Marketo is a B2B Marketing Superstar!
April 15, 2019

Marketo is a B2B Marketing Superstar!

Katie Schauer | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Lead Management
  • Marketo Analytics

Overall Satisfaction with Marketo

Marketo is used primarily by the Marketing department, specifically me. I use it to create programs and landing pages, analyze activity, and report to sales and leadership. It allows me to quickly create programs and see metrics related to those programs.

Pros

  • Quickly create and duplicate programs
  • Manage contact data and connect to CRM for one truth
  • Measure lead status and use scoring to create real, profitable leads for sales

Cons

  • Archiving by right clicking on the asset or program
  • Speed up the usability of Sky. I would like to be able to do more with it now rather than just poking around and looking at it
  • Offer ABM as part of the regular package and not force us to pay more for it
  • Product Launches
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Our main goals are education of our clients, net new logo acquisition, new offerings, some operational email functions. We also use the landing pages for form captures of information to create hot leads for sales.
Marketo is more powerful and gives you better tools and analytics. Marketo is a long set up compared to the others, but we made the investment to create a better experience for us and our clients.
Great for full Marketing programming and campaigns. Not a CRM.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
8
Dynamic content
8
Ability to test dynamic content
9
Landing pages
9
A/B testing
9
Mobile optimization
9
Email deliverability reporting
8
List management
9
Triggered drip sequences
10
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
9
Automated sales alerts and tasks
10
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
9
Integration with Salesforce.com
Not Rated
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

Using Marketo's core features

  • Programs
  • Email Templates
  • Forms
  • Landing Pages
  • Smart Campaigns
  • Lead Scoring
  • Reporting/Analytics
  • Programs because I can easily create a full marketing campaign in one folder that I can also duplicate.
  • Cloning anything I need to create a similar but new asset, campaign, or program.
  • Reporting that allows me to focus on an individual or a large audience. I can create a view of my ROI and my impact on the business from Marketo Analytics.
Analytics was a slow learn for me. I use it today to create a complete picture of marketing's impact on our business. I wish I had understood it well before I implemented it because it has made a big difference in how marketing is seen in my business. My sales team understands that I am not trying to take credit for their sales and that I am trying to realize what programs and campaigns work and what needs to be scrapped.
I was able to find a great consultant who I have been working with for almost two years now. She has helped me implement better programs, create great reporting, and realize the value in certain Marketo function. I found her on Marketo Community and it has been a complete game changer for me.
Marketo offers a better user experience and a larger library of reporting than any other marketing automation software I have used. The ability to identify each action and the paths and workflows for a single contact or company is important and a key reason why we continue with Marketo today.
The ability to create folders and subfolders is important to the way my team works. We use a folder system that is mirrored from program to program so that you can find the assets, campaigns, etc. more rapidly and efficiently. It also makes cloning programs much easier. We use template programs that are blank versions of our live programs so that we can quickly create new ones.

Benefits of using some of Marketo's core features

We do not track lead sourcing in Marketo very accurately and do not currently use it in our reporting.
We have not defined channels clearly and do not use this function at this time.
Segmentation has made it incredibly easy for us to create multiple messages in one program. It is incredibly easy to segment and we build these segmentations to create better messaging for our audiences. This allows us to bring our audience the information that relates to them specifically. We aren't currently using ABM but we can use segmentation to create industry or job-level specific campaigns.
We created a Geo segmentation for our training courses so that we could bring local information to our clients who are interested in training courses near them.
We use Smart Campaigns in all of our non-nurture programs. We have used varying filter criteria to create these:
Member of Program for any registration related communciations
State for localized (not segmented) information
Member of Smart Lists like industry or job title

Smart Campaigns are the backbone of our communications process and all of our programs.
Smart Campaigns have really expanded what we can do with our data. In other systems I have used in the past, list building was tedious and not precise because lists were create ad-hoc and became stale very quickly. With Smart Campaigns, we can access real time data to connect with the most relevant audience.
We use forms for registrations, asset downloads, offering inquiries, and more. The forms are incredibly easy to set up and maintain. We have seen a larger engagement with our content and requests for contact since using Marketo forms. We plan to expand their use to our full website and not just on landing pages.
We have several different templates based on the type of communication being sent.
Newsletter
Registration Confirmations
Reminders
Webinar invites
Event invites
Video and blog emails

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