Marketo beats the competition
Updated November 11, 2015

Marketo beats the competition

Elliott Lowe | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Software Version

Select

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Social Marketing
  • Marketo Revenue Cycle Analytics
  • Marketo Real-Time Analytics

Overall Satisfaction with Marketo

Marketo is used by our Marketing, Sales and Customer Services departments. We use it to capture data from our website forms, and lead generation partners, which triggers auto-responders, email nurture and telemarketing programs, alert emails, scoring and much more. It makes it much easier to intelligently engage with prospects and customers in ways that are customized to their needs and its advanced analytics allow us to gain insight into those needs.

Pros

  • Marketo has an easy-to-use, intuitive interface that makes it easy for all departments to learn and use.
  • Marketo has a robust, well-integrated set of functions that allow us to perform and/or track most online activities.
  • Its Revenue Cycle Model and advanced analytics (RCE) provide excellent insight into lead progress, conversions and velocity through our funnel as well as program performance and contribution to opportunity creation and wins.

Cons

  • Marketo needs better tracking of change history on the various assets.
  • Marketo's ease of use can slow down a power user and they need shortcuts that can be restricted by user.
  • Oracle Marketing Cloud - Oracle Cross Channel Marketing to Businesses (Eloqua),Pardot
We used Eloqua and switched to Marketo for its ease of use. We reviewed it against Pardot, but its Revenue Cycle Model, advanced analytics and Salesforce integration were superior.
1 to 5 million
Both
Marketo is ideal for both small marketing departments in a company, or multiple small marketing departments in larger companies. Marketo has integrations with numerous CRM, webcast, analytics, etc., solutions, but be sure to ask if there is one for your specific solution.

Adobe Marketo Engage Feature Ratings

8.9
WYSIWYG email editor
9
Dynamic content
8
Ability to test dynamic content
8
Landing pages
9
A/B testing
9
Mobile optimization
8
Email deliverability reporting
9
List management
10
Triggered drip sequences
10
9.8
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
9
Automated sales alerts and tasks
10
9.0
Calendaring
8
Event/webinar marketing
10
7.5
Social sharing and campaigns
7
Social profile integration
8
8.0
Dashboards
8
Standard reports
8
Custom reports
8
9.0
API
9
Role-based workflow & approvals
Not Rated
Customizability
9
Integration with Salesforce.com
9
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

Using Marketo

12 - Demand Gen, Content Marketing, Event Marketing, Partner Marketing, Student Services

2 - 
  • BA/BS
    in: Marketing, Finance,
    Business or related areas of study.
  • 2+
    years of sales/marketing experience with at least 1 year working with marketing data
  • Data driven individual with very
    strong Excel skills
  • Good
    understanding of sales and marketing analytics (i.e. campaign
    effectiveness, pipeline, conversion rates)
  • Track
    record of an organized and efficient problem solver with great attention
    to detail
  • Ability
    to maintain internal documentation such as process documents, technical
    guidelines, best practices, etc.
  • Ability
    to clearly communicate with co-workers across multiple departments
  • Experience
    with Salesforce, Google
    Analytics, Optimizely and Marketo is desirable





  • Capture new leads and source attribution data via web forms and sync to SFDC
  • Nurture leads with content (including) webinars primarily via email
  • Analyze email and program performance metrics and their contribution to revenue
  • Communicate with our students and graduates
  • In addition to using Marketo programs for identifying the acquisition source, we capture up to 7 fields of detailed source attribution data on each visit of anonymous and known visitors to our website for analysis by Marketo's analytics tools and a separate BI tool.
  • We use webhooks back into Marketo to perform data lookups, which allows us to append referring partner information on new lead records from the referring partner's record.
  • We implemented multiple nurture email streams, which resulted in a dramatic decrease in unsubscribes
  • We implemented Ad Bridge to automatically add leads to conversion events in AdWords, which allows us to better optimize for won opportunities, not just new leads.
  • Social engagement and analysis
  • Website monitoring and SEO
Nothing else provides the functionality and ease of use.
  • Marketo helps us better understand the behavior of our leads, prioritize our spend on programs that result in high conversion rates, and nurture create programs that provide leads with the right information at the right time during their buyers journey.

Marketo Training

The courses are concise and informative, but not necessarily comprehensive. They don't always explore the broad array of implementation possibilities along with their pros and cons.

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