Marketo Enables and Challenges You to be a Better Marketer
May 12, 2017
Marketo Enables and Challenges You to be a Better Marketer
Score 8 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Revenue Cycle Analytics
- Marketo Real-Time Personalization
Overall Satisfaction with Marketo
We use Marketo in both sales and marketing for the following:
- Lead Activity Tracking and Scoring - all possible actions are tracked/scored to give sales reps indication of intent to purchase.
- Email Marketing and A/B Testing - we email our leads with content based on different segments and also utilize A/B testing to optimize results.
- Customer Activity - we offer services to our customers and utilize similar tracking to gauge customer interest in those services.
- Real Time Personalization - we use Web RTP to hit the right value props on our site based on what we know about the lead/customer.
- Ad Push - our segmented lists can also be pushed as audiences to various vendors like Facebook, LinkedIn and Adwords to help with retargeting.
- Marketo has a steep learning curve but is very powerful. I rarely feel that Marketo limits our plans for marketing.
- The real-time personalization is great which helps us maximize each lead's web visit.
- The Audience push to ad networks has been great for targeting and engaging our leads.
- The pricing and different features is confusing. They charge for each individual feature and the costs are not cheap. Their competitors offer clearer pricing and packages, I wish Marketo would adopt something similar.
- While customer support and the Marketo community are great I always seem to leave with a bad taste in my mouth when having to deal with the sales team. They don't respond when you need something or are super pushy when they need something (my experience with the 3 reps we have had in as many years).
- Product Launches
- Upsell
- Cross-Sell
- Customer Service
- Lead Management
For all of our scenarios email is our primary marketing channel to both customers and leads. We use Marketo to send out customer announcements and also additional service offerings to customers.
For leads and prospects we user email, ad targeting, trade show and webinar data from integrated partners to not only gauge intent but measure the effectiveness of each of our activities.
This all seems to work very well for us and helps us define and measure our activities with ease.
For leads and prospects we user email, ad targeting, trade show and webinar data from integrated partners to not only gauge intent but measure the effectiveness of each of our activities.
This all seems to work very well for us and helps us define and measure our activities with ease.
When we outgrew our email campaign tool we knew it was time to step up and get a more robust marketing automation system. Our team looked at Hubspot in 2014 and it didn't fit all of our needs at that time. Marketo fits our needs very well and was a good decision.
We do continue to monitor Hubspot to see if it will fit our needs at some point since their pricing is drastically less.
We do continue to monitor Hubspot to see if it will fit our needs at some point since their pricing is drastically less.
25,000 to 100,000