Customer support could be more helpful. The reporting could be better, with more engaging reports and the ability to collaborate more objects, like opportunities. Incorporating AI features similar to tools like HubSpot and Salesforce account engagement would be beneficial. Additionally, Marketo should work on automating tools and updating the product since it looks similar to how it did five years ago.
Based on my clients ' comments, there is room for improvement in Marketo. For instance, Oracle's Eloqua had much larger databases than Marketo a few years ago, handling millions of records. Marketo has been catching up but doesn't hold the most extensive possible databases. This is less of an issue for B2B, but for B2C customers, who have millions of records, It also lacks features of HubSpot, which should be incorporated. Marketo could benefit from supporting more extensive databases and incorporating some of HubSpot's features. HubSpot is cheaper, and while Marketo is not the most expensive, it's not the least. They would be a better competitor to HubSpot if their pricing were lower. These products are typically priced per user per month.
Segmentation in Marketo is limited to a maximum of 20 segments. Depending on the company's specific needs, these segments can be based on various attributes such as company, industry, or other values. Sometimes, there's a lag when sending data from Marketo to any CRM. It can take around five to fifteen minutes for the report to sync.
Solutions Architect - Marketing Automation at Nagarro
MSP
Top 5
2024-05-15T13:30:56Z
May 15, 2024
There is a learning curve. If you know strategy but don't know Marketo, that will be a problem. If you know Marketo but are not good with strategy, that will also be a problem. You should be good at both to get more out of it.
Executive - Marketing Automation at a tech services company with 1,001-5,000 employees
Real User
Top 5
2024-04-23T12:44:38Z
Apr 23, 2024
Marketo's reporting and dashboarding features could be better. Compared to other tools, the visualization options with charts and graphs seem somewhat limited.
For the moment, we migrated some of our processes to Marketo and implemented them there. We had some difficulties related to this. It was a new solution for us. Migration from one platform to another is always a challenge. I'm a data engineer. My scope is to get data, analyze it, transform it, and upload it somewhere. I'm not involved in end-user operations. With Marketo, I would change some objects. For the moment, for example, if we create some custom projects, we need to integrate them internally. In Marketo, we have custom objects. Almost all these custom objects are not independent of, for example, individual records. However, we need to be independent of individual objects.
Digital Transformation specialist at a tech services company with 201-500 employees
Real User
2021-01-31T07:02:22Z
Jan 31, 2021
Adobe, the parent company, needs to improve on getting more information published to allow users to educate themselves on how to use the solution. You cannot find much information about Marketo on the Adobe website. I had to Google around and go to websites to get familiar with the system. For an upcoming release, the UI could improve.
I had an issue while integrating JavaScript with forms. When you embed JavaScript, you can either embed it in a landing page or some other self-contained management system like WordPress. Currently, it provides you access to CSS, where you can customize your form design, but there is no option for JavaScript modification for a particular form. This area needs to be improved where you can integrate JavaScript, and it has the JavaScript functions for that particular form. There are a lot of other areas of improvement. In the design area, they can give us more testing options instead of relying on email testing alone. It would be great if they can provide responsive testing where email clients can be tested within Marketo. It would be also helpful if they can implement some in-built options for users or forms for blocking a generic email ID such as Yahoo or Gmail. Similarly, it would be helpful to have JavaScript features and forms as well as the option to add Google analytics and a header and footer for the landing pages.
Marketo should give more power to the users for data manipulation. Marketo sees data in terms of Leads and Campaigns, which is fine, but there are other perspectives of data too that can and should actually be utilized. I compare this to Adobe Campaign which allows the manipulation of data from different angles.
Marketo is an all-in-one marketing solution that was created by marketers for marketers. Founded in 2007, Marketo is branded as marketing software that is easy, powerful and complete. Organizations have access to multiple marketing and sales tools when they use this solution, such as Marketing Automation, Consumer Engagement Marketing, Real-Time Personalization, and Marketing Management.
Customer support could be more helpful. The reporting could be better, with more engaging reports and the ability to collaborate more objects, like opportunities. Incorporating AI features similar to tools like HubSpot and Salesforce account engagement would be beneficial. Additionally, Marketo should work on automating tools and updating the product since it looks similar to how it did five years ago.
Based on my clients ' comments, there is room for improvement in Marketo. For instance, Oracle's Eloqua had much larger databases than Marketo a few years ago, handling millions of records. Marketo has been catching up but doesn't hold the most extensive possible databases. This is less of an issue for B2B, but for B2C customers, who have millions of records, It also lacks features of HubSpot, which should be incorporated. Marketo could benefit from supporting more extensive databases and incorporating some of HubSpot's features. HubSpot is cheaper, and while Marketo is not the most expensive, it's not the least. They would be a better competitor to HubSpot if their pricing were lower. These products are typically priced per user per month.
Segmentation in Marketo is limited to a maximum of 20 segments. Depending on the company's specific needs, these segments can be based on various attributes such as company, industry, or other values. Sometimes, there's a lag when sending data from Marketo to any CRM. It can take around five to fifteen minutes for the report to sync.
There is a learning curve. If you know strategy but don't know Marketo, that will be a problem. If you know Marketo but are not good with strategy, that will also be a problem. You should be good at both to get more out of it.
Marketo's reporting and dashboarding features could be better. Compared to other tools, the visualization options with charts and graphs seem somewhat limited.
The user experience needs improvement, particularly in terms of ease of use and navigation between projects.
For the moment, we migrated some of our processes to Marketo and implemented them there. We had some difficulties related to this. It was a new solution for us. Migration from one platform to another is always a challenge. I'm a data engineer. My scope is to get data, analyze it, transform it, and upload it somewhere. I'm not involved in end-user operations. With Marketo, I would change some objects. For the moment, for example, if we create some custom projects, we need to integrate them internally. In Marketo, we have custom objects. Almost all these custom objects are not independent of, for example, individual records. However, we need to be independent of individual objects.
Revenue management, attribution, and ABM can all be improved.
It could be more scalable.
Adobe, the parent company, needs to improve on getting more information published to allow users to educate themselves on how to use the solution. You cannot find much information about Marketo on the Adobe website. I had to Google around and go to websites to get familiar with the system. For an upcoming release, the UI could improve.
Its APIs need to be more flexible because there are some things that are not available in the API. They should work in that area and improve it.
I had an issue while integrating JavaScript with forms. When you embed JavaScript, you can either embed it in a landing page or some other self-contained management system like WordPress. Currently, it provides you access to CSS, where you can customize your form design, but there is no option for JavaScript modification for a particular form. This area needs to be improved where you can integrate JavaScript, and it has the JavaScript functions for that particular form. There are a lot of other areas of improvement. In the design area, they can give us more testing options instead of relying on email testing alone. It would be great if they can provide responsive testing where email clients can be tested within Marketo. It would be also helpful if they can implement some in-built options for users or forms for blocking a generic email ID such as Yahoo or Gmail. Similarly, it would be helpful to have JavaScript features and forms as well as the option to add Google analytics and a header and footer for the landing pages.
Marketo should give more power to the users for data manipulation. Marketo sees data in terms of Leads and Campaigns, which is fine, but there are other perspectives of data too that can and should actually be utilized. I compare this to Adobe Campaign which allows the manipulation of data from different angles.