Shift Demand Gen and Retention into a Higher Gear with Marketo
May 19, 2017
Shift Demand Gen and Retention into a Higher Gear with Marketo
Score 10 out of 10
Vetted Review
Verified User
Software Version
Global Enterprise
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Real-Time Analytics
Overall Satisfaction with Marketo
CJ Affiliate started using Marketo for outbound marketing and demand generation programs. Within the past 12 months we've created a Marketo Working Group made up of Marketo users throughout the company, empowering every department to drive outbound communications at scale. We now run over 1,200 programs per year related to Bus Development, Client Management and Retention, Upsell, Client Activation and Onboarding, internal HR communications, and more. And, we are doing all of this with a very lean team.
Marketo has enabled CJ Affiliate to expand how we communicate, while focusing on our micro-audiences. With dynamic content and a powerful lead scoring solution, we're seeing an uplift in every every of our business communication capabilities. In addition, we've used other automation platforms, and none have provided the level of automation we have through cloning, tokens, and segmentation.
Marketo has enabled CJ Affiliate to expand how we communicate, while focusing on our micro-audiences. With dynamic content and a powerful lead scoring solution, we're seeing an uplift in every every of our business communication capabilities. In addition, we've used other automation platforms, and none have provided the level of automation we have through cloning, tokens, and segmentation.
- Program cloning - exceptional logic is built into the cloning capabilities. Tokens carry across within emails and landing pages, so no additional re-creation or keeping track of where your tokens were located in the prior program. The new program elements are automatically referenced and ready to go!
- Salesforce.com (SFDC) Native Integration - had us up and running within 30 days. Plus, the field mapping has given us tremendous power within the logic of our programs - whether filtering or triggering on specific behavior.
- Marketo Professional Services team provided detailed Discovery and Onboarding documentation and templates. Streamlining our migration and implementation time.
- Access to training both online and in-person, at a reasonable cost. This made it easy to develop additional Marketo expertise within our organization.
- Marketo does not offer an out-of-the-box Email Preference process/center. This would be a really good enhancement to the base solution. With anti-spam and content marketing both being high priorities for most companies, providing a basic starting process that made it easy to create/add subscription levels and/or options would be a tremendous asset.
- Account Based Marketing capabilities built into the base solution would be an incredible enhancement. (a wish list item perhaps)
- When adding a local asset to a program, it would be nice if you could create it within its appropriate program folder. This is a small issue... not a big deal, just a nice to have...
- The ability to map additional SFDC custom fields, etc without needing the assistance of Marketo support.
- Product Launches
- Upsell
- Cross-Sell
- Customer Service
- Lead Management
- Prospecting / New Business
- Other
We are looking to grow our lead gen pipeline, offer up- and cross-sell opportunities to our current clients, provide top-notch service to each client tier - from our fully managed clients to our self-service clients, and create interactive thought leadership within our industry through our content hub. We're utilizing Marketo in every one of these areas to facilitate growth and education within the affiliate space.
We performed an in-depth cost-to-value comparison of three platforms that took over 4 months to complete. Marketo was by far, the most economical solution that scaled across our wide range of clients types and sizes - ranging from small businesses to enterprise level fortune 100 and 500 companies. We compared the number/cost of full-time employees (FTEs) needed to support our growth strategy, access and cost of training, access to support, level off service reliability (SRA), cost per contact record, etc. Marketo outperformed the other platforms at 2/3rd the overall cost when compared apples-to-apples.
We also spent over a month creating programs in two of the platforms: Marketo and one other... and it quickly became apparent as to which platform would enable us to drive more engaging communication programs today and for the next 5 years.
We also spent over a month creating programs in two of the platforms: Marketo and one other... and it quickly became apparent as to which platform would enable us to drive more engaging communication programs today and for the next 5 years.
250,000 to 1 million