Opinons on Marketo from a Marketo Certified Expert
Updated August 28, 2019

Opinons on Marketo from a Marketo Certified Expert

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

Overall Satisfaction with Marketo

It is being used across the entire organization globally, mostly just the marketing and sales departments, but occasionally also product teams, engineering, and others. It addresses the need to collect and segment prospect and customer info, communicate with customers, and drive lead generation.
  • Customizability of lead scoring - allows you to determine what makes valuable leads.
  • Smart lists - IMHO the best functionality in Marketo. A powerful tool for looking at the database.
  • Tokenization of assets - allows for easy scalability and personalization.
  • Reports (analytics reports) for large instances like ours, they are slow and often time out.
  • Sharing Marketo emails outside of Marketo. There is no easy way to grab emails and share them with sales, outside of pulling the html, sending sample emails, or distributing the view as web page links.
  • Visibility and visualization of operational programs/processes - short of opening every operational program and tracing the smartlists/flows, then building a diagram/documenting outside of Marketo, there isn't an easy way to decipher what's going on in the background. Marketo should build a separate UI for visualizing operational flows or offer more guidance for setting them up so they are easy to interpret visually.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
The goals for all of the above are always the following:
1) Engage customers and prospects
2) Drive value with marketing
3) Drive funnel
  • Attract the right customers
  • Engage and grow customers over time
  • Plan and coordinate marketing across your team
To an extent yes to all of them. The biggest challenge for us is that we are a 100% channel business, so true marketing ROI is almost impossible to calculate. For demand gen and customer marketing, Marketo works well for us.
I've used Infusionsoft for clients at a past job. There's no comparison, completely different models. Infusionsoft is very well suited to SMBs, while Marketo is an enterprise powerhouse.
Marketo is less suited to small companies with small databases and less well-developed marketing infrastructure and sales processes. Better suited for companies who focus on demand gen and true marketing automation (more than just blasts) with the ultimate goal of passing leads to sales and converting them.

Adobe Marketo Engage Feature Ratings

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

Learnings & Advice

One success is the ability to create, refine, and scale a process that my users can execute, continually cutting down on the amount of time and effort needed to launch campaigns.
We use Marketo landing pages as dynamic training certificates that customers use to maintain their certifications.
Don't use additional workspaces unless you absolutely have to! Most of the time, they are unnecessary and represent an operational burden.
The community is a great source for everything Marketo. I've learned a lot, specifically with more technical topics.
Learn how to use logic properly in smart lists and smart campaigns. Experiment with different ways of doing things. Reevaluate how you do things (scoring, program templates, etc.) often.