There's a reason Marketo is a leader within marketing automation technology - it's just good software.
Josh Pickles | TrustRadius Reviewer
September 12, 2019

There's a reason Marketo is a leader within marketing automation technology - it's just good software.

Score 9 out of 10
Vetted Review
Verified User
Review Source

Modules Used

  • Marketo Lead Management
  • Marketo Analytics
  • Marketo Web Personalization
  • Marketo Ad Bridge
  • Marketo Sales Insight

Overall Satisfaction with Marketo

Marketo is the central marketing tool used by various marketing teams across the business, with one centralised team managing the day-to-day (lead and data management, reporting, bounce handling, account management, etc.) as well as the strategic automation development across the various marketing teams within the business.

Each business vertical has its own marketing team who use Marketo on a weekly basis to manage all of their tactical emails with assistance from the Central team.
  • Flexibility - It has a lot to offer, but you don't have to have it all. There are a lot of integrations that allow you to set up your MarTech environment however you want.
  • Usability - Marketo is pretty straightforward to use, and there are a lot of resource documents and community available to help mitigate any issues a user might have.
  • Comprehensive - There's a huge range of features that Marketo has built into it that can be bolted on. I accept there are other tools out there there that do "more", but Marketo's features are comprehensive and operate in a local environment.
  • Support - Marketo's support feature and team are fantastic. They've always been willing and able to help with simple and complex queries in a highly professional manner. The Marketo Community backs this up - with both Marketo Support and Marketo Experts providing insight and responses to queries.
  • Landing Pages - The Landing Page editor is a little clunky. It was built prior to the email template builder which has more functionality that it could take to be improved.
  • Analytics - Marketo's default reporting is very simple and tactical. For more detailed reporting there is a paid add-on you can rely on to pull through meatier results.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We use Marketo across a broad range of business verticals, each with their own goals. Overall, we're using Marketo to better understand the user journey. This process has allowed us to better inform customers of key promotions, features, as well as to better communicate and manage customer pain points.
HubSpot is better suited towards the smaller business market. In my experience, it's struggled with scalability - particularly within larger organisations.

Salesforce Marketing Cloud is more targeted towards enterprise organisations. My experience with the product has felt clunky. The "cloud" technology is a bunch of tools that have been purchased and an integration has been built to manage the experience.

Marketo's features are mostly internally built, meaning they're designed to work seamlessly within the Marketo environment.
Marketo operates well for medium to large-sized organisations. While it doesn't have its own CRM, it integrates really well with the likes of Salesforce and MS Dynamics to simplify lead management.

Marketo might not be suitable for smaller organisations who are starting out with marketing automation technologies.

Marketo Feature Ratings

WYSIWYG email editor
9
Dynamic content
10
Ability to test dynamic content
10
Landing pages
6
A/B testing
8
Mobile optimization
8
Email deliverability reporting
10
List management
9
Triggered drip sequences
9
Lead nurturing
10
Lead scoring and grading
10
Data quality management
9
Automated sales alerts and tasks
9
Calendaring
8
Event/webinar marketing
9
Social sharing and campaigns
7
Social profile integration
7
Dashboards
8
Standard reports
7
Custom reports
7
API
10
Role-based workflow & approvals
10
Customizability
10
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
10