Marketo review from a SaaS leader
Updated August 14, 2019
Marketo review from a SaaS leader
Score 9 out of 10
Vetted Review
Verified User
Modules Used
- Marketo Analytics
- Marketo Sales Insight
- Marketo ContentAI
Overall Satisfaction with Marketo
Marketo currently is used by multiple departments throughout Qualtrics, most regarding our digital and marketing teams. We currently use Marketo for a variety of methods. Being in sales, it helps us prioritize website traffic and influences who and when we reach out to a lead. We've been able to improve the likelihood of someone being interested in Qualtrics based on unique experiences Marketo tracks.
- Scoring
- Lead Management
- Usability/UI
- Integration UI
- Dynamic scoring, history tracking
- Pricing model
- Product Launches
- Upsell
- Cross-Sell
- Customer Service
- Lead Management
- Prospecting / New Business
For each of these communications, our business development team is trying to help grow revenue across the organization. For current clients, it's focused on upsell opportunities. For prospective clients, it's about getting them in the sales pipeline when it makes the most logical sense based on their website behavior and the score associated with that experience.
HubSpot was the only other software I evaluated that was similar to Marketo. In learning about this software a few years ago HubSpot seemed to have a higher learning curve for a young organization. HubSpot was more tailored to the enterprise and Marketo was more tailored for new organizations just getting started.
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Learnings & Advice
Leveraging Marketo's network has users have had the biggest impact on my ability to get value out of Marketo. Marketo is a great software platform, but like any software, it has a learning curve which requires time and investment. The network Marketo has built and their community has been great.
I don't we think do anything that fits this category. We have Marketo's interesting moments tied directly to Sales and our outbound Sales arm. We've built a great program internally at Qualtrics to communicate with pre-mql leads, offering them more content and more information online which leads to a better MQL baseline.
We don't push for a meeting, but have a natural conversation about their goals, and then point them in the right direction. This leads to more and more people reaching back out to Qualtrics for sales.
We don't push for a meeting, but have a natural conversation about their goals, and then point them in the right direction. This leads to more and more people reaching back out to Qualtrics for sales.
Have a general idea, but don't feel like you want to duplicate what you were doing previously. As I answered in a previous question, the Marketo community is amazing and a solid asset. I would use a trusted partner to help with the implementation and focus training and development. Marketo has a large learning curve, so I would rather be skilled in the platform and then play around as we improve.
I've learned tons from the Marketo community. From integration through other software directly, or leveraging an in-between like Zapier has been great. For a majority of issues they are simple and just need someone to point me in the right direction, which is what I've leveraged the community for. When it comes to more technical issues i've reach out to our implementation partner, or the Marketo support line.
Make sure your 100% up to date with the latest Marketo upgrades/bug fixes. Make sure when you have issues you're trying to identify where within the community you can get your best answer. your pre-mql to mql scoring is a tricky thing to get right. The in-between Sale and Marketing needs to be a very good relationship so as things get updated, changed it's a win-win.