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Updated August 09, 2019

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Anonymous | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Lead Management
  • Marketo Analytics
  • Marketo Web Personalization
  • Marketo ABM

Overall Satisfaction with Marketo

Marketo is used at the organization level by our Strategic Communications team (which supports educational events and newsletters targeting donors), as well as my team which supports selling our products and services. We use Marketo for lead generation as well as nurturing our leads in order to sell our products/services.
  • User-friendly when building programs
  • Reporting is difficult.
  • Product docs don't provide all of the information necessary so we don't know of issues within our programs until after they've been set up and activated.
  • We like to use trigger campaigns but they don't always fire appropriately and Marketo's answer was to create backup batch campaigns which defeats the purpose of trigger activated campaigns.
  • Product Launches
  • Other
Currently we use Marketo to launch products as well as provide educational information to customers/potential customers.
We tried Pardot but the nurture program capabilities and the ability to tokenize programs kept us from switching from Marketo.
250,000 to 1 million
B2B
It's a nice program that's built to do a lot of things. I don't know if those things were necessarily well thought out and there seem to be quite few glitches to the program that require extra steps and efforts and triple-checking of programs to make sure it all fires correctly and continues to fire correctly.

Adobe Marketo Engage Feature Ratings

5.3
WYSIWYG email editor
1
Dynamic content
Not Rated
Ability to test dynamic content
Not Rated
Landing pages
5
A/B testing
5
Mobile optimization
6
Email deliverability reporting
8
List management
6
Triggered drip sequences
6
7.0
Lead nurturing automation
7
Lead scoring and grading
7
Data quality management
7
Automated sales alerts and tasks
7
6.0
Calendaring
Not Rated
Event/webinar marketing
6
Not Rated
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
3.0
Dashboards
3
Standard reports
3
Custom reports
3
5.3
API
5
Role-based workflow & approvals
5
Customizability
5
Integration with Salesforce.com
6
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

Learnings & Advice

streamlining programs with using tokens to increase output, lead engagement, and scoring.
I don't know if it's advanced but in order to support less experienced users and error I tokenize every program type we use so my team doesn't open or accidentally alter any of the assets. this not only reduced errors but cut production time more than half when creating programs for stakeholders we support.
read everything you can get your hands on. don't hesitate to reach out to support they are awesome. and the community will be the best place to spend time.
the Marketo community is the first place I go when I have a question. I've implemented a number of database management campaigns based on what I've learned from the community. keeping the database clean. improvements, concerns, best practices. I love the marketo community.
Marketo-Fu youtube videos. spend as much time in the platform as possible. with access to the sandbox test everything. take the time to think about your goals so you can build the foundation properly the first time. the foundation we have is not where it should be because we rushed.

Using Marketo's core features

  • Channels
  • Programs
  • Email Templates
  • Forms
  • Landing Pages
  • Smart Campaigns
  • Lead Scoring
  • Segmentation
  • Lead Nurture
  • Reporting/Analytics
  • Tokens, efficiency has been amazing!
  • Reporting, allows me to identify issues with programs built by the other side of our organization
  • Audit Trail - allows me to identify when someone might not know enough so I can reach out.
Channels and Tags. I inherited Marketo from someone after they left the company and had limited training. I was able to figure out how we had our channels and tags set up and then edit them to fit what we were capturing in Salesforce for consistency.
acquisition. there are so many helpful community posts and links that helped with this. Shout out to Jessica Kao from DigitalPi
The only other software I evaluated was Pardot and I think nurture programs are a real strength for Marketo. they provide a level of flexibility that Pardot didn't have.
My folder structure keeps me sane. along with naming conventions that my team uses.