Marketo and Customer Follow Through: What Can We Learn?
Marketo is everywhere you look and there are a lot of good things about them. For one, their aim is to on board new clients to an advanced marketing automation suite fairly quickly so businesses don’t waste valuable lead tracking time. They do this well with their quick start program – giving small to large businesses the tools necessary to begin scoring leads and creating customized email segmenting out of even complex marketing campaigns.
Is Marketo awesome? Absolutely. The question isn’t so much whether or not their marketing automation programs are good for businesses – it’s their growth, and how their recognition in the industry affects the service they’re able to give. What about Marketo and customer follow through, what can we learn?
Marketing Automation Systems: Making the Decision
There are a lot of competitors out there with lead management and CMS integration capabilities. What sets them apart isn’t necessarily the advanced suite of analytics or their tech offerings – it’s how comfortable customers get with the idea of marketing automation, a concept that’s difficult to prove necessary to customers in the first place.
Once customers see how assessing the quality of their leads from inquiry to purchase can be beneficial, they’re hooked. It doesn’t end there – great marketing automation is all about ensuring that once customers are with you, the tracking is in place to know how to shape your services to better accommodate your client’s needs. This is what great customer service is all about – meeting the customer on their level, not the other way around.
One of the most frequent complaints you’ll find about Marketo on popular review websites is the lack of support after the on-boarding process. Marketo is great at giving you all the tools you need to launch and understand their simple interface, but some sources suggest you’ll need to hook up with Marketo’s marketing partners to get hands-on training for using the more robust features of Marketo. This can be frustrating for customers who want to use consulting for on-site services or get specific answers to questions about how to best ingrate their lead tracking software and use it over time.
Marketo is not an out-of-the-box solution for all companies. If you don’t have a tech person on hand, you may find it difficult to hook all your advertising platforms up to Marketo or your CRM. Another problem with Marketo – and many marketing automation software platforms in general – is that once many companies set up email and other initial connections and start tracking and scoring, they use only the bottom level data they get from the marketing automation software and never explore its full capabilities.
Lead Liaison is Different
Marketing automation software companies are growing – and fast. We are, too. Month after month we see an influx of new customers. The difference is, marketing automation companies that are growing often focus on initial installation with their customers, then never revisit the account – or don’t revisit in a timely fashion – to let customers know how marketing automation software can make their businesses better. These aren’t conversations you should have with your clients only in the beginning. Both marketing automation companies and their customers should commit to bettering the way we track our businesses by fostering conversations about how businesses can better use advanced marketing automation features.
When you work with Lead Liaison, you’ll find a company that is growing and investing in itself – but isn’t going to jump ship on you once you make that initial payment. We seek relevant conversations with customers about how we can better their businesses over time – not just in the beginning.
We’d love to get to know you! For more information on Lead Liaison marketing automation systems and how to get the level of attention you deserve throughout your marketing automation journey, contact us today!