Overall Satisfaction with Marketo
The Marketing/Demand Gen team runs Marketo. We work with other teams within Marketing and the company to put together email content, landing pages, communication strategy, etc. Any communication from Marketing (internal or external) is done via Marketo. For other teams, only external communications are handled via Marketo; internal are done by other services or via general email. We also use Marketo alongside Domo and SFDC to report on our numbers for business growth, pipeline velocity, program success, etc.
- Measuring movement and success through specific programs is very helpful. On a very basic level, looking at acquisition program and lead source has been very powerful for us. We have been able to develop much better reporting for our executives and show them ROI from the Marketing team.
- The online Marketo Community is wonderful. Any question you have, you can post it in the Community and you will have responses from other Marketo users. They may have insight for you, solutions, the same question, etc. I've definitely learned the most about Marketo from the community.
- Everything can be organized the way that works for our team. There are very few limits to the way we can set up programs and we are able to customize fields, analytics, etc to tell us whatever it is we need to know. We've used other systems (like HubSpot) and they are not nearly as flexible.
- Sometimes there are too many options and not enough guidance on best practices. Marketo has documentation on different products, but they don't tell me WHY I might want to use a specific feature, just how I would go about doing so.
- Community allows you to post ideas for product features, however there isn't ever an update on those requested additions and it sometimes feels like your ideas go into the abyss to die. This could easily be solved by Marketo following-up on the ideas with the most votes, or making note within the community when something is on the roadmap.
- Product Launches
- Lead Management
- Prospecting / New Business
For companies that aren't spending money with us yet, we have a named account list that we are using to target with specific email communications, webinars and landing pages. For companies that are spending money with us (they are advertisers, so it is often a campaign-by-campaign contract), we aim to close bigger and better deals faster.
We used to use HubSpot, but it was very limited with regard to reporting and lead management. As our company grew, we needed a more robust solution hence the switch to Marketo. Marketo provides better reporting, better program tracking, better attribution ability, etc. Maybe my brain just works more like Marketo than HubSpot (as I know my predecessor was a big HubSpot fan) but it just feels like it provides us more support to accomplish the goals we aim to achieve.
Users should definitely be tech-minded. It's a tool for marketers, but the technology/structure of organization within Marketo can be difficult to grasp/follow. Teams should keep this in mind when implementing because the structure might not be for everybody (hence hiring a person/team/agency to run Marketo). Marketo takes a lot of time if you want to get your money's worth/understand it and use it at its fullest capacity. Rushing implementation or only having partial dedication to the product doesn't work well.