Marketo is good for us Salesforce folks
December 05, 2017
Marketo is good for us Salesforce folks
Score 9 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Real-Time Analytics
Overall Satisfaction with Marketo
Marketo is primarily used by our Marketing team to solve many issues. These include understanding the lead lifecycle, scoring, behaviors of leads, ROI of various activities, and reporting. The goal of us purchasing Marketo was to have better campaign management, consistent marketing content (through emails/outreaches), and use automation to change lead scores based on their behavior so that the email alert functionality could enable our internal sales folks to better address hand-raises/demo requests from marketing-driven leads online.
- Marketo configures and automates lead scoring well, in that we are able to track lead behavior and associate scores with particular behaviors so that our sales team can address the needs of the highest scoring leads instead of wasting their time picking out what they subjectively believe to be "important" leads.
- Marketo defines the lead lifecycle and the status of leads before, during, and after engagement with our company/website/products.
- Marketo has an excellent organizational aspect to it - folders are used heavily by our team and Marketo has the ability to organize campaigns, operational activities, etc. in a visually understandable way.
- There are sometimes too many campaigns interacting with one lead at the same time; as a result, it would be great if Marketo provided a proactive way to show us any campaigns or activities or triggers that overlap and may be performing the same function as another trigger which causes slow data or data queues to occur.
- The level of support is sometimes poor because we use Salesforce among many other services/products, and the Marketo support team only works out of Marketo, so explaining the interaction between a Marketo process and Salesforce data/processes is difficult when the Marketo support team can't gain access into Salesforce.
- Many times the Marketo instance we have moves too slowly - wait time for a lead or contact to change something about its record by Marketo can be upwards of 20 minutes, and trying to figure out how to shorten this time was painful when working with the Marketo support team who didn't know how our instance was interacting with 10+ other lead/contact-related systems.
- Upsell
- Lead Management
- Prospecting / New Business
For upsells, we simply use the email campaign feature that sends emails based on a current customer's usage of our platform. When a customer has experienced our product after a certain amount of time, they receive weekly emails about our blog and services which promote additional products that the customer is not currently using.
For lead management, we receive a ton of leads every day from various sources - we want to be able to track those sources and direct them to the correct sales representative, as well as ensure that the lead has the correct data and are disregarded when the data is bad or the contact is fake.
Finally, we want to enable the sales team to optimize their ability to access leads that are truly "hot" leads and want to be involved with our products or services. Marketo uses scoring that we define in order to rank the level of importance a lead has so that the sales team's effort is minimized and their time used towards building business is maximized.
For lead management, we receive a ton of leads every day from various sources - we want to be able to track those sources and direct them to the correct sales representative, as well as ensure that the lead has the correct data and are disregarded when the data is bad or the contact is fake.
Finally, we want to enable the sales team to optimize their ability to access leads that are truly "hot" leads and want to be involved with our products or services. Marketo uses scoring that we define in order to rank the level of importance a lead has so that the sales team's effort is minimized and their time used towards building business is maximized.
I was not aware of any other products tested or compared to when we first purchased Marketo. So far, Marketo is ideal because it connects best with Salesforce and handles lead management/scoring as well as campaign efforts pretty seamlessly. From my understanding, Marketo has some broad marketing-related strokes where as other comparable products only address 3/4 of what Marketo can handle.
25,000 to 100,000