A Review of Marketo Marketing Automation Software Solution
Marketo is a marketing software solution that offers a variety of tools and features designed to address the marketing needs of small to medium-sized B2B and B2C companies and large enterprises. The platform is especially useful for organizations that want to emphasize on customer nurturing, personalization and in-depth customer engagement and customized and scalable segmentation.
The Marketo brand promises to deliver robust and feature-rich solutions for every digital marketing need of SMBs and agencies. It provides a unique, user-friendly, powerful and comprehensive marketing platform that helps small fast-growing companies and large enterprises alike to effectively manage their marketing campaigns in the most efficient and practical way.
Marketo’s set of software solutions streamlines a wide range of marketing processes, enables users to create more campaigns, generates more leads that are real and ripe, as well as improves the overall sales performance of any B2B or B2C company.
And with a proven technology behind the platform, all-inclusive services and reliable support from a team of experts, the Marketo marketing automation platform is a great solution for a lot of companies of any size across multiple industries.
How the Marketo marketing automation software works
Marketo is a marketing solution that offers a cloud-based email marketing and automation platform for small- to medium-sized companies and large enterprises. It allows these businesses to effectively manage and monitor customer engagement and relationships.
The solution offers fully-integrated applications that provide a wide range of capabilities and functions, which include marketing automation, lead nurturing, social media marketing, analytics and reporting, sales insight, website personalization and budget management.
Marketo also provides native seamless integration with other marketing solutions like Salesforce, Microsoft Dynamics CRM and SugarCRM. The bi-directional communication feature enables marketers and sales reps to obtain a clearer picture of the leads they’re trying to pursue in their pipeline and allow them to prioritize certain prospects based on engagement.
The software platform has a strong online community of marketing professionals who are able to share ideas and are more than willing to collaborate and influence product developments. Users can tap into this community and are able to learn and gather useful insights to help enhance their experience with the product while improving their marketing processes at the same time.
Marketo’s software solution can handle customers with a user-base ranging from three all the way up to over a thousand. This is why the platform’s price point is ideal for companies of any size or scale, because it can cater to smaller agencies as well as global marketing enterprises.
Even though Marketo is quite known in the industry for its marketing automation software, they actually offer clients a variety of other software solutions, which include:
• Mobile marketing – Clients can take advantage of Marketo’s mobile marketing feature to tailor their campaigns to match the needs, behaviors and locations of their target audience.
• Digital marketing – This solution allows users to build marketing campaigns that can reach as many leads as possible in the online realm, specifically through social media, mobile applications and of course email.
• Account-based marketing – A useful marketing application that allows you to create ultra-specific personalized campaigns designed to reach clearly defined prospects/leads.
• Marketing analytics – A smart analysis tool, Marketo analytics enables users to clearly see the inner workings of their campaign projects. See what works and what doesn’t, allowing them to adjust their strategies accordingly in order to get the desired results.
The benefits of Marketo
Marketo marketing automation comes with a drag-and-drop interface, which is actually one of its most defining features. The drag-and-drop mechanism makes the platform super easy to use, even to the least tech-savvy user. It doesn’t require you to have advanced HTML skills to design and create professional-looking email templates and the email marketing process itself is relatively simple to do with options to send emails based on timing, actions or a basic series of steps that are pre-defined.
Users who send emails through the Marketo platform can attach a variety of social components through the Forward to a Friend feature built into the solution. Email testing is also available through the software solution, which is very useful if users want to test out different content and see how specific prospects will react. It’s also great if you want a more dynamic content that fits perfectly in specific situations.
If you want to create effective and professional-looking landing pages, Marketo also provides the tools that allow you to do just that. Designing and building landing pages through this platform is essentially a quick and simple process. No coding skills required. Again, thanks to the drag-and-drop interface and the extensive library of pre-designed templates that they offer.
If you want more aggressive data gathering of potential contacts, you can use the platform’s data capture forms feature. You can use this to choose a more proactive approach to profile prospects and leads, which can result in more prospects that’s going to pay off down the road. The landing pages that you create using the Marketo software solution can also be converted into Facebook pages, which you can then customize to fit your brand’s image using the platform’s dynamic content capabilities.
When it comes to third-party integration of other software services, Marketo offers seamless integration with some of the leading customer relationship management platforms available today. This is particularly useful if you want to keep your existing CRM solution while taking full advantage of Marketo’s other marketing automation features for more streamlined marketing processes and collaboration.
Lead management is another aspect one has to look at when choosing the ideal marketing software solution. And with Marketo’s lead management, users have the capability to proactively gather real leads based on specific criteria and pre-determined parameters such as sales report data, demographics, product scores and prospect behavior.
The social marketing capability of Marketo is another thing you have to consider. It is a robust fully integrated solution that can be utilized effectively in three key areas, which includes social sharing, social promotion and social engagement.
The reporting and analytics of this software platform are relatively basic, but it does the job efficiently and effectively. It delivers up-to-date and accurate figures, which are useful when assessing performance and success of your campaigns.
Comprehensive reports can be gathered based on different customizable metrics like email and landing page performance, campaign performance and lead performance.
Pricing for the Marketo marketing automation software
Pricing for Marketo marketing automation software solution is available only upon request. You can visit the Marketo official website to get their sales team’s contact information to ask for a quote. The website also contains more details about their product and the services they offer.
Is Marketo a good option for a marketing software solution? If you’re a business looking for a solid marketing automation platform that comes with all the necessary tools and features that will allow you to streamline your day-to-day marketing processes, capture leads more effectively and bring your marketing campaigns to the next level, then Marketo could be the right solution for you.
There is no right or wrong answer here. When it comes to choosing a marketing software solution, it all depends on your needs, your resources and what you want from that particular software. And based on its features and capabilities, Marketo can pretty much provide everything a B2B or B2C company needs to boost their marketing processes.