Finding our Match with Marketo
May 17, 2017
Finding our Match with Marketo
Score 9 out of 10
Vetted Review
Verified User
Software Version
Global Enterprise
Modules Used
- Marketo Lead Management
- Marketo Revenue Cycle Analytics
- Marketo Real-Time Analytics
Overall Satisfaction with Marketo
We recently switched from using Marketo solely in our Campaign Management team to using it across our organization. As our company has changed structure, the Campaign Management team has been dissolved and we used that as an opportunity to empower others within the organization to take the lead on their own communications. Marketing/Services Delivery still acts as the admin and typically runs the more complex campaigns and programs, but simple sends are handled by individual departments and teams. This has helped with the distribution of work and increased efficiency.
- Marketo is particularly helpful when you have a need for a temporary landing page. The website our organization has is not particularly friendly and creating landing pages that don't stick to a particular template is difficult. Marketo has helped us solve this problem because you can quickly, and easily, assemble a landing page that is engaging without much knowledge.
- We recently started using workspaces and partitions which has helped considerably since moving from a single team to company wide use. Breaking out the work has allowed our operations team to share what they feel is valuable to each team and individually address their needs.
- I often use the forms that Marketo has in communications to our audiences as well as within our website. I recently started using the forms to capture data on Brightcove videos and I've found it very helpful for data collection.
- One drawback of the forms is that you can't simply skip the form should it be a known visitor.
- I've found that I often have to edit the HTML in emails directly rather than going through the top layer of the email creation process. This isn't ideal for those users who do not have a skilled background.
- Rules aren't always intuitive in Marketo. For example, if you wanted to send a fourth email to anyone who had opened all three previous emails, you'd have to pull each list individually and make sure that each person is represented on each list or break them out individually in a smart list. I only found this out after listing all three emails in the same "email" field.
- Customer Service
- Lead Management
- Prospecting / New Business
- Other
We are a non-profit (that doesn't fundraise) so don't really have "sales goals." Technically we are a business league association. We use Marketo to remind members to pay dues (currently at a 97% renewal) and occasionally we use it to improve candidate numbers. These aren't earmarked as being "sales" per se because we only want candidates to help us share our mission. Their money is less important to us.
- magnetmail
I've used MagnetMail in the past for communications. Unfortunately, it doesn't have the automation capabilities that Marketo has so we weren't able to always reach our customers in a manner that was always timely. Additionally, we found that unsubscribing through MagnetMail was particularly sticky and often left us wondering whether or not we would be in the clear from legal trouble.
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