Overview
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…
Adobe Marketo Engage - A Powerful Tool to Enhance Your Marketing Journey.
Lead & list management, done right.
Interactive Customer Journey Portal Where Marketing & Sales Get The Big Picture!
Adobe Marketo Engage is without a doubt a great marketing automation tool
Best Automation and Lead Management software for Marketing
With Marketo, your business's marketing campaigns are handled professionally
Using Marketo to Support Sales Goals
Why Adobe Marketo Engage is Great for B2B
Improve your lead management with Adobe Marketo Engage
Boost Your Sales with Adobe Marketo Engage and Its Amazing Personalization Features
Promotes all products effectively through marketing campaigns
All in one Marketing tool, Adobe Marketo Engage
Enhance Your Overall Marketing Efforts With Adobe Marketo Engage
Marketo expertise is a career shaper
Awards
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Popular Features
- Lead nurturing automation (927)8.787%
- List management (949)8.686%
- Email deliverability reporting (952)8.181%
- Standard reports (934)7.777%
Reviewer Pros & Cons
Video Reviews
4 videos
Pricing
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.
Entry-level set up fee?
- Setup fee optionalOptional
Offerings
- Free Trial
- Free/Freemium Version
- Premium Consulting/Integration Services
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What is OutboundEngine?
OutboundEngine provides a hands-off way for small business owners to market and grow their business. The product aims to provide small businesses with what big companies have achieved with marketing automation. The service aims to help users keep in touch with clients and prospects with…
Features
Email & Online Marketing
Using software to manage lists, send emails, automate email campaigns, and track results.
- 7.5WYSIWYG email editor(893) Ratings
Users can create html emails through a drag-and-drop interface, without html coding knowledge.
- 7.4Dynamic content(870) Ratings
Users can tailor email, website or landing page content depending on the viewer or recipient (e.g., email salutations that include the recipient’s name).
- 7.6Ability to test dynamic content(848) Ratings
Users can test dynamic content prior to launching a campaign.
- 7.9Landing pages(910) Ratings
Users can create web pages that are customized to a particular email or campaign. Landing pages often include web forms which can capture visitor information and integrate it back into the MA software.
- 7.9A/B testing(896) Ratings
Users can experiment with different variations of a campaign and measure results. Testable aspects might include subject lines, header images, or landing page copy.
- 7.7Mobile optimization(868) Ratings
Users can easily optimize emails and landing pages for mobile devices.
- 8.1Email deliverability reporting(952) Ratings
The software helps ensure inbox delivery of email campaigns, through features such as deliverability tests, opt-in management, bounce handling, suppression lists, dedicated IP addresses, and delivery monitoring.
- 8.6List management(949) Ratings
This involves creating, filtering, editing, merging and de-duping lists of contacts.
- 8.7Triggered drip sequences(859) Ratings
The software allows users to set up automatic / drip email campaigns triggered by certain events.
Lead Management
The process of tracking and managing prospective customers from lead generation to conversion.
- 8.7Lead nurturing automation(927) Ratings
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.
- 8.6Lead scoring and grading(902) Ratings
Users can set up the software to automatically rate leads based on calculations such as buying signals, such as form submissions, or page views, and automatically qualify leads based on demographic factors.
- 8.4Data quality management(900) Ratings
The software helps store, manage, and organize data around each lead, and avoid data problems such as duplicate contacts or non-standard formats.
- 8.2Automated sales alerts and tasks(855) Ratings
The software helps ensure that a sales person is notified of lead activity and can act on the information in a timely fashion.
Campaign Management
Users can schedule campaigns and/or events with reminders, announcements, etc.
- 7.5Calendaring(712) Ratings
The software helps users maintain a calendar of all marketing activities.
- 8.1Event/webinar marketing(841) Ratings
Users can streamline event marketing with features such as personalized invitations, registration, reminders and post-event follow-ups.
Social Media Marketing
Using social media networks to help amplify marketing endeavors.
- 7.5Social sharing and campaigns(539) Ratings
Users can incorporate social share buttons into campaigns to allow recipients to easily share content. Users can track shares as well.
- 7.3Social profile integration(375) Ratings
The software incorporates social profile data and social share histories to enhance segmentation and scoring of contacts.
