Marketo

Marketo

Marketing automation for digital marketers

4.2/5 (539 reviews)

Marketo Overview

Marketo® provides a complete marketing software platform to businesses of all sizes with tools for marketing automation, campaign management, & lead nurturing. Marketo® provides a complete marketing software platform to help propel fast-growing small companies and global enterprises alike through marketing automation. The sales effectiveness software aims to help businesses streamline marketing processes, deliver more campaigns, generate more win-ready leads, and improve sales performance. With proven technology, comprehensive services and expert guidance, Marketo helps thousands of companies around the world turn marketing from a cost center into a revenue driver.

Marketing automation tools within Marketo facilitate the creation of long-term relationships with customers through the creation and deployment of cross-channel marketing campaigns. Users can create targeted emails from scratch or by customizing one of the many inbuilt templates, and emails can be personalized for each user group based on interests, purchase history, engagement, and more. Email marketing campaigns can be automated and Marketo provides tools such as event triggers, A/B testing for campaigns, automatic member updates, performance reports and dashboards, tailored in-app mobile messages, location tracking, visitor behavior tracking, and much more.

The Marketo marketing automation solutions aims to help business users generate more high-quality sales leads and win more business with less manual effort to improve marketing return on investment (ROI). Marketing automation minimizes the busy work so users can focus on the creativity and quality of their marketing messaging and offers.

Pricing

Starting from
N/A
Pricing options
Free Trial
Subscription
Value for money

Devices

Business size

S
M
L

Markets

Asia, Australia, Brazil, Canada, China and 5 others, Europe, Germany, India, Japan, Latin America

Supported Languages

English, French, German, Japanese

Marketo Reviews

Overall rating
4.2/5
86% positive reviews
229
Excellent
233
Very good
65
Average
7
Poor
5
Terrible
Emanuela C.

My experience with Marketo

Used Daily for 2+ years
Reviewed on 2018/05/28
Review Source: SoftwareAdvice

Pros

Marketo is a great marketing tool that allows automating repetitive marketing activities. I am using Marketo since 4 years.
We use it to improve our lead generation process and we integrated Marketo with Salesforce. We are using Marketo Forms embedded on our website to get the personal information, track the activities done by leads and notify the sales reps. We are able to track campaigns (members are synced to Salesforce campaigns) and lead sources to measure effectiveness of marketing activities. We created a series of program templates that can be replicated to manage events, webinars, newsletters or email blastings. Cloning the templates all our marketers can start a new program easily customizing just the details, without errors and saving time. I want to mention a powerful feature that I use daily - smart lists - they allows to target a specific audience and continuously been fed with new members that match the criteria.

Cons

- Integration with MS Dynamics: we started with MS dynamics CRM and the integration is not seamless as the integration with Salesforce. We had unresolved issues for 3 years until we decided to move our CRM to Salesforce.
- Consulting Services: we started our project with direct Marketo consulting services but our project manager was not responsive and we had the impression that each PM had too many customers to manage and do not have the time to dedicate the right effort to each project. For this reason, we moved our project to an external consultant firm and the results are much better.
- Support: the response time of the standard support is not quick and usually it takes some days to resolve it.
- Landing pages: it is missing a validation workflow on the thank you pages (to be sure that those who will access the thank you page have successfully filled-out the form included in the landing page)
- Reporting: the reports are very basics

Rating breakdown

Value for Money
Ease of Use
Customer Support

Likelihood to recommend

7.0/10
Jasmine K.

Impressive and efficient

Used Daily for 1+ year
Reviewed on 2017/12/20
Review Source: SoftwareAdvice

Marketo gives me the opportunity to seamlessly deliver information to the sales users in my organization through the Marketo Sales Insights tool in Salesforce as well as triggered alerts/emails. I really enjoy the speed of the Salesforce sync as we are able to create/monitor campaigns and attribute revenue almost instantly.

