A great automation option

We are using Marketo across the business to gather leads by offering content for download, send out marketing assets by email, and track website activity.

Marketo has allowed us to develop a Lead Development Program that guides the lead from first entry to the database through marketing qualification. Marketo allows us to identify the relevant and nurtured leads in an automated, simple process.
We've learned that despite Marketo's ease of use and automation, we cannot set a program to run without constantly checking its success and tweaking its content when necessary.

We use Marketo to nurture leads in a very selective way. We have campaigns built around several pieces of content. These content pieces are used both as lead-ins to the campaign, via form fillout, as well as inside the nurture emails themselves. With Marketo we can automatically add someone who comes through a form fillout to the nurture program, but then exclude him from receiving the content piece in an email if he already got it from a download. This ensures that everyone who comes through the campaign sees the content piece in one way or another.

Planning and strategy is very important. Marketo is simple to use once mastered, but it is still a complex operation, where planning big projects can be tricky to fix once started.

The Marketo community is full of very knowledgeable and helpful people. There is no topic that cannot be posted or asked in the community that will not get answered. Specifically I learned lots of tips about how to properly set up nurture (engagement) programs, as many experts have posted useful and detailed instructions.

Do not be afraid to ask questions in the community, often you will get the answer there.
Cloning is the way to go - much easier to start from a clone than to create from scratch.
Naming conventions for folders, programs, and assets is the only way to work with Marketo productively.

Engagement program - great for nurturing leads

Help in setting up a complex form with multiple options leading to multiple nurture programs

I am less familiar but I think Marketo gives you the most flexibility over other options

Naming conventions are a must, because in the current UI it's hard to find things sometimes.

We use utm fields on forms. Helps us understand which social channels are converting better

n/a

It's basically as flexible and customizable as you want it to be

We use it for scoring, data cleanup, region assignment, and downloads

On all landing pages, very reliable and convert great

We have templates for basic emails as well as newsletters