There is not one specific way to accomplish a goal in Marketo. It was built around the idea that people work differently, and not all organizations are the same, so it’s a very scalable product in that there are multiple ways to accomplish your goals. I’ve used Marketo at several organizations, each with their own unique business needs. In each instance, I was able to develop a marketing automation infrastructure that worked well.
Also, there are a lot of resources for users to connect with other users and exchange ideas. This is a huge plus since the robustness of the platform means there is always more to learn. Marketo puts on a great user conference each year, and the local user group meetings are very client-driven (Marketo employees typically don’t even attend them). Additionally, there are some very smart people out there who have posted details of new and interesting ways they have used the platform, either on Marketo’s online community or on their own blogs or websites.
In terms of specific product features, the Revenue Cycle Modeler is a useful tool to track leads as they move through the marketing and sales funnels. When it’s implemented with a good strategy behind it, the accompanying reports (lead volume, velocity, conversion rates, etc.) are extremely telling. Marketo programs and member statuses (similar concept as SFDC campaigns) are great for tracking marketing engagements and when used correctly can be leveraged for multi-touch reporting analysis. Engagement programs are a relatively simple way to set up automated drip nurture tracks. Review collected by and hosted on G2.com.