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Considering Marketo’s Marketing Automation Tool?

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Considering Marketo’s Marketing Automation Tool?

marketo-marketing-automation-tool
Here’s what you need to know.

Introduction to Marketo’s Marketing Automation Tool

Marketo, an Adobe product, was created in 2006 and has gained a reputation as a leader in marketing automation, lead management, email marketing, and marketing analytics. It is also a very robust product with nearly limitless integration potential.

If you’re considering Marketo’s marketing automation tool, you will undoubtedly want to know what it does best so you can be sure it’s the right option for your organization. Particularly because it certainly isn’t the most affordable tool on the market. This is what we aim to address in this article.

At the end of this post, you’ll be able to make the decision as to whether Marketo is the best solution for your marketing campaigns. If you’re currently using another tool, and wish to migrate to the Marketo marketing automation platform, we’ve included a number of checklists at the bottom of this post to help you make the transition.

If time is a factor and you value efficiency and expertise over all else, reach out today so we can setup a time to speak with you about our services and how we can assist you during the migration process.

But for now, let’s move on to the considerations for choosing Marketo as your MOPs and engagement marketing solution. These include: which type of organization it is best suited for, and some of the pros and cons of this marketing automation platform.

Why Choose Marketo’s Marketing Automation Tool?

Marketo is an enterprise level solution for organizations who require powerful marketing automation capabilities and need numerous third-party integrations. Unlike some other tools that can be a bit overwhelming to use, Marketo has divided its platform into multiple apps that allow you to pick and choose the functionality that you need without the additional capabilities you don’t need.

Marketo Pricing

Marketo is mid-range in terms of pricing. While they do not advertise pricing on their site, we can tell you what we learned from our most recent experience with this platform. Please be sure to contact Marketo directly for the most up to date pricing. They offer three pricing tiers: Spark, Standard, and Select.

Basic

  • starts at $1,195 per month
  • 10,000 contacts
  • 5 marketing users
  • 5 sales users

Pro

  • starts at $1,995 per month
  • 10,000 contacts
  • 5 marketing users
  • 10 sales users

Elite

  • starts at $3,195 per month
  • 10,000 contacts
  • 5 marketing users
  • 20 sales users

Marketo Capabilities

As for it’s capabilities, you will find that it has many of the same features of other account based marketing tools. What differentiates Marketo’s marketing automation tool from its competitors is their superior user experience and design. Here’s what they offer:

Spark Standard Select
Contact Database Everything from Spark PLUS Everything from Standard PLUS
Email Marketing A/B Testing Advanced Revenue Analytics
Engagement Engine Dynamic Content Advanced Email Analytics
Lead Management & Scoring Form Profiling Advanced Custom Reporting
Event & Webinar Marketing Extended Integrations & API Time-series Data Warehouse
SEO Program Analyzer Sweepstakes & Referrals
Social Capabilities Revenue Analyzing & Modeling Role-based Permissions
CRM Integration

 

​Marketo Marketing Automation Pros & Cons

marketo-marketing-automation-tool

Now that you know a bit more about Marketo, their product, and their pricing, let’s break down the specific pros and cons to help you decide if this is the right tool for you.

PROS

Superior Usability & Customization

As we’ve stated before, we really love the effort Marketo has put into ensuring that their platform is easy to use. Everything is labeled well so the learning curve is minimal and you can easily find what you need. In addition, their separate applications make it easy to use the features you need without having to weed through the ones you don’t.

Extensive Marketing Capabilities

Marketo’s list of marketing tools is quite extensive. As a marketing agency, we rely on tools that offer a robust set of solutions to enable us to serve every type of business size and need without having to purchase a lot of extra marketing tools to integrate.

Seamless Salesforce integration

Have we mentioned how well Marketo integrates with Salesforce? For many organizations, this is critical to success and accurate reporting.

CONS

Pricing

As you’ve seen, the pricing for Marketo is rather steep considering there are other tools on the market that can do similar things for a lower cost. In addition, since its launch in 2006, pricing has skyrocketed with no real transparency to its user as to why.

No CRM

Another serious drawback is that Marketo does not currently offer a customer relationship management tool as a part of its service. While you may not need other marketing automation tools, you will need a separate CRM which can be a deal breaker for many.

Weak Landing Page & Form Builder

One complaint we’ve seen frequently, and have to agree with, is that Marketo’s landing page and form builder are pretty weak compared to other automation tools. While they do offer this capability, it is not the easiest or most efficient to use.

What to Consider Before Migrating to Marketo

marketo-marketing-automation-tool

Inventory and Cleanup

Migrating to a new marketing automation platform can be tricky. You really want to take a full inventory of all your assets so that nothing is left behind or accidentally discarded during the migration process.

This is also a great time to do a little “spring cleaning” with your database. You can take this opportunity to cleanse contacts and tighten up your file structure and conventions and make a fresh start in Marketo.

Archive Valuable Items

Beyond cleaning, you may be unsure of what you should migrate or what you should archive for potential use later down the road. So here are a few considerations to review as you plan your archival process.

  • HTML Templates
  • Emails & Landing Pages that may be needed later
  • Campaign workflows
  • Form submission data
  • Reports/Analytics

Planning & Timeline

It’s important to note that your migration can take several weeks depending on the size of your database and content. Many of your assets can’t be transferred and will need to be re-created, so be sure to create a project management plan for your migration and set a reasonable timeline.

Testing

When it comes to your automation sequences and triggers, make sure you test everything before you cancel service with your current provider. This ensures that you can “retrace your steps” and pinpoint any by comparing your new campaign to its predecessor.

Ready to Migrate?

Use Our Marketo Checklists!

Now that you have a good understanding of Marketo, it’s strengths and weaknesses, you’ll have to decide if moving to this platform is the best for your organization. If so, we welcome you to use our customized checklists to help guide your transition.

Hubspot to Marketo
Mailchimp to Marketo
Eloqua to Marketo
Pardot to Marketo

Don’t have the bandwidth to commit to a migration effort? Worried that assets might fall through the cracks and campaigns won’t function properly once in Marketo? Let us help!

At Interrupt Media, we are automation experts and we provide a white glove approach to migrating your database from your current automation tool to Marketo.

Reach out today and let’s setup a time to chat.

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