Marketo for Standardization and Consistency
March 18, 2016

Marketo for Standardization and Consistency

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

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction with Marketo

Marketo is used by the marketing department primarily for email communications, marketing campaigns, and landing pages. Sales uses Sales Insight. It addresses consistency in communications and visual appearance, as well as providing for enhanced tracking of open/click through rates of emails.
  • Being able to clone items is especially important for our organization, as we can help ensure consistency - both content-wise and visually. This also drastically saves time and effort by allowing us to repeat program or campaign structure that has worked well in the past.
  • It's nice to be able to sync with SalesForce.com. Our sales people exclusively use SFDC, and it is important for them to have insight into marketing's efforts. In addition, Sales Insight is a great tool because of the tracking functionality.
  • I love the sync with GoToWebinar. We have used this functionality for about two years, and it works well (once I figured out the initial setup). Really cleans up the look and feel of confirmation emails, and ensures everyone has all the information they need at the same time.
  • The WYSIWYG (email) editor is dated and difficult to use. They did attempt to update it recently, but that broke our previous templates and was impossible to use, so we switched back to the old editor. The old editor certainly has its "quirks," and once you learn them it isn't so difficult to use... but that takes quite a bit of time.
  • Email deliverability is pretty bad unless the recipient whitelists your IP addresses. This shouldn't be necessary and yet otherwise barely anything gets through to the recipient. We use Marketo for a lot of client support communications and this is a huge issue for us.
  • Some elements are not very intuitive e.g. the Engagement Engine. They do try to make it clear, but sometimes there are multiple ways to accomplish the same thing, which I dislike.
  • Plan and coordinate marketing across your team
We have achieved these outcomes through Marketo. Emails and landing pages are standardized now throughout the organization which wasn't something we had before. We also can ensure that timing is well-orchestrated. Finally, it is very helpful to be able to report on results, which further allows us to plan and coordinate for going forward.
For general use Marketo does work really well. Landing pages, emails, and campaigns, generally all work quite well. I feel like if I had a better Boolean background I might find the system easier to use.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
3
Dynamic content
7
Ability to test dynamic content
7
Landing pages
9
A/B testing
9
Mobile optimization
9
Email deliverability reporting
5
List management
5
Triggered drip sequences
8
Lead nurturing automation
8
Lead scoring and grading
8
Data quality management
6
Automated sales alerts and tasks
8
Calendaring
8
Event/webinar marketing
9
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
Dashboards
8
Standard reports
8
Custom reports
9
API
Not Rated
Role-based workflow & approvals
Not Rated
Customizability
Not Rated
Integration with Salesforce.com
7
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated