Marketo - Good Tool for Many Campaign Purposes
July 11, 2019

Marketo - Good Tool for Many Campaign Purposes

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Sales Insight

Overall Satisfaction with Marketo

Marketo is just being used in the marketing department right now. We use it for demand generation campaigns, general customer marketing emails, new product updates to customers, a prospect newsletter, and some one-off emails. We do not use Marketo for customer service, onboarding and similar emails at the moment. We just use it as a revenue generation tool.

Pros

  • Creating and managing slightly complex email nurtures
  • Connecting with Salesforce to pull in different segments/information for emails
  • Personalization of emails

Cons

  • Reporting still isn't stellar
  • Templates are okay, but we hired a consultant to build us a more custom template
  • Product Launches
  • Upsell
  • Cross-Sell
  • Prospecting / New Business
We mostly use Marketo for prospecting and new business with targeted email campaigns. We are getting into more dynamic content with the next campaign we run.
We use it for cross-selling and upselling as well, but we are not as sophisticated as we could be. However, we do create unique audiences based on products a customer has or doesn't have.
Similarly, for customers with certain products, we pull that data externally and put that into Marketo to announce product launches or new software available.
I didn't select Marketo at this company, I am just a user. From what I have heard from others is that Marketo has a lot more control than other automation software in terms of tokens and setting up emails in a certain way. For a smaller company, they might want something less robust, but at our size we need to use many of the features that Marketo offers.
250,000 to 1 million
B2B
Marketo is a great tool to run and track simple email sends as well as for creating more complex email nurtures when various paths are needed to increase demand gen funnel speed. We have also been able to pull in information from Salesforce pretty easily and create different segments, object fields to pull from, etc. when creating nurtures.

We haven't done much with any social integration, so I can't speak to that just yet. So far Marketo has been a great tool to score leads and pass data between our Sales and Marketing teams.

Adobe Marketo Engage Feature Ratings

8.0
WYSIWYG email editor
8
Dynamic content
Not Rated
Ability to test dynamic content
Not Rated
Landing pages
8
A/B testing
8
Mobile optimization
Not Rated
Email deliverability reporting
8
List management
8
Triggered drip sequences
8
8.0
Lead nurturing automation
8
Lead scoring and grading
8
Data quality management
Not Rated
Automated sales alerts and tasks
Not Rated
Not Rated
Calendaring
Not Rated
Event/webinar marketing
Not Rated
Not Rated
Social sharing and campaigns
Not Rated
5.0
Dashboards
5
Standard reports
5
Custom reports
5
8.0
API
Not Rated
Role-based workflow & approvals
Not Rated
Customizability
Not Rated
Integration with Salesforce.com
8
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

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