Marketo Helped Us Get to the Campaign Quality We Were Looking For
May 10, 2017
Marketo Helped Us Get to the Campaign Quality We Were Looking For
Score 7 out of 10
Vetted Review
Verified User
Software Version
Spark
Modules Used
- Marketo Lead Management
Overall Satisfaction with Marketo
Marketo is supported by the broader company, but is used by Marketing, Sales and Sales Enablement. We originally purchased Marketo to support nurture campaigns designed to move prospects to qualified leads.
- Allows us to see and measure repeat user activity.
- Supports measurement of the steps in the customer journey so we can validate our marketing programming and move prospects forward.
- Provides our sales team with visibility to prospect and lead activities to evaluate their level of interest.
- We experienced some significant issues with Salesforce integration.
- Our learning curve from installation to driving solid campaigns was very steep -- we ended up using a consultant to help us get going on landing page and email development.
- Getting support from Marketo has been difficult -- we have had to navigate a lot of our issues on our own.
- Product Launches
- Lead Management
- Prospecting / New Business
- Other
Product Launches -- typically we are looking for awareness and will drive potential customers to landing page with more information and valuable content.
Lead Management -- here we use the tool to drive customer interest by providing them rich content at each step for them to engage with and consume -- moving them towards qualification so we can have Sales follow up.
Prospecting/New Business -- we use the tool to do campaigns to drive prospect interest and engagement -- if they take an action step, we will move them towards rich content that they can engage with and again, move them along the buying journey to a qualified lead for Sales follow up.
Other -- we promote significant thought leadership content that we use Marketo to serve up and monitor engagement.
Lead Management -- here we use the tool to drive customer interest by providing them rich content at each step for them to engage with and consume -- moving them towards qualification so we can have Sales follow up.
Prospecting/New Business -- we use the tool to do campaigns to drive prospect interest and engagement -- if they take an action step, we will move them towards rich content that they can engage with and again, move them along the buying journey to a qualified lead for Sales follow up.
Other -- we promote significant thought leadership content that we use Marketo to serve up and monitor engagement.
- Saleslogix; HubSpot, Marketing Cloud and Eloqua
We did a significant review and evaluation of the top providers, including looking at the Gartner reviews. As a mid-market user, we were looking for a tool that integrated well with Salesforce and was relatively easy for our marketing team members to use for our key needs. We chose Marketo because it was sized for our needs and advertised easy integration with SFDC. Marketing Cloud wasn't available when we did our initial evaluation and we felt that Eloqua was too cumbersome and too expensive. One of the key drivers of our decision was budget -- although now Marketo is significantly more expensive than when we first subscribed.
10,000 to 25,000