Marketo for SMB and less complex MAP scenarios
March 28, 2019

Marketo for SMB and less complex MAP scenarios

Anonymous | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Lead Management
  • Marketo Analytics
  • Marketo Sales Insight

Overall Satisfaction with Marketo

We use Marketo in our Marketing department as our Marketing Automation platform in managing our campaigns, email campaigns, lead/prospect management, and scoring. It helps us to manage the lead life cycle, score and prioritize the lead based on demographic and behavioral attributes, and integrate with our CRM systems.
We use Sales Insights to provide information about their behavioral attributes, interesting moments, and to score changes to the salesperson, which helps them in their sales motion.
Marketo is integrated with other data vendor APIs in ensuring the higher data quality of our prospecting data. It is also integrated with other Martech vendor APIs in automating our marketing activities.

Pros

  • User experience. It is very easy to use and faster to onboard the Marketers. Not much deep technical knowledge is required.
  • Configurable. The platform is easy to configure with rule and workflow based architecture.
  • APIs and Ecosystem partners -- They have very broad ecosystems and integrations with many Martech vendors. They also have broad range APIs, which makes it easy to integrate and enhance the platform.

Cons

  • Integration with SFDC: This is the weakest link in Marketo. There's not much control on the volume, timing, and frequency of integration with SFDC without hitting other issues.
  • Flexibility with the data schema -- the data schema is rigid, especially in creating custom tables and rules and then syncing them with the CRM system.
  • The rules and workflow-based architecture will very quickly become difficult and complex to manage multiple sets of branched and dependent rules.
  • Does not have the flexibility to build your own customization, rules, and analytics. You will be limited within their pre-defined packages and architecture.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
  • Other
Increasing the pipeline, increased business, and brand awareness are our primary goals and objectives.
Best suited in creating and managing marketing activities for your less tech-savvy marketing users. Well suited for SMB companies where the data volume, data rules, and data model complexity is very limited.
Cannot be used as a marketing automation platform for large companies or large data sets in handling scenarios where you would like to configure and build your own set of rules.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
5
Dynamic content
5
Ability to test dynamic content
7
Landing pages
6
A/B testing
8
Mobile optimization
8
Email deliverability reporting
8
List management
9
Triggered drip sequences
9
Lead nurturing automation
5
Lead scoring and grading
5
Data quality management
5
Automated sales alerts and tasks
7
Calendaring
6
Event/webinar marketing
7
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
Dashboards
5
Standard reports
7
Custom reports
5
API
8
Role-based workflow & approvals
4
Customizability
4
Integration with Salesforce.com
1
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

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