Great lead-management, CRM, and email system.
March 30, 2018

Great lead-management, CRM, and email system.

Leah Jakaitis | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Software Version

Lead Management Solution

Modules Used

  • Marketo Lead Management
  • Marketo Analytics

Overall Satisfaction with Marketo

Marketo is used as a lead management system. It provides all requisite lead information, and also allows for lead scoring - an essential part of the client business model to determine selling/conversion strategies. It is used across the whole organization, with different departments requiring different elements of Marketo's functionality: as a data analyst, I rely on Marketo's ability to capture passed UTM parameters to identify the origination of a lead. Additionally, with the inclusion of lead scoring, I help guide the sales team priorities and resources to optimize return.

Pros

  • Data organization and export
  • Customizable for a variety of client needs
  • Integration with other platforms

Cons

  • More intuitive layout/navigation
  • Faster data export
  • Customer Service
  • Lead Management
  • Prospecting / New Business
For lead management, Marketo is used to aggregate and store lead information: contact info, lead scores, UTM parameters.
This functionality also extends itself to prospecting/new business, as prospective clients can submit contact information from landing pages, which passes to the platform and is then used for lead scoring/outreach. Finally, for customer service - customer information can be annotated and updated as desired to track/understand customer (and prospective customer) history.
I find Marketo to be somewhere between Salesforce and NetSuite. It doesn't offer the in-depth development environment that NetSuite does (to allow for extensive customization and full comprehensive CRM/lead tracking/etc. capabilities). However, I find Marketo to be a better solution for most mid-size business lead/CRM /email needs than Salesforce. Marketo's smart lists make exporting data and aggregating desired (including unique parameters) straightforward and can be set up and saved. Salesforce does have customized reporting, but I've found the interface to be less intuitive and straightforward.
10,000 to 25,000
Both
Marketo is well suited for a mid to large size business that's looking for a comprehensive solution to aggregate, store, and export leads, contact information, etc. It integrates readily with a number of platforms and can receive/store custom parameters passed from landing pages, ad campaigns, and retail platforms. It has a powerful data export, but can - unfortunately - take some time to produce a CSV. The smartlist reporting is an excellent feature: it basically is a GUI to create a SQL query of the entire lead database -- it allows the creation of custom reports for continual access or export.

Adobe Marketo Engage Feature Ratings

8.0
WYSIWYG email editor
8
Dynamic content
Not Rated
Ability to test dynamic content
Not Rated
Landing pages
Not Rated
A/B testing
Not Rated
Mobile optimization
Not Rated
Email deliverability reporting
8
List management
8
Triggered drip sequences
8
8.0
Lead nurturing automation
8
Lead scoring and grading
9
Data quality management
7
Automated sales alerts and tasks
Not Rated
7.0
Calendaring
Not Rated
Event/webinar marketing
7
Not Rated
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
9.0
Dashboards
7
Standard reports
10
Custom reports
10
9.3
API
8
Role-based workflow & approvals
Not Rated
Customizability
10
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

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