10-second breakdown:
Marketo is one of the more powerful and versatile solutions in the marketing automation category. Recommended for companies looking for high levels of integration in marketing automation, CRM, social, content and email.
Marketo is used in small (0-50 employees), medium (51-1,000 employees) and enterprise companies (1,000+ employees).
The good:
You can use it with any CMS platform. You’re free to personalize everything from landing pages to emails, without an IT department. This is a great feature for both small businesses and huge enterprises. You can also manage multiple domains.
Campaign management is impressive with real-time personalization. It enables agile marketing and huge targeting capabilities, on any area of your website.
The lead scoring functionality is broad and one of the best out there. For B2B marketers, nurturing leads is easier than it’s ever been.
They also have an impressive list of integrations available.
The bad:
Occasional issues with the speed of the platform, which can be a real annoyance. If you’re managing several campaigns at once, you definitely don’t want lag times.
The software could have used more advanced design capabilities for landing page management and a bigger focus on responsiveness. Similar issues with the email editor.
Reporting can be a little frustrating if you’re not familiar with the platform and don’t know how to properly drill down the data.
The platform could use more advanced content marketing features as well, so far you only have the calendar.
How it works:
This is primarily an enterprise solution for an integrated marketing strategy across several channels. You can monitor and analyze huge campaigns, with a highly targeted audience, across multiple online channels.
Starting with a search marketing function, the tool enables you to analyze keywords rankings, compare competitors’ keyword performance, identify new keyword opportunities and get page optimization suggestions.
All revenue-driven.
It’s not just marketing for the sake of marketing, it’s business-results-driving marketing. You can create A/B tests, ads track performance with Google AdWords integration and improve your overall SEO.
Content marketers can create awesome landing pages, with Marketo’s drag-and-drop tool (no HTML or IT support needed). You also have professionally designed templates, smart forms to collect leads, progressive profiling to recognize known visitors and A/B testing.
Social marketing is connected with all your other campaign features, enabling social form fill, sweepstakes, referral campaigns, social polls, social sharing and, most importantly, social analytics. The software gives you an in-depth look into how your social activity drives conversions and revenues and enhances your lead database with social data.
Automated email campaigns are available, complete with time and behavior-based triggers, such as page visit, form submission, social share or mobile check-in. (More email marketing tools can be seen here.)
A/B testing is available for emails as well.
As a marketer, lead generation can be a challenge, but lead management and engagement is the real hassle. Marketo’s engagement feature helps you create relevant conversations and nurture your leads in a smart way.
As you create your drip campaigns, the system has what they call smart streams, integrating all communications with your CRM software.
Customer engagement doesn’t stop here. You can also continue your conversation on other digital channels – web, mobile and social.
Ads capabilities are another essential part of this tool. Marketo ad bridge connects the system’s data with Facebook, Google, LinkedIn and other advertising platforms so you can target the right potential customers with meaningful, relevant ads – PPC and re-marketing. By tracking how customers engage with you across a wide variety of channels, including email, social, web, you get a unique understanding of their behavior.
The system also has a mobile engagement function, allowing you to acquire mobile app users, engage and convert them, all without a mobile development team. Push notifications, cross-channel campaigns, location-based marketing and in-app messaging, they’re all available for marketers’ use.
This is definitely an amazing resource for marketers interested in developing revolutionary omnichannel strategies.
Now, let’s talk sales capabilities. Marketo offers lead scoring, sales intelligence and CRM integration.
Identify which customers are most likely to purchase, using big data techniques to assign positive and negative scores based on unlimited dimensions including: demographics, behavior, inactivity and product-specific scoring.
Marketo has built tailor-made applications for Salesforce.com and Microsoft Dynamics CRM. On your sales dashboard, you can track behavior, identify most promising leads, send emails or add prospects to campaigns.
CRM integrations are pretty great. The platform supports a two-way sync between Marketo and your CRM system so your data is always up-to-date. You can enter your CRM credentials and all custom objects and fields can be synced automatically. Additions or deletions to your CRM framework such as fields or objects are automatically updated in Marketo.
The marketing management feature is exceptionally useful, connecting teams and helping CMOs stay on top of all this data. I love the marketing calendar.
Part of the real-time personalization dimension, you have a content discovery and recommendation feature which can be really helpful. Using predictive analytics, the platform suggests which content would be best at a certain point in time. You gotta love machine learning. Serve up the case-study, video, or blog post that makes the most sense for each unique online or mobile visitor.
A similar feature is account-based marketing, which allows marketers to engage high-yield target accounts according to industry, company size, or named account lists and deliver relevant content that educates, nurtures, and guides these valuable accounts through the decision process.
Like with any platform of this size, it takes a while to get to know how it works and if its compatible with your needs. As a marketing automation tool, it has advanced campaign capabilities, workflows, lead management and email management.
It can be a tremendous help in tracking your visitors through the marketing and sales funnel, all the way to customers and brand advocates.
For complete rankings of all marketing automation companies, go here.
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