Marketo

Marketo

4.1
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Leading Engagement Platform that empowers marketers to build brand value, grow revenue, and prove impact.

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Marketo review by Ashley M.
Ashley M.
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What Marketing Automation solution do you use?

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Marketo review by Fred H.
Fred H.
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"Great Marketing Tool"

What do you like best?

The shear intensity of the stage. "Out of the container", Marketo doesn't complete a ton. It requires watchful arranging, plan, redoing, designing, and so on to reflect how your business is organized and works. It took us over a year to completely send Marketo over our worldwide association. However at this point it's adjusted to how we go to Market (and how we give an account of our general viability), Marketo has turned into the center (and most dominant) Marketing stage for us. Vital to the majority of this is our very intricate lead lifecycle work processes that dole out, course, characterize and track the movement of any lead that progresses toward becoming showcasing qualified/deals prepared. The ongoing alarms - and the capacity to make these as nitty gritty as conceivable utilizing variable tokens - are what truly got us lined up with our Sales groups. It's additionally worth referencing that the quantity of energetic Marketo clients/clients is a piece of a dynamic and dynamic online network. The "Marketo Marketing Nation Community" - which is an enormous esteem include - comprises of numerous individuals who appreciate helping other people with their Marketo challenges, sharing prescribed procedures, impacting/forming the eventual fate of the Marketo stage, and generally speaking empowering all of us to interface with each other. What's more, every year, we as a whole have the chance to meet and system with each other at the astonishing Marketo Summit client gathering.

What do you dislike?

The principle shortcoming in Marketo is a portion of its detailing capacities (without obtaining additional items like MPI and Advanced Report Builder). Not just for strategic announcing (e.g., messages, where it would be so helpful to probably see the leads behind the numbers without making a different "shrewd rundown") yet for significant revealing that worldwide associations like our own are most worried about - and that is account-driven/ABM level detailing. For instance, the capacity to see all important action (otherwise known as, "fascinating minutes") of all leads inside a given record is beyond the realm of imagination. To beat a large number of these shortcomings/confinements (with the exception of the record level announcing), a flat out must is to select the extra module (separate information distribution center and BI apparatus): either your own (utilizing mass API remove) or Advanced Report Builder.

Recommendations to others considering the product

On the off chance that you are thinking about Marketo, I would suggest ensuring your organization comprehends the work that will be expected to set Marketo up effectively and have an execution plan prepared (what fields you will delineate Marketo to your CRM, what information would you like to write about so you can set up your battles/custom fields accurately, and so forth). Additionally, ensure you have an IT individual on your usage group who can help set up field mapping and, in the event that you are a non-Salesforce client as are we, they will be useful when setting up whatever connector you run with (we use Vertify). Marketo additionally appears to have all the more free how-to recordings accessible since will be useful to watch before you hound in to your setup. It truly is an amazing showcasing computerization instrument, however will set aside a long opportunity to completely comprehend it's capacities (I'm 2 years in now and still don't know everything!)

What business problems are you solving with the product? What benefits have you realized?

Before using Marketo, our general development dimension of the advertising capacity was low. We comprehended the need to create center capabilities sought after age yet verifiably imparted to the market specially appointed with "splash and supplicate" email crusades). An interest age work was all the while being built up inside our association. Deals had requested that Marketing turned out to be increasingly included and coordinated in building the Sales pipeline and the general deals process (counting information incorporation). Deals and pipeline development were not able be fixing back to advertising endeavors, making it hard to quantify Marketing ROI. We are presently have a completely incorporated Marketo and CRM stage, bringing about a genuine shut circle lead the executives framework to legitimately course, appoint, acknowledge/reuse, qualify/exclude, convert, advancement, and track leads all through the coordinated deals and showcasing channel. Each and every promoting action - regardless of whether it's on the web or disconnected - is caught in Marketo and fixing to a Marketo program. We currently use Marketo as our focal detailing stage that feed into our corporate quarterly scorecards. This has genuinely been a distinct advantage for us.

With Marketo, the inventiveness and ingenuity of how we draw in with our prospects and customers, how we offer them an applicable/customized involvement and how we measure generally speaking showcasing viability will keep on developing. We have many energizing improvements in progress – most strikingly, further coordinating Marketo into our new site stage, Sitecore. With Marketo, Sitecore and other specialty stages, we plan to be in a situation to offer our site guests – explicitly key target accounts – an exceptionally customized, tweaked and pertinent experience as they connect over our advanced channels.

Marketo review by mildred p.
mildred p.
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""Good Marketing Tool""

What do you like best?

The shear power of the stage. "Out of the holder", Marketo doesn't total a ton. It requires careful masterminding, plan, re-trying, structuring, etc to reflect how your business is sorted out and works. It took us over a year to totally send Marketo over our overall affiliation. Anyway now it's changed in accordance with how we go to Market (and how we give a record of our general suitability), Marketo has transformed into the middle (and most predominant) Marketing stage for us. Indispensable to most of this is our complex lead lifecycle work forms that dole out, course, describe and track the development of any lead that advances toward getting to be displaying qualified/bargains arranged. The progressing alerts - and the ability to make these as quick and dirty as possible using variable tokens - are what genuinely got us agreed with our Sales gatherings. It's also worth referencing that the amount of lively Marketo customers/customers is a bit of a dynamic and dynamic online system. The "Marketo Marketing Nation Community" - which is a gigantic regard incorporate - involves various people who value helping other individuals with their Marketo challenges, sharing endorsed methodology, affecting/framing the inevitable destiny of the Marketo organize, and as a rule enabling we all to interface with one another. Also, consistently, we overall get the opportunity to meet and framework with one another at the astounding Marketo Summit customer gathering.

What do you dislike?

The guideline weakness in Marketo is a segment of its enumerating limits (without getting extra things like MPI and Advanced Report Builder). Not only for vital declaring (e.g., messages, where it would be so useful to presumably observe the leads behind the numbers without making an alternate "wise once-over") yet for noteworthy uncovering that overall affiliations like our very own are most stressed over - and that is account-driven/ABM level specifying. For example, the ability to see immeasurably imperative activity (also called, "captivating minutes") of all leads inside a given record is past the domain of creative energy. To beat an extensive number of these deficiencies/controls (except for the record level declaring), a level out must is to choose the additional module (separate data dissemination focus and BI contraption): either your own (using mass API evacuate) or Advanced Report Builder.

Recommendations to others considering the product

In case you are pondering Marketo, I would propose guaranteeing your association appreciates the work that will be relied upon to set Marketo up adequately and have an execution plan arranged (what fields you will portray Marketo to your CRM, what data might you want to expound on so you can set up your fights/custom fields precisely, etc). Also, guarantee you have an IT individual on your utilization assemble who can help set up field mapping and, if you are a non-Salesforce customer as are we, they will be valuable when setting up whatever connector you keep running with (we use Vertify). Marketo moreover seems to have even more free how-to chronicles available since will be valuable to watch before you dog in to your setup. It genuinely is an astonishing exhibiting computerization instrument, anyway will set aside a long chance to totally appreciate it's abilities (I'm 2 years in now and still don't know everything!)

What business problems are you solving with the product? What benefits have you realized?

Before utilizing Marketo, our general improvement measurement of the publicizing limit was low. We understood the need to make focus abilities looked for after age yet undeniably bestowed to the market uniquely designated with "sprinkle and supplicate" email campaigns). An intrigue age work was at the same time being developed inside our affiliation. Arrangements had mentioned that Marketing ended up being progressively included and composed in structure the Sales pipeline and the general arrangements process (tallying data joining). Arrangements and pipeline advancement were not capable be fixing back to promoting attempts, making it difficult to measure Marketing ROI. We are directly have a totally joined Marketo and CRM arrange, achieving a certifiable shut circle lead the administrators structure to honestly course, delegate, recognize/reuse, qualify/reject, convert, progression, and track drives all through the planned arrangements and exhibiting channel. Every single advancing activity - paying little mind to whether it's on the web or separated - is gotten in Marketo and fixing to a Marketo program. We at present use Marketo as our central enumerating stage that feed into our corporate quarterly scorecards. This has really been an unmistakable favorable position for us.

With Marketo, the imaginativeness and creativity of how we attract with our prospects and clients, how we offer them a material/redid association and how we measure as a rule exhibiting reasonability will continue creating. We have many stimulating upgrades in advancement – most strikingly, further planning Marketo into our new site arrange, Sitecore. With Marketo, Sitecore and other claim to fame stages, we intend to be in a circumstance to offer our site visitors – expressly key target accounts – an outstandingly modified, changed and appropriate understanding as they associate over our propelled channels.

Marketo review by Cale' D.
Cale' D.
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"Tradeshows & Internal Communications"

What do you like best?

I like the power that Marketo has for analytics. Sometimes when you are in the thick of things it's hard to really explore everything available, however there are some amazing tools within Marketo that can really take your company to the next level.

