Marketo is a Ferrari for marketing automation
Updated August 12, 2019

Marketo is a Ferrari for marketing automation

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Lead Management

Overall Satisfaction with Marketo

We are using Marketo to manage our lead database. All incoming leads are collected and can be scored and sent to our SDRs based on their priority. We are also using Marketo for its marketing automation and email marketing capabilities. Marketing is the main user of Marketo, but this will extend to almost all areas of our organization.
  • Email Marketing -- drip campaigns.
  • Robust interface and almost unlimited functionality.
  • Reporting is great and you get lots of insight into the performance.
  • The email builder is poor -- need to import HTML into it.
  • File management is cumbersome -- needs to be set up properly the first time.
  • Upsell
  • Lead Management
  • Prospecting / New Business
We use Marketo to help us upsell to our existing customers -- having them move from one of our lower packages up to a higher package. We're also using it to help with leads that we get but haven't qualified for our sales team to contact yet. We may put these prospects into a long nurture campaign to help them become ready and convert on a trial or demo request.
Marketo is the Ferrari of the email marketing and marketing automation world. If you have developers and time it can do everything that you need. Mailchimp has a lot of capabilities, but is pretty limited and mainly confined to email marketing and simple drip campaigns. HubSpot does a better job with database management and their marketing automation than Mailchimp but is not as nice as Marketo.
If you just want a piece of software to build and send emails, then Marketo is too much for you. It's like buying a Ferrari when you need a Toyota. If you want to set up extensive drip campaigns and marketing automation, then Marketo will be great for you and your organization.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
2
Dynamic content
9
Ability to test dynamic content
9
Landing pages
5
A/B testing
9
Mobile optimization
9
Email deliverability reporting
10
List management
10
Triggered drip sequences
10
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
10
Automated sales alerts and tasks
8
Calendaring
8
Event/webinar marketing
8
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
Dashboards
9
Standard reports
9
Custom reports
9
API
10
Role-based workflow & approvals
9
Customizability
10
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

Learnings & Advice

One of the biggest successes we've had is being able to segment down our audience to send them down personalized drip campaigns. This has helped us become more targeted in our email/marketing campaigns and provide our prospects with more targeted content.

One important lessons that we've learned is to take advantage of the local (and online) Marketo community. There's a robust forum of users that are willing to help you learn and they've been a valuable resource for our team.
We use Marketo segmentation filter to process our segmentation rules when a new lead comes in. Then we used the segmentation filters in multiple nurturing campaigns to send targeted emails to them.

We also use it to A/B test landing pages, time sent, copy, and device type. This has helped us understand what our prospects/customers like and respond to better and has helped us be more efficient in our processes
I would strongly suggest becoming Marketo Certified and to join your local community. These have been the two biggest resources for me and my team. It's helped us understand how to use the platform better, develop new insights into strategies that we can use, and help us eliminate old/antiquated processes we were using from past systems. It's been a huge help to us!
We onboarded Marketo without any experts in house so we had to learn everything by ourselves through the Marketo community. Everything includes: smart lists, flows, smart campaigns, navigation, even how important the naming convention is when setting up Marketo so everything stays organized. We continue to rely on them as we get more sophisticated with our projects.
Become certified with Marketo and dive into the tool as soon as you can. Make sure that you keep your instance clean and organized. Setting up a good naming convention from the beginning can help keep everything organized and easy to find. If not, then it can be cluttered and difficult to use.