Marketo: Ease of Use
Updated November 28, 2016
Marketo: Ease of Use
Score 10 out of 10
Vetted Review
Verified User
Software Version
Global Enterprise
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Revenue Cycle Analytics
Overall Satisfaction with Marketo
Marketo is being used in my current organization and in my past organizations primarily as a marketing automation tool, for implementing the marketing initiatives in terms of sending outbound communications to the respective target audience, collecting responses and sending appropriate leads to sales. It has been generally used by Marketing departments only. During my past 4 years of working on Marketo I have handled accounts for 4 different companies, during my tenure I have been able to implement the following marketing fundamentals:
1. Lead Scoring: Scoring based on Behavioral and Demographic criteria, making sure only high quality leads are flowing to sales. This helps in making sure that sales efforts are concentrated.
2. Progressive Profiling: My company was facing with an issue with low conversion rates on LP's since the form had a lot of fields, with progressive profiling we made sure that we are collecting lead information in stages and thus keeping the conversion rates high as well as lead data complete.
3. Integration with Event adapters: Marketo provides seamless integration with online event partners such as WebEx and GTW, making online events a real success.
1. Lead Scoring: Scoring based on Behavioral and Demographic criteria, making sure only high quality leads are flowing to sales. This helps in making sure that sales efforts are concentrated.
2. Progressive Profiling: My company was facing with an issue with low conversion rates on LP's since the form had a lot of fields, with progressive profiling we made sure that we are collecting lead information in stages and thus keeping the conversion rates high as well as lead data complete.
3. Integration with Event adapters: Marketo provides seamless integration with online event partners such as WebEx and GTW, making online events a real success.
- Lead Management: Marketo provides an easy to use platform which helps you incorporate your marketing initiatives with utmost ease. The ability to set up programs defined by channels and tracking the progression statuses within the program helps you monitor the lead journey in the most sophisticated way. Apart from this, the provision of fundamentals like progressive profiling (collecting lead data in stages), lead scoring (passing only quality leads to sales), tokens (making the design scalable), segmentation (grouping lead data for reporting, sending dynamic content), snippets (blocks of code for re-using on assets), LP URL builder (tracking lead flow from different channels), LP test group (kind of A/B testing for LP's based on content and structure). These help you explore different aspects of marketing and the ways in which it can be implemented in the tool.
- Marketo Revenue Cycle Model: Marketo allows the ability to incorporate your entire customer journey right from a lead getting known to your company till the time of conversion. You can define the various paths the lead should take and set criteria for lead flow to sales as well as them being sent back to nurturing track or even disposing them. The ability to report on this provides you details how the lead funnels is performing. Marketo also provides you the flow of leads through these stages and conversion ratio for each stage, you can define the criteria for each path and can mark the stages as gates or inventory. Apart from highlighting the stages and stage flows, you can define the marketing phases as well, for example: pre-marketing qualified, marketing qualified, sales qualified, sales excepted etc, the lead flow through these phases and assignment of detour stages to these phases is also available.
- RCA and Analytics: Marketo provides a detailed analysis on your lead, program, email, landing page, campaign performance giving you an elaborate idea on the performance of your marketing initiatives/aspects. Marketo provides the ability to define your program costs and track the ROI on your marketing programs based in the number of members, success, new names, success for new names, opportunity conversion etc. The Revenue cycle analytics provides 9 areas of analysis with detailed reporting capabilities with a drag and drop interface. This will empower you with pin point data which will help you analyze your marketing performances and give you an absolute insight on what decision to take. Marketo also highlights the influence marketing has on converted opportunities with the opportunity influence analyzer, there are other analyzers such as program analyzer and success path analyzer providing you multiple views of analytics.
- Integration with Online event partners and Google adwords etc: Marketo provides a seamless integration with event partners, through event adapters you can integrate a marketo program with an online event such as WebEx or Go to Webinar event and have the lead data flow to them and vice versa. This helps you seamlessly implement online events with absolute personalized experience as per you companies branding policies. Marketo also helps you integrated your adwords account providing conversion data on your ad-campaigns, this is a push integration from Marketo to Google adwords and provides you the data for conversion on your adword campaigns.
- RCA used to work tremendously slow previously, Marketo has provided a much faster version now, but still there's scope for improvement. This needs to be in the standard package as opposed to a separate product.
- Ability to integrate with legacy systems and have real time data pushed in to marketo through which campaigns can be executed as well.
- Mobile proliferation within the smart campaigns and a way to do that would be a very cool feature to have in Marketo.
- Attract the right customers
- Engage and grow customers over time
- Measure marketing investment
- Plan and coordinate marketing across your team
I have been able to achieve these outcomes by the use of marketing fundamentals which can be incorporated in Marketo such as lead scoring, progressive profiling, Segmentation, tokens, LP URL builder, LP test group, program tags and channels, channel progression status and tracking the same, analytics: email, lead, program, campaign performance reports.
Measuring marketing Investment: Revenue Cycle Model and Revenue cycle analyzer to incorporate the lead life-cycle and detailed reporting on the same. Assigning cost to your marketing programs and highlighting attribution to the same.
Plan and coordinate Marketing: Tags, creating tags and making them required to assign programs to teams and asses program performance. Channels and tracking progression statues using the same.
Measuring marketing Investment: Revenue Cycle Model and Revenue cycle analyzer to incorporate the lead life-cycle and detailed reporting on the same. Assigning cost to your marketing programs and highlighting attribution to the same.
Plan and coordinate Marketing: Tags, creating tags and making them required to assign programs to teams and asses program performance. Channels and tracking progression statues using the same.
Eloqua: Should be used when you are dealing with information from different platforms such as BO etc., I choose Marketo over it because it provides more flexibility and I can make changes specific to marketing initiatives easily without affecting my general structure.
Aprimo: Marketo has a better design interface and ability to create easy to use assets and programs for implementing marketing initiatives.
Aprimo: Marketo has a better design interface and ability to create easy to use assets and programs for implementing marketing initiatives.
1 to 5 million
Adobe Marketo Engage Feature Ratings
Using Marketo
17 - Marketing and Communications
1 - Need to have a thorough understanding of Marketo structure, should be a Marketo Certified Expert, Marketo Revenue Cycle Analyst with 4+ years of experience on Marketo.
- Lead Management: Lead acquisition, nurturing, scoring and qualification.
- Online Event Integration: Ability to implement online webinars and integrate them with Marketo.
- Analytics: Detailed view of lead, program, campaign, email performance.
- Progressive profiling: capturing lead data in stages to increase conversion rates on LP's.
- LP URL Builder and LP Test Group: To track the lead flow from different channels and see which content is appealing to the leads in LP's.
- Tokens: We have made the entire set up scalable with the use of tokens, now we can clone and re-use programs with utmost ease.
- Real Time Personalisation: Might use this product for better lead data.
- Google adwords integration
- RCA: To get better analysis for lead, program and email performance.
- Better lead conversion rates
- Better branding in Emails and landing pages
- Better analytics and insights
- Sales and Marketing alignment
Using Marketo
| Pros | Cons |
|---|---|
Like to use Relatively simple Easy to use Technical support not required Well integrated Consistent Quick to learn Convenient Feel confident using Familiar | None |
- Lead Management
- Setting up of Programs and campaigns
- Building assets: Emails, forms and LP's
- Analytics: Creating reports
- Creating workspaces needs some level of expertise
- Incorporating the Lead lifecycle in Marketo
Yes - With the Email editor 2.0, they are providing the same and it is pretty useful