What do you dislike?

It could be a little more user friendly. Just generally speaking the layout and user experience is not as simple as it could be.

Recommendations to others considering the product

Marketo is an extremely powerful tool when used at the top of it's abilities. Recommend bringing in a Marketo certified professional to lead or train your team at the beginning of implementation to ensure you are getting the most out of your investment.

What business problems are you solving with the product? What benefits have you realized?

Automated email marketing. We are able to connect with a specific demographic in an organized and beautiful way. Especially in the tradeshow world for recruiting purposes we are able to customize the communications based on interactions with us at the show.

Marketo review by Jeff K. C.
Jeff K. C.
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"A high impact tool for digital marketing."

What do you like best?

It is a tool that is designed to meet all the needs of digital marketing, email marketing, ads on the web, mobile ads, data acquisition reports, demographic data of potential consumers, complete sales information made with detailed graphics of all the necessary data, to create final reports, where we find the best variant, to bring our product to more people, and have better results month by month.

What do you dislike?

Integration with the CRM platform works better with other applications than with Marketo, developers should focus more on these points, so that the application has better compatibility with external platforms and applications and the highest desired performance can be obtained.

What problems are you solving with the product? What benefits have you realized?

The sales since we used Marketo have improved noticeably, for it we decided to acquire this software and it has fulfilled its objective, they have managed to achieve not only more sales, but also better sales, with very few hours of work unlike other applications previously used in the Penny Arcade, in conclusion if you want to improve and increase your online sales, Marketo is the ideal solution for what you are looking for.

Marketo review by Adolfo C.
Adolfo C.
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"Marketo excels as a marketing automation tool "

What do you like best?

Its support for A LOT of programs and logics. Flows applied to filters and triggers is the most powerful feature in Marketo. I also love the integration into PowerBi, I just wish it were faster and had better documentation. Communities are great source of information though.

What do you dislike?

Support, they have acknowledge some miss implementations but that's it, no intentions to fix. Sales reps do a very bad jog on trying to upsell, hence one has to research on new features. No response to web forms. PowerBi integration is still in BETA, I would like to see it fully developed. It somehow gets me wondering if they are still developing it.

Recommendations to others considering the product

Its complicated to use and setup but once you get it done you'll find no other solution beats it. Support is bad, very bad, account managers are worse.

What business problems are you solving with the product? What benefits have you realized?

Marketing automation, scoring and prioritizing leads, assigning them to Salesforce reps via taks. BI reports. Marketo is the most important tool we use in Digital Marketing.

Marketo review by Alex L.
Alex L.
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"Marketo is the top tier Marketing Automation Software Available!"

What do you like best?

Phenomenally easy to set up and implement for my team! Great functionality for campaigns, allowing you to segment your audience easily and smoothly. Allows you to track a lead through the entire lifecycle is a breeze with Marketo! Allows us to see what works and doesn't work so we can make the best out of our marketing budget.

What do you dislike?

I generally like every part of this software but find it can be a little bit slow/non responsive when doing complicated tasks. Generally when I'm doing a lot with smart lists, it will slow down or lag a little bit. Also reporting could be improved in general. It works ok as is but needs an update.

Recommendations to others considering the product:

If you want your marketing team to be lean and successful, implement Marketo ASAP!

What problems are you solving with the product? What benefits have you realized?

It allows our marketing team to work more effectively and quickly. The automation allows us for complex workflows that are so critical for our multi channel campaigns. It allows us to report in detail on the efficacy of every one of the campaigns from beginning to end.

Marketo review by Jay O.
Jay O.
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"Marketo Leads the Charge as Marketing Automation Transforms Business Results "

What do you like best?

-Partnerships: Google, Bizible, GoToWebinar, Data Augmentation Tools, etc.

-Ease of use of User Interface: almost no coding needed. Understanding of HTML helpful but not needed.

-Analytics tools and ease of use to compare against SFDC reporting or Business Intelligence/Tableau tools.

-The Marketo Community! Amazing resources that are always available to answer your most challenging questions: Marketo Technical Support via tickets direct to Marketo, Product Discussion portal online, Local Marketo User Group meetings

What do you dislike?

-There are opportunities to make program building more fluid. Copying and pasting very complex logic from one area of the system across multiple areas of use, for example. That said, one of the positives is that the customer team really listens to user ideas. Many of the areas for opportunity are being addressed by Marketo's new version: Marketo Sky. Online there is an area where users can submit ideas for product changes and updates, and the Marketo team has listened and is delivering.

Recommendations to others considering the product

-Marketo is leading the pack right now in current partnerships, as well as future potential with the recent acquisition by Adobe.

What business problems are you solving with the product? What benefits have you realized?

-Tracking ROI for all Marketing Content and Marketing Tactics.

-Understanding the influence each Marketing Tactic plays in bringing quality leads forward and over the finish line.

-Visibility to which specific behaviors, and combinations of behaviors, that draw prospects into Awareness, Research, Evaluation of your products.

-Setup, tracking, and optimization of numerous custom variables: customer profiles/personas, specific product interest, etc.

Marketo review by Amanda T.
Amanda T.
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"Marketo is the best Marketing Automation Tool!"

What do you like best?

1. Marketo is super easy to learn and set up.

2. Email Editor. They have designed email templates for free that make it easy for prospects and customers to consume content and information. You can also drag and drop components to customize templates.

3. Nurture Campaigns! You can segment your audience easily and tie them to a nurture campaign to give them exactly what they want to consume!

4. Lead Lifecycle. Being able to track a lead throughout the buying process is huge for any company. Marketo makes it easy to see what works so you can put your marketing budget to good use!

5. Marketo Community. Most Marketo users are super active on the community site. They offer great tips and tricks and you can get any question answered really fast. They also have marketing pros that are willing to share advice on your marketing strategy and, specifically, Marketo pros that can help guide you in a step by step process to accomplish any specific task.

What do you dislike?

1. I'd like to see a landing page 2.0 editor of some sort. Now with the Adobe acquisition, I think this is inevitable, and I'm excited to see how it turns out!

2. I'd like to do more on the account level, like account scoring and switching account owners in Marketo. I believe you can do this within Marketo ABM, but it's not part of the core product. Definitely save budget for some Marketo add ons, because you'll find you need them as your company grows!

What business problems are you solving with the product? What benefits have you realized?

We've found so much success since implementing Marketo! We went from using it to just send out emails like our newsletter to using it to shorten our sales cycle and bring in more revenue. It has been able to adapt to our very dynamic strategies. One of our most shining statistics...We 4xs more MQLs to SQLs and turned 2xs more SQLs to customers. At my most recent company we've been able to prove our contributions directly to sales, providing over $6.3 million in opportunities to Sales in the past year!

Marketo review by Jason H.
Jason H.
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"Marketo has changed my life as a marketer!"

What do you like best?

Of the many great thing I could say about Marketo, I would have to say the most impressive thing is how they listen to their customers and add the features that the people who use the system request. Every month there is a new release that has great new features. I have been using Marketo for almost 4 years and I have seen it evolve so much adding new features and improving user experience.

What do you dislike?

There is not much I dislike, but if I had to choose something it would be that at times the system can be slow when doing complicated smart lists. The basic reporting is OK but could use some improvement.

Recommendations to others considering the product

GET IT! Adobe Acquisition will only make it better

What business problems are you solving with the product? What benefits have you realized?

I am a consultant so this changes depending on client need, but usually it revolves around being more efficient with their marketing and being able to report on the success.

Marketo review by Alyssa M.
Alyssa M.
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"Marketo Review"

What do you like best?

I like that Marketo allows me to build campaigns that are integrated with different channels. I can include social, video, paid ads and interaction amongst assets in one campaign and report on all of it.

What do you dislike?

I do not like UI. I think it is a little outdated. I also feel the support is not the best. There have been some times where I went to support for help and they told me one thing and then after a few months the problem occurs again and I go to support and someone there tells me something different. I have also been given wrong information by support as well before.

Recommendations to others considering the product

If you are evaluating the big 3 MAPs, Marketo definitely is the way to go if you are looking for a platform that can support your multi-channel efforts. Also, if you are looking to increase both your inbound and outbound efforts, Marketo supports those efforts. It also integrated with most of the technologies needed for webinars, social, and ads.

What business problems are you solving with the product? What benefits have you realized?

Marketo is great for our marketing team. It provides the automation we need. It allows for the complex workflows needed for our multi-channel marketing campaigns, and it allows us to report fully on each campaign from start to finish. It also brings light to how our leads move through the funnel.

Marketo review by Lindsay K.
Lindsay K.
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"Marketo Review"

What do you like best?

My favourite thing about Marketo is the ability to create templated program structures for cloning. This helps speed up program creation in the future, and ensure program consistency. You can also do a lot with the API, and there are a number of tools that you can integrate into the solution.

