The B2B Leader. A powerful tool.
Updated November 03, 2018
The B2B Leader. A powerful tool.
Score 9 out of 10
Vetted Review
Verified User
Modules Used
- Marketo Lead Management
- Marketo Analytics
- Marketo Web Personalization
- Marketo ABM
- Marketo Ad Bridge
- Marketo Sales Insight
- Marketo ContentAI
Overall Satisfaction with Marketo
Marketo is used as the source of truth for marketing. All marketing data flows through Marketo, as well as emails, landing pages, and more. It's only been used by the marketing department in my experience, although I see broader application and value.
- Flexibility. If you can imagine it, you can automate it with Marketo. They make nearly every behavioral action and data point accessible for automation and workflows. Not all platforms, even the other market leaders do this.
- An impressive roadmap. I started using Marketo when it was essentially a place for email and storing leads. They have an impressive vision that they've executed on fairly well. Specifically, web personalization tools and integrating AI. It gives me confidence in the future of the platform and their ability to innovate.
- Integrations. The Salesforce integration is excellent. So much better than Pardot's despite being Salesforce owned. The ad bridge integrations with Facebook, LinkedIn, etc are really useful for building segments.
- The email builder is just not good. They've made some improvements, specifically around pre-built templates and making them modular, but, it's still weak. So many other SMB platforms have drag n drop builders. Marketo needs to catch up in this area.
- The landing page builder is also lacking. Creating a simple landing page template necessitates hiring a developer or using a pre-built template. I just think a platform of Marketo's level should be more drag n drop.
- Visualizing nurturing programs or other automation is tough. It works for me, but I speak to a lot of people who are frustrated by this. They need to find a way to clearly create logic paths that can be visualized in a connected fashion.
- Cross-Sell
- Lead Management
- Prospecting / New Business
For cross-sells, you can easily create lists of leads that look like your customers for product A based on any criteria. You can then target them, across all channels, from email to your website, to online ads, with full personalization. Marketo is excellent for lead management as well. You can automatically update data with ease. This really reduces manual work. For example, I frequently timestamp field changes to get an easy view of when key metrics changed. For prospecting / new business, Marketo makes it easy to see which channels are contributing to pipeline and revenue growth. I can see which programs and channels are having the highest impact and double down on those through personalization.
Marketo is in a different class than Pardot. It's much more customizable and doesn't limit what you can automate from like Pardot. The integration with Salesforce is much better. HubSpot is an excellent product. I personally lean Marketo, but it may be out of a comfort level. I have nothing negative to say about HubSpot.
100,000 to 250,000
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