structures, currently they is only an option to format data in a B2B perspective, i.e. won opportunity is not what we would say in B2C, that would be a sale, :).
  • More B2C focused pre-existing templates for programs.
  • We've improved our email program by leaps and bounds with Marketo, granted we moved from MailChimp. Anything would have been an upgrade but Marketo helped us 10 times in our second biggest season in 2015 and more than 3 times in our biggest season. Which is ridiculous.
  • Reporting is a pain in the you know what, for example there are no heat maps for click behavior on emails. That is an incredible waste of time to build these manually.
We've created email programs that are automated to match a relevant message to a user in the specific stage of their user life cycle. This has been a fantastic customer comes first experience where we are now sending content that they are asking for or that is more relevant to them as an individual and not as a number in an email list.
They are my favorite for the fact that you can do more on Marketo then any other platform and the key ingredient to that is that you do not need an engineer to do it. The Marketer is able to do it. That is huge when you are trying to churn and burn through optimization and have limited resources.
100,000 to 250,000
B2C
Not as well suited for B2C yet, but it is moving in that direction. That said it is more flexible than anything on the market, period.

Adobe Marketo Engage Feature Ratings

8.9
WYSIWYG email editor
5
Dynamic content
10
Ability to test dynamic content
10
Landing pages
5
A/B testing
10
Mobile optimization
10
Email deliverability reporting
10
List management
10
Triggered drip sequences
10
10.0
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
10
Automated sales alerts and tasks
10
Not Rated
Calendaring
Not Rated
Event/webinar marketing
Not Rated
Not Rated
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
9.3
Dashboards
8
Standard reports
10
Custom reports
10
10.0
API
10
Role-based workflow & approvals
10
Customizability
10
Integration with Salesforce.com
Not Rated
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

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