What do you dislike?

Marketo is a very robust platform, and there isn't much I dislike. There can be a bit of a learning curve when getting started out with the platform. Marketo covers a lot of ground, and you want to set the system up for success from the beginning.

What problems are you solving with the product? What benefits have you realized?

I have worked with Marketo as an in-house marketing manager, as well as being a consultant. I have had to help solve a number of business problems, such as lead generation, managing CASL permissions, attribution tracking and reporting, and many more. Marketo makes a lot of things possible, when programs are set up correctly for the sake of capturing the necessary information to report on numbers to answer important business questions.

Marketo review by Jon-Sun L.
Jon-Sun L.
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"One of the most powerful marketing automation platforms with some stability issues they need to fix"

What do you like best?

At it's best, Marketo is a powerhouse in terms of tracking visitors, executing drip/nurture campaigns, and integrating 3rd party systems via it's API and webhooks. I use Marketo in a daily capacity to achieve nearly all of my marketing tasks and it's features tower over its competition. It's Munchkin script that cookies visitors is critical in helping me target/market to the appropriate audiences.

What do you dislike?

Just in the past year, i've experienced more server outages than in my entire 4 years of using Marketo. I'm not sure if it's because of their rapid growth, or because of it's new leadership not focusing on improving infrastructures, but it's incredibly frustrating when outages occur. My biggest pain, is that it not only locks me out of Marketo, but since I embed Marketo forms on WordPress and use it's API in other tools, Marketo's down instances will also affect those.

Recommendations to others considering the product

It's costly but worth it in the end if you're serious about Marketing automation

What business problems are you solving with the product? What benefits have you realized?

The business problem I needed to solve with Marketo is actively segmenting and targeting a variety of audiences in my database. I also needed to have a tool that helped me manipulate and track Marketing ROI in Salesforce. Marketo achieved both of these with its bidirectional Salesforce sync and it's smartlists/segmentation capabilities.

Marketo review by Matt G.
Matt G.
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"Marketo is the Marketing Automation tool, by and for Marketers"

What do you like best?

* Ease of use via intuitive drag-and-drop Interface

* Superb documentation & active user community

* Reliable rest API and tons of product partners with integrations (Launchpoint)

* Email tools like snippets and surveys make creating amazing emails simple

* Effortless integration with Salesforce.com

* Built-in campaign analytics presented as in-app dashboards

* Absolutely incredible Professional Services team for implementation and ongoing development

What do you dislike?

There is nothing I dislike about Marketo. I've been using the tool daily for 8 years and have also been in a position to compare it to other similar tools and there is nothing in its class. The only thing that can be a bit challenging to navigate is that a number of features work best for B2B applications; but I've always been able to find workarounds. Another 'gotcha' is that the native Salesforce integration only integrates to standard Salesforce objects, so you may need to stage data on these objects or find middleware if the data you use for segmentations or personalization live on objects other than Contact, Opportunity, Account or Lead.

Recommendations to others considering the product

* Marketo may have a higher cost than other options you are evaluating. It is worth it. I hear all the time about industry colleagues that go the cheaper route and end up switching in 1-2 years anyway. Save the trouble and make the better choice up front.

* If you have complexity in your data model, multiple brands, or a homebrew CRM tool, implementation will be more complex. Consider professional services or a well-qualified 3rd party consultant with lots of Marketo background.

* If your database size is large (in the millions of records) it may take a few days or up to a week to complete your initial data sync. Performing mass data updates in your CRM later after the sync is turned on may cause a sync backlog. It is best to work with a solution architect to make sure your data is cleaned and staged appropriately to execute your desired campaigns after you launch. And set expectations that there will be a down period while your data syncs before you can begin executing on campaigns.

What business problems are you solving with the product? What benefits have you realized?

* Sophisticated multi-touch communication strategies using a mix of email, SMS, web personalization

* Inbound lead management and qualification

* Prospect nurturing

* Sales team tools (Marketo Sales Insights app and Outlook Plugin)

* Email deliverability support and improvement

* Integrating with 3rd party tools like Twilio, Neustar

Marketo review by User
User
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"Marketo - Best Marketing Automation Software"

What do you like best?

Marketo offers a cloud-based email marketing platform for organizations of all sizes to oversee and screen drawing in client connections. The arrangement highlights incorporated applications that convey a scope of abilities including marketing mechanization, social marketing, lead supporting, spending administration, investigation, deals understanding, and site personalization. Marketo offers an online network of advertisers who share thoughts, work together and impact item improvements.

What do you dislike?

The set up stage can be distressing. Likewise, the interface isn't easy to understand so it will require a touch of investment for the client to be acquainted with its condition. Their client bolster isn't constantly responsive and solid.

Recommendations to others considering the product

Marketo is being utilized by both the Marketing group and the Sales Team. Marketo helps our Marketing group by giving a platform to accumulate lead data at each period of the purchaser's voyage. Through the data that Marketing assembles, we can enlist chosen leads into email battles

What business problems are you solving with the product? What benefits have you realized?

Marketo's product can deal with customers with a client base extending from three clients to in excess of a thousand clients, yet its value point makes it perfect for mid-market and undertaking associations. Support is offered by means of web, telephone and email alongside online FAQ store.

Marketo review by Jake S.
Jake S.
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"Excellent marketing tool"

What do you like best?

When I discovered Marketo, I realized that it is a great marketing tool that includes an easy and quick management of campaigns through email, mobile, social networks. In addition, all this can be configured and managed very easily from your tool.

What do you dislike?

They could implement even more marketing tools, to be able to make even more effective campaigns, but in the rest of things I have no complaints.

Recommendations to others considering the product

If you want to optimize your clients and reach a public in a more complete and secure way, a comprehensive marketing tool like this can help you in that sense.

What business problems are you solving with the product? What benefits have you realized?

It allows you to carry out marketing campaigns according to a very defined target. Since you can not only divide by customers, but by means, such as mail, mobile, so you can create comprehensive marketing campaigns and at the same time more selective.

Marketo review by Veronica H.
Veronica H.
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"High quality platform but you get out what you put in"

What do you like best?

Marketo is endlessly customisable, and if you have the know how you can build incredibly complex workflows and automation. Full integration with leading CRM platforms takes the hassle out of integration, and the range of features is growing with every release. If you are willing to invest the time to learn and experiment with the platform, you will get a huge amount of value from it. If you are not, you simply won't.

The underlying platform basics make this the most user friendly, fun, engaging platform to work with.

What do you dislike?

Lots of visible investment in huge new features rather than doubling back and putting more effort into perfecting features all customers know and love but need more out of. I realise that all platforms need to innovate, but there has to be a certain level of "filling in the gaps" in your own platform to retain loyal customers.

Recommendations to others considering the product

Don't just invest in the product - you have to invest in some consulting to help you get it set up correctly, and always invest in the right user training. This is not a product where you can get away with not investing in the right enablement.

What business problems are you solving with the product? What benefits have you realized?

Mostly using for lead generation and customer communications. Also ensuring lead management, scoring and sales alignment were working to help sales teams work more closely with marketing.

Marketo review by Stefanie G.
Stefanie G.
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"Powerful system, but doesn't always play well with Google Analytics"

What do you like best?

The automation of smart campaigns and smart lists. You can get incredibly granular with your audience segmentation with fairly minimal upkeep. I love the integration with SalesForce, which takes away a lot of the guesswork when it comes to scoring a customer's value or a prospect's potential value to the business.

What do you dislike?

It's not very intuitive, and you can't have multiple tabs open within the same browser or Marketo will sign you out and force you to log in again. I also dislike that tracking links are displayed in Google Analytics and you can't readily understand where the traffic is coming from. Would be nice if the campaigns had you pre-define a UTM for each email campaign.

Recommendations to others considering the product

Marketo is a big commitment, but I think it's one of the most powerful in the game. Once you go to Marketo, you will find little need to use any other analytics platforms. I would definitely recommend Marketo to any business looking to grow and market to a large audience with a high degree of segmentation. It easily integrates with many other complex systems (SalesForce, Munchkin), so you minimize the amount of admin work that would otherwise be necessary when entering information into two separate places.

What business problems are you solving with the product? What benefits have you realized?

We use Marketo primarily for email marketing. I've realized that our sales nurture campaigns are far more powerful when a sequence of emails is sent to users based on behaviors and interactions with content. We apply a score for specific actions that trigger a marketing activity in Marketo. This really transforms our marketing efforts to be more data-driven rather than inspired by the intuition of our team's marketing wizards.

Marketo review by Andrew S. C.
Andrew S. C.
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"Too powerful for novice companies"

What do you like best?

Easier list creation than salesforce itself. Allows for some powerful functionality. This is a tool that I've used at larger companies with experienced teams and it is absolutely the best overall in terms of functionality. The sync with Salesforce is very smooth.

What do you dislike?

