2018 Magic Quadrant for CRM Lead Management (By Ga
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Posted On: 06/18/2019 9:56:14 AM
2018 Magic Quadrant for CRM Lead Management (By Gartner)
This article was really before VERB was introduced. If you look at the "Cautions" that's where VERB I am sure is assisting one of the already TOP CRM companies last year.
"Marketo has been hugely successful for us. We’re getting more qualified leads than ever before and our revenue has gone through the roof. The impact of Marketo is amazing, and we’re just getting started."
Marketing/Operations Manager, Cartelligent
Marketo remains a Leader this year on the strength of its overall platform, focus on ABM and product roadmap. It also has strong presence with B2B organizations, which represent the majority of its customer base. Marketo is a specialist that develops SaaS-based marketing automation software to provide inbound marketing, lead management, ABM, social marketing, event management, and marketing ROI reporting and analytics. The vendor has acquired Bizible, a multitouch attribution software provider, this year to bolster its capabilities in this area. Many intent data providers, including sales acceleration software vendors and sales enablement software providers, have integrated native API connectors to Marketo. Midsize-to-enterprise B2B businesses — particularly those in the high-tech, IT and business service industries — remain Marketo’s core focus. A minority of its customers come from high-consideration B2C verticals, such as automotive, education, financial services and insurance. Marketo is based in San Mateo, California, U.S.
Strengths
Product strategy: Native Marketo Engagement Platform modules provide multiple channel-specific delivery capabilities, augmented by a large catalog of partner solutions. The vendor incorporates predictive analytics for marketing program and channel insights as well as customer journey analysis. The addition of AI-powered predictive content enables real-time personalization, including dynamic email and mobile marketing offers.
Cross-functional vision: Through its 2017 acquisition of ToutApp, Marketo has focused on developing capabilities that keep marketing and sales organizations aligned across the customer buying journey. This responds to a common pain point of B2B companies of all sizes, but is particularly relevant to larger, more-distributed organizations. Reference customers gave the company above-average scores for its lead management vision and product roadmap.
Robust features: Marketo Engagement Platform got positive feedback for its robust feature set and overall ease of use, with reference customers citing lead management and email marketing capabilities as strengths. They also noted solid integration capabilities with other applications.
Cautions
Predictive and lead scoring capabilities: Reference customers gave Marketo below-average scores for its predictive capabilities (account segmentation, prospecting, lead scoring and lead nurturing) and its lead scoring capabilities. Prospect marketers should evaluate Marketo’s native lead scoring capabilities against their requirements and assess whether to use one of the company’s integrated third-party partners.
Reporting: Marketo received below-average scores from reference customers for the application’s reporting and analytics. It continues to focus on this area, and the Bizible acquisition will bring additional functionality around attribution modeling, journey analytics and ROI modeling — areas where many marketers have struggled to gain traction.
Customer experience: Reference customers rated Marketo’s sales and contract negotiation process below average. Pricing terms and total cost of ownership also received below-average scores, reflecting rising costs.
This article was really before VERB was introduced. If you look at the "Cautions" that's where VERB I am sure is assisting one of the already TOP CRM companies last year.
"Marketo has been hugely successful for us. We’re getting more qualified leads than ever before and our revenue has gone through the roof. The impact of Marketo is amazing, and we’re just getting started."
Marketing/Operations Manager, Cartelligent
Marketo remains a Leader this year on the strength of its overall platform, focus on ABM and product roadmap. It also has strong presence with B2B organizations, which represent the majority of its customer base. Marketo is a specialist that develops SaaS-based marketing automation software to provide inbound marketing, lead management, ABM, social marketing, event management, and marketing ROI reporting and analytics. The vendor has acquired Bizible, a multitouch attribution software provider, this year to bolster its capabilities in this area. Many intent data providers, including sales acceleration software vendors and sales enablement software providers, have integrated native API connectors to Marketo. Midsize-to-enterprise B2B businesses — particularly those in the high-tech, IT and business service industries — remain Marketo’s core focus. A minority of its customers come from high-consideration B2C verticals, such as automotive, education, financial services and insurance. Marketo is based in San Mateo, California, U.S.
Strengths
Product strategy: Native Marketo Engagement Platform modules provide multiple channel-specific delivery capabilities, augmented by a large catalog of partner solutions. The vendor incorporates predictive analytics for marketing program and channel insights as well as customer journey analysis. The addition of AI-powered predictive content enables real-time personalization, including dynamic email and mobile marketing offers.
Cross-functional vision: Through its 2017 acquisition of ToutApp, Marketo has focused on developing capabilities that keep marketing and sales organizations aligned across the customer buying journey. This responds to a common pain point of B2B companies of all sizes, but is particularly relevant to larger, more-distributed organizations. Reference customers gave the company above-average scores for its lead management vision and product roadmap.
Robust features: Marketo Engagement Platform got positive feedback for its robust feature set and overall ease of use, with reference customers citing lead management and email marketing capabilities as strengths. They also noted solid integration capabilities with other applications.
Cautions
Predictive and lead scoring capabilities: Reference customers gave Marketo below-average scores for its predictive capabilities (account segmentation, prospecting, lead scoring and lead nurturing) and its lead scoring capabilities. Prospect marketers should evaluate Marketo’s native lead scoring capabilities against their requirements and assess whether to use one of the company’s integrated third-party partners.
Reporting: Marketo received below-average scores from reference customers for the application’s reporting and analytics. It continues to focus on this area, and the Bizible acquisition will bring additional functionality around attribution modeling, journey analytics and ROI modeling — areas where many marketers have struggled to gain traction.
Customer experience: Reference customers rated Marketo’s sales and contract negotiation process below average. Pricing terms and total cost of ownership also received below-average scores, reflecting rising costs.
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