Pros

Marketo is consistently ranked by analysts as a top automation solution, and I can finally see why! As a marketer, it’s simple to use but also robust for program management from creation to reporting. On a day-to-day basis, I use Marketo within a B2B environment and we wouldn’t be able to function without it. It’s a key tool for my marketing strategy, one of our most used functionalities is cloning programs, tactics, and campaigns. This allows us to make fewer mistakes and maintain continuity from user-to-user, an efficiency for my nimble, growing team.

What I’d like to see is continued product improvement driven by customer voices. I’m excited for the new Mercury UI to debut in 2018!

Cons

As an admin within a small team, the uptime to full functionality can be like climbing a steep hill on a cold day. Simply put, learning this tool can feel cumbersome if it’s not your only responsibility. Luckily, the Marketing Nation Community combined with the product docs and Marketo University prove to be helpful resources for growing your knowledge. Within a year I was able to confidently learn the tool, contribute new ideas, and become a Marketo Certified Expert (MCE).

Service/support - Compared to other automation platforms, there seems to be limited support and desire for accounts to have a 1:1 communication on a regular basis with an account rep. We’ve recently been assigned a new rep and we're making progress.

Rating breakdown

Value for Money
Ease of Use
Customer Support

Likelihood to recommend

10.0/10
Austin S.

Best-in-class Marketing Automation Solution

Used Daily for 2+ years
Reviewed on 2017/06/06
Review Source: SoftwareAdvice

Pros

Marketo is the "Porsche with a manual transmission" of marketing automation platforms. It's full of cool features and is incredibly powerful. The strengths: 1) Workflow flexibility that is unmatched by other platforms. Building complex data management, lead scoring, and organizational processes (such as lead routing) is very achievable in Marketo. They basically give you every function they can possibly code and let their customers piece them together as they like (more on this in #7). 2) The engagement programs, primarily meant for lead nurturing, are truly best-in-class. It's a little bit of an adjustment at first, but it really simplifies complex nurturing tracks and saves marketers from putting prospects into multiple tracks at once (which happens more than most admit) 3) The vision is impressive. Marketo has a clear, long-term vision that they continually deliver on. Examples being advances in personalization, ABM, ect. I'd bet on them to lead the way (or buy the way via Vista ) to whatever is next in marketing automation, such as AI or machine learning.

Cons

I love Marketo. But, there are some things I don't love. 1) The landing page builder has made improvements but still, leaves some to be desired. Unless a template available for import matches what you'd like to do, you pretty much have to hire a developer to build your templates. 2) The reporting is somewhat overhyped. They REALLY sell revenue cycle analytics, but in reality, it's tough to implement and even tougher to accurately maintain. Since data is essentially timestamped and not stored in an external record (i.e. like Salesforce has for a campaign member), if you mess it up, you're SOL. Marketo's advice to me was "don't mess up."

Rating breakdown

Value for Money
Ease of Use
Customer Support

Likelihood to recommend

9.0/10
Crystal V.

Want to see proven ROI with a marketing automation system?

Reviewed on 2016/08/09
Review Source: SoftwareAdvice

Pros

- UI Usability & design.
- Tracking of programs from creation to execution, including success and engagement across programs like webinars, events, web pages and multi-step or channel campaigns.
- Complex criteria for building out nurture programs based on targeted parameters and real-time interactions.
- Global partitions and platform internationalization.
- Real-time personalization

Cons

- Search functionality could be a lot easier with keywords, or created date. I know the platform just updated to search based on URL, but it could use a bit more work to make it easier for newer employees who have tons of legacy items to sift through.
- Speed of platform is sometimes frustrating - it can be great at times...other times it lags beyond belief, when pulling lists, approving emails and landing pages, and just jumping from campaign to campaign. Sometimes I have to even restart or refresh the platform just to get it moving again.
- Campaign calendar layout is not intuitive and leaves marketing teams resorting to a Google Calendar or similar feature to track campaign sequencing and deliverables. It's usable if you spend some time in it, but it definitely could be better.

Rating breakdown

Value for Money
Ease of Use
Customer Support

Likelihood to recommend

8.0/10
Praveen R.

