Marketo: Deepest SFDC Integration + Most Robust Features of any Marketing Automation Solution
December 14, 2016

Marketo: Deepest SFDC Integration + Most Robust Features of any Marketing Automation Solution

Suzanne Kushner | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Software Version

Global Enterprise

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Social Marketing
  • Marketo Revenue Cycle Analytics
  • Marketo Real-Time Analytics

Overall Satisfaction with Marketo

The current company for whom I am consulting, Demandforce, uses Marketo within their Marketing organization to track, measure and monitor all Marketing "touches," both inbound and outbound. The "child" in a Parent-Child relationship to Salesforce, Marketo manages all lead-to-revenue (DemandGen) programs and campaigns. Additionally, Marketing manages all Campaign Reporting and Analytics for the executive team.
  • Unlike other competing solutions, Marketo has the deepest technical integration with Salesforce, an important differentiator among its competitors (which I have used and displaced). This deep integration enables a true end-to-end (revenue) view of three distinct populations: (1) Prospective customers (2) Current Prospects in the database who are re-hand-raisers in new Marketing programs and (3) Your Current Customer Population.
  • The out-of-the-box Reporting and Analytics capabilities in Marketo enable Marketers to confidently create both Campaign and ROI reports. Unlike reports in SFDC, Marketo includes both Lead and Contact populations in reporting. Master reports can be easily set up in the Analytics area, and fast, one-time reports can be run via Smart Lists.
  • The Sales Insight feature within Marketo - a module that sits on a lead or contact record in SFDC - is among Marketo's most popular, appreciated features within the Sales Team. Sales Insight enables a cool, real-time view of a lead/contact's current campaign participation and also shows the person's web browsing history if he/she has been cookied. Marketo popularized the term "Interesting Moments," which reps will often reference when discussing lead quality and quantity.
  • Marketo Training and Support is outstanding - even for non Premium Support users. Online answers and responses typically come same-day and they actually answer the phone when you call! Additionally, Marketo has a strong, enthusiastic user community in most major cities, and it's online Community is responsive and conversational as another alternative.
  • Marketo provides the best out-of-the box tools for creating, managing and measuring all Marketing "touches" via Marketo Programs. (In other words, it does far more than just send emails.) It is designed to track all Program Types via Channels: Email, Social, Form Fills, Third Party Content, Webinars, Tradeshows, PPC etc.
  • Marketo is a hot, in-demand skill for Marketers today! Marketo certification is a meaningful and powerful endorsement for a resume.
  • The email creation feature is still a bit klugy, but it has improved over the years.
  • For new users, beyond the Marketo Launch Pak, Marketo does not typically provide documentation on Best Practices for a strong practical implementation (i.e. Foldering Techniques, Naming Conventions, Setting Up a Master Set of Reports).
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
Via a wide assortment of programs and some creativity,
1) Marketo helps companies find New Prospects
2) Marketo helps Nurture Current Prospects
3) Marketo helps to Manage Existing Customer Populations
In summary, Marketo helps to automate many Marketing/Sales Processes so that Sales People can spend more time on the phone or at accounts and not constantly looking for new prospects.
Marketo is the most robust, feature-rich tool out there to track end-to-end lead-to-revenue life cycles. Despite their fun, informative, buzzword compliant website and Marketing pieces, HubSpot does NOT integrate deeply with SFDC. As such I have displaced HubSpot at five client sites. (Among other things, it only sees Lead populations in SFDC, not Contacts, and therefore cannot see Opportunities.)
Marketo is well-suited for any company (regardless of size) that wants to manage, track and measure EVERY Marketing touch, including all outbound and inbound Marketing programs. If you're simply looking for a basic "email marketing tool," where longer-term revenue reporting or deep integration with a CRM is not required, Marketo would be overkill.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
5
Dynamic content
8
Ability to test dynamic content
9
Landing pages
8
A/B testing
10
Mobile optimization
10
Email deliverability reporting
10
List management
10
Triggered drip sequences
10
Lead nurturing
10
Lead scoring and grading
10
Data quality management
10
Automated sales alerts and tasks
10
Calendaring
Not Rated
Event/webinar marketing
10
Social sharing and campaigns
5
Social profile integration
5
Standard reports
10
Custom reports
10
API
10
Role-based workflow & approvals
10
Customizability
10
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated