Marketo has some flaws, but overall does the job very well.
Updated September 12, 2019
Marketo has some flaws, but overall does the job very well.
Score 10 out of 10
Vetted Review
Verified User
Software Version
Select
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Revenue Cycle Analytics
Overall Satisfaction with Marketo
We started using Marketo in a single department and then expanded its usage across the whole marketing organization.
- Engagement programs are just awesome. You set up the streams once and then you just add content. No hassle. No headache on how to deliver existing content to new members.
- Snippets. Now we don't need to create a bunch of landing pages for different languages/segments/etc. Marketo automatically puts the relevant content to appropriate blocks within a single asset. Too bad this is not available for forms.
- Activity log. Much. Much. Much. Better than in competitives.
- And yes, integration with Salesforce is simply the best.
- Too bad there are no snippets for forms. It forces us creating different forms on different languages.
- Week audit trail: Inconsistent information about template vs landing page itself. You CAN see who created/edited landing page template, but you can NOT see who created/edited web page. Same thing for emails. No way to see who exactly changed field value. No way to set permissions on user level, just roles. Look at Salesforce, they do it right
- Template editor is super inconvenient. You can't see code vs visual side by side. If you're in the middle of editing code and you want to see how it's transformed to visual, you have to go though a cumbersome process of click preview - wait till page loaded - open the code page again - find where you were when you clicked preview.
- This just drives our (very loyal) webmasters crazy. We've got to fix this.
- Overall usability is less impressive than with competitive solutions.
- Lead Management
- Prospecting / New Business
- Other
250,000 to 1 million
Adobe Marketo Engage Feature Ratings
Learnings & Advice
We finally got a working model on how to measure monetary impact of marketing programs and the tool that brings this information to the table with just a few clicks rather than hours of staring at the screen and dealing with complex report builders. Sliced and diced by channels, regions, industries and any other attributes you may think of. In any combination. Literally.
The greatest lesson I learned is that this whole ROI measurement is not just about the software, but also about the expertise of the people who make this software. For that, I am forever grateful to the Marketo team.
The greatest lesson I learned is that this whole ROI measurement is not just about the software, but also about the expertise of the people who make this software. For that, I am forever grateful to the Marketo team.
We designed and implemented lean marketing assets production approach across our global marketing organization. We created pre-defined templates for typical marketing activities like webinars and gated content, packing each type with templates for emails, landing pages, reports and automated workflows as appropriate. So, our marketers now prepare their campaigns from predefined templates in hours instead of starting from scratch each time and spending days. With little-to-no web resources.
Also, thanks to Marketo's snippet functionality, we created recursive elements like footers as dedicated elements and locked them from editing so there's no way to accidentally change things like legal disclaimers by mistake. And if we get a change request from our legal team, we change the text in one place - and it gets applied to all of our content. It is so convenient!
Also, thanks to Marketo's snippet functionality, we created recursive elements like footers as dedicated elements and locked them from editing so there's no way to accidentally change things like legal disclaimers by mistake. And if we get a change request from our legal team, we change the text in one place - and it gets applied to all of our content. It is so convenient!
Remember - Marketo is a great tool, but it's just the tool. It won't get you leads itself, you need to feed it with appropriate content. It won't automate your lead qualification and scoring without you defining qualification/scoring rules. It won't get your emails sent until you create them and fill them with meaningful messages.
It's like your supercharged Rolls-Royce that you need to feed with fuel. No fuel - no go. No nothing.
It's like your supercharged Rolls-Royce that you need to feed with fuel. No fuel - no go. No nothing.
Marketo community helped me get into real-world, practical usage of the tool's features to make my work and work of my team easier. The brightest cases are using Design Studio for lean content production approach and API for cross-tool integrations for appropriate data exchange and web activity tracking.
1. Utilize the power of program performance report to stay on top of pipeline created, revenue won and number of opportunities your marketing campaigns generate. You can slice-n-dice these metrics by regions, channels, products and virtually any attributes you can think of. This lets you stay on top of which campaigns do work vs which don't so you can make informed and unambiguous decisions on where your marketing dollars should go to.
2. Use the power of automated Nurturing Streams. It's the thing that differentiates this tool from others and helps you focus on content production rather than having to re-think the distribution logic once you add a new email to your nurturing chain.
2. Use the power of automated Nurturing Streams. It's the thing that differentiates this tool from others and helps you focus on content production rather than having to re-think the distribution logic once you add a new email to your nurturing chain.