I love Marketo - I can't help it!
November 09, 2017
I love Marketo - I can't help it!
Score 10 out of 10
Vetted Review
Verified User
Software Version
Global Enterprise
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Social Marketing
- Marketo Revenue Cycle Analytics
- Marketo Real-Time Analytics
Overall Satisfaction with Marketo
Marketo is being used across the entire organisation. It is used for Email Marketing, Lead Generation, Lead Nurturing, Lead Scoring and Lead Life Cycle. We send out millions of emails a year and Marketo is able to handle this ease. The system is able to provide great reporting that lets us track and score how our users are interacting with us.
- Lead Nurturing - Marketo is able to send people through an extremely personalised and dynamic journey. We can send leads an email and depending upon how users interact with that email we can then decide what happens next; do they get another email, are they sent a whitepaper, do they get a call from sales etc...
- Lead Scoring - Marketo is great for tracking and scoring leads across email and our various websites. We can make sure that leads which show a real interest in our products are handed over to sales at the right time.
- Automating Programs - Marketo allows us to quickly set up event programs. We can create an event in 20 minutes. Once created we can send the invite out to thousands of people and everything else up to the day of the event is handled. If a person signs up they receive and thank you email. If they don't sign up they get sent a reminder a week later. If the are registered for the event they will receive registered reminders a week before and a day before. All the marketing manager has to do is bring a tablet with the Marketo app to the event and check the people in as they arrive. Once the event is over the attendees will automatically get sent the "Thank you email" and the no shows will get sent a "Sorry we missed you" email.
- All of this happens automatically once the program and emails are set up at the start.
- UTM Tracking could be set up to track leads at the program level.
- Marketo Sales Insights should be upgraded to work seamlessly with Salesforce Lightening Experience.
- Revenue Cycle Explorer can sometimes be very slow to run although I guess it depends on the amount of data that you are trying to pull from your system.
- Product Launches
- Upsell
- Cross-Sell
- Customer Service
- Lead Management
- Prospecting / New Business
- Other
With Marketo you can set triggers to start email drip campaigns and nurture program when leads or contacts reach a certain score or have a certain profile change occur. For example, when they purchase a product we can set a field in Salesforce to true. In Marketo we would then have a wait step that send the person an email 30 days after that field was changed to true. The email will ask them how their first month has been with the product and if there is anything we can do to help them improve their usage. This is fully automated and we have dozens up similar programs set up to upsell, cross sell and increase customer satisfaction. Once you put the time into creating these programs they take care of themselves and can be tweaked every so often to try and increase conversions and success.
Pardot is similar in price and functionality but just lacks the in-depth ability that Marketo offers. It does not allow for batch campaigns which I feel is a major let down for me.
HubSpot is cheaper and is for more SMB sized companies. It's a great tool but again just lacks some of the more complex set up and reporting that large institutions now expect.
HubSpot is cheaper and is for more SMB sized companies. It's a great tool but again just lacks some of the more complex set up and reporting that large institutions now expect.
250,000 to 1 million