Built by marketers for marketers
Updated June 16, 2015

Built by marketers for marketers

Jessica Falarski Cross | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Software Version

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Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Social Marketing
  • Marketo Revenue Cycle Analytics

Overall Satisfaction with Marketo Marketing Automation

Marketo is the core of all my marketing strategy at Fliptop. Marketo allows me execute events, webinars, and digital advertising and email nurturing to drive leads for my sales team. Marketo is definitely a software built by marketers for marketers. Marketo continually releases great updates to their software that expands their capabilities and functionality. From social plugins, SEO, REST API, this MAP really covers the bases of what the modern marketer needs.

Pros

  • Lead Life Cycle Management. With Marketo you can map out the full journey of your leads to customers and monitor the flow and velocity
  • Email Nurturing. Marketo recently launched customer engagement engine which makes email nurturing very easy. No more spray and pray or drip campaigns. Send emails to the right person at the right time.
  • Multi Touch Revenue Attribution. With Revenue Cycle Analytics, Marketo can calculate all the programs that touched a lead to become a customer. Other systems only give credit to the first campaign which doesn't give the full picture of marketing.

Cons

  • SEO capabilities. This is a new feature for them so I'm eager to see how it develops. Would be nice to get insight on how to drive inbound traffic through SEO optimizations
  • High level reporting for management to see lead flow and calendar. They just launched these features so again, eager to see how it develops
  • Maybe too its too customizable. I've seen many people be overwhelmed and daunted with Marketo as the possibilities are endliess with how you can build it to suite your company's needs.
  • With marketing automation we've been able to launch many marketing campaigns and add millions in pipeline.
  • Using work flows I can easily assign leads to sales reps and schedule follow ups for them to keep them prioritized and focused on the leads marketing creates.
  • With the customer engagement engine we can easily send out emails to our database and activate leads.
In terms of picking a marketing automation solutions the decision really boils down between Eloqua (Oracle) and Marketo. Marketo is built with the way modern marketers operate. The system is easily scaled up for larger enterprise teams and has functionality to enable email nurtring, lead database management, revenue reporting, landing page optimization, and much more.

Hubspot is better at inbound marketing, not marketing automation. Pardot and Silverpop are not that much more sophisticated than MailChimp.
100,000 to 250,000
B2B
When evaluating marketing automation systems think about if you already have a list of names you want to market to or if you need to build the list of names from scratch. That should give an indication if you need a marketing automation tool such as Marketo, or if you need an inbound marketing tool. Marketo is great for B2B organizations, Health Care, Financial Services, Education, Enterprises with numerous products, and Media organizations. Marketo may not be best for e-Commerce.

Adobe Marketo Engage Feature Ratings

8.6
WYSIWYG email editor
10
Dynamic content
9
Ability to test dynamic content
9
Landing pages
9
A/B testing
10
Mobile optimization
6
Email deliverability reporting
6
List management
10
8.8
Lead nurturing automation
10
Lead scoring and grading
7
Data quality management
8
Automated sales alerts and tasks
10
9.5
Calendaring
9
Event/webinar marketing
10
8.0
Social sharing and campaigns
9
Social profile integration
7
7.0
Dashboards
8
Standard reports
6
Custom reports
7
8.5
API
10
Role-based workflow & approvals
10
Customizability
10
Integration with Salesforce.com
7
Integration with Microsoft Dynamics CRM
7
Integration with SugarCRM
7

Using Marketo Marketing Automation

Marketo has continually released new features and functionality that make it the best in class solution for marketers. Additionally their customer community portal is rich with knowledge base articles, how to webinars, discussions, and ideas to give marketers tips and pointers on how to do their job better. Marketo strives to empower their community of users through online and offline events.

Marketo Implementation

  • Implemented in-house
We implemented in house.

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