Marketo: An Ultimate Platform for marketing!

Used Daily for 1+ year
Reviewed on 2018/08/19
Review Source

Pros

The reason why I referred the application as an ultimate platform is that it gathers all information about your digital marketing campaigns emails, online forms, marketing material etc. at a single place. It is a user-friendly interface which is easily understandable by you and it has a very brilliant capability of automating almost everything. In this, one can build a variety of things like email templates, landing pages, etc. It supports multi-touch campaigns and multichannel. It is broad and very useful for CRM Integration and most importantly Analytics. It increases efficiency in a variety of ways (like the ability to create a tokenized template) as well as its Lead management process is also brilliant!! Its capabilities are very vast, Comprehensive campaigns capabilities are one of them.

Cons

Here are a few cons which shouldn’t be ignored. Reporting of Analytics of Marketo is very bad and in addiction smart list designs are not flexible and it is very difficult to design them. Most importantly it is not within the range of all types of people, as its rates are little bit higher. Its interface should be improved for new users as well as some software bugs should also be fixed regarding auto-saving. It loads the previewing list very slowly. Its Spam Identification feature also very poor as well as email and landing page analytics are also not enough. But at last, I want to say that the major issue with it, is regarding its speed of loading the application which needs a lot of improvement

Rating breakdown

Value for Money
Ease of Use

Likelihood to recommend

7.0/10

Marketo Pricing

Starting from
N/A
Pricing options
Free Trial
Subscription
Value for money

Pricing depends on tools and features needed and Marketo offers bundles for; Lead Management, Email Marketing, Consumer Marketing, Customer Base Marketing, and Mobile Marketing.

Contact Marketo sales for more pricing information.

A discount is available for non-profit organizations.

Marketo Features

  • A/B Testing
  • API
  • Activity Dashboard
  • Campaign Analysis
  • Campaign Management
  • Customizable Templates
  • Data Import/Export
  • Drag & Drop Interface
  • Engagement Analytics
  • Multi-Channel Marketing
  • Real Time Data
  • Reporting & Statistics
  • Social Media Integration
  • Social Network Marketing
  • Third Party Integration

  • Content Management
  • Customizable Branding
  • Monitoring
  • Real Time Analytics
  • Tagging

Additional information for Marketo

Key features of Marketo

  • A/B testing
  • Activity dashboard
  • Advertising management
  • Anonymous retargeting
  • Behavior tracking
  • Business analysis
  • Campaign dashboards & reports
  • Campaign management
  • Campaign performance reports
  • Campaign planning
  • Campaign scheduling
  • Campaign segmentation
  • Click-through tracking
  • Collaboration tools
  • Conversion rate optimization
  • Conversion tracking
  • Custom forms
  • Custom landing pages
  • Customer engagement engine
  • Customer experience management
  • Customer segmentation
  • Customizable email & landing page templates
  • Customizable reporting
  • Data import
  • Data import/export
  • Data mapping
  • Data visualization
  • Demographic data
  • Drag & drop
  • Drip email marketing
  • Email delivery tracking
  • Email marketing
  • Email nurturing
  • Email preview functionality
  • Email templates
  • Email tracking
  • Event marketing
  • Event triggered actions
  • Event triggered email
  • Inbound marketing
  • Landing page templates
  • Lead management
  • Lead nurturing
  • Lead segmentation
  • Location tracking
  • Marketing automation
  • Marketing budgeting
  • Marketing calendar
  • Mobile integration
  • Multi-campaign
  • Multi-channel management
  • Multi-channel marketing
  • Opportunity influence modeler
  • Pipeline management
  • Predictive content
  • Prioritizing
  • Program & campaign analysis
  • Progressive profiling
  • Push notifications
  • ROI analytics
  • Real time data
  • Real time notifications
  • Reporting & analytics
  • Retargeting
  • Revenue modeler
  • SEO management
  • SMS marketing
  • Sales insights
  • Sales intelligence
  • Scheduled emails
  • Social advertising
  • Social marketing
  • Social media integration
  • Social network marketing
  • Success path analyzer
  • Third party integration
  • Visitor targeting
  • Visitor tracking
  • Visual analytics
  • Web forms
  • Website integration
  • Workflow engine

Benefits

  • Marketing automation: create, automate, and measure campaign effectiveness across channels.