Reporting & Analytics
Users can report on and analyze usage, performance, ROI, and/or other metrics of success.
- 7.3Dashboards(896) Ratings
Users can create, customize and share dashboards, which provide an overview of the most important metrics.
- 7.7Standard reports(934) Ratings
The software offers pre-built reports with metrics standard to the category.
- 7.4Custom reports(889) Ratings
Users can create custom reports.
Platform & Infrastructure
Features related to platform-wide settings and structure, such as permissions, languages, integrations, customizations, etc.
- 8.5API(812) Ratings
An API (application programming interface) provides a standard programming interface for connecting third-party systems to the software for data creation, access, updating and/or deletion.
- 8.2Role-based workflow & approvals(690) Ratings
Permissions to perform actions or access or modify data are assigned to roles, which are then assigned to users, reducing complexity of administration.
- 7.8Customizability(836) Ratings
Users can customize their instance with features like custom fields and custom objects.
- 9Integration with Salesforce.com(813) Ratings
The software can integrate with Salesforce.com bi-directionally, allowing for data syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.
- 8.3Integration with Microsoft Dynamics CRM(275) Ratings
The software can integrate with Microsoft Dynamics CRM bi-directionally, allowing for data syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.
- 8Integration with SugarCRM(177) Ratings
The software can integrate with SugarCRM bi-directionally, allowing for data syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.
Product Details
- About
- Integrations
- Competitors
- Tech Details
- Downloadables
- FAQs
What is Adobe Marketo Engage?
Adobe Marketo Engage Features
Email & Online Marketing Features
- Supported: WYSIWYG email editor
- Supported: Dynamic content
- Supported: Ability to test dynamic content
- Supported: Landing pages
- Supported: A/B testing
- Supported: Mobile optimization
- Supported: Email deliverability reporting
- Supported: List management
- Supported: Triggered drip sequences
Lead Management Features
- Supported: Lead nurturing automation
- Supported: Lead scoring and grading
- Supported: Data quality management
- Supported: Automated sales alerts and tasks
Campaign Management Features
- Supported: Calendaring
- Supported: Event/webinar marketing
Social Media Marketing Features
- Supported: Social sharing and campaigns
Reporting & Analytics Features
- Supported: Dashboards
- Supported: Standard reports
- Supported: Custom reports
Platform & Infrastructure Features
- Supported: API
- Supported: Role-based workflow & approvals
- Supported: Customizability
- Supported: Integration with Salesforce.com
- Supported: Integration with Microsoft Dynamics CRM
- Supported: Integration with SugarCRM
Adobe Marketo Engage Screenshots
Adobe Marketo Engage Video
Adobe Marketo Engage Integrations
Adobe Marketo Engage Competitors
Adobe Marketo Engage Technical Details
Deployment Types | Software as a Service (SaaS), Cloud, or Web-Based |
---|---|
Operating Systems | Unspecified |
Mobile Application | Apple iOS |
Adobe Marketo Engage Downloadables
Frequently Asked Questions
Comparisons
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Reviews and Ratings
(2599)Attribute Ratings
- 9Likelihood to Renew146 ratings
- 9Availability25 ratings
- 9Performance30 ratings
- 8Usability98 ratings
- 8.8Support Rating89 ratings
- 6.7Online Training29 ratings
- 10In-Person Training12 ratings
- 10Implementation Rating37 ratings
- 6Configurability6 ratings
- 7Product Scalability10 ratings
- 1.6Ease of integration9 ratings
- 8.2Vendor pre-sale6 ratings
- 8.2Vendor post-sale7 ratings
- 7.3Email Marketing2 ratings
- 9.1Lead Management1 rating
- 4.5Reporting & Analytics1 rating
- 9.1CRM Integration1 rating
- 9.4Professional Services3 ratings
- 7.9Contract Terms and Pricing Model4 ratings
Reviews
(476-500 of 1133)- Great customer service
- Nice reporting options
- Ease of finding specific leads
- The emails created in Marketo change when sent to Outlook emails - even with hard coding, fonts, colors, spacing, image sizing changes.
- Need to offer landing page templates.
