Marketo for VSMB (25 person B2B IT Services firm)
Updated November 13, 2018

Marketo for VSMB (25 person B2B IT Services firm)

Joe Kevens | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Software Version


Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction with Marketo

Marketo is our marketing system of record. It's integrated with Salesforce, our Influitive AdvocateHub, and other systems.
  • Functionality - lots you can do with Marketo.
  • Community - Lots of users, which helps maintain and grow the product.
  • Time to ramp - lots of functionality comes at the expense of ease of use.
  • A/B testing is painful
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We hope to: 1) better track our marketing so that we can better measure and analyze it 2) become more efficient through marketing automation (e.g. cloning campaigns and assets) 3) shift to customer behaviour driven marketing messaging (through the use of Marketo's triggering capabilities).
Our Marketing Ops Manager is bleeds purple. We've built out our instance extensively and we now have 3 people on the team who are Marketo certified.
Well suited for those who have a Marketo certified marketer on their team or are willing to invest 6-12 months in implementation and basic-to-moderate use of the functionality. Less appropriate for companies without a CRM system that's easy to integrate with Marketo.

Adobe Marketo Engage Feature Ratings

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

Using Marketo's core features

  • Channels
  • Programs
  • Email Templates
  • Forms
  • Landing Pages
  • Smart Campaigns
  • Lead Scoring
  • Lead Sourcing
  • Segmentation
  • Lead Nurture
  • Reporting/Analytics
  • Marketo Sales Insight - Great for highlighting relevant prospect activities to Sales.
  • Email editor and templates - Helps new users
  • Lead scoring - great for qualifying leads
Reports in Marketing programs. Adding a report can help provide a snapshot of email performance
Nurture. Lots of ideas on how to improve (e.g. create an exclusion step to not send content to people who have already seen that piece).
Value for money. They offer great functionality at a reasonable price (though will that change with new ownership?)
The feature that tells you how many people will be affected by a smart campaign, and the ability to drill down on who these people are.

Benefits of using some of Marketo's core features

Marketing ops manages this.
16 different channels, from blog to webinar
Know how each channel impacts your goals.
Satisfied. Setting up segments is relatively easy to other Marketo functionality.
Job function. Create messaging that is tailored to different job functions.
Extensively. e.g. if they are in the Job function segment, then send them email X.
The if/then setup is logical. Once you get used to it.
On our website. To capture leads. Contact us and on some content.
Standard stuff.
Saves time because you don't need to start from scratch each time.

Using Marketo

It's a robust tool that seems to be favoured by Marketing Ops practitioners than by other Marketing practitioners, which speaks to some usability issues. Robust software that has a steep learning curve.
Like to use
Well integrated
Unnecessarily complex
Difficult to use
Requires technical support
Slow to learn
Feel nervous using
Lots to learn
  • Triggers and filters - once you know them, it makes a lot of things easy
  • Email editor - the basics with templates
  • Reporting
  • A/B Testing