Solid email management tool

Marketo is used by the marketing team to manage email segmentation, list management, deployment and tracking. We also use it to build and track landing pages.

Marketo has enabled us to customize our messages to a much larger degree than before. We use the tool to send a series of emails (welcome series, or nurture series) to new leads that request information from our firm. With Marketo, we can customize the entire series based on how the lead connected with us and what they were looking for. This way, our messages resonate more and our unsubscription rate is lower. This helps us to give our customers the best information that is the most relevant for them.

Marketo gives us a holistic view of our customers and their interactions with our website and our emails. If a client has a question about using the site, we can view their entire click trail in their Marketo record, so we can see the exact pages they viewed, which gives us a much better idea of what the issue is, without relying on the customer to remember exactly what page they were on or what path they took.

Marketo is a powerful tool. But that means that it is also very complex. You will get out what you put in. If you don't take the time to learn the tool and what it can do, you will end up spending a lot of money and not getting your value back. Since it's complex, even doing basic things can be difficult, but if you take the time to do things right, it pays off in the long run. Just have proper expectations that it is going to take some work.

I get a weekly update from the Marketo Community that provides tips and tricks that other users have discovered. It also shows the most common questions and answers from the community so users can learn from each other. I frequently see someone asking a question about some sort of advanced functionality that I never even knew existed and sometimes we end up implementing these on our own instance.

Use tokens to automatically insert data into an email message. This can be done in subject lines, greetings and anywhere in a message. For example, try putting the recipient's first name in the subject line to increase open rate. Or insert the name of the customer's sales rep in the contact section, so clients can call their rep directly instead of calling the main number.

Had an issue where unsubscribes were not working properly. The technician signed on to my account and looked at the configurations to recommend a solution.