Ready to automate your marketing in an easy way? Try Marketo!
Updated November 13, 2018
Ready to automate your marketing in an easy way? Try Marketo!
Score 9 out of 10
Vetted Review
Verified User
Software Version
Global Enterprise
Modules Used
- Marketo Sales Insight
Overall Satisfaction with Marketo
It is being used by a small department to support the whole organization. It holds our contact database and serves as our marketing automation platform. It also serves as our Lead Management tool and is directly integrated with Salesforce; said integration helps keep the Marketing and Sales interlock tight.
- Sends email
- De-duplicates contacts/leads
- Syncs with partners to be more efficient
- Manages Leads as the move along the buying journey
- The 2.0 update was great but there are still a few missing things in terms of dynamic content.
- Often the "preview" is not the same as how it's often displayed.
- The calendar is a pain to use.
- Upsell
- Cross-Sell
- Lead Management
- Prospecting / New Business
Often used to share new content to our contacts as well as sharing updates to our customers to let them know of changes in our product.
25,000 to 100,000
Adobe Marketo Engage Feature Ratings
Using Marketo's core features
- Channels
- Programs
- Email Templates
- Forms
- Smart Campaigns
- Lead Scoring
- Segmentation
- Lead Nurture
- Segmentations are so easy to set up, I love how intuitive it is
- Smart campaigns are very easy to use and to run, they help me maintain my campaigns with less oversight
- Marketo makes Lead Scoring very easy and intuitive - I set up the scores and see the results!
I wished I used Lead Nurture sooner as it is great for helping to nurture leads. Marketo's Lead Nurture feature is easy to use and I can already see results from it in the Lead Lifecycle.
I used Marketo Community to help enhance my Smart Campaigns. Marketo Community has some great examples on how people have enhanced their campaigns with smart campaigns and by reading through Community I was able to make enhancements to my own campaigns. I really love all the suggestions that Marketo Community provides to help each other out.
The user experience coupled with the capabilities is really what sets Marketo apart. Marketo's user experience makes general marketing automation easy for a new user to understand but the advanced capabilities as you learn really set it apart. You will never stop learning when you are using Marketo and I think that is a really great thing. You are able to test and try out things in a simple manner that may require coding, etc on other platforms.
I think the general organization of Marketo helps me stay sane. I have not used the Calendar feature as much but it is helpful to see a broad overview and keep campaigns in order. I would recommend that people take advantage of the Calendar as well as really utilizing the Channel and Program features.
Benefits of using some of Marketo's core features
I track Lead Source in Marketo so that my Marketing team can see what campaigns and sources have the most impact and gain the most leads. This allows us to know where we should focus our efforts on and how we can improve other sources as well. Lead Source has helped Sales and Marketing understand how each function affects the business and has helped them collaborate more.
Email Send, List Import, Nurture, Web, Webinar, Tradeshow
These channels help us understand the customer's journey and measure attribution.
I feel that it is very easy to segment with Marketo and I am very pleased with Marketo's segmentation capabilities.
We segment on Language which makes it very easy to send dynamic emails across a region that may have multiple languages. We also use for industry and contact permissions to help filter in our sends.
Smart campaigns make sending emails very easy as you can ensure that you do not send to recipients that should be blocked and you can also easily filter down to a specific audience. We have used Smart campaigns to target specific members of a program to follow up with using a personalized email.
The benefit of Smart Campaigns is their ease of use. You can user them to trigger on one contact and perform an action, or rollup a large group of people and run a series of flow steps. Marketo also provides intuitive features to ensure your smart campaigns will run before scheduling them.
Forms are pretty easy to set up and Marketo documentation is straightforward on how they work. I feel that they are reliable and have not had many problems with them. I do not think they differ much from other marketing automation offerings though. No complaints!
We have out of the box templates for newsletters, emails, events, and webinars, as well as operational emails.
These templates provide the benefit of already being tested against email clients so we know that they will appear as we want them to. We can change the content but still know that the rest of the email will appear clean to our recipients.
Using Marketo
2 - Marketing Operations
2 - Marketing background, technical skills, ability to communicate with all areas of business and convey Marketo capabilities.
- Marketing automation including email sends
- Measuring marketing ROI
- Managing lead lifecycle
- Complex follow up tasks/notifications for certain accounts
- Account based marketing
- We are continually exploring these and excited for new Marketo enhancements
- We are able to handle global marketing campaigns with just 2 FTEs which is great for efficiency
- Lead scoring features help lead conversion and keep our Sales team informed and happy
Marketo Support
| Pros | Cons |
|---|---|
Quick Resolution Good followup Problems get solved Immediate help available Support understands my problem Support cares about my success Quick Initial Response | None |
I have asked for help and when Support was unable to answer they immediately escalated to the Engineering team to help get an answer/fix.
Using Marketo
| Pros | Cons |
|---|---|
Like to use Relatively simple Easy to use Well integrated Consistent Convenient Feel confident using Familiar | None |
- The User Interface is great
- Segmentation is quite easy and intuitive
- Calendar function