Marketo still an industry leader in marketing automation
June 17, 2019
Marketo still an industry leader in marketing automation
Score 8 out of 10
Vetted Review
Verified User
Modules Used
- Marketo Lead Management
- Marketo Analytics
- Marketo Sales Insight
Overall Satisfaction with Marketo
Marketo is being used to execute various prospect and customer email marketing tactics. The marketing department are the primary users although there are other people at the company that have access for developer needs. Marketo is currently how we are lead scoring (which is critical for managing the business development reps queues), administering all lead capture activities, and nurture, newsletter, and standalone email campaigns.
- Lead scoring is flexible for the most part and very easy to use. You are not held hostage by a letter/number framework which I like.
- The new UI has made the interface slightly more intuitive which I think newer users will appreciate.
- The ability to create and interact so seamlessly with the campaign object in Salesforce reduces time to set up a new campaign.
- Standard reporting is so useless at this point I think the entire area needs a complete overhaul.
- While lead scoring is flexible you still can't implement a predictive model or use weighting easily or in some cases at all.
- If your CRM is Salesforce and depending on what lead routing methodology you are using the sync will present problems and you have to creatively work around it by adjusting wait steps and in some cases not using direct campaign syncs.
- Product Launches
- Upsell
- Cross-Sell
- Lead Management
- Prospecting / New Business
Email marketing continues to be the workhorse in B2B marketing. I think success varies greatly based on the companies brand recognition and the product they are offering. In the B2B space, the main goals are for the customer/prospect to take a real action whether that be registering for a webinar or contacting a sales rep for a demo, etc. While Marketo is the execution vehicle we do all our reporting (other than clicks) via our CRM system to calculate down funnel attribution like opportunities created and won business.
Eloqua is complex and companies where I have used it, we've needed a full-time developer to get it to work well.
Pardot has some great features especially the embedded email preview functionality, but the less than stellar campaign integration with Salesforce left me wanting more.
HubSpot has a slick easy to use interface and gives you more out of the box reports than you'd ever know what to do with. The database tools are severely lacking.
Pardot has some great features especially the embedded email preview functionality, but the less than stellar campaign integration with Salesforce left me wanting more.
HubSpot has a slick easy to use interface and gives you more out of the box reports than you'd ever know what to do with. The database tools are severely lacking.
100,000 to 250,000