- Would like to have a select all feature when working with email templates - takes forever to select and delete modules.
Sharing is caring
- User-friendly when building programs
- Reporting is difficult.
- Product docs don't provide all of the information necessary so we don't know of issues within our programs until after they've been set up and activated.
- We like to use trigger campaigns but they don't always fire appropriately and Marketo's answer was to create backup batch campaigns which defeats the purpose of trigger activated campaigns.
Solid email management tool
- The SmartLists allow users to create dynamic lists that update based on user behavior.
- The activity log gives a history of engagement at the lead level.
- There are many templates available to build professional pages and emails easily.
- The unsubscribe process is more confusing than it should be.
- There is no native functionality to deploy abandoned cart emails.
- There should be an easier way to plot out and visualize campaigns.
Marketo - gets the job done
- Allows you to build complex marketing programs with ease.
- Helps your organization scale with the ability to scale with it.
- Continuously improving the product to address needs by its customers.
- Could use some more flexibility with the Engagement Programs - email nurturing.
- Could use some better support for troubleshooting issues.
- Could use a more intuitive platform to ease with onboarding.
- We use and like the lead nurturing aspects of the program. The engagement programs are pretty slick.
- The native Salesforce integration is pretty good, we haven't had to manage it much once we got it place.
- There are lots of native integrations that are easy to set up. We are setting up the Wistia integration soon and like the functionality that will bring to include video in our lead scoring model.
- The email builder in Marketo is not a WYSIWYG. We pay for a 3rd party email builder because Marketo's was so bad.
- The basic email reporting is not very intuitive either. It has been frustrating to pull the reports we want. We haven't been able to create automated reports yet. Everything is manually pulled.
- There is also no native RSS feed set up to automatically send our blog content to our subscribers. We pay for a RSS feed integration with a 3rd party.
A scenario where Marketo may be less appropriate is if you can't dedicate a Marketing Automation Specialist to run it. It's not the most intuitive software in the world, so if you can't dedicate a person to use it then it may be better for you to use a more user friendly solution like Act On or something.
- Engagement Programs to further nurture people to sales (always staying top of mind)
- Easy to use marketing automated emails and alerts on a drip schedule, which can be set months in advances
- Incredible reporting capabilities making it easy to get as granular (look at the activity of one lead) or as macro (the whole program) as you'd like
- Easy to build forms on landing pages (no coding necessary) allowing marketers to migrate clunky web forms to Marketo fully integrated forms
- Powerful feature: unique URL builder creating promotional URLs for each landing page to help capture organic leads
- Intuitive user interface with drag and drop capabilities
- Innovative smart campaigns to send campaigns on the fly
- Product road-maps every quarter so you know what's coming
- Revenue anlytics reporting, which can get you a seat 'at the big table' to discuss all that marketing automation can do for your orginization
- Easy A/B testing to test subject lines, HTML and whole emails within any campaign
- Power house database management providing a birds eye view of the health of your database
- Sophisticated integration with Salesforce making it simple to use both applications rolled into one powerful platform
- Increase generation of revenue with marketing automation, reporting, and easy to use design features
- One of the most flexible integration capabilities on the Marketo for a automation platform (you can literally integrate anything into Marketo)
- A huge community of users that post "how-tos" all the time
- World class support team
- Being able to move assets from one work-space to the other easily and effectively--huge road block in big organizations!
- Lacking easy responsive templates (landing pages and emails) for programmers and developers
- Filters which are more intuitive and robust, offering simple information next to each about the populated data (like for a list: have the total number of leads in the list)
- More documentation on engagement programmers for users
- Easier webinar features, maybe an entire program dedicated to webinars (not just as an Event channel)
- A multiple select feature, which would easily allow for multiple actions at a time
- Easy way to delete channels and tags without disrupting multiple campaigns
- Better ability to accurately merge lead records (best practices)
- Need more help articles, a lot more
- A user can only integrate one SFDC to one Marketo and it connects for life. For example: you can't point your SFDC to a new Marketo instance
- Migration to another Marketo system is a huge undertaking and you need expert partners and Marketo support
- Migration to another automation platform from Marketo is an BIG challenge and you need expert partners
- Setup of the platform is easy but you might need some hand holding when it comes to your first integartion
- Backlogs are a huge issue for large enterprise customers so they have to do quarterly system checks (audits) to stay ahead
- System lag can happen when an integration is heavy on the system - to fix you need to contact Marketo Support
- Enterprise systems (more than 300 K records) need to have at least one Marketo expert (can't be done without the right people)
- Once you grow out of your database, you have to buy more space (records)
- Marketo instances are sold as blank canvases (stock) without anything in them - you must ask and buy to have a "seeded" instance to start on a good foot - this is HIGHLY recommended for teams that are new in Marketo
- There are hidden features in Enterprise editions
Worth taking a look at.
