A Great Product to Take Your Demand Gen Efforts to Another Level
May 19, 2017
A Great Product to Take Your Demand Gen Efforts to Another Level
Score 10 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Marketo
Right now we use Marketo in the marketing department. It keeps track of our lead scoring as well as nurture campaigns. We have a weekly newsletter we send out through there as well as set up webinar registrations, form fill outs, landing pages, etc. Our nurture cadence also identifies the topic of interest for a specific lead and feeds them a cadence of emails that will drive more engagement.
- Setting up the lead scoring is helpful for knowing when a lead is ready to be worked by sales.
- Segmenting your audience is a breeze. You can build dynamic sections of your email to be able to serve content that is specific to a certain segment of your group.
- The UI is consistent throughout, the use of smart lists makes it easy to go from different sections within marketo and still be able to get the info/data you need.
- A lot of tools integrate with Marketo pretty easily. All that's required (for the most part) is copying and pasting API stuff and IDs. Super easy.
- The reporting could look a little better, smart lists gets you data but it's difficult to get individual lead activities.
- It's hard to have templates set up for smart lists as well, you have to keep plugging in the same filters over and over again.
- Bulk actions are also difficult, there are times when I need to turn off multiple campaigns and the only way to do it is individually.
- Real-time changes made by another team member are not reflected unless you refresh the page (which you might not).
- Lead Management
- Prospecting / New Business
With lead management we can see how our demand gen efforts are working. it gives us enough info to know what the cost per lead for an event or a marketing effort is. It also helps to determine what campaign is worth repeating if it brings in the right buyer profile for our company. A good chunk of the time we don't get a lead that's ready to buy, marketo allows us to really nurture the lead and serve up content to them so that they become an informed buyer and could potentially also help with brand awareness.
Marketo is leaps and bounds better than Aprimo. The issue with Aprimo is that its data segmentation and action are in the same place (which could cause issues of not done properly). Marketo makes it very easy for someone to pick up and understand the logic of what is going on. Marketo also has an amazing support team and community. If you're trying to do something, chances are someone has posted something about in the community and can definitely help you out. everything from email editor to data management it's much better with marketo.
100,000 to 250,000