Marketo Review
May 31, 2017
Marketo Review
Score 9 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Marketo
Marketo is used primarily by the marketing department, but also by the sales team.
We use exclusively use Marketo forms on our web pages to streamline marketing automation processes and route leads to sales reps. We utilize triggers to send follow-up messages, add members to nurture campaigns and programs and to notify various employees regarding how leads are interacting with our content. We have implemented lead scoring and routing leads based on the territory or type of inquiry.
We chose Marketo due to its powerful integration with Salesforce.com. It has helped reduce the amount of time we spend importing and cleaning data. We use triggers and reoccurring campaigns with the change value flow step to automate the update of data in various fields. We have also integrated Marketo with Cvent and GoToWebinar. This allows data to be updated in real-time to increase segmentation accuracy.
Our sales reps use Marketo Sales Insights to determine what content their leads have been engaging with. This helps them determine what solutions to position and what questions to ask.
We use exclusively use Marketo forms on our web pages to streamline marketing automation processes and route leads to sales reps. We utilize triggers to send follow-up messages, add members to nurture campaigns and programs and to notify various employees regarding how leads are interacting with our content. We have implemented lead scoring and routing leads based on the territory or type of inquiry.
We chose Marketo due to its powerful integration with Salesforce.com. It has helped reduce the amount of time we spend importing and cleaning data. We use triggers and reoccurring campaigns with the change value flow step to automate the update of data in various fields. We have also integrated Marketo with Cvent and GoToWebinar. This allows data to be updated in real-time to increase segmentation accuracy.
Our sales reps use Marketo Sales Insights to determine what content their leads have been engaging with. This helps them determine what solutions to position and what questions to ask.
- Customer Support and the Marketo Community: It is easy to be overwhelmed by the complexities of marketing automation systems. The Marketo customer support team and the community provide fantastic support.
- The "out of the box" integration with Salesforce.com is fantastic and eliminates the overwhelming process of creating and mapping fields when linking Marketo to Salesforce.com.
- The activity log provides great details on the journey people take as the interact with your content.
- Smart lists cannot handle too many negative statements. Marketo offers the ability to segment by those that have not clicked a link or have not opened an email, etc.; however, these negative statements in advanced filters often cause the smart list or smart campaign to simply time out or fail to produce the results. It may attempt to process for over 45 minutes before timing out.
- Overall speed of smart campaigns is slow. If you are accustom to the speed of salesforce.com reports or other BI tools, the Marketo will seem painfully slow.
- Speed of reports. Reports are built on smart campaigns, the speed issue impacts reports as well.
- Marketo is great at updating data in salesforce.com; however, it often has old information if salesforce.com does not call an API to update Marketo.
- Product Launches
- Upsell
- Cross-Sell
- Customer Service
- Lead Management
- Prospecting / New Business
Product Launches - in all fairness, we have a fairly straight forward approach to product launches by blasting various segments of our database with messages. We haven't automated much for product launches.
Cross-Sell/Upsell - we send email messages based on previous purchases.
Customer Service - We use Marketo forms and notifications to inform customer support when inquiries come in.
Lead Management - this is where we use Marketo the most. Many user cases for lead management.
Prospecting/New Business - lead scoring models and reports to show sales reps what content people in their territory are interacting with.
Cross-Sell/Upsell - we send email messages based on previous purchases.
Customer Service - We use Marketo forms and notifications to inform customer support when inquiries come in.
Lead Management - this is where we use Marketo the most. Many user cases for lead management.
Prospecting/New Business - lead scoring models and reports to show sales reps what content people in their territory are interacting with.
I used Eloqua in 2012. The campaign canvas in Eloqua 10 was better than Marketo, but Marketo's integration with Salesforce.com was hands down much better. I've evaluated Hub Spot. Hub Spot seems to have strong social, SEO and content marketing tools; however, the integration with Salesforce does not seem to be as strong.
250,000 to 1 million