Marketo Leads the Charge as Marketing Automation Transforms Business Results
December 13, 2018
Marketo Leads the Charge as Marketing Automation Transforms Business Results
Score 10 out of 10
Vetted Review
Verified User
Modules Used
- Marketo Lead Management
- Marketo Analytics
- Marketo Ad Bridge
- Marketo Sales Insight
Overall Satisfaction with Marketo
Marketo is deeply used throughout our entire organization. Starting in Marketing, Marketo is the core system our Marketing efforts are built within, tracked, and optimized overtime. The system gives us visibility, helping to inform our largest strategic decisions.
Marketo allows us to:
-Track ROI for all Marketing Tactics and Marketing Content.
Marketo allows us to:
-Track ROI for all Marketing Tactics and Marketing Content.
-Understand the influence each Marketing Tactic plays in bringing quality leads forward and over the finish line.
-Visibility to which specific behavior, and/or combination of behaviors, that draw our prospects into Awareness, Research, and Evaluation stages of our product sales cycle.
-Setup, tracking, and optimization of numerous custom variables: customer profiles/personas, specific product interest, etc.
- Ease of use of User Interface. Almost no coding needed, some understanding of HTML helpful but not needed.
- Partnerships with Google, Bizible, Data Augmentation Tools (LeadSpace), etc.
- The Marketo Community! Amazing resources that are always available to answer your most challenging questions. Marketo Technical Support via tickets direct to Marketo, Product Discussion portal online, Local Marketo User Group meetings.
- Analytics tools and ease of use to compare against SFDC reporting or Business Intelligence/Tableau tools.
- There are opportunities to make program builds more fluid. Copying and pasting very complex logic from one area of the system across multiple areas, for example. That said, one of the positives is that the customer team really listens to user ideas. Many of the areas for opportunity are being addressed by Marketo's new version, Marketo Sky. Online, there is an area where users can submit ideas for product changes and updates, and the Marketo team has listened and is delivering.
- Product Launches
- Upsell
- Cross-Sell
- Customer Service
- Lead Management
- Prospecting / New Business
- Other
Marketo helps our organization with the obvious tasks of automating our email sends. It allows us to set it and forget it. Sending the right email communications, to the right audience, every time. This helps with large/complex/multi national product launches, product updates, and general customer engagement.
Past this, Marketo acts as the engine behind our largest strategic decisions. It helps us to organize our Marketing Tactics and Content into reportable campaigns/assets. Any custom variable we desire, we can work into our efforts. Allowing us to understand, overtime, the role each tactic or content piece plays in getting qualified leads to sales, and pushing sales over the line. The more data we gather the more we are able to optimize and target the right message, to the right audience, at the right time.
Past this, Marketo acts as the engine behind our largest strategic decisions. It helps us to organize our Marketing Tactics and Content into reportable campaigns/assets. Any custom variable we desire, we can work into our efforts. Allowing us to understand, overtime, the role each tactic or content piece plays in getting qualified leads to sales, and pushing sales over the line. The more data we gather the more we are able to optimize and target the right message, to the right audience, at the right time.
After using multiple different systems for various applications: I find Marketo to be the best supported and the easiest to use for Enterprise multi-regional efforts.
HubSpot works great for SMB / users new to digital marketing. Its ability to grow with an organization into very complex/advanced/custom needs is limited.
Eloqua is often stated as the Ferrari of automation platforms. There are many positives to it and its workflows are extremely efficient. If you have been in Automation for a long time, this is a great platform. If you are wanting the best of both worlds: to enable power users in your organization that are new to Marketing Automation and to also cater to the most advanced needs your organization has: I would recommend Marketo.
Infusion Soft and Act-On can be categorized together. They offer competitive solutions, but at the end of the day their offering is simply not as deep/broad as Marketo for the Midsize to Enterprise spaces.
HubSpot works great for SMB / users new to digital marketing. Its ability to grow with an organization into very complex/advanced/custom needs is limited.
Eloqua is often stated as the Ferrari of automation platforms. There are many positives to it and its workflows are extremely efficient. If you have been in Automation for a long time, this is a great platform. If you are wanting the best of both worlds: to enable power users in your organization that are new to Marketing Automation and to also cater to the most advanced needs your organization has: I would recommend Marketo.
Infusion Soft and Act-On can be categorized together. They offer competitive solutions, but at the end of the day their offering is simply not as deep/broad as Marketo for the Midsize to Enterprise spaces.
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