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Marketo is critical in personalizing the lead/contact experience throughout the buying cycle
Updated August 21, 2019

Marketo is critical in personalizing the lead/contact experience throughout the buying cycle

Scotty Hunt | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Lead Management
  • Marketo Analytics
  • Marketo ABM

Overall Satisfaction with Marketo

Marketo is integral to what we do at Sigstr. The use of both Marketo Smart Lists and custom landing pages allow us to customize the customer journey from initial outreach to closed won. Marketo allows us to take an enormous list of leads and contacts and segment them based on the prior parameters we set.
  • Smart lists
  • Landing Pages
  • Conditional listing
  • Customized cadences
  • Integrations
  • A more novice-friendly UI
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
Our goal is always to provide a personalized experience at every level in the deal cycle. Marketo allows us to change messaging at an automated fashion as the behavior of contacts and leads change. The goal is always to either book more demos, or accelerate those deals that are already in the pipeline. Marketo helps us do both.
I like HubSpot a lot as well, and quite frankly, we use both. A deeper dive into both companies would be needed by the buying individual in order to separate which one makes the most sense for their organization. I believe in both products, but do not know the specifics on which makes one more of a fit over the other.
10,000 to 25,000
B2B
If the colleague is advanced in their account-based marketing strategies, Marketo is a must. The ability to customize "if...then" smart list rules allows the customization at an extremely deep level. Marketo segmentation allows us the ability to create account-specific messaging for every contact. This increases our ability to be more human in the outreach and nurture stages.

Adobe Marketo Engage Feature Ratings

8.2
WYSIWYG email editor
3
Dynamic content
8
Ability to test dynamic content
8
Landing pages
10
A/B testing
8
Mobile optimization
9
Email deliverability reporting
8
List management
10
Triggered drip sequences
10
9.5
Lead nurturing automation
10
Lead scoring and grading
9
Data quality management
9
Automated sales alerts and tasks
10
8.0
Calendaring
8
Event/webinar marketing
8
8.0
Social sharing and campaigns
8
Social profile integration
8
9.3
Dashboards
9
Standard reports
9
Custom reports
10
9.5
API
10
Role-based workflow & approvals
10
Customizability
10
Integration with Salesforce.com
9
Integration with Microsoft Dynamics CRM
9
Integration with SugarCRM
9

Learnings & Advice

Marketo has been really key in the introduction of drip campaigns within the organization. The simple creation of "If...then" ad rules has made it easy for us to continue to stay in contact (and relevantly so) with those potential customers and prospects who are not yet in the buying cycle. This allows our team to be more consultative in their sales approach.
One way in which we use Marketo that is a little out of the ordinary is to almost use it as a CRM. By allowing Marketing to add in customer notes to contacts during the prospecting stage, Sales Reps now have a starting point on relationship building should an opportunity be created. It has gone a long way in deal / presentation preparation and rapport building.
The advise I would give is pretty simple and relatively obvious, but maybe putting it in writing will hammer it home a little more. But the advise is: make sure to go through all the training videos and documentation that Marketo provides upfront. The resources are easy to digest and can uncover a lot of features and work flows that would otherwise be overlooked.
As noted in a previous question, we actually learned of the "quasi-CRM" use case from the Marketo community. There are a lot of helpful findings that come out of the online community itself, and I have heard that the physical Marketo User Groups (MUG) events are extremely beneficial. While Marketo will probably never replace our dedicated CRM, using some of the features provided only adds more depth and value to our company,
One piece of advice I would give a Sales Leader specifically is to use Marketo live during stand-ups and meetings. Using the full "deal" or "dashboard" type views make it easy for the entire sales team to be on the same page and live within the system itself. It has paid huge dividends for us in terms of usage of the system team-wide by making it a standard part of ongoing procedure.