Quick to value/quick to find system limitations
May 27, 2021

Quick to value/quick to find system limitations

Anonymous | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Modules Used

  • Marketo Lead Management
  • Marketo Analytics
  • Marketo ABM

Overall Satisfaction with Marketo

We use Marketo for our B2C and SMB lines of business. It is natively synced to Salesforce. It is an organizationwide solution that covers all products and regions. It is owned and maintained by the IT department and used by IT and marketing.

We use it for forms, email, and to send new names to Salesforce. There are a few landing pages out there, but we prefer other web hosting options. We only do tactical email reporting from Marketo; the full funnel view is pulled from Salesforce and BI.

Marketo is used to consolidate email marketing platforms for the B2C and SMB groups. It does most things well enough.
  • Intuitive audience building
  • Autopilot email campaigns
  • Easy WYSIWYG email templates--no HTML knowledge required
  • Basic Salesforce native integration with quick time to value
  • Fast setup for an instanace
  • Marketo sales insights window in Salesforce
  • Quick to onboard new users.
  • Reporting isn't good beyond tactical email performance
  • Limited data structure
  • no formula fields
  • not quite real-time sync to Salesforce
  • Weak professional services offerings
  • custom HTML is difficult
  • limited lead scoring, especially with score decay
  • Duplicates get out of hand quickly
  • Lead Management
  • Prospecting / New Business
  • Other
We have a series of top- and middle-funnel nurture campaigns to warm leads while they are in the sales queue or if they get kicked back for not being ready for sales engagement.

We use Marketo to collect new names from forms, add data through smart campaigns and then hand off names to sales through the native Salesforce sync. Most contacts with a non-public domains are auto-MQL. We also have a nurture for new customers to better engage with the product and build usage.

We also use Marketo for basic legal/compliance notifications, like privacy policy notices and similar mundane use cases.
Aprimo fell behind Marketo for the email marketing and connection to Salesforce. Aprimo tries to be a lot a things in one platform and does an OK job. Marketo is specialized and can go further in the email marketing swim lane.

Oracle CX Marketing is the best all around email marketing platform. It has better lead scoring, a more flexible data structure, a robust CRM connection, and strong content abilities. This is once you get it up and running. The platform takes a lot more effort to get going and more technical and specialized people to keep it going.

Adobe Campaign is a better fit for large enterprises than Marketo. There is much more you can do and customize, but it will take more time and people to get it up and running. The maintenance is more ongoing.
It has a quick time to value and doesn't take long to get it to a good place. It is an easy transition from smaller and more limited products. Marketo just can't take you as far as Eloqua or Adobe Campaign, though those both require a larger and more technical support team. As an enterprise solution, you'll keep hitting tool limitations without a workaround.

Marketo fits well for mid-size companies with basic to moderate use cases.

It is expensive if you have a 1,000,000+ size database. Marketo support and creative services are good, but the PS organization is poor value.

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
Lead scoring and grading
Data quality management
Standard reports
Custom reports
Integration with Salesforce.com