Feature overload - a small marketing team with no experience in Market cannot possibly implement enough of what the system offers to justify the expense. If only they had a lighter version for growing companies. Essentially we're paying for features we don't use and not able to actually support all of our customers because the cost to increase contacts is prohibitive. I've noticed some fields I would like to use from Salesforce are not available, which could be due to our Salesforce instance or our integration with Marketo. The most significant concern I have is that I do not trust the data coming from Marketo campaigns; most "converted" customers are automatically labeled that way because some bot in their email client has opened and clicked on the email. It is very hard to tell who is actually opening and clicking vs. ignoring the email.

Recommendations to others considering the product

Be sure you have the capacity to dedicate training and time implementing Marketo, especially if you have not used a marketing automation tool before. There is a significant jump from email blasts to a true marketing automation system.

What business problems are you solving with the product? What benefits have you realized?

Nurturing prospective customers. Communicating with users. Content marketing. We have improved the professional presentation of our customer and prospect communications.

Marketo review by Michelle E.
Michelle E.
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"Marketo Makes a Better Marketer"

What do you like best?

The level of service you receive. Every SaSS platform has its issues (some more than others), and you're going to have issues with every SaSS platform, so it's all about how you combat those problems.

I'm such an advocate for the platform that I've happily given recommendations to several on-the-fence prospects. I've heard from a few of them later on, letting me know that they felt like they made the right decision.

What do you dislike?

The UI/UX could be better, but ultimately if the functionality works, that's all that matters. I've heard that they're in the process of fixing this, so hopefully it happens soon!

Recommendations to others considering the product

Please see my overall review.

What business problems are you solving with the product? What benefits have you realized?

Multi-touch drip campaigns. Marketo makes automating the many, many triggers we have setup pretty seamless. Not only can you create them fairly quickly, you know they are going to be reliable. Reporting functionality is great, and the no-hassle sync to salesforce is tantamount.

I've used other big name marketing automation platforms, and Marketo is absolutely the best (in my experience). Switching over from Pardot was actually the first thing I did when I started at my new company.

Marketo review by Ben B.
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"My experience with Marketo"

What do you like best?

I'm used Marketo, Hubspot, Pardot and Eloqua extensively. I have been admin over each of these systems for the last 6 years. Having used Eloqua, the "Cadillac" of marketing automation I've got a good insight into what Marketo is and is not.

Marketo is easy to use, quick to setup and an all around good medium level tool. It does everything my company (60 employees) needs. In the past, though I did have to hack it and build work arounds frequently to get more advanced functionality out of it. In the last few years, though, Marketo seems to have surpassed Eloqua in functionality and ease-of-use.

Overall though, I LOVE Marketo and think it's a great tool for the majority of SMBs.

What do you dislike?

UPDATE 2/14/2017 - Coming back to revise this review years later as I've seen Marketo grow and improve. 2 and 3, below, are no longer a problem. Marketo has more integrations now than Eloqua (#3). The API has been greatly improved in Marketo too (#2). #1 is still kind of an issue.

Having used Eloqua, I know how nice their campaign/program builder is. You can drag and drop build your campaigns on a canvas type layout. It's great because it's easy, gives a better top down view of your campaign, and helps you display a campaigns functionality to your executive team. Infusionshoft has something similar. Why Marketo hasn't adopted a similar format for building programs is beyond me.

A few other beefs I have with Marketo are:

1. Form and Landing Page Builder are pretty bad. Marketo has admitted that these two pieces of their tool are the only remaining remnants of their original tool (which wasn't even for marketing automation BTW... Marketo's first tool was an Adwords management interface). Marketo has also said they're aware the form/landing page builders are junky and have said they're going to be rolling out new versions though they wouldn't commit to a timeline for roll out.

2. Their API is weak sauce. I wanted to bring some of our customer renewal emails into Marketo (instead of having our DEV team send them out with our in-house PHP scripts), but we need to send out customer keys (like product licensing keys) in the emails and the Marketo API didn't really have a way to do it. We had to build a work around, which after I planned it out the DEV team kicked it down the road because it'd be too time consuming and they had higher priorities.

3. The third party integrations aren't quite there yet. They've launched a "LaunchPoint" marketplace where you can go and view their partners, but sadly most of these partners do not have any integration with Marketo yet. Eloqua had some pretty extensive integrations that I miss not having in Marketo. However, Marketo has a larger market of partners and most of them are currently working on integrations, so it's only a matter of time before Marketo overtakes Eloqua in 3rd party integrations.

Recommendations to others considering the product

For most SMBs I'd suggest using Marketo over Eloqua, Silverpop, Pardot, or other marketing automation suites. i've used Eloqua heavily, and while the tool is powerful, the overall interface (even the E10 interface which I have used) still falls short of what Marketo offers. I've evaluated both Silverpop and Pardot and both of those don't offer the bang for buck that Marketo does.

If budget is a real concern to you you may want to try ActOn. I set it up for a client and it fits their needs quite well, though their needs aren't that great.

If you are a newer company and sell stuff, and don't need to use SalesForce for a CRM I'd suggest InfusionSoft. InfusionSoft is more affordable than Marketo though it too lacks some of the Marketo functionality.

All around, I'm pleased with Marketo as a tool and even more pleased with it as a company. Though I've had some limited support issues with Marketo, they are generally responsive. As a company they're doing some awesome things and applying a lot of pressure to Eloqua, as they have quicker development cycles and seem to be a more agile company.

What business problems are you solving with the product? What benefits have you realized?

In using Hubspot and Pardot in the past, I've run into major hurdles with quickly launching new campaigns and with flexibility in reporting. Marketo makes both of these tasks very easy!

Marketo review by Dan S.
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"Our centralized campaign execution, lead management and reporting platform"

What do you like best?

The shear power of the platform. "Out of the box", Marketo doesn't do a whole lot. It requires careful planning, design, customizing, configuring, etc. to reflect how your business is structured and operates. It took us over a year to fully deploy Marketo across our global organization. But now that it's aligned to how we go to Market (and how we report on our overall effectiveness), Marketo has become the core (and most powerful) Marketing platform for us. Central to all of this is our highly complex lead lifecycle workflows that assign, route, classify and track the progression of any lead that becomes marketing-qualified/sales-ready. The real-time alerts - and the ability to make these as detailed as possible using variable tokens - are what really got us aligned with our Sales teams.

It's also worth mentioning that the number of passionate Marketo customers/users is part of a very vibrant and active online community. The "Marketo Marketing Nation Community" - which is a huge value-add - consists of many members who enjoy helping others with their Marketo challenges, sharing best practices, influencing/shaping the future of the Marketo platform, and overall enabling us all to connect with one another. And each year, we all have the opportunity to meet and network with one another at the amazing Marketo Summit user conference.

What do you dislike?

The main weakness in Marketo is some of its reporting capabilities (without purchasing add-ons like MPI and Advanced Report Builder). Not only for very tactical reporting (e.g., emails, where it would be so useful to be able to view the leads behind the numbers without having to create a separate "smart list") but for meaningful reporting that global organizations like ours are most concerned with - and that's account-centric/ABM level reporting. For example, the ability to view all relevant activity (aka, "interesting moments") of all leads within a given account is not possible. To overcome many of these weaknesses/limitations (except the account-level reporting), an absolute must is to opt for the add-on module (separate data warehouse and BI tool): either your own (using bulk API extract) or Advanced Report Builder. Now that Marketo has recently acquired Bizible, this should give Marketo a leg up in the ability to report on true multi-touch engagement.

Recommendations to others considering the product

I can’t underestimate the importance of having access to a Marketo senior consultant (not only during initial deployment, but ongoing), with whom you can collaborate on issues, prior lessons-learned, best-practices, implementation approaches, and general Marketo technology/platform challenges. It was also imperative that our consultant had a solid understanding of our CRM environment – especially when that environment is not SFDC (we use Microsoft Dynamics CRM 2015 Online). Our consultant has been an invaluable member of our extended team!

What business problems are you solving with the product? What benefits have you realized?

Prior to deploying Marketo, our overall maturity level of the marketing function was low. We understood the need to develop core competencies in demand generation but historically communicated to the market ad-hoc with “spray and pray” email campaigns). A demand generation function was still being established within our organization. Sales had demanded that Marketing become more involved and integrated in building the Sales pipeline and the overall sales process (including data integration). Sales and pipeline growth were unable to be tied back to marketing efforts, making it difficult to measure Marketing ROI.

We are now have a fully integrated Marketo and CRM platform, resulting in a true closed-loop lead management system to properly route, assign, accept/recycle, qualify/disqualify, convert, progress, and track leads throughout the integrated sales & marketing funnel. Every single marketing activity - whether it's online or offline - is captured in Marketo and tied to a Marketo program. We now use Marketo as our central reporting platform that feed into our corporate quarterly scorecards. This has truly been a game-changer for us.

