Marketo is great at what it does.
Updated November 28, 2018
Marketo is great at what it does.
Score 7 out of 10
Vetted Review
Verified User
Software Version
Email Marketing Solution
Modules Used
- Marketo Lead Management
- Marketo Analytics
- Marketo Web Personalization
- Marketo ABM
- Marketo Ad Bridge
- Marketo Sales Insight
- Marketo ContentAI
Overall Satisfaction with Marketo
It’s being used by marketing. We use it to promote marketing campaigns to our prospects and clients.
- Lead scoring
- Email marketing
- Database management
- Landing page design
- Email design
- Speed
- Product Launches
- Upsell
- Cross-Sell
- Lead Management
- Prospecting / New Business
Goal is to increase brand awareness and product purchases.
1 to 5 million
Adobe Marketo Engage Feature Ratings
Using Marketo's core features
- Channels
- Programs
- Email Templates
- Forms
- Landing Pages
- Smart Campaigns
- Lead Scoring
- Lead Sourcing
- Segmentation
- Lead Nurture
- Reporting/Analytics
- Lead Scoring. Lead scoring is very powerful in helping our business to prioritize leads for our sales teams better.
- Smart Campaigns (specifically trigger campaigns) have helped us to act immediately and in the moment rather than having to wait for a batch campaign to run on a specific day and time.
- Email templates have helped us to standardize the look and feel of our emails and made it simpler for various users in our organization to quickly make emails on their own.
I wish I learned about email scripts earlier. We still use it minimally but the few ways that we currently use it have been useful. We use it for simple functions such as capitalizing first names and for complex solutions such as adding line breaks in our interesting moment and web page history fields so that we can make our MQL alerts more readable.
I learned about email scripts in the Marketo community. I was initially looking for recommendations on how to set up our MQL alerts and while searching for that, I learned about email scripts.
I can't comment because I've only ever used Marketo.
Foldering and naming conventions help keep me organized but I don't think those are necessarily features that are specific to Marketo.
Benefits of using some of Marketo's core features
We track the lead source by using both smart campaigns and hidden fields in our forms. Lead sourcing allows us to segment out which lead sources are providing more high quality leads.
- Banner Ad
- Blog
- Content syndication
- Direct Mail
- email blast
- external tradeshow
- google adwords
- operational
- webinar
- sponsored content
These channels help us in in reporting by allowing us to segment our programs. Lead sources are great for leads but channels are effective with program segmentation.
Smart lists and segmentations are great at segmenting my audience. For my trigger campaigns, I have to use smart lists instead of segmentations because the latter is not immediate so unfortunately I have to create duplicate segments.
One way that we used Marketo for segmentation is when we were running a campaign specifically for director level HR employees. We created it so that we can tailor content specifically to directors as opposed to generalists.
We use smart campaigns for almost everything we do. One example of filter criteria is listed below:
- Member of smart list is ______
- Exclusion segment is ______
- Email address is ____
I don't know what we would use if we didn't use smart campaigns. I suppose we can use Marketo's email campaign program but I like the flexibility that I get with using smart campaigns.
We use forms to gate content on our landing pages. Forms are easy to set up but took me some time to get the styling to look the way that I wanted.
We have a few master templates in the design studio and all of our emails are modifications of that master template.
Templates provide the benefit of keeping the look and feel of our brand the same across the organization.