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A complete automation package
Updated August 24, 2019

A complete automation package

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

Software Version

Global Enterprise

Modules Used

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

Overall Satisfaction with Marketo

Marketo is used exclusively within the marketing department but the outputs (such as lead scoring, and triggered emails) meet needs that come from all areas of the business. The key challenges that marketo helps us over come are: sales efficiency, lead generation, customer service and customer experience.
  • Simple user interface
  • Comprehensive suite of features
  • A well developed community/support
  • Data management and cleansing
  • Processing speed and loading time
  • Reporting
  • More developed salesforce integration
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We are looking to break intonew markets. Up sell, cross sell etc. Marketo helps with all of that.
  • Attract the right customers
  • Engage and grow customers over time
  • Measure marketing investment
The ideology of automation and not batch and blast takes a while to embed into the company culture.
  • Eloqua
I was less involved in this decision but marketo is a better value it seems.
1 to 5 million
B2B
Marketo isn't great when you work across a number of very independent brands. (for example you can only have 1 live model).

Adobe Marketo Engage Feature Ratings

7.0
WYSIWYG email editor
7
Dynamic content
4
Ability to test dynamic content
4
Landing pages
8
A/B testing
5
Mobile optimization
8
Email deliverability reporting
10
List management
8
Triggered drip sequences
9
7.3
Lead nurturing automation
8
Lead scoring and grading
7
Data quality management
7
Automated sales alerts and tasks
7
6.5
Calendaring
5
Event/webinar marketing
8
8.0
Social sharing and campaigns
8
Social profile integration
8
5.3
Dashboards
6
Standard reports
5
Custom reports
5
7.3
API
8
Role-based workflow & approvals
Not Rated
Customizability
6
Integration with Salesforce.com
8
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

Learnings & Advice

Running lights off campaigns. Keeping data clean and accurate is vital to running good campaigns
I have previously used a series of webhooks to update custom objects in salesforce.
Make sure you recruit someone with marketo experience in the team. Not a consultant a permanent member of staff.
Dont let non marketing people drive your markwting strategy. Ignore people who say we need to email blast people more.
Use the campaign request feature

Using Marketo

Its ok for me as i have used for 4 years but onboarding new people is tough. And there are still things that stump me after 4 years using it.
ProsCons
Like to use
Well integrated
Feel confident using
Unnecessarily complex
Inconsistent
Slow to learn
Lots to learn
  • Data updates
  • Email building
  • Landing page building
  • Nurture campaigns
  • Keeping data synced with salesforce
  • Keeping folders and my tokens organised.
  • Email script tokens
Yes, but I don't use it