Review on Marketo's Marketing Automation tool
Updated November 22, 2018

Review on Marketo's Marketing Automation tool

Tom Liolios | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction with Marketo

We use Marketo in our entire marketing team. Our sales team is also using the Marketo sales insight functionality in our CRM.

Marketo allows us to score, qualify and nurture all marketing leads before they are handed over to our sales department. Marketo fulfills an important part in the beginning of our sales funnel.

Pros

  • Powerful forms. The Marketo forms on our landing pages are highly customizable, and the use of progressive profiling and form pre-filling helps a lot.
  • A/B testing. Marketo offers you the possibility to test any email or landing page you create. It is very user-friendly and the insights are easy to understand.
  • Setting up campaigns. The use of campaigns in Marketo is very straightforward, and easy to use. Within one place, the so called "smart campaign", you define the who, the what and the when. For example: who do you want to target, what do you want to do with them (send an email?) and when does it need to happen.

Cons

  • Email editor. The current email editor of Marketo is very tricky to use. Without HTML knowledge, you basically cannot do anything 'fancy'. Hopefully the new email editor that Marketo recently launched will improve the usability.
  • Integration with Microsoft Dynamics CRM. If you need to integrate with this CRM system, you will face a lot of issues. The standard integration does not give you a lot of freedom. You will need to implement several workarounds if you want to get more out of both systems.
  • Anonymous visitors. Marketo recently removed insights on anonymous visitors to your landing pages and website. You have no idea where your page views come from, unless they fill out a form.
Marketo is a platform where everything comes together. It is the centralized marketing hub that your digital marketing team needs.
It is lead generation, lead management, content marketing, sales follow-up, and much more. Additionally, if the feature is not native to Marketo (like hosting a webinar) you can easily integrate with other parties.
Marketo is well suited when you have a substantial marketing team, that is in need of streamlining certain marketing processes. It also is a great help in setting up a standard alignment with your sales department.

Managing and administrating Marketo is, however, a full-time job. So you need the resources.

Adobe Marketo Engage Feature Ratings

7.2
WYSIWYG email editor
5
Dynamic content
8
Ability to test dynamic content
9
Landing pages
7
A/B testing
9
Mobile optimization
5
Email deliverability reporting
6
List management
8
Triggered drip sequences
8
6.0
Lead nurturing automation
8
Lead scoring and grading
7
Data quality management
5
Automated sales alerts and tasks
4
5.5
Calendaring
4
Event/webinar marketing
7
6.0
Social sharing and campaigns
6
Social profile integration
6
4.3
Dashboards
4
Standard reports
6
Custom reports
3
6.5
API
7
Role-based workflow & approvals
8
Customizability
6
Integration with Salesforce.com
Not Rated
Integration with Microsoft Dynamics CRM
5
Integration with SugarCRM
Not Rated

Using Marketo's core features

Benefits of using some of Marketo's core features

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