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Marketing Marketo
Updated September 19, 2019

Marketing Marketo

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • RTP

Overall Satisfaction with Marketo

Marketo is used across sales, marketing, and customer success. We use it as the primary means for email communication to our customer base.
  • Customized workflows
  • Salesforce sync/integration
  • RTP personalization for the website
  • Their user interface
  • Analytics out of the box
  • Email syntax is a bit wonky
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We are trying to to increase new product sales by going after segmented mid market accounts. We are also trying to drive growth in new markets by focusing on new names from certain developing regions as well as increase revenue within existing customers by focusing on certain target accounts.
I've used Pardot in the past and Marketo was much more customizable with a richer set of tools. Since then Pardot may have up'd its game and broadened its offerings.
100,000 to 250,000
B2B
Well suited to building drip campaigns and nurture programs where there is a good amount of logic behind bringing people in and out. Great for converting anonymous visitors into engaged suspects. Also great at tracking activity of individual prospects. Build and optimize your Marketo platform for all your needs. Find what you’re looking for in LaunchPoint®, the most complete marketing ecosystem of trusted, best-of-breed technology providers, service experts, and agencies in the world.

Adobe Marketo Engage Feature Ratings

5.4
WYSIWYG email editor
6
Dynamic content
7
Ability to test dynamic content
7
Landing pages
3
A/B testing
3
Mobile optimization
3
Email deliverability reporting
Not Rated
List management
6
Triggered drip sequences
8
4.8
Lead nurturing automation
4
Lead scoring and grading
5
Data quality management
5
Automated sales alerts and tasks
5
5.0
Calendaring
5
Event/webinar marketing
5
5.5
Social sharing and campaigns
6
Social profile integration
5
6.3
Dashboards
6
Standard reports
5
Custom reports
8
5.3
API
5
Role-based workflow & approvals
7
Customizability
3
Integration with Salesforce.com
6

Learnings & Advice

Marketo has served as a central hub to our marketing stack. We have added webinar software, video marketing and direct mail recently that all have native integrations with Marketo. We have had success integrating these solutions as tactics for ongoing nurture programs. My advice is look not only at MAPs like Marketo as a point solution but also the ecosystem you are installing and using long term.
We recently switched on Sendoso's Marketo integration. We now have begun triggering direct mail campaigns based on email engagement triggers (url clicks). This allows us to provide another touch fairly easily in a longer nurture program. Typically these touches are at the end of a sequence providing air cover for SDRs planning to follow up with these high engagement prospects.
Get your design team involved as early as possible. Crafting high impact email/landing page templates will give you some quick wins. If your design team doesn't have experience coding with Marketo syntax, hire a third party for this.
I've used the community to vet apps on Marketo's LaunchPoint platform. Often times the details provided from the developer on the site can be slim to none and usually you can find someone that has installed the app and given it a try.
One built in advantage to Marketo is that its been around for some time and there are plenty of 3rd party consultants to leverage. There is no harm in outsourcing tasks that such as email or landing page template design. Marketo even has their own services https://www.marketo.com/why-marketo/services-and-support/services/. Folks new to Marketo often feel they are on their own when really they have a ton of options.