Powerful, but Needs Improvement!
Updated June 10, 2019
Powerful, but Needs Improvement!
Score 9 out of 10
Vetted Review
Verified User
Modules Used
- Marketo Analytics
Overall Satisfaction with Marketo
Marketo is used by 3 different teams within our B2B marketing department. The teams focus on very different types of audiences, but Marketo allows us to build programs that cater to each. It helps each team with lead generation/nurturing with the help of the SFDC integration to automatically ping the various sales teams about possible opportunities.
- Marketo's lead scoring feature is great! It allows you to build your very own lead scoring program to help the sales team determine the strength of each opportunity that the marketing team generates.
- Smart lists are phenomenal! It allows you to quickly and easily build a segmentation based on filters and values that you simply drag and drop into the smart list builder. No more manual list pulls and uploads!
- Email templates is another great one. Having the ability to build editable templates allows the marketing team to quickly build on-brand emails without the need to know HTML or any coding at all, although it can be helpful!
- The file/folder system can definitely be improved upon. It feels very outdated and it can be tough to find things that were created in the past. It also is very buggy at times to create new folders or being able to drag assets to specific folders.
- Speed. Speed. Speed. The program can be very slow at times which can be frustrating when you are trying to quickly build and deploy several campaigns in a single day. Sometimes you wait for 15-20 minutes for the program to determine how many contacts will receive a particular email to only see that it timed out and gives you an error. Reports can also take some time to load.
- Lead Management
- Prospecting / New Business
- Other
For prospecting/new business, we use a nurture program to help urge newly signed prospects to convert. We send important information that they can use to make the final decision to become a customer. We also use Marketo for lead management by using the lead scoring functionality to help our sales team chase after the best opportunities.
I have used Pardot by Salesforce previously as a B2B lead generation tool, and it was a good stepping stone to learn marketing automation and help the business get on-board with the idea of investing in more marketing tools. We eventually outgrew the capabilities of Pardot and decided to look for a more powerful tool to handle three different teams within the same platform.
1 to 5 million