Marketo - a robust B2B marketing automation platform
March 29, 2016

Marketo - a robust B2B marketing automation platform

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

Software Version

Global Enterprise

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics

Overall Satisfaction with Marketo

Marketo was used for all email marketing, marketing automation/triggered activities, lead tracking, lead reporting, lead nurture and all lead lifecycle management. It was also used for customer marketing communications and promotions, static/non-automated email campaigns, image hosting and landing page creation. The marketing and the sales department also used Marketo Sales Insight to send template-based emails from Salesforce. It was integrated with Salesforce with back and forth syncing of lead data.
  • Marketo was very easy to configure reports based on email sends. It was easy to export the data into csv or Excel. It was easy to categorize and group emails together to create reports.
  • Alerts, task creation and notifications were great. You could set up alerts based on particular behaviors of the prospects like Interesting Moments. You could configure the alerts to go to anyone and/or the lead owner. We found it valuable to keep the sales staff in the know if a prospect took a particular action (visited a page, completed a form, responded to a particular campaign.
  • Integrates well with Salesforce. I never had to worry about data not sycning. I always knew the data was up to date. And I loved the fact that you could assign prospects to a particular Salesforce campaign as part of a Marketo Program (campaign). I also liked how you could create tasks in Salesforce from the Marketo interface.
  • There is no way to use A/B testing native functionality within automated emails. You can do a workaround solution (random sample, split lists), but only the static sends have the A/B functionality built in. It would be great if there was an interface for it within a smart campaign set up or within the Engagement Engine.
  • The Engagement Engine isn't the most intuitive set up. It took some time to learn it and get used to it.
  • There really was no way to property do multi-touch attribution within the tool. You really need an add-on solution in order to properly report on all touches and give proper credit to a lead across its lifecycle and conversion to customer. You can see a number of leads who have been touched by more than 1 campaign but you can't drill down specifically into WHO those leads were.
We definitely achieved lead management and engagement with Marketo. We have automated all lead entrances via external and internal web forms with the proper tagging and categorization within Marketo. We were able to track leads via Leads Source and other categories. We were also able to automate sending custom messages across a lead's lifecycle from Early to Late stage nurturing. We were also able to set up other various auto-response campaigns for other lead behaviors including email auto-responses and Interesting Moment notifications for the sales staff.
I used Marketo before using Eloqua so there wasn't a choice. It was the solution in place at my last company. I think the two tools are similar in terms of being able to manage leads and automate campaigns. Marketo doesn't use visual canvasses for automation flows like Eloqua uses. So it's more linear. There are benefits to this in Marketo as it is more straightforward but you cannot visualize a email flow as you can do within Eloqua.
It's best suited if you use Salesforce as your CRM tool, have proper SLAs with your sales staff and have sales and marketing alignment across the board. Everyone has to be on board and the sales staff has to understand the lead lifecycle process. It's a great tool if you want to do a lot of triggered campaigns (sending emails once they reach a certain lead status, if they take other actions, lead score thresholds, etc.) and other automated campaigns.

Adobe Marketo Engage Feature Ratings

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