Albacross vs. Adobe Marketo Engage

Overview
ProductRatingMost Used ByProduct SummaryStarting Price
Albacross
Score 6.2 out of 10
N/A
Swedish company Albacross offers an account-based marketing and B2B sales tool via their eponymous platform which gathers company info from site visitors, so marketers may learn which companies are investigating their products.N/A
Adobe Marketo Engage
Score 8.0 out of 10
N/A
Adobe Marketo Engage (acquired by Adobe in 2018) is a marketing automation platform whose basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex sales cycles.N/A
Pricing
AlbacrossAdobe Marketo Engage
Editions & Modules
No answers on this topic
No answers on this topic
Offerings
Pricing Offerings
AlbacrossAdobe Marketo Engage
Free Trial
NoNo
Free/Freemium Version
NoNo
Premium Consulting/Integration Services
NoYes
Entry-level Setup FeeNo setup feeOptional
Additional Details
More Pricing Information
Community Pulse
AlbacrossAdobe Marketo Engage
Top Pros
Top Cons
Features
AlbacrossAdobe Marketo Engage
Email & Online Marketing
Comparison of Email & Online Marketing features of Product A and Product B
Albacross
-
Ratings
Adobe Marketo Engage
7.8
991 Ratings
1% above category average
WYSIWYG email editor00 Ratings7.6900 Ratings
Dynamic content00 Ratings7.1876 Ratings
Ability to test dynamic content00 Ratings7.3855 Ratings
Landing pages00 Ratings7.7918 Ratings
A/B testing00 Ratings8.0903 Ratings
Mobile optimization00 Ratings7.7875 Ratings
Email deliverability reporting00 Ratings7.6959 Ratings
List management00 Ratings8.4956 Ratings
Triggered drip sequences00 Ratings8.6866 Ratings
Lead Management
Comparison of Lead Management features of Product A and Product B
Albacross
-
Ratings
Adobe Marketo Engage
8.1
959 Ratings
3% above category average
Lead nurturing automation00 Ratings8.6934 Ratings
Lead scoring and grading00 Ratings8.4909 Ratings
Data quality management00 Ratings7.7907 Ratings
Automated sales alerts and tasks00 Ratings7.7861 Ratings
Campaign Management
Comparison of Campaign Management features of Product A and Product B
Albacross
-
Ratings
Adobe Marketo Engage
7.6
887 Ratings
0% below category average
Calendaring00 Ratings7.3717 Ratings
Event/webinar marketing00 Ratings7.9848 Ratings
Social Media Marketing
Comparison of Social Media Marketing features of Product A and Product B
Albacross
-
Ratings
Adobe Marketo Engage
7.4
554 Ratings
3% below category average
Social sharing and campaigns00 Ratings7.6545 Ratings
Social profile integration00 Ratings7.2375 Ratings
Reporting & Analytics
Comparison of Reporting & Analytics features of Product A and Product B
Albacross
-
Ratings
Adobe Marketo Engage
7.6
960 Ratings
2% above category average
Dashboards00 Ratings7.6902 Ratings
Standard reports00 Ratings7.7940 Ratings
Custom reports00 Ratings7.4895 Ratings
Platform & Infrastructure
Comparison of Platform & Infrastructure features of Product A and Product B
Albacross
-
Ratings
Adobe Marketo Engage
8.1
951 Ratings
6% above category average
API00 Ratings8.4819 Ratings
Role-based workflow & approvals00 Ratings8.0696 Ratings
Customizability00 Ratings7.9842 Ratings
Integration with Salesforce.com00 Ratings9.1820 Ratings
Integration with Microsoft Dynamics CRM00 Ratings7.9281 Ratings
Integration with SugarCRM00 Ratings7.6183 Ratings
Best Alternatives
AlbacrossAdobe Marketo Engage
Small Businesses
Dealfront
Dealfront
Score 7.7 out of 10
Vbout
Vbout
Score 9.9 out of 10
Medium-sized Companies
LeanData
LeanData
Score 10.0 out of 10
PFL Direct Mail Platform
PFL Direct Mail Platform
Score 9.3 out of 10
Enterprises
PFL Direct Mail Platform
PFL Direct Mail Platform
Score 9.3 out of 10
PFL Direct Mail Platform
PFL Direct Mail Platform
Score 9.3 out of 10
All AlternativesView all alternativesView all alternatives
User Ratings
AlbacrossAdobe Marketo Engage
Likelihood to Recommend
7.4
(6 ratings)
8.1
(1143 ratings)
Likelihood to Renew
-
(0 ratings)
9.0
(146 ratings)
Usability
-
(0 ratings)
8.0
(98 ratings)
Availability
-
(0 ratings)
9.0
(25 ratings)
Performance
-
(0 ratings)
9.0
(30 ratings)
Support Rating
8.0
(2 ratings)
8.6
(89 ratings)
In-Person Training
-
(0 ratings)
10.0
(12 ratings)
Online Training
-
(0 ratings)
6.7
(29 ratings)
Implementation Rating
-
(0 ratings)
