Marketo is a customizable powerhouse that will scale as your business grows
December 20, 2017

Marketo is a customizable powerhouse that will scale as your business grows

Carey Picklesimer | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Software Version

Global Enterprise

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics

Overall Satisfaction with Marketo

Teams from the marketing department log into Marketo and use it on a daily basis, but the information is shared extensively within the Sales and Operations departments.

Pros

  • Unlimited options for creating automation - from simple auto-responders to complex lead routing rules
  • Nurturing programs using the engagement engine. There is no other platform on the market that offers out-of-the-box nurturing programs that function so well.
  • Tools that help bridge the gap between the marketing and sales teams, such as sales insights, automated sales alerts, lead scoring and interesting moments
  • Very active user community which includes the Marketo Community forum for asking and answering questions, in-person event and the annual Summit
  • Vastly updated training and support documentation

Cons

  • Steep learning curve - Because Marketo is so customizable, it also means that it can be hard to learn and get running quickly.
  • Can be challenging to maintain well - Because of the steep learning curve and the open options to build it from scratch, it is also easy to create automation that are cumbersome and slow the system down. It requires an intelligent, experienced marketer to truly run it effectively.
  • Adequate reporting, but room for improvement - There is a ton of data within Marketo, but often you'll need to export the information you need to Excel to truly present it in a usable format to management
I have used HubSpot with smaller customers and it works perfectly for them. HubSpot is more linear and comes out of the box with more things built. It makes sense for smaller marketing teams with less complicated needs. However, I don't think HubSpot can grow and scale the way that Marketo does. I have used Eloqua as well. Like Marketo, it has very customizable workflows, but I found it harder to learn and less intuitive than Marketo.
I've been a Marketo user for nearly five years and am a huge advocate. Marketo is well suited to growing SMBs or enterprise-level organizations that understand their marketing goals and how marketing automation will help get them there. I have seen businesses struggle to make Marketo work for them if they don't have their off-line practices squared away, such as the lead lifecycle or a good understanding of how to nurture. Marketo is not as user-friendly out of the box which is why smaller companies may not find it as useful. There is no limit to what Marketo can do, so it can be a powerful tool if you have a strong marketing strategy.

Adobe Marketo Engage Feature Ratings

8.8
WYSIWYG email editor
8
Dynamic content
9
Ability to test dynamic content
9
Landing pages
8
A/B testing
10
Mobile optimization
7
Email deliverability reporting
8
List management
10
Triggered drip sequences
10
10.0
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
10
Automated sales alerts and tasks
10
8.0
Calendaring
6
Event/webinar marketing
10
6.5
Social sharing and campaigns
7
Social profile integration
6
8.0
Dashboards
7
Standard reports
9
Custom reports
8
9.4
API
9
Role-based workflow & approvals
8
Customizability
10
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
10
Integration with SugarCRM
Not Rated

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