Mature your marketing operations with Marketo
January 13, 2021

Mature your marketing operations with Marketo

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

Modules Used

  • Marketo Lead Management
  • Marketo Analytics

Overall Satisfaction with Marketo

Marketo is being used as our sole marketing automation platform, from which we run the vast majority of our marketing programs. This includes putting together the structure of the marketing programs, creating landing pages, sending emails, managing prospect lists and segmentations. It addresses the problem of disparate platforms by bringing all of this activity into one go-to platform. It also integrates well with other 3rd party systems we use, in particular our CRM, Salesforce.
  • Integrates well with our CRM, Salesforce.
  • Allowed easy creation of assets like landing pages and emails by non-technical users.
  • Allows us to easily manage user segments and create smart lists to run campaigns against.
  • There is room for improvement in the main product's ABM functionality, though this is an available add-on.
  • The new UI is missing some functionality like drag and drop which makes it a little clunky.
  • The out-of-the-box reporting functionality is very limited.
  • Product Launches
  • Prospecting / New Business
Product launches - increase awareness amongst existing user/prospect base and increasing upsell.

Prospecting/new business - creating awareness amongst net new prospects and nurturing them through the stages of qualification to turn into revenue. Particular focus on generating new leads and business from Enterprise orgs.
We previously used HubSpot, which was a great platform for a small, fast-growing startup. However, as we looked to mature a lot of our marketing operations to support a greater volume and complexity of campaigns, we found HubSpot to be lacking in a number of areas. Marketo has much deeper functionality and is able to support our requirements much better in areas like nurture, lead scoring and segmentation.
Marketo is well suited for our fast-paced business because it allows us to quickly spin up marketing programs and the various elements needed (LPs, forms, emails, lists, segmentations etc.). It's great for our business as we look to mature a lot of our marketing operations as it has more deep functionality than a number of its competitors. However, it's still relatively easy to use.

However, the reporting functionality in Marketo leaves a lot to be desired so we often have to pull reports through other integrated systems.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
7
Dynamic content
8
Ability to test dynamic content
8
Landing pages
9
A/B testing
9
Mobile optimization
9
Email deliverability reporting
7
List management
9
Triggered drip sequences
9
Lead nurturing automation
8
Lead scoring and grading
8
Data quality management
8
Automated sales alerts and tasks
8
Calendaring
7
Event/webinar marketing
9
Social sharing and campaigns
7
Social profile integration
7
Dashboards
5
Standard reports
5
Custom reports
5
API
8
Role-based workflow & approvals
8
Customizability
8
Integration with Salesforce.com
9