A Marketer's Take on Marketo
February 13, 2017

A Marketer's Take on Marketo

Laura Kimball | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Social Marketing
  • Marketo Revenue Cycle Analytics

Overall Satisfaction with Marketo

We use Marketo primarily for email marketing for our various clients. It is currently used primarily by the Digital Marketing Department. It allows for us to market to our clients' customer base in a way that is personalized and measurable.

Pros

  • Marketo is really good at allowing us to customize our marketing efforts, such as reaching a certain segment of our clients' lead database.
  • Marketo also allows us to personalize our messaging to tailor to certain demographics within our clients' lead databases.
  • With Marketo, we can also manage our clients' lead databases more easily and it allows for our clients' to gain valuable insights about their leads.

Cons

  • It would be nice if Marketo would implement a checklist feature into the sending of emails, wherein before sending an email out or approving a program or campaign to send an email, the user is presented with a checklist of things, such as Send Date, Send Time, Subject Line, From Name, From Address, Reply Address, Target Audience, etc. (much like Mailchimp provides) that we can go through and verify are correct. It would help in providing much-needed error-proofing that we currently must employ manually.
Personally I've used Hubspot, Constant Contact, Infusionsoft and MailChimp. Each one had good and poor features. Hubspot was probably most equivalent to Marketo in its lead management and email tools. As mentioned earlier I like how MailChimp allows users to do a final check of an email before scheduling or sending it out. I really enjoyed Infusionsoft's grid feature which allows users to "draw" out an email campaign on a grid-like interface, making it a more user-friendly and visually helpful element. However, overall, Marketo outdoes many of these products in that it makes up for what it lacks in its ability to create highly customized campaigns that sync together and its ability to integrate a large number of APIs.
Marketo is well suited for dynamic list and campaign management. For example, if you want to segment out a large list (maybe 200,000-500,000 people) into different groups based on demographics, psychographics, etc., it allows you to easily do so. However, email sending is a little more tricky. We've noticed there is definitely more room for errors when it comes to sending out an email (especially, unfortunately, if the email is going out to 200,000 people). MailChimp offers a helpful tool to prevent against unnecessary errors, which would be really nice to see Marketo harness.

Adobe Marketo Engage Feature Ratings

6.1
WYSIWYG email editor
8
Dynamic content
8
Ability to test dynamic content
7
Landing pages
5
A/B testing
4
Mobile optimization
4
Email deliverability reporting
6
List management
7
Triggered drip sequences
6
6.3
Lead nurturing automation
6
Lead scoring and grading
6
Data quality management
6
Automated sales alerts and tasks
7
7.0
Calendaring
7
Event/webinar marketing
7
5.5
Social sharing and campaigns
5
Social profile integration
6
5.0
Dashboards
5
Standard reports
5
Custom reports
5
5.7
API
6
Role-based workflow & approvals
5
Customizability
6

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