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4 key marketing automation features Marketo lacks

James A. Martin | Jan. 29, 2016
Marketers who use the Marketo automation platform generally laud the company for its features, but the tools aren't perfect. Here are four features Marketo customers have on their wish lists.

From Marketo: The company says it launched "a brand new editor in 2015 that represents a significant leap over our previous editor and also includes an undo button." The new "Guided" landing page editor makes it easy to create templates. And users who may not have a lot of technical skill can use it to build landing pages that adhere to their organizations' brand standards and look and feel, and that "always look great" on any device.

4. Marketo 'Forward to a Friend' needs works

Marketo has a "Forward to a Friend" feature that lets customers track leads that received a forwarded email. The feature also automatically adds people who receive forwarded email as new leads if they're not currently in the customer database.

The feature "is a great idea" but needs "a lot of improvements in order to make it truly useful," says Alexis D'Alba, email and database marketing manager at LiveIntent. "There are currently a few ideas out there on the Marketo community advocating to make this form customizable and better-suited for B2B companies. I'm hoping these ideas come to fruition soon, because I believe that when executed properly, there are many benefits to using this feature."

From Marketo: "While there are probably some great ideas out there on improving this capability, there are so many changes happening in the marketer's world, and there's a lot we want to accomplish in 2016, so we need to prioritize accordingly."


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