Marketo is a great robust tool to execute your marketing campaign needs

Marketo is being used by the digital strategy department to execute all marketing campaigns on behalf of our clients, as well as the creative team to design emails and templates. Marketo allows us to manage multiple instances for our clients and keep the data siloed as needed. It allows us to create simple and complex marketing programs to make sure we're delivering the right message to the right person at the appropriate time for them in their journey.

Marketo has allowed us to narrowly target and specifically message to different segments of our audience to deliver the right messages to them at the time that is right for them. Engagement Programs and Trigger Campaigns make the possibilities practically endless for communicating with your prospects and customers. An important lesson is to always double (or triple) check the details of your programs---especially lengthy nurture programs with numerous streams and complicated transition rules---because once it's live, it's live!

One unique way we use Marketo is for SMS messaging campaigns. We have worked with a number of integration partners to allow for two-way SMS messages, and the ability to use data that lives on Marketo lead records to personalize the SMS messages that the lead is receiving. The ability to respond to incoming SMS messages via the use of trigger campaigns has been great!

I would say to take the time to explore all of the out-of-the-box features, even if they aren't something that you necessarily might use right away. It's always a good idea to have a holistic understanding of the platform. I'd also recommend looking into the available add-on products to take your marketing to the next level.

I've learned countless things from the Marketo community! Anytime I have a question, concern, or am uncertain about an aspect of Marketo's functionality, I do a quick search in the community and 9 times out of 10, someone already has a well thought-out answer or solution.

I'd recommend joining your local Marketo User Group to be able to experience the community in person and gain infinite knowledge from your Marketo peers!