Marvelously Manage Your Marketing Programs with Marketo
Updated August 06, 2019
Marvelously Manage Your Marketing Programs with Marketo
Score 10 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Marketo
We have several departments that use Marketo within our company but our marketing department takes ownership of the instance. We provide support to the sales team by generating leads through integrated marketing campaigns including email, webinars, events and online advertising, along with training them to use Marketo Sales Insight to help with their prospecting. We also use Marketo to email customers regarding product release announcements, annual customer conference announcements and customer support initiatives.
- The Engagement Program feature has been a welcome addition to the software that allows us to more easily manage the flow of our nurture programs and at what stage a lead receives certain pieces of content.
- Lead Scoring is important to us and Marketo makes it easy to create a lead scoring program that can be broken out with separate Behavior and Demographic scores. This then easily ties in with our Revenue Cycle Model to accurately track funnel progression.
- Marketo provides a large library of standard email templates to use, but also provides the ability to import HTML for your own customized templates as well. This has been critical for us as we redesign our various templates to promote consistency with our brand.
- Marketo has rolled out the Forms 2.0 feature, which has been a welcome improvement over the 1.0 editor. However, I still run into issues where I'd like to customize the form even more and am unable to.
- Reports are also a place where I hope there will be improvements. We utilize Analytics frequently and create a set of 2-3 reports for each member of our Sales team that they receive daily. These activity and Interesting Moments reports help them prioritize their leads, but they often come back with requests to add additional fields and/or data that the feature cannot currently support.
- The Calendar feature is something we don't use because some employees that may be involved in a project don't have Marketo access (and don't need to). We therefore utilize more robust calendar/project management solutions to manage project timelines and deliverables.
- Product Launches
- Upsell
- Cross-Sell
- Customer Service
- Lead Management
- Prospecting / New Business
Product Launches: Increase number of MQLs that are deemed viable for sales follow-up
Upsell: Increase amount of current product usage for a specific company
Cross-Sell: Increase variety of products for a specific company by offering complimentary products
Customer Service: Maintain high standard of customer support by emailing support notifications to existing customers
Lead Management: Increase number of MQLs that are deemed viable for sales follow-up
Prospecting: Increase number of MQLs that are deemed viable for sales follow-up
Upsell: Increase amount of current product usage for a specific company
Cross-Sell: Increase variety of products for a specific company by offering complimentary products
Customer Service: Maintain high standard of customer support by emailing support notifications to existing customers
Lead Management: Increase number of MQLs that are deemed viable for sales follow-up
Prospecting: Increase number of MQLs that are deemed viable for sales follow-up
100,000 to 250,000
Adobe Marketo Engage Feature Ratings
Learnings & Advice
Marketo is an extremely robust marketing automation tool. In my roles, some of the most successful projects I have worked on involving Marketo include overhauling Revenue Cycle Models to be more customized and efficient for the organization. Marketo's email and guided landing page template capabilities are also extremely efficient and have saved my teams time and stress when creating personalized campaigns that are consistent with the brand guidelines.
Even though I consider myself an advanced user of Marketo, the biggest lesson I have learned is that there is always room for improvement when it comes to optimizing campaigns and maintaining data hygiene processes. I consistently find myself learning from other Marketo experts in the Community to build on my knowledge and continually improve the programs we have running in our instance.
We have a bounce management program that monitors records who consistently bounce from our marketing emails. These records are added to an active bounce list and are suspended from receiving additional emails after a certain number of hard or soft bounces. If an email is then successfully delivered to them while they are on this active bounce list, they will be unsuspended and able to receive marketing emails from us again. This program runs in the background and has helped us maintain our high percentage of deliverability.
Marketo is so advanced and customizable. While classes and training are immensely helpful for those just starting to use the tool, I also highly recommend taking advantage of the active Marketo Community. There are many Marketo experts that give advice, answer questions and help solve a wide array of problems that other people are experiencing. Using Marketo consistently every day will also allow you to feel more comfortable and accelerate your understanding of how to use the tool specifically for your organization's needs.
In the Marketo Community, there are many experts that give advice, answer questions and help solve a wide array of problems that other people are experiencing. Regional user groups are also provided in most areas and allow you an opportunity to connect with those experts in a different way. I use the Marketo Community every day to search for questions I have around any aspect of Marketo's capabilities. I have always been able to find at least one other person with the same question and am able to receive timely suggestions to help me find an answer. I think Marketo's Community is a huge asset to those evaluating the tool.
- Implement a folder structure and naming convention for all your assets and programs, and train all Marketo users to follow it
- Create segmentations to use the dynamic content feature when creating emails for different personas
- Implement operational programs such as bounce management, inactivity and data standardization to maintain high deliverability and data quality
- Document your organization's processes for creating and maintaining Marketo programs in playbooks to help onboard future users
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 |
- The Email Editor 2.0 allows you to easily and quickly create customized emails that are brand consistent and responsive.
- The Guided Landing Page template option allows you to easily and quickly create customized landing pages that are brand consistent and responsive.
- The flexibility of smart campaigns allows you to create customized workflows for tracking integrated programs and maintaining quality data.
- The ability to further customize reports beyond the standard options can sometimes make it difficult to pull detailed information without additional manual effort.
- The ability to modify Marketo Sales Insight features can sometimes be difficult depending on the structure and processes of the Sales organization using it.
- While the Marketo interface is user-friendly, new users may require a ramp-up period to become comfortable using and understanding nuances with certain features.