Marketo Marketing Automation
Jackie Potts | TrustRadius Reviewer
Updated December 05, 2019

Marketo Marketing Automation

Score 9 out of 10
Vetted Review
Verified User
Review Source

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction with Marketo

Marketo is being used across our entire organization. It allows us to market more effectively to our customers and allows us to make business decisions with the data we are able to collect. It is useful for filling our sales funnel and determining which customers are most ready to engage with your business.
  • Reporting is simple. You can easily track how well your campaigns are doing, complete tests, make improvements and see the results.
  • Managing campaigns works well. They allow you to send timely information, focus on the customer, and utilize tokens and segments to personalize your campaigns.
  • Creating and testing emails and landing pages is easy and useful. You can increase your conversions greatly.
  • Marketo Web personalization and account based marketing are great tools to further help drive business.
  • Would like to have added feature of subscribing to smart lists as reports. - Marketo has listened to its customers and added this feature! Great job Marketo
  • Product Launches
  • Upsell
  • Cross-Sell
  • Customer Service
  • Lead Management
  • Prospecting / New Business
Product Launches - Make people aware of our new products through emails and web personalization.
Customer Service - Follow up survey emails to see their success.
Lead Management - Each person is places in the appropriate engagement program to provide them with useful information.
Prospecting/New Business - Form fills are great for finding top of funnel form fills and sales qualified leads.
  • Eloqua
We found Eloqua to be more difficult to use and not provide us with as much features for us to meet our goals. Marketo integrates well with SFDC which was very important to us. Marketo listens to its customers and tries to improve its features continuously throughout the year. Great product.
I think Marketo would work well for most businesses.

Marketo Feature Ratings

WYSIWYG email editor
8
Dynamic content
10
Ability to test dynamic content
10
Landing pages
9
A/B testing
10
Mobile optimization
9
Email deliverability
9
List management
9
Triggered drip sequences
10
Lead nurturing
9
Lead scoring and grading
9
Data quality management
9
Automated sales alerts and tasks
9
Calendaring
9
Event/webinar marketing
10
Social sharing and campaigns
9
Social profile integration
9
Dashboards
9
Standard reports
9
Custom reports
8
API
9
Role-based workflow & approvals
9
Customizability
9
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

Learnings & Advice

We have utilized Marketo to increase our database, strengthen our message to customers, and drive business revenue. I have learned to focus on business goals for each campaign and move everyone from viewing vanity metrics to metrics that matter and tie to revenue. I have also learned how to increase interaction with our prospects.
Take time to build a center of excellence, define naming conventions, set up templates, etc to make sure that everything is easy to find. Add tags to be able to find things easier in the future.
The Marketo Community is a great place to find helpful information. Many long time Marketo users, Champions, and User Group leaders help answer questions. By asking questions on the community, you can quickly and easily get your questions answered.
Tips and Tricks =
Determine a naming convention
Organize things into folders
Import programs that others have created to start your project

Using Marketo's core features

  • Channels
  • Programs
  • Email Templates
  • Forms
  • Landing Pages
  • Smart Campaigns
  • Lead Scoring
  • Lead Sourcing
  • Segmentation
  • Lead Nurture
  • Reporting/Analytics
  • Engagment programs with smart lists, content, and reporting all in the same place
  • Smart list and reporting subscriptions to share data with others
I think the center of excellence is something we wish we all started using sooner for those of us that have used it numerous years.
The Marketo community is a great source of information. Champions and Marketo experts answer your questions and share their knowledge in the community. In addition, Marketo listens to customer ideas and has useful support information in the community.
Marketo has a lot of reporting capabilities and lead life cycle management.
The ability to set up folders and put programs into those folders with the content, smart lists and reporting.
The ability to rename a folder, smart list, smart campaign, list, etc.
The ability to clone programs, forms, and other assets so they it is simple to reuse base parts of your assets

Using Marketo

50 - Marketing, sales, support
2 - They have strong organizational skills, understand the software package. It is helpful if they receive Marketo Certified Expert certification after they have used the product for a year. It is important to be detail oriented so that you can have useful campaigns and be able to get metrics showing your ROI while using Marketo.
  • connecting with customers
  • connecting marketing and sales better
  • filling the funnel
  • Web personalization and account based marketing
  • Determining ROI of marketing campaigns
  • looking into AI capabilities and improvements
It is a very helpful tool that has many nice features. It allows you to pull smarts lists and set subscriptions for those, has great reporting capabilities, allows for A/B test of campaigns and lets you email the right people at the right time.
  • Improved form fill and conversion rate
  • Increased knowledge about forms ROI
  • Increased web traffic from campaigns

Marketo Implementation

  • Vendor implemented
  • Professional services company
We implemented at a time where Marketo provided that for us, but another company did the implementation with us. I can't think of that companies name right now though.