Marketo Review - Scalability and Reporting
February 19, 2018
Marketo Review - Scalability and Reporting
Score 9 out of 10
Vetted Review
Verified User
Software Version
Standard
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Revenue Cycle Analytics
Overall Satisfaction with Marketo
We're currently using Marketo within the marketing department primarily. Our sales team accesses Marketo information through the Interesting Moments module in Salesforce, but our Marketing Operations team are essentially the only ones who are in Marketo on a day to day basis. I am in Marketo every day for campaign building, maintenance, and ROI reporting.
- Lead tracking - there are lots of useful reports that enable a user to get many views of how leads progress through single programs or overall. I always track lead lifecycles, revenue stages, and engagement rates right from various Marketo reports within the programs themselves.
- Program performance reporting - I use Revenue Cycle Explorer a lot and have gathered a ton of useful data from it. You can get very creative in terms of comparing programs, looking at ROI, and many other types of reports.
- Scalability - We have increased our marketing activity by a significant amount over the past 18 months and we've been able to evolve our Marketo instance to support numerous additional webinar, live event, tradeshow, email, and other programs each month.
- Pulling larger lists - I find Salesforce a lot quicker and efficient to use when needing to pull a large list of leads or accounts. There are times in Marketo where it can take a length of time to pull larger lists whereas in Salesforce it's usually instantaneous.
- Form design - I've found Marketo Forms 2.0 to be very useful, but I think it could be more customizable in terms of form design. This is probably a pretty narrow example, but we recently were trying to make a two-column form with progressive profiling and found that there wasn't a built-in way to do that. Again, very useful form system overall but some room for improvement here and there.
- Product Launches
- Upsell
- Cross-Sell
- Lead Management
- Prospecting / New Business
Our goals are primarily new product sales across a couple of key product lines and increasing revenue within existing customers overall. While a percentage of our company's goals are targeted toward bringing in "new logos" I would say that the majority of our communications go out to existing customers. In the past 18 months we've been shifting to a more account-based mindset and Marketo has helped us as we evolve our communication and lead management strategy.
My main experience in my marketing career has been with Marketo, but in talking to other professionals it seems that Marketo has the most flexibility and is the most robust of the other products like Marketo that are commonly used. I think the key to using Marketo is making sure to learn all of its capabilities and to use them to the maximum potential. I've encountered people who strictly use Marketo for email sends and not much else, and there is a lot more to be gained from Marketo.
250,000 to 1 million