Great Marketing Automation Tool
Updated November 04, 2018

Great Marketing Automation Tool

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

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics

Overall Satisfaction with Marketo

We use Marketo internally to do our own marketing, and we also work within our clients' instances of Marketo to varying degrees. The problem being addressed is how to effectively communicate with your audience in a relevant, timely and personalized way.
  • Offers a lot of flexibility in designing marketing automation programs
  • Offers valuable, relevant information to your sales team via Sales Insights
  • Offers partitions and workspaces to help manage leads and workflow across large organizations
  • Sometimes, processing can be slow
  • The ability to highly customize programs and campaigns can be dangerous in the wrong hands
  • RCE could be more powerful if you had access to all Marketo fields in all report types
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
Goals can be categorized in two main buckets: 1) reach the highest number of relevant people to illicit the expected response and 2) facilitate leads moving through the sales and marketing funnel in the most efficient way for each business. Marketo allows you to achieve both of these in a logical way that balances complex logic with ease of use.
  • Engage and grow customers over time
  • Measure marketing investment
We have achieved these both internally and for our clients using Marketo, but Marketo is only one ingredient in a successful marketing recipe. If the other ingredients are not present, Marketo will not be the magic bullet that leads you to success.
HubSpot is a great tool for smaller businesses with relatively simple marketing plans. However, it lacks some features (e.g., being able to initially set a field value and have it not be overwritten), and a lot of the ability to customize programs and campaigns that you will find in Marketo.

Eloqua is a very powerful tool, and is capable of doing what Marketo can do, if not more. However, I find it less intuitive to use and much more "clunky." The learning curve is much steeper and training is much more costly.
Mid to large-sized organizations with sophisticated marketing programs would benefit greatly from using Marketo. It is less appropriate for smaller organizations that have simpler programs.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
8
Dynamic content
8
Ability to test dynamic content
1
Landing pages
8
A/B testing
8
Mobile optimization
8
Email deliverability reporting
8
List management
7
Triggered drip sequences
8
Lead nurturing
8
Lead scoring and grading
8
Data quality management
6
Automated sales alerts and tasks
8
Calendaring
8
Event/webinar marketing
8
Social sharing and campaigns
6
Social profile integration
6
Dashboards
6
Standard reports
6
Custom reports
7
API
9
Role-based workflow & approvals
Not Rated
Customizability
9
Integration with Salesforce.com
9
Integration with Microsoft Dynamics CRM
7
Integration with SugarCRM
Not Rated

Using Marketo's core features

  • Channels
  • Programs
  • Email Templates
  • Forms
  • Landing Pages
  • Smart Campaigns
  • Segmentation
  • Lead Nurture
  • Reporting/Analytics
  • Engagement/Nurture programs. It’s great to have a centralized section of the tool for all assets and workflow related to nurture. I also use them to quickly set up the same set of programs each quarter.
  • Programs and channels-the combination of these two features gives great flexibility for most Marketing needs.
  • Forms-you can do a lot with forms and can embed them on non-Marketo pages. I’ve used them for everything from surveys to capturing data used for multi-touch attribution.
Engagement programs. I could have more easily created sophisticated programs and even just used them for their ability to make a set of programs cloneable en masse.
I haven’t really received that much advice from the Community vs. my internal team of experts.
Engagement Programs-other systems decentrale the necessary logic from the assets, etc.

Programs-they have the right level of simplicity and the sync between Marketo and Salesforce is more reliable for program than for comparable features in other systems.
Folders, and the logic applies to assets, campaigns, etc. when cloning.