Marketo is Perfect for the Right Company and Team
March 09, 2017

Marketo is Perfect for the Right Company and Team

Carley Donovan | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Review Source

Software Version

Global Enterprise

Modules Used

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

Overall Satisfaction with Marketo

We use Marketo organization-wide. It gives us the ability to manage our campaigns more effectively and use a myriad of workflows (Campaigns) to better manage our database.
  • Campaign Management
  • Lead Segmentation
  • Database Management
  • Robust Asset Tracking (Emails, Forms, Landing Pages, etc)
  • The Salesforce integration could be enhanced
  • Field Mapping and Re-Mapping (Support must map fields for you, and some fields cannot be re-mapped)
  • More granular Trigger Campaigns (Email Invalid and Email Suspended rather than Hard Bounce as an umbrella)
  • Load times are fairly long
  • Tokens could be refreshed so you don't have to script them as often
  • Prospecting / New Business
  • Other
This depends on how large your firm is and how complex your needs are. Medium and large firms with the ability to dedicate time and resources to a marketing automation system will see a myriad of benefits from using a robust tool such as Marketo. Smaller firms without the resources or complex business needs will not see the value and should choose a simpler tool such as HubSpot or ConstantContact.
For larger businesses with the desire to do complex campaign operations and reporting, Marketo is the way to go. For smaller companies with no marketing or IT team (or the team is small), this system is probably too robust and complex to see the value in.

Marketo Feature Ratings

WYSIWYG email editor
7
Dynamic content
8
Ability to test dynamic content
7
Landing pages
6
A/B testing
7
Mobile optimization
7
Email deliverability reporting
8
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
6
Event/webinar marketing
8
Social sharing and campaigns
7
Social profile integration
7
Dashboards
6
Standard reports
5
Custom reports
5
API
8
Integration with Salesforce.com
6

Using Marketo

40 - Marketing, Knowledge Management, Information Technology
1 - 
  • 1+ year with Marketo
  • 2+ years with Marketing Automation
  • Understanding of integrations, SPAM laws, email security, project management
  • Detail oriented
  • Process oriented
  • Internal Communications
  • External Communications
  • Robust Subscription Center
  • Email Reporting
  • Operational Emails with Tokens
  • Birthday Emails sent on Birthday
Marketo has the robust reporting, triggers, and filters to meet our business needs.
  • Better reporting on email clicks and opens which allows insight into interest

Evaluating Marketo and Competitors

Yes - ConstantContact which did not have the features and capability we needed.
  • Product Features
  • Product Usability
I don't think I would change it.

Marketo Implementation

Engineering did implement a few things incorrectly that had to be fixed by the Support Engineers later on.
Change management was a major issue with the implementation - Some employees still do not trust or understand the system a few years later.
  • Most issues were found after.

Marketo Support

Some support reps are great, and others don't help at all. Calling the phone line is useless.
ProsCons
Quick Resolution
Good followup
Knowledgeable team
Problems get solved
Kept well informed
Quick Initial Response
Escalation required
Difficult to get immediate help
Need to explain problems multiple times
Yes - The ability to contact support at any time if needed.
Chris Johnson is an exceptional support representative. He is very knowledgable and timely in his responses.

Using Marketo

I have been working with Marketo for about two years and am a Marketo System Administrator (technical user) so with my experience and background I find it easy to use and navigate. However, non-technical users have a hard time using the system.
ProsCons
Like to use
Easy to use
Well integrated
Consistent
Convenient
Feel confident using
Requires technical support
  • Lead Segmentation
  • Design Studio
  • Smart Campaigns
Yes - I am not a fan of the mobile-friendly website or the apps.