Marketo - making some great changes in the field of Marketing Automation.
Updated December 11, 2017
Marketo - making some great changes in the field of Marketing Automation.
Score 8 out of 10
Vetted Review
Verified User
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.
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.
More than 5 million
Adobe Marketo Engage Feature Ratings
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
- 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
- Implemented in-house
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
Marketo Support
| Pros | Cons |
|---|---|
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
| Pros | Cons |
|---|---|
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
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.