Marketo is the industry leader for a reason
January 14, 2019

Marketo is the industry leader for a reason

Ian Nate | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Review Source

Modules Used

  • Marketo Lead Management
  • Marketo Analytics
  • Marketo Web Personalization

Overall Satisfaction with Marketo

We use Marketo in all of its glory. We moved from Mautic, and I'd previously moved from Act-On and Pardot. Marketo is a little bit more to bite off and chew for sure, but the payoff is absolutely worth it. Took much longer to implement, but not necessarily to get connected up with Salesforce. We personally don't use Marketo much for landing pages (yet) - we mostly use our CMS, but plan to do some testing with Marketo in the future here. We use Marketo HEAVILY for post form submission automation, data cleanliness, and much of their automation. Love their email WYSIWYG, but like every WYSIWYG, it can have quirks. We paid for their template team to come up with landing page and email templates - well worth it! They also had an implementation team (ours was through LeadMD - 3rd party Marketo services partner), and our experience there was absolutely fantastic!! It took some time to get FULLY off the ground, but we were sending emails within a few days. I would say Marketo can take a little more technical savvy to set up and administer, but for your end users, it's worth it.
  • Automation: unparalleled. The things you're able to do with Marketo can alleviate automation on the Salesforce end, and bring data into the system clean, precise and ready to route before it hits Salesforce.
  • Flexibility: There are SO many things you can do to tweak the system to operate according to your lead / data flow.
  • Targeting - persona, territory, demographic... etc. If you have the data, you can easily get Marketo to slice, dice and precisely target your data.
  • Integrations: They have a ton. The ones they don't, there's third party integrations through Zapier that work pretty well. Super happy on this front.
  • Technically heavy. Takes a bit to implement and understand - there's a bit of a learning curve here, and may require some help to stand up and implement.
  • Interface: They just rolled out a new interface, but they definitely have a "database" approach to the software - folders, subfolders, sections... can be confusing at first, but once you learn, you'll be locked in.
  • Rope - you can hang yourself. Need to be methodical and well executed with your campaigns, or you can get yourself into trouble!
  • Salesforce API... I would expect there to be a managed package.. but you set up the system through a traditional API connection. It's cumbersome and timely, but once it's set up, it's definitely rock solid.
  • Product Launches
  • Upsell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We have a "zero cracks" initiative where we want NO lead or action to be unnoticed or followed up with. Scoring capabilities are very advanced, and we're able to score and re-assign leads based on activity. I honestly don't think we'd be able to have a zero cracks initiative without Marketo... maybe Eloqua, but unsure with them. No lead is left behind, and we're able to capture, append data (DiscoverOrg, ZoomInfo) and clean the data BEFORE it hits the sales team. They love the fact that lead data comes in clean and precise, and is routed correctly from the start. Marketo doesn't have the ability to assign leads like Salesforce does, but given what we're able to do with the data BEFORE it hits the CRM, we don't need it to. Given our "custom" lead sourcing / tracking situation where we use javascript / cookies / form fields to capture utm parameters, Marketo makes this MUCH easier than I've done in the past with Act-On, Pardot and Mautic. In fact, I was able to cut my javascript in half because Marketo handled that functionality!
Honestly, they are the industry leader for a reason. Their database like approach in interface and the way the product functions could be confusing or intimidating for some people, but once you see the power it has, and get the hang of it - you'll never look back. We honestly couldn't do some of the things we do without Marketo, and they probably have ME as a customer for life. If I'm consulting with other companies, honestly, it depends on what you're looking for. If you have a simple use case, a simple solution like Pardot or Act-On will probably suffice. If you want advanced targeting capabilities, data cleanliness and automation, advanced segmenting, form completion actions, and industry leading scoring, then I wouldn't look further than Marketo. More of a steep learning curve, but trust me - it's absolutely worth it!
We love their forms, and the automation you're able to execute post form submission. I would say they are unparalleled in this area. The flexibility and power the automation provides is invaluable, and reduces the overhead with your Salesforce instance. Triggered actions are pretty fantastic as well - love that you're able to trigger things based on "in-time" actions - or now and when they happen in the future, AND you can trigger actions based on PAST actions, based on your custom timeline. Can't tell you how many times that's come in handy! Their data management is absolutely stellar, and the things you're able to do on that front are unrivaled. WYSIWYG is one of the better I've seen (love Unbounce in this area - they're close). Ability to inject forms into your webpages with ease - javascript or static HTML. Ability to capture utm parameters or cookie values is HUGE for us!

Marketo Feature Ratings

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