Marketo is the at the core of our Marketing efforts.
May 22, 2018

Marketo is the at the core of our Marketing efforts.

David Da Silva | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Lead Management
  • Marketo Analytics
  • Marketo Web Personalization
  • Marketo Ad Bridge
  • Marketo Sales Insight

Overall Satisfaction with Marketo

Marketo is the hub of our Marketing efforts. We have a fairly advanced tech stack and Marketo sits at the core of everything we do in Marketing. We have programs for everything that we do across marketing, which we use to hold the data from that event. From this, we can that start to track attribution of our marketing efforts to understand where we need to reallocate funds to specific high performing events/assets. We also use Marketo to nurture our leads which drives MQLs for our sales teams.

Pros

  • Email nurture - the ability to build specific awareness/engagement streams and managing where people sit through transition rules means you can take your leads on a journey, providing the right content at the right time.
  • Segmentation - the ability to segment your database depending on whatever criteria you like means that you can quickly build the desired audience for a specific campaign. Segments are also updated in real time.
  • Attribution - understanding which channels or specific programs perform highly in terms of pipeline attribution is really powerful.

Cons

  • Period costs - updating these is a manual process and there is no way to upload on mass. Keeping these updated is a massive manual effort.
  • UI - currently quite dated looking, but I know there is new UI coming.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
We have 2 main areas of focus:

Prospecting - through events and nurture getting leads ready for sales to call. Triggering an MQL off a specific program status (e.g. hot scan at a tradeshow vs just a regular scan)

Customer Marketing - keeping customers updated with product releases and trying to upsell/sell. Segmenting your DB to understand where specific product upsells are possible, then aligning that to your nurture/digital marketing strategy to increase demand.
Pardot for me when we have looked into it was missing some functionality that we use as the standard. This may have changed over time. Eloqua is more of an enterprise solution.
250,000 to 1 million
B2B
If you're a growing company and starting to want to do some more sophisticated flows and processes, then Marketo is for you. Marketo obviously can do email marketing, but it is so much more than that. If you're a smaller company that just wants to send an email then there are other platforms that may be more suitable. However, if you've gotten to the point that you want to do more advanced marketing across web personalization, lead scoring, email nurture and tracking attribution then Marketo is the way to go.

Adobe Marketo Engage Feature Ratings

7.6
WYSIWYG email editor
7
Dynamic content
7
Ability to test dynamic content
7
Landing pages
7
A/B testing
7
Mobile optimization
8
Email deliverability reporting
8
List management
8
Triggered drip sequences
9
8.3
Lead nurturing automation
9
Lead scoring and grading
9
Data quality management
5
Automated sales alerts and tasks
10
5.5
Calendaring
1
Event/webinar marketing
10
5.0
Social sharing and campaigns
5
Social profile integration
5
5.7
Dashboards
5
Standard reports
5
Custom reports
7
8.0
API
6
Role-based workflow & approvals
6
Customizability
10
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

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