Adobe Marketo Engage

Score8.1 out of 10

2,838 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
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
Triggered drip sequences
The software allows users to set up automatic / drip email campaigns triggered by certain events.
Category average: 8.7

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

“And of course, Adobe Marketo Engage is our outbound email engine, which we use extensively across a large database, and we use it to normalize data and keep the data clean so that we're only emailing the right segment of data for the right purpose.”
— Director, Marketing Operations, NDA

#2 most frequent

Information

17.5%

83 installations of 473

“UI is pretty dated and sometimes difficult to navigate.”
— Senior Solutions Consultant, Goldcast

#3 most frequent

Finance and Insurance

12.7%

60 installations of 473

Pros

Robust marketing automation and workflow management
Extensive email marketing and campaign execution
Effective lead management, processing, and scoring

Cons

Dated, unintuitive, and slow user interface/experience
Limited and non-intuitive reporting and data insights
Awkward or restricted advanced AI capabilities

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

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

Sarah Hook

Marketing Manager in Marketing at Venom Iron Doors (11-50 employees employees)

Use Cases and Deployment Scope

I have been using Adobe Marketo Engage for almost 4 years to manage lead generation, nurture prospects, automate marketing campaigns, and measure the effectiveness of marketing efforts.

Pros

Adobe Marketo Engage automatically sends personalized email sequences based on a prospect's actions. Eg if a property developer downloads a brochure about commercial construction services, the platform can follow up with the case study and invite them to a webinar.
The platform assigns scores to prospects based on demographic information and engagement.
Adobe Marketo Engage enables marketing teams to manage multiple campaigns, brands, and customer segments simultaneously without significantly increasing manual effort.

Cons

Adobe Marketo Engage offers extensive functionality, but it can be difficult for new users to learn.
Adobe Marketo Engage integrates with many CRM and third-party applications, but configuring those integrations can be technically demanding.
While campaigns can be monitored on mobile devices, the administrative experience is limited.

Return on Investment

Adobe Marketo Engage helps us attract higher-quality leads, improve marketing efficiency, and strengthen collaboration between marketing and sales.
The platform provides valuable reporting and analytics that help us measure campaign performance, understand which marketing channels generate the best results, and make data-driven decisions about future investments.
Adobe Marketo Engage helps us achieve our business objectives by generating more qualified leads and increasing marketing efficiency.

Alternatives Considered

HubSpot CRM

Other Software Used

Canva, Asana, monday.com, Microsoft SharePoint, DocuSign

Tara Tomasko View profile

Marketing Operations Specialist in Marketing at AVEVA (1001-5000 employees employees)

Use Cases and Deployment Scope

I use Adobe Marketo Engage every single day at work, it's essential to my day to day. Working in Marketing Operations we use it to manage content assets, emails, our database, manage tradeshows, webinars, and data normalization. It helps us keep our database clean and up to date making sure we can trust the data we have in our system.

Pros

Data normalization
Program management
Asset housing

Cons

Smart list filters
User Interface to make easier to understand
Moving programs to another program

Return on Investment

Data normalization has increased
Bot protection
Easier asset management

Alternatives Considered

HubSpot CRM

Adobe Marketo Engage

What is Adobe Marketo Engage?

Categories & Use Cases

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