With Marketo, the creativeness and innovativeness of how we engage with our prospects and clients, how we offer them a relevant/personalized experience and how we measure overall marketing effectiveness will continue to evolve. We have many exciting enhancements underway – most notably, further integrating Marketo into our new website platform, Sitecore. With Marketo, Sitecore and other niche platforms, we hope to be in a position to offer our website visitors – specifically key target accounts – a highly personalized, customized and relevant experience as they engage across our digital channels.

Marketo review by Loren P.
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"A Marketo Nation!"

What do you like best?

Marketo is the best of the best. From prospects to customers, lead routing to triggered activities, Marketo helps get our leads to the right people in record time. It's not only helped track our leads more precisely, but allowed us to discover trends. Not only is Marketo itself wonderful, but its ability to integrate with Salesforce provides our team with the data they want and need to make decisions. My favorite feature, and will always be my favorite feature, is the Marketo smart list. Smart list are a godsend. They're perfect for slicing and dicing data exactly how you'd like.

What do you dislike?

Marketo's abilities are far superior to other marketing automation products. It's only downfalls are that sync times can be slow if there are large data updates - pretty common amongst Marketo automation products, so not specific to Marketo. It's reporting abilities are also nothing spectacular. They get the job done, but most of our reporting is done outside of Marketo.

Recommendations to others considering the product

Marketo is far superior to other marketing automation systems. It's definitely by far the best I've used.

What business problems are you solving with the product? What benefits have you realized?

We're able to deliver the right leads to the right people in record time. This has allowed our team to follow-up quickly and get the conversation started. We're also able to track activities and send alerts to the appropriate people which is *huge* for many of our internal teams. Most of all, we're able to integrate Marketo with other marketing technology that's allowed us to track across the customer journey even better.

Marketo review by Cayce A.
Cayce A.
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"Marketing Automation with Marketo"

What do you like best?

What I like best about Marketo is that you can make your marketing as simple or complex as you want to for your business needs. I also like that it is easy to navigate, and in the past few months, I've noticed improved experiences with Marketo customer service staff.

What do you dislike?

I dislike how long it takes to learn Marketo and all that you can do with it. To be fair, I came to Marketo from Pardot and when we switched systems, we had a very short timeframe to rebuild what we had been using in Pardot (web forms, drip campaigns for one of our brands, autoresponder emails, etc) into Marketo in a 3 month timeframe, which didn't get a lot of extra time to actually learn all the features of Marketo and properly set it up.

Recommendations to others considering the product

If you are considering Marketo, I would recommend making sure your company understands the work that will be needed to set Marketo up correctly and have an implementation plan ready (what fields you will map from Marketo to your CRM, what data do you want to report on so you can set up your campaigns/custom fields correctly, etc). Also, make sure you have an IT person on your implementation team who can help set up field mapping and, if you are a non-Salesforce user like we are, they will be helpful when setting up whatever connector you choose to go with (we use Vertify).

Marketo also seems to have more free how-to videos available now that will be helpful to watch before you dog in to your setup.

It really is a powerful marketing automation tool, but will take a long time to fully understand it's capabilities (I'm 2 years in now and still don't know everything!)

What business problems are you solving with the product? What benefits have you realized?

We switched to Marketo from Pardot in order to be able to market multiple brands from one Marketo account (which we were not able to do with Pardot). We are automating more of our process across brands with Marketo and working on better customization/perosnalization to our customers. The benefits we've realized are that we can build more complex email campaigns in Marketo, we've found it easier to build/customize emails, we can pull more in-depth data on our customers, and pass leads to our sales reps more efficiently.

Marketo review by Christina L.
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"Marketo can definitely streamline and automate all your marketing activities!"

What do you like best?

I like the seamless integration with Salesforce.com. I also like the level of automation that Marketo brings to the table. It's a "set it and forget it" scenario when it comes to setting up multi-touch email programs. Marketo provides invaluable insight on leads that makes sales reps' lives easier (which is our jobs as marketers, right?!). Sales reps are able to find information on their on about all the marketing campaigns going on, who's participated, and can figure out how to prioritize leads accordingly - ALL ON THEIR OWN! One of my favorite programs in Marketo is their automation for promoting and managing virtual events. Webinars are a great lead generation tool especially when they are done right, and Marketo allows for that!

What do you dislike?

Since Marketo is such a robust tool, the learning curve to achieve a certain level of efficiency within it can be daunting.

Recommendations to others considering the product

Marketo is a robust product with a lot to offer, including a great integration with Salesforce.com. Marketo allows you to streamline and automate all lead generation activities as well as reporting. The programs that Marketo allows you to run on your database like lead scoring, nurturing, lifecycle tracking, are huge when it comes to taking your marketing department to the next level!

What business problems are you solving with the product? What benefits have you realized?

We have resolved the ability to allow reps to self-help and prioritize their own leads by implementing lead scoring. Another big win has been the ability to create our own marketing funnel and attain metrics on a lead's pre-sales journey by implementing a lead lifecycle model and taking advantage of the out of the box Success Path Analyzer report.

Marketo review by Nichole T.
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Business partner of the vendor or vendor's competitor, not included in G2 scores.

"The #1 Solution in Today's Marketing Industry"

What do you like best?

Marketo will remain a relevant tool for decades to come because of its ability to be applied to so many different business models. So often you find tools that are siloed and have severe limitations. Marketo is the opposite. It is a standout top performer with respect to integrations, robustness, scalability, and user interface. It is solving some of the world's most complex problems today by combining sophisticated technology and effective product documentation to uplevel all practitioners.

What do you dislike?

Nothing specifically comes to mind today.

What business problems are you solving with the product? What benefits have you realized?

With Marketo, you are able to easily and clearly tie marketing investment to revenue. Instead of being reactionary, you have the ability to analyze data to understand what kinds of marketing initiatives to invest in. Access to reporting and data make Marketo a clear go-to tool for marketers in today's world.

Marketo review by Michelle B.
Michelle B.
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"Powerful Marketing Automation"

What do you like best?

The ability to segment programs based on smart lists and campaigns so users at any stage in our funnel - with any outcome - receive the right message at the right time.

What do you dislike?

The customer support. I was sold on Marketo for its functionality and great sales, but once you're a customer that goes away. Support is slow, unhelpful, and will always result in them sending you a link to a super out-dated knowledge based article.

We've had to hire about $8k worth of consultants to help us with our problems and setup on top of Marketo's $6k launch pack.

Recommendations to others considering the product:

Make sure you have in-house expertise available to you!

What problems are you solving with the product? What benefits have you realized?

Looking to send the right message to the right audience at the right time while they're applying with us. Marketo's ability to integrate with tools like Segment.io has made our product work faster and smarter.

Marketo review by Daniel E.
Daniel E.
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"Save time, do more, and drive revenue!"

What do you like best?

Marketo's features make it easy to build standardized programs and copy them for other uses. This is an awesome feature as it saves me a ton of time. I can build a nurture program for product A, spend 2 weeks setting it up and checking for quality, and then execute. I can then take that same campaign and set it up for product B, spend 1 day checking for quality, and then execute. A huge savings!

What do you dislike?

Marketo could improve it's landing page editor for responsive design. It is currently difficult to create mobile friendly landing page templates.

Recommendations to others considering the product

Do not underestimate the value of a good partner when implementing Marketo. You may have to spend a little more to partner with a top agency, but that work will pay off in the long run. A good partner will help you build your processes with an eye towards best practices. There are many opportunities to create long-term problems with Marketo if you do not carefully consider your implementation plans.

What business problems are you solving with the product? What benefits have you realized?

Our company has been able to significantly scale our use of marketing automation and has realized tangible revenue generated via Marketo programs. The platform has made it easy for us to communicate with thousands of our customers in a way that we could not previously do.

Marketo review by Shinn C.
Shinn C.
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"Powerful, intuitive, and simple to use, but needs some UI love"

What do you like best?

As a demand gen marketer, Marketo does pretty much everything you need. From creating gated landing pages, syncing to your CRM system, and showing lead activity in your CRM, you can create all of the activities and campaigns needed to generate awareness to creating a sales qualified lead.

It's a bit scary looking, but fairly intuitive once you start digging in. I've used other email marketing and marketing automation tools, never had formal training on Marketo, but have used it without any problems for the past few years.

What do you dislike?

The Marketo UX is in need of an update. Having folders is wonderful, but it's pretty difficult to find anything within those folders, the search functionality is lacking. In creating program flows, it would be really useful to have a visual workflow.

What business problems are you solving with the product? What benefits have you realized?

I've used Marketo mainly for lead nurturing programs, monthly newsletter campaigns, weekly email campaigns, and lead scoring that combines email response and web activity. We're able to take outbound prospected leads, figure out who is more active, and build a robust audience base for our field and other marketing efforts.

