A Marketer's Take on Marketo
February 13, 2017
A Marketer's Take on Marketo
Score 8 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Social Marketing
- Marketo Revenue Cycle Analytics
Overall Satisfaction with Marketo
We use Marketo primarily for email marketing for our various clients. It is currently used primarily by the Digital Marketing Department. It allows for us to market to our clients' customer base in a way that is personalized and measurable.
- Marketo is really good at allowing us to customize our marketing efforts, such as reaching a certain segment of our clients' lead database.
- Marketo also allows us to personalize our messaging to tailor to certain demographics within our clients' lead databases.
- With Marketo, we can also manage our clients' lead databases more easily and it allows for our clients' to gain valuable insights about their leads.
- It would be nice if Marketo would implement a checklist feature into the sending of emails, wherein before sending an email out or approving a program or campaign to send an email, the user is presented with a checklist of things, such as Send Date, Send Time, Subject Line, From Name, From Address, Reply Address, Target Audience, etc. (much like Mailchimp provides) that we can go through and verify are correct. It would help in providing much-needed error-proofing that we currently must employ manually.
- Customer Service
- Lead Management
- Prospecting / New Business
Customer Service: For customer service, our goal is to be able to respond quickly and concisely to customers' requests and make their Web user experience as seamless and easy as possible. Marketo continues to help in this way by allowing us to respond promptly through email communications that are routed to our Partner Services team.
Lead Management: Our goal for lead management is to be able to effectively identify who our clients' leads are and manage their daily email activities, whether it be responding to a request to be unsubscribed or to begin receiving other types of emails. We want to be able to track who came from where, at which time, what their life cycle looks like and how well they are engaging with our clients' content.
Prospecting: Our goal for our clients' in prospecting is to be able to identify the best places to find new prospects and to effectively add them to their lead databases in Marketo in a way that it's easy to identify where they came from and when they were acquired. It's critically important also that the landing pages and other elements we use in Marketo make it easy for new prospects to achieve their goals, whether it be downloading an ebook, filling out a survey, etc. so that we can quickly move them into our leads' marketing funnel.
Lead Management: Our goal for lead management is to be able to effectively identify who our clients' leads are and manage their daily email activities, whether it be responding to a request to be unsubscribed or to begin receiving other types of emails. We want to be able to track who came from where, at which time, what their life cycle looks like and how well they are engaging with our clients' content.
Prospecting: Our goal for our clients' in prospecting is to be able to identify the best places to find new prospects and to effectively add them to their lead databases in Marketo in a way that it's easy to identify where they came from and when they were acquired. It's critically important also that the landing pages and other elements we use in Marketo make it easy for new prospects to achieve their goals, whether it be downloading an ebook, filling out a survey, etc. so that we can quickly move them into our leads' marketing funnel.
Personally I've used Hubspot, Constant Contact, Infusionsoft and MailChimp. Each one had good and poor features. Hubspot was probably most equivalent to Marketo in its lead management and email tools. As mentioned earlier I like how MailChimp allows users to do a final check of an email before scheduling or sending it out. I really enjoyed Infusionsoft's grid feature which allows users to "draw" out an email campaign on a grid-like interface, making it a more user-friendly and visually helpful element. However, overall, Marketo outdoes many of these products in that it makes up for what it lacks in its ability to create highly customized campaigns that sync together and its ability to integrate a large number of APIs.
250,000 to 1 million