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

Anonymous | TrustRadius Reviewer
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.

Pros

  • 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.

Cons

  • 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.
Marketo is great for companies that want to keep their customers informed, collect information on new customers or potential customers, qualify and share leads with their sales teams, and analyze data on their marketing assets and customers to improve business.

Adobe Marketo Engage Feature Ratings

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

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