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One of the best all-in-one marketing automation platforms
December 02, 2020

One of the best all-in-one marketing automation platforms

Anonymous | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Analytics
  • Marketo ABM

Overall Satisfaction with Marketo

We use Marketo for some of our clients. For the clients we work with, it is being used by at least their marketing department, but usually also sales is involved. These companies use Marketo mainly for their demand and lead generation purposes, like most marketing automation tools are being used. Creating landing pages, setting up forms, and connecting these to automation actions such as emails, audience lists, etc.
  • User rights management (involving agencies with restricted access)
  • Both code development and WYSIWYG development of assets
  • Automation actions are easy to set up compared to other marketing automation platforms
  • Integrating account-based marketing in the platform
  • The look and feel of the product--now that it is part of Adobe, expectations are high(er)
  • User experience on the back end; it's sometimes hard to find the right buttons
  • Dashboarding of campaigns and results
  • Product Launches
  • Upsell
  • Cross-Sell
  • Lead Management
  • Prospecting / New Business
Usually the main goal is demand generation (for product launches) and, in a later stage, lead generation. The simple setup of landing page + form + confirmation email is very commonly used but still an effective way of getting the first contact details. Following up on that first registration with collecting more data or nurturing the lead by sharing more information is also a key element of campaigning with Marketo.
I think Marketo is most comparable to Pardot, as it is one of the more enterprise solutions. At this point I would rank them on the same level, but I have high hopes for future development and integration of Marketo and Adobe. On the other hand, the big advantage of Pardot is obviously the integration with SalesForce. So it really depends on what CRM is already in place, as both tools have quite similar functionalities (or workarounds to build what you intend users to do). Hubspot, SharpSpring, and Sugar I would recommend to smaller organizations.
100,000 to 250,000
B2B
Marketo is one of the best all-in-one marketing automation platforms. Next to that, now that it is part of Adobe, the likeliness that there will be a strong product roadmap for the future is high. Also an advantage of Marketo being part of the ever-evolving Adobe Marketing Cloud is the possible connection to other Adobe products. Especially in the design area, most marketing automation solutions have been lacking over the past years. We tend to use Adobe tools like XD for a first iteration of our designs and then move over to the platform. It would be nice to see a seamless transfer there.

Adobe Marketo Engage Feature Ratings

7.9
WYSIWYG email editor
6
Dynamic content
8
Ability to test dynamic content
7
Landing pages
8
A/B testing
9
Mobile optimization
6
Email deliverability reporting
9
List management
9
Triggered drip sequences
9
7.5
Lead nurturing
8
Lead scoring and grading
7
Data quality management
7
Automated sales alerts and tasks
8
6.5
Calendaring
7
Event/webinar marketing
6
6.0
Social sharing and campaigns
6
Social profile integration
6
6.3
Dashboards
7
Standard reports
6
Custom reports
6
6.0
API
Not Rated
Role-based workflow & approvals
8
Customizability
7
Integration with Salesforce.com
5
Integration with Microsoft Dynamics CRM
5
Integration with SugarCRM
5