10.0
(37 ratings)
Configurability
-
(0 ratings)
6.0
(6 ratings)
Contract Terms and Pricing Model
-
(0 ratings)
7.9
(4 ratings)
Ease of integration
-
(0 ratings)
1.2
(9 ratings)
Product Scalability
-
(0 ratings)
7.0
(10 ratings)
Professional Services
-
(0 ratings)
9.4
(3 ratings)
Vendor post-sale
-
(0 ratings)
8.2
(7 ratings)
Vendor pre-sale
-
(0 ratings)
8.2
(6 ratings)
User Testimonials
AlbacrossAdobe Marketo Engage
Likelihood to Recommend
Albacross Nordic AB
It's well-suited to small companies without a dedicated sales force. It helps collect, organize and analyze leads. Perhaps, it adds value to larger teams too, but it has certainly been a valuable addition to us early on in the business when build lead lists and client lists were more challenging. I'm not sure what the current pricing structure is, but it was good value for us at the time of purchase 2 years; pricing has not increased for us since then. So, again, for smaller teams or teams with a limited reach out budget, this may be a suitable option.
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Adobe
I would definitely recommend Adobe Marketo Engage to other large or medium organisations such as ourselves, who have a number of users from different offices around the globe. It is well suited to those who have large email marketing contact databases and need to do sophisticated segmentation. It has a lot of functionality for integration with Salesforce and lead scoring models.
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Pros
Albacross Nordic AB
  • Track companies IP's who are visiting.
  • Provides analytics about where they came from and what they did on your site.
  • You can find contact info such as name, number and email.
  • Unintuitive UI/UX.
Read full review
Adobe
  • Adobe Marketo Engage is a great platform for custom email design. The user interface is simple and easy to navigate.
  • With Campaign Optimization, Adobe Marketo Engage allows for real-time adjustments, ensuring my campaigns remain relevant and effective.
  • With Advanced Analytics, Adobe Marketo Engage provides robust marketing data analysis, helping us better understand our campaigns' effectiveness.
Read full review
Cons
Albacross Nordic AB
  • It would be nice to have a direct link on the page that visitors have viewed, so I could quickly check out the site myself.
  • It is hard to copy-paste the link on the viewed pages report to actually see which page has been viewed.
  • A little complicated to use the whole software when you get started, no clear explanation of concepts.
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Adobe
  • Marketo's email editor is basic in comparison to other cheaper alternatives out there.
  • Marketo doesn't work as well in B2C scenarios as it does in B2B. One of the painpoints of this is it's difficult to showcase a selection of product recommendations based on purchase behaviour without a very time consuming workaround. It's manageable if you're only selling a handful of products, but it's inefficient when dealing with a large catalogue.
  • Marketo's form and landing page builder are also behind the times. Perhaps not as bad as the Salesforce Marketing Cloud platform, but for an enterprise company the product should be much better.
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Likelihood to Renew
Albacross Nordic AB
No answers on this topic
Adobe
We're likely to renew for several reasons:
  • Now that it's been implemented, I can't imagine not having marketing automation and the easy interface that Marketo provides to run our campaigns
  • Marketo's community and customer service is fantastic; I know that when I need help, I'll get it
  • Marketo continues to improve the product, so I know that I can expect it to be even more useful in the future
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Usability
Albacross Nordic AB
No answers on this topic
Adobe
In some aspects, the tool can feel quite clunky in parts. But with the rich feature set it has, it's understandable. There is a lot of room for improvement for the user interface. The system itself doesn't have a slick or modern feel, so the usability could feel nicer to use with these areas considered.
