If I had a nickel, for every time Marketo reports timed out, I'd be a...
Updated December 05, 2018
If I had a nickel, for every time Marketo reports timed out, I'd be a...
Score 8 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Revenue Cycle Analytics
Overall Satisfaction with Marketo
Marketo is used to process lead and contact records from our SFDC instance. We rely on Marketo data for all of our top of funnel and middle of funnel reporting. It is being used by marketing, sales, events, digital and some customer communications.
- Marketo does a great job at allowing users to customize the instance.
- Marketo has great integrations and API capabilites.
- Great sync with SFDC.
- Backlog issues and sync processing time when records in SFDC are updated.
- When a field in SFDC is created, it is automatically created in Marketo. Makes it very tedious to "Hide" the unused fields.
- Not an easy way to update Audience Segments.
- Their reporting tool times and is awful. I think one person uses Marketo's reporting.
- Upsell
- Cross-Sell
- Customer Service
- Lead Management
- Prospecting / New Business
Marketo does a great job at allowing us to report accurately on the sales funnel from a known lead through closed won. We use the funnel metrics to understand the who, what, when and velocity of lead flow.
1 to 5 million
Adobe Marketo Engage Feature Ratings
Using Marketo's core features
- Channels
- Programs
- Email Templates
- Forms
- Smart Campaigns
- Lead Scoring
- Segmentation
- Lead Nurture
- Automated campaigns for data flows.
- Forms, they help streamline the data intake process.
- Smart lists, the ability to segment and get very specific in targeting.
Segmentation, allows you to use dynamic landing pages and emails with snippets.
Tokens. You have a corner case and want to know if tokens have worked to solve the problem? Most likely it is posted in the community.
The ability to automate is fantastic but also in an organized way.
Though the UI isn't the most updated, the way they have the tool organized. It is simple to find what you're looking for but naming structure of folders and campaigns is crucial.
Benefits of using some of Marketo's core features
We track lead source to determine which channel is responsible for creating the record in our database. Some channels do really good at getting net new records created while other channels do really good at creating awareness. Knowing our sources helps us understand the touch journey but also helps certain channels focus on specific KPI's.
We've defined specific channels within the organization and also subchannels. Each subchannel is associated to 1 channel. This allows us to keep reporting neat and clean with rollup summaries. We've also determined to put events as an asset and not a specific channel. Emails, paid, etc. promote the event in the same way they promote a white paper or other asset.
We can see a full path model of all the touches by a record. The path isn't linear. People are having many different interactions. We have better visibility into how each channel is influencing intent and can begin to orchestrate when a channel should engage.
Marketo's segmentation capabilities are super helpful when building out dynamic content. They save so much time and effort when used correctly. Instead of creating 10 different emails based on someone's country, use segments and it can pull in content based on where the lead lives. The simplicity of creating segments makes using dynamic content seamless.
We've created segments based off of country. We want to provide specific messaging, also with the correct language, based on where people live. We also use it to suppress people that we don't want to receive the emails.
We use smart campaigns in Marketo for all of our operational flows. For example, we'll use a smart campaign to take the Marketo Person Score (formula field) to paste into a 'Marketo Score' (text field) so we can push that value to Salseforce.com. Any data value change flow, goes through smart campaigns.
We've found great value from using smart campaigns and also using them to request another campaign. It is possible to run one campaign with a large amount of flow steps. We stray away from this strategy and request another campaign to do additional flow steps. Having multiple campaigns, that are requested by other campaigns, allows us to properly troubleshoot and also optimize processes.
We have an extensive form library and use Marketo forms in many different ways. They are really simple to build and set up. The ability to pull url UTM parameters is super simple and slick. We also limit the number of forms used so we don't get into the mess of having to manage hundreds of forms.
Emails are super important within our organization. We have prospect, customer, expansion, sales, newsletter, blog updates, etc. emails being sent from Marketo. The templates are user friendly enough for users to navigate but also have the capability to do some awesome custom coding. The ability to test is important and Marketo makes it easy to do so as well.
Templates provide the ability to clone and also restrict specific functionality. Most people aren't designers or creative writers, with templates, marketing teams can input information where they need to without changing the whole look and feel of the email.