Overall Satisfaction with Marketo
Marketo is our marketing system of record. It's integrated with Salesforce, our Influitive AdvocateHub, and other systems.
- Product Launches
- 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).
- HubSpot, Pardot and Oracle Eloqua
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
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
Using Marketo's core features
- Email Templates
- Landing Pages
- Smart Campaigns
- Lead Scoring
- Lead Sourcing
- Lead Nurture
- 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.
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.
Saves time because you don't need to start from scratch each time.
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
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
- A/B Testing