  • Email: engage customer through relevant, targeted email campaigns with behavioral triggers and automation.

  • Mobile: communicate with customers wherever they are with push notifications, in-app messages, and location tracking.

  • Social: integrate social media platforms to find new leads and turn them into loyal customers.

  • Marketing analytics: analyze the impact of the business and improve weak areas based on visual reports and analytics.

  • Marketo FAQs

    Below are some frequently asked questions for Marketo.

    Q. What type of pricing plans does Marketo offer?

    Marketo offers the following pricing plans:

    Pricing model: Subscription

    Free Trial: Available

    Pricing depends on tools and features needed and Marketo offers bundles for; Lead Management, Email Marketing, Consumer Marketing, Customer Base Marketing, and Mobile Marketing.

    Contact Marketo sales for more pricing information.

    A discount is available for non-profit organizations.

    Q. What are the main features of Marketo?

    Marketo offers the following features:

    • A/B testing
    • Activity dashboard
    • Advertising management
    • Anonymous retargeting
    • Behavior tracking
    • Business analysis
    • Campaign dashboards & reports
    • Campaign management
    • Campaign performance reports
    • Campaign planning
    • Campaign scheduling
    • Campaign segmentation
    • Click-through tracking
    • Collaboration tools
    • Conversion rate optimization
    • Conversion tracking
    • Custom forms
    • Custom landing pages
    • Customer engagement engine
    • Customer experience management
    • Customer segmentation
    • Customizable email & landing page templates
    • Customizable reporting
    • Data import
    • Data import/export
    • Data mapping
    • Data visualization
    • Demographic data
    • Drag & drop
    • Drip email marketing
    • Email delivery tracking
    • Email marketing
    • Email nurturing
    • Email preview functionality
    • Email templates
    • Email tracking
    • Event marketing
    • Event triggered actions
    • Event triggered email
    • Inbound marketing
    • Landing page templates
    • Lead management
    • Lead nurturing
    • Lead segmentation
    • Location tracking
    • Marketing automation
    • Marketing budgeting
    • Marketing calendar
    • Mobile integration
    • Multi-campaign
    • Multi-channel management
    • Multi-channel marketing
    • Opportunity influence modeler
    • Pipeline management
    • Predictive content
    • Prioritizing
    • Program & campaign analysis
    • Progressive profiling
    • Push notifications
    • ROI analytics
    • Real time data
    • Real time notifications
    • Reporting & analytics
    • Retargeting
    • Revenue modeler
    • SEO management
    • SMS marketing
    • Sales insights
    • Sales intelligence
    • Scheduled emails
    • Social advertising
    • Social marketing
    • Social media integration
    • Social network marketing
    • Success path analyzer
    • Third party integration
    • Visitor targeting
    • Visitor tracking
    • Visual analytics
    • Web forms
    • Website integration
    • Workflow engine

    Q. Who are the typical users of Marketo?

    Marketo has the following typical customers:

    Large Enterprises, Mid Size Business, Non Profit, Small Business

    Q. What languages does Marketo support?

    Marketo supports the following languages:

    English, French, German, Japanese

    Q. What type of pricing plans does Marketo offer?

    Marketo has the following pricing plans:

    Subscription

    Q. Does Marketo support mobile devices?

    Marketo supports the following devices:

    Android, iPhone, iPad

    Q. What other apps does Marketo integrate with?

    Marketo integrates with the following applications:

    AdvocateHub, Bitium, Bizible, LeadExec, Oktopost, Scoop.it, Smartsheet, Velocify, Vidyard, ion interactive

    Q. What level of support does Marketo offer?

    Marketo offers the following support options:

    FAQs, Forum, Knowledge Base, Online Support, Phone Support, Video Tutorials