Marketo: The Marketer's Right Arm
April 09, 2015

Marketo: The Marketer's Right Arm

Anna Bruning | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Software Version

Global Enterprise

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics

Overall Satisfaction with Marketo

Marketo is a critical tool used by our marketing team to engage in a meaningful way with our customers and prospects. It enables us to adapt to the needs of our customers so we're communicating with them in a way that best suits their needs and adds the most benefit. We use Marketo for all our demand generation - events, webinars, social channels, PPC and content promotion - as it helps us track the success of our marketing efforts and evaluate the top priority leads.

Pros

  • Nurturing leads - Marketo's engagement streams are easy to use and enable you to create complex pathways based on the stages of your lead lifecycle. The flexibility of adding, removing and prioritizing content at anytime makes it easy to continually optimize your engagement streams.
  • Lead Scoring - Marketo allows for complex lead scoring to help prioritize the hottest leads.
  • Landing page building - Marketo's landing pages are easy to build and offer great mobile responsive versions. No need for coding to build attractive landing pages.

Cons

  • The reporting in Marketo can be helpful if they've already designed the report you're looking for, but if you want something more complex, it's not very user friendly.
  • The Marketo Calendar is not there yet. It's hard to use and not really useful. I think there are more advancements on the way, but right now it's not a tool our marketing team ever uses.
  • We've all gone down a path and recognized that our plan is the wrong one and need to revise it. That certainly happens when organizing your Marketo instance, but Marketo can't enable you to change field names or details unless you disconnect the field from all campaigns, smart lists and reports - which is nearly impossible. It would be great to have flexibility in updating our fields as our company becomes more mature.
1 to 5 million
Marketo is a great addition to a CRM like SFDC. If you don't have a CRM in place, it may be difficult to truly get the best use out of Marketo.

Adobe Marketo Engage Feature Ratings

7.9
WYSIWYG email editor
7
Dynamic content
8
Ability to test dynamic content
Not Rated
Landing pages
8
A/B testing
9
Mobile optimization
8
Email deliverability reporting
8
List management
7
7.3
Lead nurturing automation
7
Lead scoring and grading
8
Data quality management
7
Automated sales alerts and tasks
7
5.5
Calendaring
3
Event/webinar marketing
8
6.5
Social sharing and campaigns
6
Social profile integration
7
6.3
Dashboards
7
Standard reports
6
Custom reports
6
7.0
API
7
Role-based workflow & approvals
7
Customizability
6
Integration with Salesforce.com
8

Using Marketo

Marketo is an integral tool for our marketing team and we're very happy with the results.
  • Increased employee efficiency - Our team can easily build landing pages and campaigns in a very short amount of time.
  • Higher lead conversion - our Marketo nurture streams have dramatically increased conversion from lead to MQL and helped boost marketing's impact on overall company revenue.

Comments

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