Marketo is great but always has room to improve!
May 01, 2018

Marketo is great but always has room to improve!

Emily Henson | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Software Version

Email Marketing Solution

Modules Used

  • Marketo Analytics
  • Marketo Web Personalization
  • Marketo Sales Insight

Overall Satisfaction with Marketo

Marketo is primarily used by our marketing and sales department, with marketing using about 90% and sales using about 10% via Sales Insight and various reports they get that are generated by Marketo. It is the sole product we use for our email marketing, brand communications and database management. I wouldn't say it addresses any necessary business problems but it is the way marketing communicates its value to sales and revenue.

Pros

  • Lead Management - Marketo provides a cohesive way of measuring a lead's activity and how it scores levels of engagement
  • Email Design - We have a breadth of templates, landing pages, and creative brand imaging that we use in our emails. Marketo makes it easy for us to create a simple message that caters to our audiences in a personalized way.
  • Multi touch campaign support - We are able to track just how many times a lead or contact engages in various channels before converting to sales.

Cons

  • EMAIL INSIGHTS! I do not find that email insights necessarily supports how we measure email performance. I wish we could filter out things like confirmation emails, follow up emails, etc. But you can't! I have to still manually generate multiple email performance reports to accurately capture how our emails are performing instead of measuring it all in email insights.
  • Piggybacking off of my previous point, I wish measuring email and campaign analytics via the different reports was easier in Marketo. I still have to manually select and filter out confirmation emails, follow up emails, etc. Its really hard to capture everything that we want to report on as a marketing organization!
  • Database Management - finding and searching for a specific lead in Marketo could be easier and more intuitive.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
New product sales, driving growth in new markets, cross sell and up sell efforts. Literally everything.
I have only used marketo.
1 to 5 million
Both
Marketo is well suited for medium to large sized companies who have the budget and the resources to leverage different marketers to run different parts of platform. There are so many different products and capabilities that need to be managed by either a marketing operations team, or delegated out to various types of employees like digital marketing, marketing programs, etc. I would say it is less suited for smaller companies who don't have financial resources for managing a tool like Marketo and that haven't captured business intelligence like 1. knowing your target audiences or 2. don't have a large wealth of Saas products/services.

Adobe Marketo Engage Feature Ratings

8.1
Dynamic content
6
Ability to test dynamic content
6
Landing pages
8
A/B testing
9
Email deliverability reporting
9
List management
9
Triggered drip sequences
10
7.8
Lead nurturing automation
9
Lead scoring and grading
7
Data quality management
5
Automated sales alerts and tasks
10
9.0
Calendaring
10
Event/webinar marketing
8
Social Media Marketing ()
Not Rated
3.7
Dashboards
3
Standard reports
4
Custom reports
4
6.5
API
7
Role-based workflow & approvals
7
Customizability
5
Integration with Salesforce.com
7

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