Marketo for Higher Ed
Updated September 27, 2016
Marketo for Higher Ed
Score 6 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Marketo
Marketo is the primary system of engagement for the university's prospective student audiences as managed by University Marketing and the Admissions Office. The external .edu site includes numerous Marketo web forms and Marketo drives all electronic and print communication nurturing. The seamless integration with Salesforce enables real-time data synchronization and makes Marketo a natural fit for some data processes not easily developed in the standard SFDC environment.
- E-mail nurturing: robust nurturing system with ability for personalization.
- Web-based analytics: Marketo munchkin enables real-time lead web activity reports and ability to personalize web content based on CRM data.
- Seamless SFDC integration: ability to edit Salesforce data and run data processes not possible in standard Salesforce.
- Analytics and reporting is limited in scope and not user friendly (reports and lists take considerable time to load).
- Support services are expensive and some technicians have limited understanding of product.
- Customer relations is severely lacking: we've had 5 account managers in 26 months.
- Admissions
Marketo is the primary system of engagement for all prospective student audiences, including parents. Several Marketo nurture campaigns exist to encourage application, maintain student engagement for the admitted pool, nurture student matriculation payments, and provide general communication. All brand messaging is generated through Marketo nurtures to sophomore and junior students. We have also built custom smart list campaigns in order to generate regular mailing lists and use Marketo's ability to sync with Salesforce as a way to manage all print communication in addition to electronic communication. Marketo web forms also drive all campus visit requests and general inquiry forms. Scholarship applications and housing applications also are Marketo-based web forms available through our domain .edu.
- Measure marketing investment
- Plan and coordinate marketing across your team
We have achieved these objectives by putting budget costs and expenses incurred directly into Marketo to track lead conversion, project conversion, and individual print and electronic item success. Additionally, we have improved communication internally by using a single platform for university engagement with prospective student and parent audiences. This has been improved through the establishment of one part time position allotted for Marketo management.
Marketo was ultimately selected over other products, including Salesforce's Pardot solution, because of its ability to track website activity via the Marketo munchkin. The holistic nature of the Marketo tool, from web to e-mail to data management and a natural Salesforce integration, made the product the frontrunner when we were evaluating tools in the spring of 2014.
100,000 to 250,000