Adobe Marketo Engage

Score8.1 out of 10

2,839 Reviews and Ratings

What is Adobe Marketo Engage?

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.

Categories & Use Cases

Media

Screenshot of the Contact Timeline in Adobe Marketo Engage

Screenshot of the Audience Feature in Adobe Marketo Engage

Screenshot of Progressive Profiling in Adobe Marketo Engage

Screenshot of the Insights Dashboard in Adobe Marketo Engage

Screenshot of Sources in Adobe Marketo Engage

Screenshot of Metrics in Adobe Marketo Engage

Screenshot of Marketing Activities in Adobe Marketo Engage

Screenshot of Integrations in Adobe Marketo Engage

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Screenshot of the Contact Timeline in Adobe Marketo Engage

Lead segmentation and distribution
Facilitates the distribution and assignment of leads to sales representatives or teams, ensuring a fair and efficient allocation of leads for follow-up and conversion.
Category average: 8.3
List management
This involves creating, filtering, editing, merging and de-duping lists of contacts.
Category average: 8.5
Lead nurturing automation
Users can set up targeted drip email campaigns based on time intervals or prospect behavior, to automate the lead nurturing process and move them further down the sales funnel.
Category average: 8.4

Social sharing and campaigns
Users can incorporate social share buttons into campaigns to allow recipients to easily share content. Users can track shares as well.
Category average: 6.8
Dashboards
Users can create, customize and share dashboards, which provide an overview of the most important metrics.
Category average: 7.4
Calendaring
The software helps users maintain a calendar of all marketing activities.
Category average: 7

Most Frequent Users

Top 3 industries using Adobe Marketo Engage.

Based on HG Insights installation data

View all Reviews

#1 most frequent

Professional, Scientific, and Technical Services

23.0%

109 installations of 473

“The audience segmentation method, particularly in terms of age, interest, and location, is what really caught my attention.”
— Service Supervisor, Concentrix (Enterprises)

#2 most frequent

Information

17.5%

83 installations of 473

“The UI can be made more modular”
— Software Engineer - QA, Builder.ai (Enterprises)

#3 most frequent

Finance and Insurance

12.7%

60 installations of 473

Pros

Robust email marketing features and advanced automation
Comprehensive analytics and reporting for campaign performance
Streamlined campaign management and execution

Cons

Dated and unintuitive User Interface (UI) and User Experience (UX)
Complex and non-intuitive reporting setup requiring workarounds
Limited or less robust native reporting capabilities

Sanay Lalwani View profile

Senior Project Manager in Product Management at Better (5001-10,000 employees employees)

Use Cases and Deployment Scope

We used it as a core marketing automation engine for lead nurturing, email campaign automations, and customer/audience segmentation. We rely on it to address manual, repetitive outreach and fragmented customer data across multiple campaigns. Its smart campaigns, automated trigger actions, and detailed analytics allow us to nurture prospects efficiently at every stage of the campaign funnel.

Pros

Automated triggers and Smart Campaign.
Audience segmentation and personalization.
Lead scoring and CRM sync.
Data Management: Managing all the campaign data at one place.

Cons

The most important thing is the UI; it still looks very old and should be updated to meet current market design standards.
Admin Complexity: It should be easy to setup at the first go.
Tool Navigation: Navigation should be more easier.

Return on Investment

Time efficiency: It saves roughly 10-15 hours per week on repetitive tasks.
Teams alignment and sync: It helps to align and sync sales and marketing teams in real time. This helps ensure sales reps have full visibility into prospect activity.
Increasing lead to opportunity conversion rates by 20-25%.

Alternatives Considered

HubSpot Marketing Hub

Other Software Used

Salesforce Agentforce Marketing, Looker

Harry Whytsell

Network Administrator in Information Technology at Crescent-McConnell Supply LLC (11-50 employees employees)

Use Cases and Deployment Scope

Adobe Marketo Engage is used to automate marketing campaigns, manage leads, and improve customer engagement through targeted email communications and lead nurturing workflows.

