Marketing Automation Is a Must, and Marketo Is the Best
Updated September 13, 2016

Marketing Automation Is a Must, and Marketo Is the Best

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Software Version

Other

Overall Satisfaction with Marketo

Marketo has enabled us to tackle content marketing in a smart and sustainable way. We created six personas and mapped them to their respective buying cycles, aligned our content objectives with our business goals, and focused content creation on lead generation and lead nurture. After analyzing average days in each stage of our sales cycle, we built our nurture streams to optimize cadence, relevance and conversion. And, we monitor and make adjustments in real time.

We use Marketo within the Marketing and Admission offices in support of student recruitment goals across undergraduate and graduate prospects. In the future, Marketo use will likely extend across campus to support student retention goals as well. It has the sophistication to grow with us, which was important in our selection process.

Pros

  • Marketo has the power of an engagement platform we could grow into.
  • The Marketo community enables access to smart, forward-thinking marketing peers.
  • Marketo has a dedication to innovation.

Cons

  • We've had challenges with 250K email deliverability and haven't found a lot of helpful documentation. So, we use Litmus for much of our deliverability testing.
  • Marketo Summit is great, but it would be helpful to understand what features/functionality your edition has prior to attending and then for speakers to include what features/functionality they have. It would streamline post-summit discussions of how to implement some of the great ideas that are shared.
  • There's SO much information available on the community, it would be helpful if some topics were vetted and packaged as "must reads" each month to continue to make iterative improvements.
  • Admissions
  • Communications
Marketing and Admissions work closely together within our Marketo instance to drive our student recruitment goals — measured in increases in inquiries, visits, submitted applications, completed applications, deposits and class registration.
The Marketo capabilities are a lot more robust than others we evaluated or have used in the past. It provides us with a platform that can easily grow with our needs and complexity.
250,000 to 1 million
B2C
Marketo is powerful. It does take knowledge to set up. (And while we didn't have implementation consulting, it would have been helpful in the long run.) It is most appropriate in organizations with a dedicated human resource and complex reporting to manage.

Adobe Marketo Engage Feature Ratings

8.3
WYSIWYG email editor
8
Dynamic content
9
Ability to test dynamic content
8
Landing pages
9
A/B testing
9
Mobile optimization
7
Email deliverability reporting
7
List management
9
Triggered drip sequences
9
9.0
Lead nurturing automation
9
Lead scoring and grading
9
Data quality management
9
Automated sales alerts and tasks
9
Not Rated
Calendaring
Not Rated
Event/webinar marketing
Not Rated
Not Rated
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
8.0
Dashboards
8
Standard reports
8
Custom reports
8
Platform & Infrastructure ()
Not Rated

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