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Reliability and Availability
Albacross Nordic AB
No answers on this topic
Adobe
Marketo provides different way and abilities to connect. If you are having product support or unexplained errors you can get someone on Marketo support 24 hours a day. One of Marketo's greatest assets in my opinion however would be the community. Often times our company is just looking for case success stories from someone else. In the community you can search for problems you are currently facing and see others having the same issue and solutions for those issues. If not, you can pose a question to the whole community and champions of the product and others can chime in to provide suggestions to fix your needs. The community is truly a 24/7 place to get your answers quickly.
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Performance
Albacross Nordic AB
No answers on this topic
Adobe
There are times when it is slightly slow for us, where we sit on a screen waiting for it to load. This could be our internet since we have had the same issue occasionally with other systems, but it is enough to make you crazy.
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Support Rating
Albacross Nordic AB
They are in Sweden so getting a response back from them is slow and I think their team isn't that big.
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Adobe
On multiple occasions we've had Marketo support (technical and license based) issues. Technical issues were minor and resolved within a day. License based issues (even things encouraged by Marketo for partners, like provisioning another license) took WEEKS. They actually took so long to respond that the client we were working with withdrew from the contract because they were no longer convinced Marketo was capable of supporting their business. As an agency trying to sell the software, you can only explain away so much before they just made us look silly.
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In-Person Training
Albacross Nordic AB
No answers on this topic
Adobe
Our account rep stopped out in Lincoln, NE to ensure we were properly set up and running. This was very much appreciated. I was very, very new at this point, so I can't comment very much on the extent of what was taught because I was still brand new to the company and the system
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Online Training
Albacross Nordic AB
No answers on this topic
Adobe
I had never used Marketo prior to taking this job so online training was my starting point. I was able to follow along, it was interesting and quickly and efficiently taught me what I needed to know without a lot of fluff. It was far from boring and really helped me get my hands dirty with Marketo.
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Implementation Rating
Albacross Nordic AB
No answers on this topic
Adobe
1. Have a content marketing plan to run in parallel with the marketing automation installation--you'll need a lot of content to make full use of Marketo's capabilities. 2. Work with sales (and ISRs) to define and document a workflow--build your Marketo installation around how you do business--not figure out how to apply your business to the tools 3. Spend time of data cleaning--both an initial project as well as a strategy for ongoing data management. We found some change manaement issues (no more appending ZZZ to the first name to identify contacts who have left the company, for example, or prohibiting the entry of "info@company.com" email addresses). 4. Find some champions in the sales and ISR teams. You'll have both fans and detractors--work with the fans to build some success stories
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Alternatives Considered
Albacross Nordic AB
More or less, Albacross is similar to their competitors but they have a great support, better data accuracy (subjective), and easy setup.
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Adobe
Marketo helps us to show our customers we understand them by delivering personalized content, delivered at the right time, every time. Also gives the sales and marketing teams the ability to create more coordinated journeys. From emails to landing pages, Marketo Engage uses in-depth, real-time behavioural and demographic data, and AI to personalize users experience, even for the anonymous visitors.
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Contract Terms and Pricing Model
Albacross Nordic AB
No answers on this topic
Adobe
The total cost is a little bit higher than we expected.
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Scalability
Albacross Nordic AB
No answers on this topic
Adobe
We look at scaleability in a few different ways. First, the speed while using Marketo has remained relatively the same as our database has grown. Though I would say Marketo is slow at times, it has not gotten slower over the last few years. If anything, it has improved, and they are working to improve it. Second, the amount of programs we have developed in Marketo has exponentially grown as well. Marketo has allowed us to drastically increase our output without having to drastically increase our headcount.
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Return on Investment
Albacross Nordic AB
  • Positive ROI through one closed deal identified from Albatross.
  • Still uncertain on ROI from account-based marketing campaign developed from Albacross data.
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Adobe
  • Generated a 35% higher return on investment (ROI) in demand generation in the company.
  • The focus on the accounts that presented a greater sales potential, allowed us to prioritize and reduce costs by 20 Million USD.
  • Being personal and optimized. reduced efforts towards a more personalized customer experience, in working hours by almost 100 h.
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ScreenShots

Adobe Marketo Engage Screenshots

Screenshot of Marketo Lead Scoring - Marketo dynamically scores leads in real-time and can trigger a timely sales call based on website or other activity. Lead scores are integrated with a connected CRM.Screenshot of Marketo Moments - A mobile app designed to deliver timely, actionable insights.Screenshot of an example workflow, built using drag-and-dropScreenshot of where lead nurturing can be performed without having to be a programmerScreenshot of Visualizations - these display the revenue influence of each program and channelScreenshot of Marketo Sales Insight, which filters out the noise