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Marketo Review
Updated August 20, 2019

Marketo Review

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Software Version

Standard

Modules Used

  • Marketo Lead Management

Overall Satisfaction with Marketo

We are using Marketo across the whole organization to improve and automate our marketing activities. We are using it at the corporate level.
  • The logic behind the workflows allows us to automate manual activities.
  • The engagement program capability makes it easy to create drip campaigns that deliver the right content at the right time in the sales process.
  • There is a great user community that provides an opportunity to engage with others users.
  • It has been hard to integrate our CRM (Infor) with Marketo.
  • We had some issues with getting quick replies from support.
  • You must know some HTML/CSS to work with the Landing page and email builder.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Our primary objective has been to consolidate marketing efforts by integrating our database with lead prospecting through some engagement programs. We use Marketo to communicate with both clients and prospects as well as monitor all of our marketing efforts to make data-driven decisions.
I have used SalesFusion for a few years and the overall interface falls short of what Marketo offers. If you have "graduated" from simple email campaigns, this is the route to go. Some other tools are too simple and will not handle certain tasks once your marketing needs grow to a certain size.
25,000 to 100,000
B2B
In using SalesFusion in the past, I've run into major hurdles with quickly launching new campaigns and with flexibility in reporting. Marketo makes both of these tasks easy!

Adobe Marketo Engage Feature Ratings

7.0
WYSIWYG email editor
5
Dynamic content
6
Ability to test dynamic content
6
Landing pages
6
A/B testing
8
Mobile optimization
7
Email deliverability reporting
8
List management
9
Triggered drip sequences
8
7.7
Lead nurturing automation
7
Data quality management
8
Automated sales alerts and tasks
8
8.5
Calendaring
8
Event/webinar marketing
9
7.5
Social sharing and campaigns
7
Social profile integration
8
7.3
Dashboards
8
Standard reports
7
Custom reports
7
7.0
API
6
Role-based workflow & approvals
8
Customizability
7

Learnings & Advice

Marketo allowed us to be better at tracking the performance of our digital ad campaigns. We are now able to attribute incoming web leads (and sales opportunities) to campaigns and therefore mesure our return on investment. We now analyse and mesure each campaign and are able to make wiser decisions for campaigns to come.
We have implemented the lead scoring functionnality in Marketo and are now attributing points to our leads based on their various actions and behaviors. An alert is sent to our regional sales manager each time a lead reaches 100 points. It is definitely a nice add-on to our current lead management workflow.
Marketo is a very powerfull yet complex tool. Many campaigns, programs and reports can be implemetend to better mesure your marketing initiatives. You will be able to set up most of them yourself, but you will need to surrond yourself with experts to make the most out of the tool.
Marketo does a great job at managing their Community. It is easy to use and gives people a place to exchange best practices and ideas. Marketo has many facets to it, so it's nice to learn how other users are making the most of the tools.
Marketo has many facets to it. It is very important to set goals and track them piece by piece, instead of trying to master all it has to offer at once. Surrond yourself with Marketo experts and take advantage of the Marketo Community and University ressources as much as possible.

Using Marketo's core features

  • Programs
  • Email Templates
  • Forms
  • Landing Pages
  • Smart Campaigns
  • Lead Scoring
  • Lead Nurture
  • A/B email testing - It gives me the ability to test multiple subject lines and the date and time of when the email will be sent.
  • Marketo Community - I log into the community weekly for tips & best practices, troubleshooting help, or just to extend my knowledge of different features.
  • Smart Lists - It makes it easier to build programs based on persona or other specific attributes.
Progressive Profiling - It’s a great way to avoid scaring potential customers by digging too deep, too soon.
Lead Scoring Capabilities - The Marketo Community offers tons of tips and best practices when it comes to implementing a lead scoring program.
The highlights of Marketo are its ease of use, its simplicity & flexibility, and the sophisticated tools available. The solution can also effortlessly scale with our company needs and objectives.
The folder and the program structure in Marketo is really helpful to keep our work organized and easily retrievable.