A Great Product to Take Your Demand Gen Efforts to Another Level
May 19, 2017

A Great Product to Take Your Demand Gen Efforts to Another Level

Gany Rodriguez | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction with Marketo

Right now we use Marketo in the marketing department. It keeps track of our lead scoring as well as nurture campaigns. We have a weekly newsletter we send out through there as well as set up webinar registrations, form fill outs, landing pages, etc. Our nurture cadence also identifies the topic of interest for a specific lead and feeds them a cadence of emails that will drive more engagement.

Pros

  • Setting up the lead scoring is helpful for knowing when a lead is ready to be worked by sales.
  • Segmenting your audience is a breeze. You can build dynamic sections of your email to be able to serve content that is specific to a certain segment of your group.
  • The UI is consistent throughout, the use of smart lists makes it easy to go from different sections within marketo and still be able to get the info/data you need.
  • A lot of tools integrate with Marketo pretty easily. All that's required (for the most part) is copying and pasting API stuff and IDs. Super easy.

Cons

  • The reporting could look a little better, smart lists gets you data but it's difficult to get individual lead activities.
  • It's hard to have templates set up for smart lists as well, you have to keep plugging in the same filters over and over again.
  • Bulk actions are also difficult, there are times when I need to turn off multiple campaigns and the only way to do it is individually.
  • Real-time changes made by another team member are not reflected unless you refresh the page (which you might not).
Marketo is leaps and bounds better than Aprimo. The issue with Aprimo is that its data segmentation and action are in the same place (which could cause issues of not done properly). Marketo makes it very easy for someone to pick up and understand the logic of what is going on. Marketo also has an amazing support team and community. If you're trying to do something, chances are someone has posted something about in the community and can definitely help you out. everything from email editor to data management it's much better with marketo.
Marketo is a tool worth using if you're becoming smarter about the way you go after leads and build up an inbound pipeline. It helps to put all the pieces in place so that you know which events brought in who, how are they engaging with your site, which leads are qualified for sales to work, which ones you should try to nurture, the possibilities are endless. Marketo should not be used as an email sender only, although it has the capability (and does it well), there are many aspects of the tool that should be utilized to really get the most out of your leads and arm sales with a good pipeline.

Adobe Marketo Engage Feature Ratings

9.1
WYSIWYG email editor
8
Dynamic content
9
Ability to test dynamic content
10
Landing pages
7
A/B testing
8
Mobile optimization
10
Email deliverability reporting
10
List management
10
Triggered drip sequences
10
9.3
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
7
Automated sales alerts and tasks
10
8.0
Calendaring
Not Rated
Event/webinar marketing
8
Not Rated
Social sharing and campaigns
Not Rated
Social profile integration
Not Rated
8.0
Dashboards
8
Standard reports
8
Custom reports
8
9.0
API
10
Role-based workflow & approvals
8
Customizability
8
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
Not Rated
Integration with SugarCRM
Not Rated

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