Adobe acquired Neolane in July 2013 and later re-named the product Adobe Campaign. Adobe Campaign provides both marketing automation and marketing resource management functionality such as spend & financial management, workflow, and asset management.
N/A
Marketo Web Personalization (Marketo RTP)
Score 9.0 out of 10
N/A
Marketo Web Personalization (formerly Real-Time Personalization, or Marketo RTP is a real-time interaction management option based on technology acquired with Insightera in December 2013 by Marketo. It is now a Prime feature of Marketo Engage.
Adobe Campaign stands out as a powerful solution for efficiently handling multi-channel marketing campaigns, allowing me to connect with my audience through various channels such as email, mobile, social media, and more. Its centralized platform serves as a command centre, empowering to effortlessly design, implement, and track campaigns across diverse channels, ensuring a consistent and precisely targeted messaging approach.
Marketo RTP is great for companies in later stages that require greater customization or API integrations with their own marketing/sales tools. The integration with Salesforce also makes it worthwhile for companies that already have Salesforce setup in some workflows. As stated before, Marketo is quite expensive, so it might not be suitable for earlier-stage companies and startups that are just getting started with marketing and sales.
If we already have a list of subscribers to whom we want to send private newsletters about certain updates in our products and services, it is very easy to import them into the platform through text document formats, or directly from cloud platforms that have allowed us to save their information
It integrates very well with platforms oriented to the development of help desk operations, as in the case of Zendesk, where we store all the information of the customers that communicate with us to improve their user experience through technical assistance, and to have a better feedback with them.
Adobe Campaign allows us to create our own forms that can be added to the company's page, so that depending on the type of potential customer that is accessing them, we can show personalized information that is of interest to them as customers, and thus ensure more business.
We have had problems with the usability of their platform. When we communicate with the integrated technical support via e-mail, it takes hours to respond.
On the other hand, the application does not allow us to multitask, your platform becomes very slow.
Also, it is a bit complicated to adapt to using the application completely.
Once you go for Neolane you are a bit stuck with it, so we will most likely stay with Neolane. Cost of investment and training are the main factors at work here. We havesimply have invested too much in the product to stop using it after 2 years. That said, my score of 8 does not imply that the product is worthy of getting an 8 but reflects our willingness to renew. Given that upgrading to a new version will cost again a substantial sum, we most likely will keep using the current version we are on which is 6X.
Thanks to this tool we are taking more internal control of the creation and deployment of campaigns with less dependency on an ESP. We can pre-program marketing publications, being able to concentrate on the target audience. It helps me manage email campaigns with real-time tracking.
Adobe Campaign has supported our marketing campaigns with 100% assurance of positive results. It has the capability to boost company growth within a short period of time as compared to other marketing tools. It has automated marketing campaigns and reached a large group of our targeted customers. The customer support team has been reliable and when we request support they respond quickly.
We actually had a very good onboarding process. The rep from Marketo was very knowledgable and set up regular meetings with us to make sure we understood how to use everything. He gave us ideas for potential personalizations and had best-practice tips. Unfortunately, his knowledge was not enough to overcome some of the biggest issues with the solution.
All these applications are very similar, adobe has a differential for the company's expertise, for the way cloud services and their specialists are treated. I believe that it also has a differential in the metrics and management of flows where it is possible to have a broader view of the entire process. The availability to be able to manage everything on several different channels is also an important point.
I'm well-versed in Marketo's RTP module and HubSpot's smart content offering, and HubSpot's smart content has ultimately become my personalization tool of choice. Here's why:
HubSpot's smart content tools are simple to grasp and easy to implement from start to finish. There's a lot of room for improvement when it comes to ease of use and overall user experience within Marketo's RTP module.
For less tech-savvy marketers, HubSpot's training documentation and support team is an absolute lifesaver. Marketo has failed us time and time again on this front, despite the fact that we pay an additional fee for Premier Support and quarterly consulting.
Marketo's tool is more robust and more powerful, but they don't take the time to create supporting documentation to help end-users leverage RTP, nor do they take the time to train their support staff on how it works. HubSpot's smart content does what we need it to do, and we don't burn time in the process trying to figure out how to use it.
The licensing terms after purchasing this platform are manageable. The set price is relatively low as compared to that of similar products and there is a guarantee in Returns on Investment after the agreed period of time. We are able to manage the billing frequency without any failure due to the stability and positive performance of this platform in marketing campaigns.
Saved the three business units we have of huge marketing automation platform costs for three years
Streamlined and centralised our marketing automation operations
The downside is that due to the varying nature of businesses and sales cycles of the three business units of the enterprise I worked for, it became hard to tweak one platform into 3 varying, different needs and so many different business models and scenarios.