Marketo review by Executive Sponsor
Executive Sponsor
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"More horsepower than most have time to learn to drive. "

What do you like best?

Marketo is great for creating depth to your marketing database and for developing scores to help identify the most qualified leads. Everything can be done in one place with a consolidated view. On the surface, it's the perfect tool for demand generation and validating the best MQLs to convert to SQLs.

What do you dislike?

It's old and clunky. Seriously. Everything you need to create must include a Marketo consultant so be prepared for a lot of hourly charges to implement any campaign. We have had to invest in several bolt on softwares that were cheaper and more efficient than to use Marketo just due to integration timeframes and complexities. Also, each consultant has a new opinion and often spends the first three billing hours re-doing what the last consultant implemented.

Recommendations to others considering the product

Take your time and really dig into what's out of the box versus what's going to require a developer from Marketo. Otherwise you will be over budget quickly.

What business problems are you solving with the product? What benefits have you realized?

Lead consolidation; Lead scoring;

Marketo review by Scott S.
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"It's very powerful, but has frequent mistakes and an old design"

What do you like best?

Its integration with Salesforce and the power it has to run countless programs and nurture streams is great. Designing the emails in the interface and then setting the audience directly after is nice.

What do you dislike?

The loading time on it is sometimes pretty ridiculous, and there are a lot of areas that the design of the actual software could look much better and be more intuitive. There is a weird glitch with our current HTML that causes a button with the exact same HTML as another button to be a different font and size, and support didn't help in figuring out why it acts that way.

Recommendations to others considering the product:

If you don't use Salesforce or haven't already started using Marketo, it would be valuable to look at other options. But I could see choosing Marketo still, based on your needs and environment. Good for enterprise companies.

What problems are you solving with the product? What benefits have you realized?

We automate all of our marketing emails out of the platform, and the trust I have in it to send them out when scheduled is good.

Marketo review by Simon V.
Simon V.
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"knowing marketo"

What do you like best?

The Marketo platform is one of those examples of software that range from an inbound marketing strategy to the automation of other marketing processes, without ignoring other aspects such as email campaigns or the organization of events.

What do you dislike?

As soon as you begin to familiarize yourself with its use, the marketing professional who uses the Marketo software will probably feel like a pilot at the controls of a platform capable of controlling all areas related to your work.

Recommendations to others considering the product

Based on the fact that Marketo is one of the best marketing applications on the market, within that general trend it also has some weaknesses in relation to some of the competition's sofwares:

The price. Marketo's acquisition costs are higher than most of its competitors.

The CRM integration. Various tests have shown that in the integration with the client (CRM) only works at the best level with the Salesforce.com system, producing a significant decrease in performance with other CRM systems also very popular.

Problems of poor compatibility with software other than marketing. Certain problems of compatibility and integration of this platform have been reported with, for example, other software focused on resources or asset management.

What business problems are you solving with the product? What benefits have you realized?

The possibilities of Marketo are so wide that for its enumeration and analysis, it is essential to divide them by areas or blocks:

Marketing automation

Inbound marketing

Email marketing

Social networks

Events

Mobile

Sales Analysis

Financial management

Let's analyze them one by one.

Marketo review by Kamal R.
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"Good analytics, and integration service but bit on pricier side and less help from the community "

What do you like best?

The system can automate A/B testing for emails and landing pages within a single campaign and intelligently rotate the treatments for accurate comparison. Which can be cost and resource efficient for the startup and small businesses. The latest release of Marketo NEXT version, the company introduced Smart Events—campaign management for events and expanded marketing campaign management to offline channels which I find more helpful and interesting while using the product.

What do you dislike?

Marketo does not support dynamic website content integration. The marketing software is unable to apply known lead behaviors to deliver relevant content on the website. The marketing software does not support the B2C or B2B2C markets well. In addition, when compared to the competitors Marketo is on a bit higher price tier. The security of this software needs to be upgraded which larger organizations find more difficult because of the high price and less security features.

Recommendations to others considering the product

The only downside to using Marketo is their pricing strategy, the company racks up its prices once in every quarter and this what happened in my organization. The director is rethinking the company's strategy whether to continue the service with Marketo or not.

What business problems are you solving with the product? What benefits have you realized?

I have used Marketo in integrating the service with salesforce, and the Marketo performed very efficiently while syncing the data from the salesforce. Moreover, Marketo is very user-friendly and easy to set-up.

Marketo review by J.P. V.
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"Enterprise Marketing Automation - For Better or Worse"

What do you like best?

Marketo is an incredible robust platform, with built-in capabilities for custom code, landing pages, email campaigns, integrating with Facebook and Google Ads and even customizing content based on user behavior for better CRO.

What do you dislike?

It's prohibitively expensive for many companies, and not just because of the actual product cost but also the man-hours necessary to implement the solution, review the documentation, and design your programs. Not only that, but if you want to do anything other than the most basic tasks you need a developer familiar with Marketo's own quirks to implement, which is probably the biggest drawback to the platform.

Recommendations to others considering the product

If evaluating, compare to options like Infusionsoft and Hubspot which are less robust but focus more on usability, and ask yourself what investment you are truly willing to make in transitioning essentially your entire marketing department to this platform.

What business problems are you solving with the product? What benefits have you realized?

Marketo collects all your data from different campaigns in one place very effectively. My PPC campaigns can trigger email drips which capture behavior data which change the landing pages I show a prospect.

Marketo review by Deena L.
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"Awesome marketing automation tool."

What do you like best?

I like the power that Marketo has for investigation. In some cases when you are in the thick of things it's difficult to truly investigate everything accessible, anyway there are some astonishing instruments inside Marketo that can truly take your organization to the following dimension. It is intended to address every one of the issues of advanced showcasing, email advertising, advertisements on the web, portable promotions, information obtaining reports, statistic information of potential customers, complete deals data made with definite illustrations of all the essential information, to make last reports, where we locate the best variation, to convey our item to more individuals, and have better outcomes step by step.

What do you dislike?

Now and again the system can be moderate while doing confused savvy records.

Recommendations to others considering the product

On the off chance that you need to improve your customers and achieve an open in a progressively total and secure way, an extensive showcasing apparatus like this can help you in that sense. In the event that you are assessing the enormous 3 MAPs, Marketo certainly is the best approach on the off chance that you are searching for a stage that can bolster your multi-channel endeavors. Additionally, on the off chance that you are hoping to increment both your inbound and outbound endeavors, Marketo underpins those endeavors. It likewise coordinated with the vast majority of the advances required for online classes, social, and promotions. It's expensive however justified, despite all the trouble at last in case you're not kidding about Marketing robotization.

What business problems are you solving with the product? What benefits have you realized?

I required to unwind with Marketo is adequately segmenting and concentrating on an assortment of gatherings of spectators in my database. I too required to even think about having an apparatus that had any kind of effect and track Promoting ROI in Salesforce. Marketo achieved both of these with its bidirectional Salesforce alter and it's savvy records/division abilities. It permits our advertising group to work all the more adequately and rapidly. The computerization permits us for complex work processes that are so basic for our multi channel crusades. It enables us to report in detail on the adequacy of all of the battles from start to finish.

Marketo review by Jackie P.
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"Excellent Marketing Automation and Customer Engagement Solution"

What do you like best?

I most like that you can track ROI on your campaigns. It provides a lot more insight into what is working well and what doesn't work well. I like that Marketo listens to their customers and continues to add new features that make it easier to do our job and meet business objectives.

What do you dislike?

I would like to be able to subscribe to smart lists not just reports. - Update: They have added the feature to allow me to subscribe to smart lists.

Recommendations to others considering the product

Look at all of the features that they are able to provide you with to help you better engage your customers.

What business problems are you solving with the product? What benefits have you realized?

We are able to determine ROI for each campaign and determine the best solution to the business problems we are answering. We are able to increase our highly qualified sales leads that we can pass to our sales team.

Marketo review by Stephanie B.
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"Love Marketo's Flexibility"

What do you like best?

Marketo is a great platform that allows for a lot of flexibility in functionality. They have an excellent culture around their product and their online community is unmatched. The tool itself is very powerful and can be manipulated in many ways to make a wide variety of marketing campaigns work.

What do you dislike?

The initial lift to get Marketo going makes it a large endeavor to take on and lack of ready-to-go pre-made templates. There are some limitations to the platform from an administration side that make it a bit burdensome, such as not being able to bulk delete programs, approval workflow, limitation in naming duplicates and being able to centralize and control how program and design templates are used.

Recommendations to others considering the product

Invest time and effort into Marketo University and take the courses to understand how Marketo works before diving in.

What business problems are you solving with the product? What benefits have you realized?

