Marketo Marketing Automation System Product Review
April 03, 2015
Marketo Marketing Automation System Product Review
Score 10 out of 10
Vetted Review
Verified User
Software Version
Global Enterprise
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
- Marketo Real-Time Analytics
Overall Satisfaction with Marketo Marketing Automation
Marketo is the backbone of our marketing and sales operations functions. We use Salesforce as our CRM and the two systems are very closely integrated. We use Marketo across the entire organization and around the globe. We use it to improve our processes and make us more efficient; as well as, to improve the user experience for our customers and prospects, and to drive interest in our brand and products using landing pages, emails, and campaign tracking.
Pros
- Provides insight into the data flowing through your marketing and sales organizations and allows you to drive revenue, process and efficiencies. The "ah-ha!" moment that's experienced when a marketing or sales executive sees exactly what led to a closed-won deal because of what can be seen with Marketo is priceless.
- Standardized processes and templates allows us to quickly roll out messages and campaigns globally and in multiple languages.
- The system is VERY intuitive and our field marketing managers have come up to speed quickly in the system and are using it every day. This reduces our internal churn that used to happen as they waited for text edits to be made or for landing pages and emails to be laid out for approval.
Cons
- I'd like to see them push the features, functionality, and ease of implementation of their mobile/responsive templates. In addition, I'd like to see better reporting on the mobile templates; including reporting on A/B tests involving mobile landing pages.
- I'd like them to continue to improve their support of large databases (5M+ records). We have difficulties running A/B tests with our large database. Queries run quickly but dropping emails often crashes when A/B tests are involved. We are actively engaged with support on this topic and they are being very responsive.
- Faster to market with product and campaign launches around the globe.
- Increased employee efficiency with Field Marketing and Marketing Operations team members around the globe.
- Improved relationship, processes and efficiencies between Marketing, Sales and Finance.
- Ability to accurately report on every Marketing dollar spent and how that contributes to the Sales pipeline.
I have used Oracle's Eloqua Version 9 at two organizations, as well. The system was VERY expensive, the Support was next to nil and our Marketing Managers couldn't/wouldn't use the system which meant we had to pay more expensive Marketing Operations people to build simple assets like emails and landing pages.
We also evaluated the Pardot/Exact Target offering from Salesforce and Eloqua Version 10 when exploring our options. In the Pardot/Exact Target case we felt that Salesforce hadn't fully flushed out the functionality of the two systems and how they fit into their overall Marketing offering. in the case of Eloqua Version 10, it came down to the price being $100s of thousands of dollars more expensive with no noticeable advantage in features/functionality and a perception that it was harder to use and behemoth to manage.
We also evaluated the Pardot/Exact Target offering from Salesforce and Eloqua Version 10 when exploring our options. In the Pardot/Exact Target case we felt that Salesforce hadn't fully flushed out the functionality of the two systems and how they fit into their overall Marketing offering. in the case of Eloqua Version 10, it came down to the price being $100s of thousands of dollars more expensive with no noticeable advantage in features/functionality and a perception that it was harder to use and behemoth to manage.
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