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Steep learning curve, but worth the investment
Updated September 03, 2019

Steep learning curve, but worth the investment

Melinda Cormier | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Lead Management
  • Marketo Analytics

Overall Satisfaction with Marketo

Our field marketing and demand generation teams use Marketo to manage our global leads and marketing campaigns. Marketo helps us automate many processes including triggered email follow-ups, email nurturing (drip campaigns), lead scoring, lead status changes, alert notifications for our business development and sales teams, campaign management, database segmentation and more.
  • Smart Campaigns - batch or triggered campaigns that use smart lists and flow steps
  • Segmentation - quickly and easily set up segmentation rules to use across campaigns, lists, and more
  • Integrations - native integrations and custom webhooks/APIs are easily accessible and enable connections to other critical business systems
  • Reporting - there is still room for quite a bit of improvement here which means we're often exporting data and working with it in Excel
  • Custom fields and field types - once a custom field is created, it can only be hidden. If you want to remove it completely, you must contact support. Also, there are no formula fields which makes scoring a bit more cumbersome.
Marketo was already in place when I joined, but having come from using HubSpot and Pardot, I can say that Marketo has superior capabilities.
Marketo is well suited for mid-sized to enterprise organizations that need more advanced capabilities around automation rules, integrations, and lead management. However the system can quickly become overwhelming and disorganized with multiple users unless there are explicit guidelines around best practices for naming conventions, folder structure, cloning, and channel use.

Learnings & Advice

Marketo has helped us increase our MQL conversion rate and overall engagement rate with prospects and customers, as well as identify specific activities that trigger follow up tasks for our BDRs and sales teams to act upon. The real-time notification helps ensure we meet our SLAs for engagement and task completion.

Initial setup is probably the most difficult part, as there's quite a bit of journey mapping that occurs between the website and Marketo. Your team must agree upon what's important, how to classify "Interesting Moments", and scoring (if applicable).