Why Marketo?
Updated August 06, 2019

Why Marketo?

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review

Modules Used

  • Marketo Lead Management
  • Marketo Analytics

Overall Satisfaction with Marketo

We use Marketo to automate marketing across all channels for the various solutions our company offers. The Marketing Department currently is the only team using Marketo because we have had issues integrating it with our CRM platform, Microsoft Dynamics. We would like to allow our sales team to use Sales Insights and other features of MSI.
  • The automated and streamlined process of marketing tactics across channels
  • Lead nurturing and scoring for sales readiness
  • Analytics and reporting capabilities that provide strategic visibility
  • Steep learning curve for anyone not familiar with Marketing Automation Platforms
  • As a user of Microsoft Dynamics CRM, I've found Marketo lacking in customer support and knowledge. I typically have to turn to the community of other MSD users for resolutions to issues. Marketo focuses much of its development around Salesforce, and functionality and integration with Dynamics suffers.
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
Increase net new business while identifying cross-sell/up-sell opportunities with existing customers to strengthen our customer base.
I inherited this instance of Marketo so I wasn't involved in the selection process. However, we chose Marketo as our major partner, Microsoft is also a user. Due to our partner status and involvement with Microsoft's marketing team, we became a reseller of Marketo. Marketo is great for enterprise-sized business and B2B marketing while Act-On works well for a smaller business with a small budget.
As a whole, Marketo is strong in automation, analytics and reporting. Having used Marketo with both Salesforce and Microsoft Dynamics, I can say that the integration with Salesforce is strong. However, I've been using Marketo with Dynamics for a year and a half now and can say I wouldn't recommend it to anyone else using Dynamics as the CRM.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
Dynamic content
Ability to test dynamic content
Landing pages
A/B testing
Mobile optimization
Email deliverability reporting
List management
Triggered drip sequences
Lead nurturing automation
Lead scoring and grading
Data quality management
Automated sales alerts and tasks
Event/webinar marketing
Social sharing and campaigns
Social profile integration
Standard reports
Custom reports
Role-based workflow & approvals
Integration with Microsoft Dynamics CRM

Learnings & Advice

Our salespeople have been taught how to use Marketo on a daily basis to more effectively prospect and engage in activities that lead to higher conversion rates.
My tip for anyone reading this - login to the Marketo Community as often as possible. The Community is full of helpful people who regularly contribute and provide expert insights, tips and tricks and a lot more. Read the questions, replies and try to replicate or understand what is being discussed. You’ll learn more doing this than reading the documentation over and over.
Although I am a Marketo Certified Expert, most of the knowledge I have is due to constant use of Marketo and relying on the knowledge of the Community.
  • Learn how to edit HTML at the template level
  • Tips for editing modules and images on your canvas
  • Master templates will save you time and sanity
  • Ways to personalize emails through tokens and dynamic content

Using Marketo

6 - Events manager, content management, Admin, designer
1 - Marketo power user who has gone through certification and a CRM administrator who is familiar with marketing automation
  • Marketing automation
  • Sales enablement
Marketing operations - technology and infrastructure
  • Increased lead conversion
  • Increased employee efficiency