Great email automation, requires training
Updated November 20, 2018
Great email automation, requires training
Score 8 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
Overall Satisfaction with Marketo
Marketo is being used by marketing department to manage our leads that come through our lead generation website and other external marketing programs. We use it to track and nurture appropriate leads globally across all product categories and marketing programs. This includes automate email sends for programs, events, and prospect nurturing. Access is limited to our marketing department and marketing program administrators and managers.
- Email automation for lead generation, lead nurturing, marketing programs, events.
- Lead and prospect customer journey tracking after a lead is identified.
- Email nurture campaign management and orchestration.
- Limited functionality for email marketing orchestration.
- Difficult and illogical smart list facets.
- Poor ability to identify what organization visit website.
- Shallow history of lead prior to being identified.
- Product Launches
- Upsell
- Cross-Sell
- Lead Management
- Prospecting / New Business
We use Marketo to generate new business leads, and upsell existing customers, moving high-intent leads through the marketing funnel into the sales pipeline. The initial goal is high-intent lead generation and ultimately moving marketing leads to sales prospects. We also use Marketo for lead nurturing and the full marketing funnel to sales pipeline journey.
Most other products are just email send tools and do not offer comprehensive marketing automation or email orchestration. Sendgrid is highly customizable, but requires developers to create integration. MailChimp and Constant Contact are very easy to use, but have limited marketing automation functionality. Marketo offers a full suite of features that include some digital asset management for use by a whole organization. There's also lead generation data management, which manages all the leads and contacts.
25,000 to 100,000
Adobe Marketo Engage Feature Ratings
Using Marketo's core features
- Programs
- Email Templates
- Forms
- Smart Campaigns
- Lead Scoring
- Segmentation
- Lead Nurture
- Reporting/Analytics
- Marketing programs that allow for triggering emails.
- Lead scoring, which allows us to prioritize leads for outreach.
- Lead nurturing for automated email drip campaigns.
I wish I would have learned to use the nurturing feature that allows for emails to be sent to inbound leads on a regular basis, go in and out of lead streams, and helps move leads into various marketing and sales outreach. It's not difficult to use, but was daunting at the beginning.
I have not used the Marketo community for help. I have used Twitter to find out about massive Marketo outages when they changed the domain name by accident and brought the whole tool down for all their users. Also, the first sentence in this question is not worded well. I am not sure whether Marketo Community is a product, feature, or actually the user community.
I haven't used too many marketing automation tools that are like Marketo. Marketo has some unique features that make it especially useful for a business-to-business sales organization. One is the integration with various CRMs, lead scoring, and lead nurturing. These features are not found in many other marketing automation tools.
The user experience with Marketo does have a learning curve, but once it's learned, the experience is pleasant enough. The campaign and filing system is straightforward and is analogous to any computer file tree. The largest issue is the creative area is siloed from the rest of the tools. There is no easy way to find image assets, except by name, which requires a consistent and solid naming convention.