Marketo: A powerful marketing automation and operation tool
December 13, 2019

Marketo: A powerful marketing automation and operation tool

khyati panwar | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Modules Used

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

Overall Satisfaction with Marketo

Marketo is a SaaS based marketing automation and operation software which helps our organization to automate and measure marketing engagement, tasks and workflows. The benefits I realized working with Marketo is how versatile it is in its marketing approach, analytical insights and its strategic ways. It is easy to use and create emails, forms, and landing pages. It is also easy to create workflows for automation which might be very useful in nurturing campaigns. When it comes to complex campaigns, you are able to create flows and derive users according their actions and behaviors. Below are the the different Marketo functions which are being used to address business problems:

  • Email Marketing
  • Lead Nurturing
  • Lead Management
  • Bi-directional CRM synching
  • Data Collection & Database Management
  • Data Quality & Cleansing
  • Demand Gen & Web Content Strategy
  • CRM Integration & Lead Management
  • Change Management & Training
  • Demand Funnel Development & Sales Alignment
  • Lead Scoring
  • Landing Pages & Forms
  • Marketing Activity Tracking
  • Web Activity Tracking
  • Social Marketing
  • Campaign Dashboards and Reports
  • Program and Campaign Analysis
  • Opportunity Influence Modeler
  • Advanced Report Builder
  • Ease of use - Drag and drop interface
  • Marketo community offers tips, and you can get any question answered really fast.
  • There is a huge learning curve with Marketo but this enables capability once you climb that curve.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
  • Other
Marketo features and integration are commendable. Below are the features and integration that show why Marketo is a great competitor with other MA and Ops tools.

Marketo Features:
  • Lead scoring
  • Lead segmentation
  • Web activity tracking
  • SMS marketing
  • Personalize web content
  • Predictive analytics
  • Bi-directional CRM syncing
  • Event management
  • Split testing
  • Create membership sites
  • Bulk social media posting
  • Sales reports
  • Real-time sales alerts
Marketo integration
  • Outlook integration
  • Salesforce integration
  • SAP integration
  • Oracle integration
  • Saleforce Integration
  • Netsuite integration
  • SugarCRM integration
  • Microsoft Dynamics integration
  • Zapier integration
  • Marketo is a super strong product with a lot of functionality. It’s a very robust tool, and has instantly closed-loop reporting. For an organization to use Marketo to its potential, they need to take the time to come up with a holistic and complete strategy and to note what they would like to accomplish. Once this is achieved, they need to develop the technical architecture in Marketo and their CRM platform integration. Also, make sure that all the integrated teams who are responsible for managing Marketo are completely trained on how to use the platform well. Also Adobe Acquisition will only make it better.
  • The only thing which is little less appropriate is some functionality is restricted to the version of your contract or implementation, and sometimes you must follow unnecessary steps to achieve simple tasks.

Adobe Marketo Engage Feature Ratings

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