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Lead management with Marketo
Updated September 07, 2019

Lead management with Marketo

Anonymous | TrustRadius Reviewer
Score 5 out of 10
Vetted Review
Verified User

Software Version

Other

Modules Used

  • Marketo Lead Management

Overall Satisfaction with Marketo

I mainly use the platform to manage leads and to integrate the data with other platforms. I particularly like operating in the cloud and the filters allowing to distribute our leads in different sectors according to the criteria. I would advise to increase the performance of the platform and to collapse/expand the tool according to the department needs as sometimes is like a Swiss Army Knife with every utensil opened.
  • Accessible everywhere (cloud)
  • High level of customisation with SFDC
  • Support is usually responsive in 1/2 days
  • Cloud I/O performance
  • Big lag from the moment of accessing the elements until the moment it is shown (i.e. smart campaigns, lists, etc)
  • Its design is stuck in the 80s with very low res icons and outdated palette
  • Its pricing depends on lead base and functionality but some of the functions come by default even if they are not needed/used at all.
  • Product Launches
  • Upsell
  • Cross-Sell
Mainly mid-funnel nurturing and operational needs as form automation.
Marketo helps on these 2 by providing flows of the type "in this happens then something else happens" which, for example, it triggers emails to users when a given action is taken like the submission of a specific form or the past interaction with key webpages.
  • Engage and grow customers over time
Yes, I have achieved to grow and engage customers (or leads) over time. For me, the key here is not the growth or engagement per se as other vendors allow the type of automation needed, but how streamlined the process is and how efficient.
Marketo is integrated in the company's ecosystem of other platforms (not products) so there is a extra layer to take into account when looking for alternatives. Also, as "clunky" as it can be, it does the intended job.
Marketo looses against its competition by lack of visual updates and performance improvements but once it is integrated and the company's workflows built around it, the issues created in the migration to other provider can be bigger than maintaining the current setup.
250,000 to 1 million
B2B
Marketo is powerful in its automations, reporting and landing page/email creation. It is well suited if the company is willing to invest to explore the most of the tool and to hire specialists (at a plus).
For other companies where there is not a big emphasis on driving recourses (people and costs) to Marketo itself or there is no need of using all the functionalities, Marketo can be quite expensive and as it not too user friendly on many aspects (for example, lack of ability of creating visual flows as Pardot has).

Adobe Marketo Engage Feature Ratings

6.1
WYSIWYG email editor
7
Dynamic content
5
Ability to test dynamic content
5
Landing pages
6
Email deliverability reporting
8
List management
7
Triggered drip sequences
5
6.3
Lead nurturing automation
5
Lead scoring and grading
7
Data quality management
5
Automated sales alerts and tasks
8
6.0
Calendaring
6
Event/webinar marketing
6
Social Media Marketing ()
Not Rated
6.0
Dashboards
6
Standard reports
6
Custom reports
6
6.0
API
3
Role-based workflow & approvals
7
Customizability
6
Integration with Salesforce.com
8

Learnings & Advice

Marketo flows are versatile and powerful on its own but especially integrating with other platforms like product event tracking. The right message can be sent out at the right time depending on which product action a given user has completed. Its implementation can be done via API and get stored in different custom fields.
On product with trials available,

Using Marketo's core features

  • Programs
  • Email Templates
  • Forms
  • Landing Pages
  • Smart Campaigns
  • Lead Scoring
  • Lead Sourcing
  • Segmentation
  • Lead Nurture
  • Smart campaigns: It allows the creation of flows based on "if this happens then something else happens"
  • Customisation of landing pages
  • API integration
About the different triggers and filters possible to use on smart campaigns.
Also, the ability to create custom variables to contain data pushed from forms.
There are a few questions already answered by the Marketo community (excluding support assistance). The only issue is that some of the questions are still unanswered or its solution is a workaround rather than a direct approach. I believe Marketo support should assist on questions that have been unanswered for months or years.
Hard to say because it seems that the industry are pretty much normalised in term of features and capacities. The main differentiators can be price if the company is able to reduce (and maintain) the lead base to the minimum possible.
The tree structure is very familiar to anyone, so the organisation of contents can be pretty much the same as the organisation of documents in a computer/cloud. The only thing making it less helpful is that there are some elements that cannot be moved to other locations for some reason.

Benefits of using some of Marketo's core features

Lead source allow us to have an understanding of the performance of campaigns and channels (only considering last touch attribution).
I prefer not to answer
I prefer not to answer
Fairly easy with campaign filters
Assuming that the lead information is present, I have used the Marketo segmentation to create a list of users in specific verticals.
To track and automate website form submissions. If the option selected is X then the smart campaign will do Y.
I use forms embed in custom landing pages. The forms itself are reliable in the sense that the campaigns will run with each of form submissions and that never failed. Sometimes the name of the form fields are not completely intuitive, especially if the company has setup custom fields with very similar names.
The company has used both custom and default Marketo templates. It depends if the email is sent to users or as an internal notification.
The templates are customisable and dynamic.