Marketo - the next step on your marketing automation ladder.
Anonymous | TrustRadius Reviewer
December 11, 2015

Marketo - the next step on your marketing automation ladder.

Score 10 out of 10
Vetted Review
Verified User
Review Source

Software Version

Global Enterprise

Modules Used

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

Overall Satisfaction with Marketo

We currently use Marketo for our web traffic, event management, lead scoring, and ROI analysis. We use a lot of the functionality of the system including the smart campaign processing power and some of the third party integrations. It is currently being used by our marketing department and is a centralized location for all of our marketing activities, providing analysis on what is working and what is not.
  • Smart campaign processing. These allow you to build complex data management campaigns for data manipulation. They also provide functionality for real-time responses and processing for lead behavior and tracking.
  • Revenue Cycle Modeler. This allows you to track your lead's lifecycle and where individuals are falling out of the sales funnel.
  • Third party integrations. Marketo is quickly building its ecosystem of vendors to further enhance its core capabilities. There are vendors for video, content, social, data, advertising, analytics and more.
  • Marketo is working on improving the speed of the system and has made advancements in previous releases to address these concerns. As databases are increasing in size, Marketo is expanding its capabilities to meet those needs but it seems to be a constant battle.
  • Marketo could expand the back-end access to the system for more advanced users to help troubleshoot or review tracked changes in the system.
  • Marketo needs to improve the marketing calendar functionality. It is not widely used due to how smart campaign names appear in the calendar.
  • Faster event management
  • Increased tracking and analytics
  • Employee efficiency
Marketo is more advanced than other inbound marketing tools and standard email marketing platforms. Marketo should be used to centralize activities to one location for accurate and consistent tracking mechanisms. If you plan on keeping other platforms, review how and if they integrate to Marketo. If they do not currently integrate, they may quickly establish an integration.
Marketo is a product that should be used by a progressive marketing department. Other more simplistic marketing automation tools should be used for marketing automation beginners who can then graduate to Marketo. Marketo does not run itself. There is an importance in structuring your system to best practices to ensure optimized ROI.

Marketo Feature Ratings

WYSIWYG email editor
9
Dynamic content
8
Ability to test dynamic content
6
Landing pages
8
A/B testing
9
Mobile optimization
7
Email deliverability reporting
6
List management
7
Triggered drip sequences
9
Lead nurturing
10
Lead scoring and grading
10
Data quality management
10
Automated sales alerts and tasks
10
Calendaring
5
Event/webinar marketing
10
Social sharing and campaigns
6
Social profile integration
6
Dashboards
8
Standard reports
9
Custom reports
7
API
8
Role-based workflow & approvals
6
Customizability
6
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
8
Integration with SugarCRM
7

Using Marketo

The product is easy to use over time, but does take time to learn and understand correctly. It is a robust software and deserves the time and respect to learn. If someone is running the product and doesn't understand best practices, he/she can cause a number of issues. Once someone has spent time in the system, it is simply to navigate and manipulate.
ProsCons
Like to use
Relatively simple
Easy to use
Well integrated
Consistent
Quick to learn
Convenient
Feel confident using
Familiar
Requires technical support
  • Email sends
  • Data value changes
  • Record auditing
  • Workspaces and partitions
  • Autosaving without a versioning option
  • Integration auditing