Long-term user willing to give credit where due and concern where warranted
Overall Satisfaction with Marketo Marketing Automation
We use Marketo across the globe as the marketing platform for the digital and field marketers to execute their campaigns and it has branched into being used by non-marketing teams like customer success managers. It allows us to have a unified platform, standard branding, and flexibility in reusing elements across campaigns for efficiency.
- Great community articles and knowledge articles to help with self-taught education.
- Flexibility to account for customized CRM environments.
- Great platform partners to help drive seamless marketing campaigns like webcasts etc.
- Admin level access to troubleshoot and/or control/audit things is behind in terms of roadmap.
- Tends to roll out "sexy" new features rather than deal with long standing issues raised by the community.
- Inability to delete fields - hiding them is not enough of an answer.
- Improved brand consistency.
- Improved efficiency on lead management and campaign performance.
- Great ROI study on the impact of all the marketing touches toward revenue - not just a last touch or a first touch.
- Pardot Marketing Automation,Act-On,HubSpot,Eloqua
Most marketing automation systems either have very little flexibility when it comes to your CRM environment or if it does, it is extremely complicated and/or pricey. Marketo has been able to remain squarely in the middle - they are not the cheapest nor the most expensive, they can give you room to accommodate your own environment but they know the CRM systems that they are connecting to.
1 to 5 million
Adobe Marketo Engage Feature Ratings
Using Marketo Marketing Automation
100 -
- Field and digital marketers
- Product/Solution marketers
- customer renewals team
- Free trial/freemium automation
- Typical resource tracking and delivery system (whitepapers, webcasts, product sheets)
- Customer notifications and communications
- Nurturing and recycling of database
Marketo Marketing Automation Implementation
- Implemented in-house
Change management was a big part of the implementation and was well-handled -
- Define campaign types
- Define when to use which type
- Define what will be "global" versus regional or localized
- Determine how to streamline processes/areas where mistakes can happen
- Build solid documentation
- On-board people - don't expect that they can pull all the levers on day 1
- Implement a 2nd set of eyes check
- Knowing how long it was going to take at the first sync connection to bring our CRM in alignment with Marketo and vice versa (took almost two weeks to complete due to high volume of custom fields, objects, and records being synced).
- Dealing with non-native use of CRM in terms of ownership of records - what workarounds had to be put in place to use functionality in both systems without tripping each other.
- Not having a proper sandbox test environment stood up previously to test functionality.
Using Marketo Marketing Automation
Pros | Cons |
---|---|
Like to use Relatively simple Easy to use Technical support not required Well integrated Consistent Quick to learn Convenient Feel confident using | None |
- Search
- Workflow interface
- Generic reporting/analytics
- User administration
- Audit/tracking
- Tracking errors/issues
Yes, but I don't use it