We use Marketo for our marketing automation. We appreciate the flexibility that Marketo allows and the integrations we can incorporate. We have several users that are trained and certified in the platform and have invested heavily in our staff to take advantage of the tool. This tool offers a lot of hidden functionality to track the actions of users interacting with content that was generated in Marketo or that is linked to Marketo via munchkin codes. We've been able to take advantage of lead scoring and sales insight tools to empower our sales teams based on customer activities. Marketo has allowed us to automate our day-to-day transactions and automate communications with our sales force and respond quickly to our prospects.

Marketo review by Lauren A.
Lauren A.
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"Marketo is a must."

What do you like best?

Marketo's integration with Salesforce is second to none. Being able to see near real-time updates in Salesforce guarantees accurate data as well an supports transparency to build trust. Marketo has also enabled functionality such as cloning and tokens that allows marketers to scale the setup of of their marketing programs and assets very easily. They also have an incredible partner network that supports a highly integrated marketing tech stack.

What do you dislike?

Marketo's reporting features are just average. While you can get the data you need, it's often awkwardly presented and in an inconsistent matter. More and more, we are finding ourselves using 3rd party providers and dashboard tools to report on Marketo data.

Recommendations to others considering the product

If you are considering Marketo, I would think through how you are going to implement and what your support team will look like long term. Marketo is not an app - it is a business-changing operations platform that will revolutionize the way your sales and marketing teams do business.

What business problems are you solving with the product? What benefits have you realized?

At the foundation, Marketo allows us to manage leads through the sales cycle, track the success of our marketing initiatives and ultimately allows us to make better decisions on how to spend our marketing budget. We are tracking velocity of our leads through the sales funnel, percentage of opportunities and pipeline generated and influenced, and top performing channels and programs. Marketo is often thought of as an email service provider. I would argue that it just happens to send emails.

Marketo review by oscar d.
oscar d.
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"great marketing and automation tool"

What do you like best?

Marketo is a very useful software for marketing as it allows to automate repetitive marketing activities.

We use it to improve our lead generation process and integrate Marketo with Salesforce. We are using the Marketo forms embedded in our website to obtain personal information, track lead activities and notify sales representatives. We can track campaigns (members synchronize with Salesforce campaigns) and direct sources to measure the effectiveness of marketing activities. We've created a series of replicable program templates to manage events, webinars, newsletters, or emails. By cloning the templates all our vendors can easily start a new program by customizing just the details, without errors and saving time. I want to mention a powerful feature that I use every day - smart lists - that allow me to target a specific audience and that continually feeds on new members that meet the criteria.

What do you dislike?

I haven't had many problems with this great tool, but at first it's a bit tedious to learn to use it. In short, learning to use this tool can be cumbersome if it's not your only responsibility. Fortunately, the Nation Marketing Community combined with product documents and the University of Marketo prove to be useful resources for the growth of your knowledge.

Recommendations to others considering the product

our recommendation is that you compare and find the solution that best suits your needs. In my current company, we were using one of the other leading marketing automation solutions and had to upgrade to Marketo. Implementing Marketo is not bad, but it still requires a good amount of configuration and work, so I recommend going with the right solution the first time.

What business problems are you solving with the product? What benefits have you realized?

Some of the problems I can solve with this software is to keep track of your emails, also develop sophisticated campaigns to boost engagement in a particular market or across a broad spectrum. Above all, Marketo gave him the flexibility to develop an idea and execute it successfully. In addition, the system was excellent in providing the engagement reports that key prospects had with our organization. As a sales professional, quality prospects sometimes make or break a quota. Marketo provides you with quality lead information that you can classify according to many algorithms.

Marketo review by Nathan S.
Nathan S.
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"Marketo is the best-in-class Marketing Automation Platform"

What do you like best?

Marketo is the most scalable and robust Marketing Automation platform on the market today and it continues to innovate to enable today's Marketers to deliver pipeline for the organizations they support. Marketo is an extremely well integrated solution that can support a wide variety of strategies, from traditional demand gen content marketing, to highly targeted account-based marketing initiatives. One of the features that really sets Marketo apart from the competition is its advanced smart campaign functionality. The robust nature of Marketo campaigns make advanced targeting and workflows possible, including the ability to control the order in which activities process. This is made possible with the use of requested campaigns and webhooks. Another feature that I have to mention is the native email cast functionality within Marketo's Engagement programs. From an email marketing perspective, the host of features available in this program type are unsurpassed by any other product on the market.

What do you dislike?

My dislikes of Marketo typically only arise from user error, which is simply to say that they are avoidable. Marketo is the best solution on the market. The advanced functionality that it makes available to it's users is exceptional, but can be problematic when managed improperly. Having educated specialists and well defined user roles are key for maintaining an efficiently managed Marketo instance. Just like with code or query development, it is possible to get to the end result in an efficient way but also possible to build programs that create inefficient processing at scale.

Recommendations to others considering the product

Marketo is really the only marketing automation solution worth considering if you're a B2B Marketing organization that looking to scale.

What business problems are you solving with the product? What benefits have you realized?

I use Marketo to support demand gen and abm strategies to deliver reliable pipeline to Sales. I'm constantly working with Sales to optimize lead flow and conversion rates. For this, I've found that a flexible Lifecycle processing architecture is key. Having clearly defined yet flexible Lifecycle / buyers stages is key to measuring and improving marketing funnel conversion rates.

Marketo review by Nitish K.
Nitish K.
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"An insanely good marketing automation platform - Marketo!"

What do you like best?

Oh, there are many. Jotting a few of them below -

1) Very easy and intuitive to use

2) Great SFDC integration capability

3) Features like precise A/B testing help

3) Great customer support and post sales service

What do you dislike?

No automation tool is perfect. There are pros and hence, there are cons -

1) Their mobile based application is useless. It is only capable of giving you a snapshot of your data and cannot do much in terms of operational capability.

2) Reporting should be made more robust is what I feel. It is super easy to generate a report directly on Salesforce rather than coming back to Marketo for answers.

2) Pricing, but I guess in terms of quality, the product is premium as well. Not suitable for small size companies.

Recommendations to others considering the product

Marketo is an expensive tool, hence before you make your decision, look at their value proposition and what it has to offer as well. It is more suitable for a mid-sized organization and above.

What business problems are you solving with the product? What benefits have you realized?

1) Marketo helps us generate more qualified leads every month. It is our go-to platform to nurture our leads, & run email campaigns.

2) Marketo manages our entire database. Being a B2B firm, working on the Inbound sales model, we have a lot of leads coming in and going out. All of this is taken care of seamlessly by the robust programs built in the Marketo platform. Its integration with Salesforce makes everything easier.

Marketo review by Dan R.
Dan R.
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Business partner of the vendor or vendor's competitor, not included in G2 scores.

"Marketing Automation Consultant with experience in hands-on experience in several platforms"

What do you like best?

1. Ability to scale. You can easily reproduce programs and campaigns. Its easy to copy a program. All your marketing assets, lists and workflows are already reproduced and re-connected. Makes it very easy to work with templates.

2. Strongest integration with Salesforce CRM. Custom fields, mappings and values are automatically recognized. You can run a Marketo query within minutes of creating a new field in Salesforce CRM. No need to manually map anything.

3. Rich ecosystem of apps and partners make Marketo your best solution to achieve all your modern marketing objectives.

4. Organization Structure. You can easily navigate to different sections of the application in just a few clicks. The extensive folder structure is a great help to keep everything organized.

What do you dislike?

Marketo could do a better job at allowing you to tag and sort different components of the system. This would come more handy in various reporting needed.

Recommendations to others considering the product:

Highly recommend Marketo as a marketing automation platform.

What problems are you solving with the product? What benefits have you realized?

- Scale in marketing operations

- Building a strong marketing database composed of data from different systems

- Web personalization of content and pages

- Alignment of marketing activities with the sales process

Marketo review by robert b.
robert b.
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"Love the product!"

What do you like best?

The ease of use and the great reporting features. I really like being able to create smart lists to pull specific data I need to drive other business goals. Great tool for A/B Testing! Allows for us to show regional how messaging works for one region and not another. We are also able to make changes for smaller regions if needed.

What do you dislike?

sometimes it kicks me out when I am in the middle of building a campaign.

Recommendations to others considering the product

Take the time to see how it can improve your email automation. This tool will save you a lot of time and allow for more complex campaign nurtures to happen so you can focus on other business needs. I would recommend the too to any business that has a large customer base and needs to balance messaging and new updates. If you are into reporting this tool also allows for great analysis to dig into what is or isnt working. Great Product and great support when ever we need it! Also it integrates with SALESFORCE and is a huge plus for my company and for sales!

What business problems are you solving with the product? What benefits have you realized?

We use it to send our emails to our customers and make sure we don't over send messaging. Helps us keep sales in line for sending tons of emails on their own. We have been able to show improved email performance with reporting and adjusted messaging to improve customer engagement. Great tool for A/B Testing!

Marketo review by Kara P.
Kara P.
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Verified Current User
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"Marketo Review"

What do you like best?

