Marketing Automation software that can increase your ROI. There are better alternatives.
Updated August 11, 2019

Marketing Automation software that can increase your ROI. There are better alternatives.

Gerry Dapergolas | TrustRadius Reviewer
Score 5 out of 10
Vetted Review
Verified User
Review Source

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Revenue Cycle Analytics

Overall Satisfaction with Marketo

We use Marketo for a number of clients. It helps us with landing pages, leads and form submissions along with oversight oh how the campaign is performing. We mainly use it for our lead gen campaigns. It helps increase lead gen rates, and also nurture leads by sending them follow up emails .
  • Landing Pages
  • Analytics
  • Lead nurturing
  • Abm
  • Not very user-friendly
  • Hard to implement email workflows
  • Forms aren't as intuitive
  • Training is costly and needs a lot of resources
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
  • Increase revenue within existing customers
  • Generate new leads and nurture them with follow up emails
Advanced analytics can help with optimising your marketing campaigns. [They] can also help bring your sales and marketing teams closer together as marketing can provide intelligence to your sales teams and improve efficiency. It can help with the majority of your marketing and lead gen and lead nurturing goals.
HubSpot is a good alternative to Marketo. HubSpot is more user-friendly and smart when it comes to forms, landing pages, and A/B testing. I feel that HubSpot is more user-friendly especially when it comes to lead nurturing and setting up email nurturing workflows. Marketo needs to improve their platform to compete with other major players.
Marketo is good for lead generation campaigns and also good with lead nurturing campaigns. Whether you are generating new leads through organic or paid channels or whether you want to nurture your existing leads/marketing qualified leads, Marketo can help you with your marketing campaigns. It's less appropriate for e-commerce businesses.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
7
Dynamic content
6
Ability to test dynamic content
6
Landing pages
5
A/B testing
5
Mobile optimization
6
Email deliverability reporting
6
List management
7
Triggered drip sequences
7
Lead nurturing
4
Lead scoring and grading
3
Data quality management
5
Automated sales alerts and tasks
5
Calendaring
6
Event/webinar marketing
5
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
Dashboards
6
Standard reports
6
Custom reports
6
API
6
Role-based workflow & approvals
6
Customizability
6
Integration with Salesforce.com
5
Integration with Microsoft Dynamics CRM
5
Integration with SugarCRM
Not Rated

Learnings & Advice

Lead scoring can work really well with Marketo. Needs time to set up, but it can work really well.
I don't use Marketo in any unusual way.
You will need to have an internal resource dedicated to support this. You can either hire a Marketo specialist or train them up - but it can be time consuming and expensive.
I had help with integrations - particularly linkedin lead gen.
If you have been running Marketo for years, you are.bound to have historical unnecessary processes. Review this internally or hire specialists to improve your automations and historical workflows. It will be worth the investment.

Using Marketo's core features

  • Channels
  • Email Templates
  • Forms
  • Landing Pages
  • Smart Campaigns
  • Lead Scoring
  • Lead Sourcing
  • Lead Nurture
  • Reporting/Analytics
  • Lead scoring
  • Lead nurturing
  • Forms
External forms for lead generation. Eg. Linkedin
Lead scoring and more complicated lead nurturing via Salesforce integration
My Marketo for all the frequently used lists forms etc