Marketo - Powerful marketing automation that will take some time to use to full capacity
August 01, 2018
Marketo - Powerful marketing automation that will take some time to use to full capacity
Score 8 out of 10
Vetted Review
Verified User
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Marketo
Marketo is being used by our marketing team to provide marketing automation (email newsletters, email campaigns, web forms, lead alerts, data reporting, etc) for 3 different brands. It allows us to market our products to both end users and to potential new partners for each of our brands, pass leads to our internal sales team as well as to our licensed manufacturer network sales teams using an automated process, and pull data to help our marketing and sales teams improve business.
- One off e-mails are very simple to create (and make look good!) and send in Marketo.
- Marketo is great for customizing email marketing campaigns to guide customers through your sales funnel.
- Pulling information on your Marketo contacts via SmartLists is easy and gives you a lot of flexibility in accessing the data you need.
- There are so many features to use in Marketo, even though I'm nearly 2 years in to using it, I still learn of new things I haven't been using but wish I'd known about. Because of this, more free onboarding/training resources about all that you can do in Marketo would be useful.
- Marketo email campaigns can be very powerful but there are a bit intimidating to set up (at least for me) when you are first learning Marketo. More real-world examples of how companies are setting up email campaigns (that shows the actual details of how contacts are added to the campaigns, how people are moved between streams, what data is set for contacts added to campaigns in order to do accurate reporting, etc) would be very helpful.
- Native integration between Marketo and NetSuite would be a major benefit. Having to use a connector like Vertify gets the job done, but it's not easy to use if you don't have an IT background.
- Product Launches
- Customer Service
- Lead Management
- Prospecting / New Business
We have three main types of communication we send via Marketo. We have a monthly Updates newsletter for each of our brands which is intended to inform current customers of new products, technical resources, case studies, etc. that we come out with the goal of generating new product sales. We have a monthly newsletter that goes to the manufacturers of our products to keep them informed of new products, special events, and other company updates they would be interested in. The goal is to increase revenue/sales with these exusting customers, but also to keep them informed of what we're working on. Our drip campaigns are intended to introduce our products to potential end users as well as potential new manufacturers to nurture them into contacting a sales rep about using or making our products.
Pardot worked well for us when marketing only one product, but to marketo multiple products with just one marketing system, we found Marketo to be a better option. Also, after Pardot was bought out by Salesforce, they stopped supporting their connector to NetSuite, which was important for us to have since NetSuite is the CRM we use. AFter switching to NetSuite, I found that, because there is so much you can do with Marketo, it took a much longer time to become familiar with how Marketo works than it took to learn Pardot. However, the email building tools in Marketo are much easier to use, you can pull customized data much easier in Marketo, and overall, Marketo allows more complex email campaign functionality as well.
25,000 to 100,000