Pros

Adobe Marketo Engage excels at automating complex marketing workflows and delivering personalized customer experiences at scale.
Adobe Marketo Engage enables marketers to create targeted campaigns, schedule automated email sequences, and personalize content based on user demographics and interactions, resulting in more relevant customer engagement.
Adobe Marketo Engage provides robust analytics and reporting, allowing teams to track campaign performance, monitor conversion rates, and measure return on investment(ROI).

Cons

Adobe Marketo Engage user interface can feel dated and is sometimes difficult for new users to navigate, especially when building complex workflows or locating specific settings.

Return on Investment

Adobe Marketo Engage has had a positive impact on our business by improving the efficiency and consistency of our marketing operations.
Adobe Marketo Engage has contributed to faster lead qualification by using lead scoring and behavioral tracking to identify high-value prospects, enabling the sales team to prioritize the most engaged leads.

Alternatives Considered

Breeze Intelligence for Hubspot, ActiveCampaign and Intuit Mailchimp

Other Software Used

1CRM, 4M Analytics, Algonomy Customer Analytics

Dustin Saccone

President in Corporate at Comfort Air Inc (11-50 employees employees)

Use Cases and Deployment Scope

We use Adobe Marketo Engagement to create, automate, and manage personalized marketing campaigns across email and digital channels while tracking how prospects and customers interact with our brand.

Pros

Adobe ME excels at automating complex marketing campaigns while delivering highly personalized customer experiences at scale.
Adobe ME performs exceptionally well in audience segmentation. We can build highly targeted customer groups using factors such as location, purchase history, website activity, and email engagement.
The platform provides comprehensive analytics and reporting. We can monitor campaign performance in real time, compare results across different marketing initiatives, and understand which campaigns contribute the most revenue.

Cons

Adobe ME is so feature-rich that it has a relatively steep learning curve. More built in tutorials for campaign optimization would help new users become productive more quickly while allowing experienced users to work even more efficiently.

Return on Investment

Adobe Marketo Engage automation capabilities have reduced the amount of manual work required to execute campaigns, allowing our marketing team to focus more on strategy and customer engagement rather than repetitive administrative tasks.
The platform has helped us generate more qualified leads through personalized campaigns and lead scoring, enabling our sales team to focus on prospects with the highest likelihood of converting.

Alternatives Considered

Iterable, Braze, Intuit Mailchimp, Brevo and Ortto

Other Software Used

Salesforce Agentforce Sales, Slack, InfoZoom, Asana, monday.com

Sam Feuer View profile

Founder & CEO @ MindSmack in Information Technology at MindSmack.com (11-50 employees employees)

Use Cases and Deployment Scope

We had the client use their automated program QA. They were able to test programs against organizational best practices, workspace rules, and test plans. This included structure, token configuration, and naming conventions.

Pros

Automated program QA.
Generative AI authoring.
Brand compliance.

Cons

Ease of use.
Pricing

Return on Investment

Clients have done well with using them ROI wise it saves time.
Overall it helped with employee efficiency.

Alternatives Considered

Azure AI Bot Service

Other Software Used

Salesforce Agentforce Marketing

Edward Spade

Investment Sales Executive in Sales at STRATEGY SYNERGY (1-10 employees employees)

Use Cases and Deployment Scope

We use Adobe Marketo Engage as our marketing automation and lead management platform to support demand generation, prospect engagement, and sales pipeline development.

Pros

Adobe Marketo Engage performs particularly well in helping us manage complex B2B marketing and sales processes.
Adobe Marketo Engage excels in lead scoring and qualification.
Adobe Marketo Engage is strong in segmentation and personalization.

Cons

In Adobe Marketo Engage, new users often require significant training to understand workflows, smart campaigns, segmentation, and advanced automation features.

Return on Investment

One of Adobe Marketo Engage's biggest impacts has been improved lead conversion and sales efficiency.
Marketo Engage has improved employee productivity by automating repetitive marketing activities such as email campaigns, follow-ups, and reporting.

Alternatives Considered

Intuit Mailchimp, Salesforce Marketing Cloud Social Studio (discontinued) and 247 Cloud Hub

Other Software Used

Google Analytics, Microsoft Dynamics 365, Microsoft Teams

Adobe Marketo Engage

What is Adobe Marketo Engage?

Categories & Use Cases

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