Marketo — powerful tool for more experienced marketers
May 05, 2017
Marketo — powerful tool for more experienced marketers
Score 9 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Revenue Cycle Analytics
Overall Satisfaction with Marketo
Marketo is used by our marketing department for demand generation and content marketing. Specifically all of our premium (gated) content sits behind Marketo landing pages as do webinars. Marketo is used for lead nurturing, email campaigns, lead scoring (behavioral and demographic), analytics, and lead lifecycle management. We did not use it for customer communications, though we should have.
- Marketo does a good job with lead segmentation, making it easy to reach the right people in the database, no matter how complex the logic. Other marketing automation platforms fall short on this, especially when it comes to mixing and/or logic.
- If set up right, Marketo can be quite organized and able to scale with a company over the years.
- Marketo's engagement programs are pretty handy in prioritizing emails for leads that are being nurtured, with multiple tracks, progressions, and cadences.
- Sustained product development seems to move pretty slowly after a product has been released. They did not have truly responsive landing pages until 2015, when they were "coming soon" since 2012.
- It's analytics package is not very easy to understand. Typically would require a good amount of training and consulting to set up properly.
- Their WYSIWIG editors inject a lot of bad code into emails and landing pages, which can be painstaking to troubleshoot.
- Expect a lot of upselling beyond their standard package. So don't get excited over their big feature announcements, it's going to cost you.... a lot.
- Product Launches
- Lead Management
- Prospecting / New Business
HubSpot is significantly less expensive and in many ways does things better than Marketo like building in UTM parameters on email links and CTA button builders. Its list management is not as good as Marketo's since HubSpot can't handle complex or nested logic. HubSpot is a lot harder to organize, with a lack of folder structure and grouping across asset types — emails, landing pages, lists, and campaigns are all in different sections, whereas Marketo programs group everything into one folder which is a more logical way to organize things.
100,000 to 250,000