Flexible and Easy to Use
Updated December 15, 2020
Flexible and Easy to Use
Score 8 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Marketo
Marketo is used as our lead management and marketing automation system. We use it for all our email marketing, landing page creation and for tracking and segmenting leads throughout the funnel in addition to weekly reporting. It is a versatile and powerful marketing tool that allows me to do more with limited resources, I can easily create and segment a campaign and set it up so we can turn out more quickly.
- Marketo is a great lead management tool and has a lot of functionality that allows me to target the right kinds of leads with our campaigns via granular segmentations.
- Building landing pages with Marketo is very easy once you have a template you like to use and it is important to have a good template library.
- Marketo is great for automated nurturing. It is very low maintenance once you set it up so you don't have to worry about how everything is functioning operationally and focus on just creating new content to add to your nurturing tracks.
- Marketo can be very buggy with its WYSIWYG interface. Sometimes changes need to be made multiple times in an email or landing page before they save properly.
- There are a lot of small items that could be fixed or improved like being able to sort by custom fields in a report view.
- Marketo used to have a great community but once they restructured it, things became very difficult to find. The documentation and user guides could be improved significantly.
- The update to the new UI has made it difficult to quickly find what you are looking for in various folders. All the icon look too much alike and everything being grey means the icons don't add any visual value at all. The previous icons made it much easier to locate visually what I was looking for.
- I'm not sure why it still isn't possible yet, but more focus on basic features and functions like being able to sort by custom fields in a view would make a much bigger day to day difference in ease of use and workflow efficiency.
- Product Launches
- Upsell
- Cross-Sell
- Lead Management
The segmentation capabilities that also allow us to target different areas of our funnel with different messaging depending on where someone is in the lifecycle are very useful. We have not been using it for any regular customer communications. That may change in the future, but for now we use other tools for customer communications.
- Oracle Eloqua and HubSpot
Marketo is still a good tool and comfort level and good foundation of growing with the product over the years has made it my go-to. I haven't done a proper evaluation of other tools on the market lately and a number of new options have surfaced that I am going to take a look at before my next renewal date.
25,000 to 100,000
Adobe Marketo Engage Feature Ratings
Learnings & Advice
I would make sure to evaluate your needs very closely before choosing Marketo. I think some of the smaller competitors might actually be a better option and a better value overall for what you are paying for. If you don't already have a good Marketo foundation or someone who does, the ramp up will take some time. Take a proper training course or do all the tutorials you can.
I don't have any special or unusual ways I have used Marketo. Most of the capabilities are pretty common use cases these days.
Get someone who understand how to build the process, not just who knows how to use the tool.
The other community members are terrific and more helpful at sharing best practices and work arounds. That is probably the best thing about Marketo is the network of other users to share information with.
Document. Document. Document. Document your processes outside of marketo so that anyone could understand the thought process of how and why something was built a certain way. Use the descriptions for programs as much as possible and create good naming conventions and make sure they are followed!
Using Marketo
5 - Marketing
Marketing Operations
Sales Operations
Customer Community
Development
Marketing Operations
Sales Operations
Customer Community
Development
2 - Marketo Certification, Marketing Operations and Demand Generation
- Lead Management
- Email Communications
- Lead Scoring
- There isn't really anything unexpected or different that we are doing with Marketo.
- None.
- Improved employee efficiency it allows our lean marketing team to do more with less resources.
Evaluating Marketo and Competitors
- Price
- Product Features
- Product Usability
- Prior Experience with the Product
Price and usability plus integration with other marketing and sales tech.
I wouldn't change anything. Our selection process is very thorough.
Marketo Support
| Pros | Cons |
|---|---|
Good followup Kept well informed | Slow Resolution Less knowledgeable Escalation required Difficult to get immediate help Need to explain problems multiple times |
No - We are not doing anything complex enough to require access to premium support costs.
Yes - It was eventually resolved but it took several months multiple people experience the bug but it was not critical to product use just negative for our user experience and annoying.