Marketo - making some great changes in the field of Marketing Automation.
Anthony Figgins | TrustRadius Reviewer
Updated December 11, 2017

Marketo - making some great changes in the field of Marketing Automation.

Score 8 out of 10
Vetted Review
Verified User
Review Source

Software Version

Spark

Overall Satisfaction with Marketo

Marketo is the Hub for all our marketing efforts. We leverage Marketo to capture leads, capture activity, and push alerts to those who need them. We use Marketo for Marketing, Sales and Customer Success communication and tracking. All of our efforts circle around the capabilities of Marketo. For example, we run direct mail campaigns for sales that include activity tracking and engagement. We also utilize it for building our NPS program, Customer onboarding, customer renewal and training needs.
  • Listens to activity and reacts to it. We are able to build programs that are based on lack of activity, or actions that help the user move along the journey and do not get left behind.
  • Follows the lead across the funnel that alerts those who need it and maintains SLA's with Marketing and Sales.
  • Helps the Marketing team understand what makes a qualified lead and gives tools to adjust the definition.
  • Connects to other tools through various ways to allow a seamless mar-tech stack.
  • The landing page experience needs to be more flexible as they are still more or less static. We are able to code as needed, however, it does require a developer to build a template and even then they have limitations.
  • Needs to open up some of the processes to allow for more robust workflows
  • Custom Objects are great, however not being able to update them via workflows or forms is a miss.
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
We use Marketo for all communications. Each type of communication we are aiming for a specific goal. For example, we send out
a NPS email to 35% of our customers once a quarter. The goal of this type is to understand where we stand with our customers and how we progress. Marketo allows us to look at the data and auto calculate where we stand. We are also able to look at specific clients and see the progress we have made or not made. We also have programs in place that flags accounts as in danger based on their NPS response.
I use all tools for my clients. Marketo is very simple to spin up and get running for clients. With Marketo offering free beginner training as long as you have an instance it also makes it very easy to train my clients so they are able to take things over when they are ready.
I look at Marketo as a mid sized organization Marketing Automation tool. Once you get into the Enterprise level you start to run into issues if you try to host everything under one instance. I am seeing more companies use multiple instances of Marketo to help clean up the business units and activity across the organization.

Marketo Feature Ratings

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

Using Marketo

10 - Marketing, creative
10 - Very smart technology driven individuals. They do not need to have experience, however willingness to learn and a good head is required.
  • Email distrobution
  • Content distrobution
  • Lead performance
  • Training
  • Partner Marketing
  • Sales
  • Brand awareness
  • Lead routing
  • Decision engine
Because I use this tool for my clients, we rely on them to decide what works best for their organization. I am the facilitator of to tool the clients want to use so I do not have a good answer. I will say that if I suggest Marketo for a client, they do not switch.
  • Employee efficiency has increased and each employee is able to do more.
  • Better Lead flow and visibility
  • I am able to hold individuals accountable for the work they are doing now.

Evaluating Marketo and Competitors

  • Price
  • Product Features
  • Product Usability
Having a tool that has updates on a regular basis is very important for me and my clients. A marketing team can not grow faster than the technology will allow them to.
I would not. I do not look back at the decisions about the tools as Marketo is a safe bet.

Marketo Implementation

Better planning would have made it smoother however, we did ok.
Change management was a big part of the implementation and was well-handled - Planning is the most important piece.
  • IT delays
  • SFDC integration
  • Planning

Marketo Training

This training is basic and good. Could be better if they pushed for more interaction. Good practical examples and tests would allow for actual thought instead of following directions.

Marketo Support

The clients that do have the support seem to have issues. They have had a number of complaints around training and fully understanding the issues before they fall back to the answer "it's designed that way"
ProsCons
Quick Resolution
Good followup
Knowledgeable team
Problems get solved
Kept well informed
No escalation required
Immediate help available
Support cares about my success
Quick Initial Response
None
No - I have a fantastic team that takes care of things.
Yes - Yes and no. It was added to a to be fixed list and I was advised it would be fixed in a future update.

Using Marketo

It's one of the easier tools to use compared to Eloqua.
ProsCons
Like to use
Relatively simple
Easy to use
Technical support not required
Consistent
Convenient
Feel confident using
None
  • Sending emails
  • Building forms
  • Building emails from templates
  • Building landing pages from templates
  • Basic reporting
  • Advanced engagement programs - matching what other systems can do
  • RCA reporting
Yes, but I don't use it - It does the job

Relationship with Marketo

Marketo is fairly easy to work with during the sales process. Many of the sales teams are new and simply take a request for an order. The solution has many options and ways to be configured. I would like the Sales teams to take more ownership of the process, understand what their clients actually need and offer a solution that fits them.The solution being asked for is not always what the client needs, and therefore leads to frustration about missing features and needs.
Marketo is easy to work with after sales. You work with a configuration team that takes your basic needs and sets everything up. This is a standard process so very little gets missed and the team is very knowledgeable. This could be improved if the team had a better understanding of what the client needed and their needs were taken into account during the configuration process.
The standard terms of a contract include options such as length, database size, and add-on features. For the length, you are able to sign a multi-year deal to get a better price. The rule of thumb is the longer you sign, the more discount you can get. Database size is able to be adjusted as needed. The sizes get adjusted in small to increments at first and then jump to larger increments you get up to the hundreds of thousands. Marketo has many add-on features from the basic, that you can add as needed.
Start with a database size that fits your need over the next year instead of getting what you think you want. You can always adjust it as you move along your agreement. Decide which add-ons you want early. If you need to add a feature later in the agreement, it tends to take some time and negotiation and will most likely cost you more in the long run.