* Analytics, metrics, insight - it is great to know by the numbers how marketing campaigns are generating and influencing our prospect and customer behaviour.

* Community site is very active and helpful.

* Product is scalable - in my previous company we scaled to globally to three regions - APAC, EMEA and AMER

* Integration with other digital marketing tools like Go-To-Webinar

*LaunchPoint partners open up the digital marketing platform to offer more capability and enhance our Marketo investment.

What do you dislike?

* Documentation sometimes trails the availability of new features and we only have a local user group meeting quarterly (love it to be more regular).

What business problems are you solving with the product? What benefits have you realized?

* Aligning marketing and sales processes with real time metrics to support current and future marketing campaign investment

* Lead nurturing and lead generation programs for our developments.

* Content engagement insight that enables us to make decisions on reuse, redesign and best format.

Marketo review by Leonard L.
Leonard L.
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Verified Current User
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"Great for the Price"

What do you like best?

Easy and intuitive to use – Marketo receives a lot of praise for the usability of their platform. While it may not have the prettiest of user interfaces, everything is well labeled and easy to get used to, making adoption easier than some other tools.

Great Salesforce integration – Marketo has an exceptional integration with Salesforce. While syncing between Salesforce and Marketo can take time, the two tools work together effortlessly.

Quick and easy to setup – Compared to some of Marketo’s competitors, it’s relatively easy to implement and get up and running.

Great customer support & community – Marketo have a great customer support team, and a very active community of users helping one another with campaigns and technical issues.

What do you dislike?

Poor landing page & form builder – Marketo didn’t start as a marketing automation service (it was originally a lead management tool). While most of the product has been updated, there are still a few remnants, such as their landing page builder, that is clunky and difficult to use.

Reports & analytics – The most common complaint about Marketo is in regards to their limited analytics and reporting functionality. Without additional extensions, it can take a long time to produce reports that you should be able to produce in the click of a button.

Steep jumps in pricing – Marketo offers three standard pricing tiers, at $895, $1,795, and $3,175 per month. Each tier unlocks new features, which means that it might cost an additional $900 – $1,400 per month for just a handful of extra features.

Recommendations to others considering the product

LOOK AT YOUR DATA. Their price plan jumps exponentially, so do not get caught with unexpected costs. Proper planning is crucial. Otherwise, I believe it is a great tool to use especially in parallel with SalesForce!

What business problems are you solving with the product? What benefits have you realized?

Market Automation. The Integration with Salesforce is phenomenal along with the other obvious benefits of a Market automation tool

Marketo review by Russell B.
Russell B.
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Verified Current User
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"Everything you need for marketing automation"

What do you like best?

Marketo is an extremely flexible marketing automation system for everything from lead management to email marketing to personalization and more. From a lead management perspective, it is easy to create segments, prioritize leads, and manage fields/information on your leads. For email marketing, it it is easy to create, schedule, send emails, and run all the analytics you need to track them.

What do you dislike?

Once you start running highly segmented lists on tens and hundreds of thousands of leads, Marketo will be very slow. There are some integrations as well that may break as you scale (like with your CRM). Support is also very slow to help resolve issues. It often takes multiple escalations before you get an answer.

What business problems are you solving with the product? What benefits have you realized?

Lead management, email marketing, marketing tracking. The benefits of a marketing automation solution are immeasurable as marketing touches every deal that we have in the business and things like lead management and email marketing are integral to our success.

Marketo review by Lahn B.
Lahn B.
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Verified Current User
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"Work with a name that others know"

What do you like best?

If you have other products you are using, its great to know their is usually an integration with Marketo, It makes it so much easier to have tools that can be used together. Marketo is also a very powerful tool and can be used a variety of ways by different users.

What do you dislike?

Would like an easier way to manage images. Such as see what is in a folder with thumbnail views. This part is a little bit cumbersome.

Recommendations to others considering the product:

Cost maybe an issue to some, but having a tool that you know that isn't going to disappear tomorrow is vital. Marketo also has great communities and email insights that add value to any Marketo admin and marketing team.

What problems are you solving with the product? What benefits have you realized?

Great to manage your marketing list needs and nurture programs. Being able to see insights to leads is vital to understand your message effectiveness and also your audience. Great being able to segment into a variety of groups in a very effective way.

Marketo review by Jax B.
Jax B.
Validated Reviewer
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"Best Marketing Software out there"

What do you like best?

Easy to use: no coding required. Comprehension of HTML accommodating however not required. Examination devices and usability to think about against SFDC detailing or Business Intelligence/Tableau apparatuses. They have structured email layouts with the expectation of complimentary that make it simple for prospects and clients to devour substance and data. You can likewise move segments to redo formats. Having the capacity to follow a lead all through the purchasing procedure is colossal for any organization. Marketo makes it simple to perceive what works so you can put your showcasing spending plan to great use!I can incorporate social, video, paid promotions and communication among resources in a single battle and provide details regarding every last bit of it.

What do you dislike?

The guideline inadequacy in Marketo is a part of its specifying limits (without acquiring extra things like MPI and Advanced Report Builder). Not only for key reporting (e.g., messages, where it would be so useful to presumably observe the leads behind the numbers without making an alternate "quick rundown") yet for noteworthy uncovering that overall affiliations like our own are most stressed over - and that is account-driven/ABM level specifying. For example, the ability to see immeasurably critical activity (also called, "entrancing minutes") of all leads inside a given record is past the domain of creative energy. To beat countless weaknesses/repressions (except for the record level declaring), a level out must is to choose the additional module (separate data conveyance focus and BI device): either your own (using mass API evacuate) or Advanced Report Builder.

Recommendations to others considering the product

If you are assessing the huge 3 MAPs, Marketo certainly is the best approach in the event that you are searching for a stage that can bolster your multi-channel endeavors. Additionally, on the off chance that you are hoping to increment both your inbound and outbound endeavors, Marketo bolsters those endeavors. It likewise incorporated with a large portion of the advancements required for online courses, social, and advertisements. I would recommend guaranteeing your association understands the work that will be relied upon to set Marketo up successfully and have an execution plan arranged (what fields you will depict Marketo to your CRM, what data might you want to expound on so you can set up your fights/custom fields precisely, etc). Moreover, guarantee you have an IT individual on your use amass who can help set up field mapping and, if you are a non-Salesforce customer as are we, they will be valuable when setting up whatever connector you keep running with (we use Vertify). Marketo moreover seems to have even more free how-to chronicles available since will be helpful to watch before you dog in to your setup. It really is an astonishing displaying computerization instrument, anyway will set aside a long chance to totally understand it's abilities.

What business problems are you solving with the product? What benefits have you realized?

Previously, our general improvement measurement of the promoting limit was low. We fathomed the need to make focus capacities looked for after age yet evidently bestowed to the market uniquely designated with "sprinkle and supplicate" email campaigns). An intrigue age work was at the same time being developed inside our affiliation. Arrangements had asked for that Marketing ended up being progressively included and composed in building the Sales pipeline and the general arrangements process (checking data joining). Arrangements and pipeline improvement were not capable be fixing back to publicizing attempts, making it difficult to evaluate Marketing ROI. We are by and by have a totally fused Marketo and CRM arrange, realizing an authentic shut circle lead the administrators structure to honestly course, delegate, recognize/reuse, qualify/avoid, convert, headway, and track drives all through the organized arrangements and exhibiting channel. Every single advancing activity - paying little respect to whether it's on the web or detached - is gotten in Marketo and fixing to a Marketo program. We presently use Marketo as our central specifying stage that feed into our corporate quarterly scorecards. This has really been an unmistakable favorable position for us. With Marketo, the creativity and inventiveness of how we attract with our prospects and clients, how we offer them a relevant/tweaked association and how we measure as a rule exhibiting reasonability will continue creating. We have many stimulating upgrades in advancement – most strikingly, further planning Marketo into our new site arrange, Sitecore. With Marketo, Sitecore and other forte stages, we intend to be in a circumstance to offer our site visitors – unequivocally key target accounts – an incredibly altered, changed and appropriate involvement as they associate over our propelled channels.

Marketo review by Matt W.
Matt W.
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Verified Current User
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"Great Product - Nice people"

What do you like best?

The functionality of the platform is uncontested. We use it for database maintenance, email campaigns, lead creation, lead routing, and so much more. We got the launch pack with this product for an additional fee and it was worth getting it off the ground if you're a first-timer.

What do you dislike?

We've had a partnership for 6 months and have already been through 3 account managers. I feel like re-explaining our use-case/goals is backwards progress. Also I feel like every time I ask a question I get directed to a 10 page article that I don't have time to read.

Recommendations to others considering the product

The best business decision we've ever made. If you're marketing and/or operations-savvy, this is a must. Your team will thank you.

What business problems are you solving with the product? What benefits have you realized?

Database maintenance, email deliverability, email marketing. The possibilities are endless.

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