Marketo for VSMB (25 person B2B IT Services firm)
Updated November 13, 2018
Marketo for VSMB (25 person B2B IT Services firm)
Score 8 out of 10
Vetted Review
Verified User
Software Version
Other
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.
Pros
- Functionality - lots you can do with Marketo.
- Community - Lots of users, which helps maintain and grow the product.
Cons
- 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.
100,000 to 250,000
Adobe Marketo Engage Feature Ratings
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
| Pros | Cons |
|---|---|
Like to use Well integrated Consistent | 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
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