Marketo Review
October 07, 2019
Marketo Review
Score 9 out of 10
Vetted Review
Verified User
Modules Used
- Marketo Lead Management
- Marketo Analytics
- Marketo Web Personalization
- Marketo Sales Insight
- Marketo ContentAI
Overall Satisfaction with Marketo
We use Marketo on the Marketing team to develop and execute customer communications across various segments, manage dynamic content based on product utilization, analyze our efforts at the individual and program level, collect and nurture leads from our web and partner platforms, and provide transparency to our Sales team.
Marketo has helped us rise up from batch and blast marketing and embrace a behavior-based, segmented approach that puts our customers and their wants/needs first, and allows us to understand their holistic interaction with us as a company across our digital platforms and integrations. This then informs our communication strategy and project planning, because we're focusing on what resonates.
The speed at which we can create robust, customized messaging is astounding, especially considering where we were three years ago. A big piece of this growth to our marketing strategy is the Marketo platform itself, but also the community and support behind it.
Marketo has helped us rise up from batch and blast marketing and embrace a behavior-based, segmented approach that puts our customers and their wants/needs first, and allows us to understand their holistic interaction with us as a company across our digital platforms and integrations. This then informs our communication strategy and project planning, because we're focusing on what resonates.
The speed at which we can create robust, customized messaging is astounding, especially considering where we were three years ago. A big piece of this growth to our marketing strategy is the Marketo platform itself, but also the community and support behind it.
- Training and support - The level of detailed documentation available, the community of advanced users who you can reach out to, as well as in-person user groups are what makes Marketo so strong. The platform is wonderful, but the ecosystem behind it is what makes it outstanding. And, they're always open to feedback - the good, the bad, and the ugly.
- Integrations - I've worked with other marketing automation platforms and found myself creating more workarounds to make integrations work than I ever wanted to. Marketo has made it easy to integrate with the other key video, webinar, and CRM platforms that we use.
- Available complexity - The platform can be straightforward if that's what you want/need, or you can drill down into complex filtering and analytics. It's what allows you to be a strategic and thoughtful marketer because the sky seems to be the limit.
- They need to focus more on their core platform as they continue to grow as a company. Improve the speed and keep adding functionality that the community votes for.
- Time to solution support tickets - Access to support is quick and easy, but if there's a question that isn't straightforward, tickets can remain open for too long.
- Product Launches
- Lead Management
- Prospecting / New Business
- Other
Product Launches - Inform our customer base and when needed, facilitate the sign-up process.
Lead Management - Capture leads through API calls and third-party integrations, manage their status throughout the lead funnel, and deliver content automatically.
Prospecting/New Business - Similar to lead management, it gives us an easy and quick way to capture leads, and throughout the funnel, we are able to identify potential new business, then push them to Sales using the SFDC integration.
Other - Ongoing customer communications. Our database is mostly customers, so we use it to inform them of changes to service and display key messages dynamically using web personalization.
Lead Management - Capture leads through API calls and third-party integrations, manage their status throughout the lead funnel, and deliver content automatically.
Prospecting/New Business - Similar to lead management, it gives us an easy and quick way to capture leads, and throughout the funnel, we are able to identify potential new business, then push them to Sales using the SFDC integration.
Other - Ongoing customer communications. Our database is mostly customers, so we use it to inform them of changes to service and display key messages dynamically using web personalization.
Marketo is above and beyond. The functionality and ability to scale are something you won't find with HubSpot. HubSpot is meant to be a quick and easy tool to use, and Marketo does require more work, but it pays off. Marketo actually manages your assets within a program so that you're evaluating and keeping all of these items together, whereas HubSpot is more asset-based. Additionally, the level of reporting and customizable reporting with Marketo is something you won't find with HubSpot.
100,000 to 250,000