Marketo for Higher Ed
Updated September 27, 2016

Marketo for Higher Ed

Anonymous | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction with Marketo

Marketo is the primary system of engagement for the university's prospective student audiences as managed by University Marketing and the Admissions Office. The external .edu site includes numerous Marketo web forms and Marketo drives all electronic and print communication nurturing. The seamless integration with Salesforce enables real-time data synchronization and makes Marketo a natural fit for some data processes not easily developed in the standard SFDC environment.

Pros

  • E-mail nurturing: robust nurturing system with ability for personalization.
  • Web-based analytics: Marketo munchkin enables real-time lead web activity reports and ability to personalize web content based on CRM data.
  • Seamless SFDC integration: ability to edit Salesforce data and run data processes not possible in standard Salesforce.

Cons

  • Analytics and reporting is limited in scope and not user friendly (reports and lists take considerable time to load).
  • Support services are expensive and some technicians have limited understanding of product.
  • Customer relations is severely lacking: we've had 5 account managers in 26 months.
Marketo was ultimately selected over other products, including Salesforce's Pardot solution, because of its ability to track website activity via the Marketo munchkin. The holistic nature of the Marketo tool, from web to e-mail to data management and a natural Salesforce integration, made the product the frontrunner when we were evaluating tools in the spring of 2014.
Marketo is great to use as a comprehensive system of engagement, but is not yet suitable for significant reporting capabilities. Additionally, while the product functions well as a holistic engagement tool, the company lacks good communication and positive customer relationship building. The benefits of the product outweigh the negatives of the company, but it is a reality that limits the prospects of the company.

Adobe Marketo Engage Feature Ratings

7.0
WYSIWYG email editor
7
Dynamic content
8
Ability to test dynamic content
7
Landing pages
6
A/B testing
Not Rated
Mobile optimization
7
Email deliverability reporting
5
List management
8
Triggered drip sequences
8
7.8
Lead nurturing automation
7
Lead scoring and grading
9
Data quality management
7
Automated sales alerts and tasks
8
7.0
Calendaring
7
Event/webinar marketing
Not Rated
Not Rated
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
3.7
Dashboards
4
Standard reports
3
Custom reports
4
8.8
API
8
Role-based workflow & approvals
8
Customizability
9
Integration with Salesforce.com
10

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