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Review: "Marketo is great for companies who value sending the right content at the right time!"
https://www.trustradius.com/marketing-automationMarketoUnspecified7.91579101
Brittney Collier profile photo
January 11, 2019

Review: "Marketo is great for companies who value sending the right content at the right time!"

Score 7 out of 101
Vetted Review
Verified User
Review Source

Overall Satisfaction with Marketo

The marketing team mainly uses Marketo as a tool to carry out email marketing campaigns and support the sales team with easily accessible content to present to prospects. The platform also helps us to maintain communication with potential customers -- allowing them to comfortably learn more about our products and services before discussing their interest with sales.
  • My favorite and most-used feature on Marketo is the Design Studio, where I can create landing pages for our marketing assets. It's extremely easy to upload the eBooks, infographics, flyers, etc. that we create about our products. Marketo creates a link to each content piece, which we use in so many places -- on our website, in a content database, on social media platforms, etc.
  • Marketo also does well with lead nurturing. We've been able to gain new clients by sharing content tailored to the groups Marketo has divided our contacts into. This helps us to stay on track and in contact with the customer at every stage in the buyer journey.
  • Marketo helps a lot when it comes to building out HTML emails. I came into my job with no knowledge of HTML, but I am able to easily build HTML emails in Marketo with the templates the platform comes with. This saves us a lot of time and energy, but I also learned more about HTML because the source code of the email is still there if you need it.
  • Marketo could mostly improve its terminology when naming the features. For example, naming the area where content is uploaded as the "design studio" is confusing. You would think that would be an area where content is designed or edited, but it's not. The naming of their features is very confusing and not intuitive at all.
  • Marketo is not always easy to use when creating landing pages. There have been times when I updated a document, so I had to upload the new version to Marketo. But when clients clicked the link , it still took them to the old version. I've waited a full day sometimes just to come back to the office in the morning and see that my landing page is still not displaying the correct version.
  • I wish Marketo had more email templates. Because we don't know HTML well, it's difficult for us to build our own. One of the expected perks of purchasing a solution is to solve issues like this, but sometimes Marketo's email templates are still very limiting as far as layout is concerned.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Prospecting / New Business
With product launches, upsell, and cross-sell, our goal is to produce content that helps our customers understand how new products will improve efficiency within their company. Marketo helps us to accomplish that goal by serving as a tool to distribute that content to the right people. When prospecting or engaging new business, our goal is to keep the attention of prospects throughout the buyer journey. Marketo helps us to accomplish this goal by providing steps to delivering the right content at the right time that really speaks to the prospect and their concerns at that point in their journey to purchasing.
Marketo, in my opinion, is better than the others when working for a B2B or tech company. I felt like it gave us more control over how we distributed messaging to our customers and prospects that helped them easily understand complex tech and software products. Alternatives like Act-On and Constant Contact seem to be better for smaller companies or companies who don't invest as much into content creation and distribution -- focusing mostly on sending emails and newsletters.
Marketo worked very well when I was working for a for-profit business. Its features really cater to the tech-savvy company who has the budget and time to focus on developing content and following leads. However, I would not use this in the non-profit space or within companies that are not very tech savvy. It's a little more advanced and focuses heavily on providing tools for generating revenue, which isn't always the goal for a non-profit.

Marketo Feature Ratings

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