- Monitoring & analysis of specific marketing campaigns.
- It allows user to analyze individual spends, & subsequent ROI
- allows us to organize & manage leads, particularly inbound leads (via website
- Tracks our website visitors, & allows us to enter them into targeted mktg campaigns.
- Could be better in terms of IP tracking, & tracking of all of our website visitors. Without ISP & unlikely customers.
- Cost could be lower.
- Not always sure if what we’re paying for, and which plan sits our needs best.
- Have had to deal with a few cases of slower than desired customer service & response times.
- Plan changes or upgrades/updates seem to take longer than they should.
With designing unique & customized automation for specific target audiences & dynamic marketing initiatives.
- Automated marketing campaigns
- Lead tracking & follow up
For use by non-expert teams, that may require additional customer service support, &/or consultative service.
For organizations consisting of smaller teams, particularly orgs lacking a sting IT or administrator staff members
- Accuracy of website visitors, via IP addresses
Great platform for those who need a hub
- Lead scoring
- Lead processing
- Easy integrations to LaunchPoint partners.
- MSI should be open through APIs for integration with CRMs other than SFDC.
- Performance and reporting are slow. The spinning caterpillar is not my friend.
- The complexities of smart lists & flow steps within smart campaigns are beyond compare.
- Engagement Programs allow seamless nurture campaigns to suit the needs of all types of audiences.
- Marketo Sky is changing the game of ease-of-use on top of already great and robust functionality.
- Marketo Analytics out of the box is severely lacking. An email performance report, for example, will break down the stats (e.g. number of opens) but you can't drill down to see a list of the people who opened the email within Analytics. It requires running a separate smart list elsewhere.
- You should be able to pull reports by asset -- e.g. a list of everyone who filled out Form X, including their responses to the form questions, and a timestamp of the form fill.
A Complex Yet Essential Tool
- Lead management in a single platform
- Tracking user behavior
- Lead scoring
- Automate campaigns
- HTML and CSS coding required
- Complex to learn
- Sometimes the tiniest changes can take a while to implement
Beginner in Marketo and Already Loving It!
- Automation
- Data management
- Flexibility
- Unsure
Marketing Automation to drive business growth
- Support marketing and sales alignment by offering a system for the marketing team that pairs well with the sales systems of use.
- Lead scoring programs that help prioritize the sales team's time, enabling them to do what they do best, sell.
- Calendar feature that assists the internal teams in knowing what is going out when; for a company that relied on Excel sheets... this is a much easier, more fluid option.
- The system look and feel is a bit clunky; I've used other marketing automation platforms before that were much "prettier" and easier to navigate. Once you get past the organization of the system - the what and where of things - you'll be jumping around swiftly to what you need.
- There is a new email editor which is a BIG win from where the email editor was previously. For previous users of MailChimp for email marketing, Marketo offered some challenges in building email templates and managing regular updates to those templates. I envision if I created this review a few months from now, email would be on the "what Marketo does well" list.
- As users of the Agency model, it is frustrating to maintain independent logins to the systems without being able to login once and toggle between instances.
Why Marketo?
- The automated and streamlined process of marketing tactics across channels
- Lead nurturing and scoring for sales readiness
- Analytics and reporting capabilities that provide strategic visibility
- Steep learning curve for anyone not familiar with Marketing Automation Platforms
- As a user of Microsoft Dynamics CRM, I've found Marketo lacking in customer support and knowledge. I typically have to turn to the community of other MSD users for resolutions to issues. Marketo focuses much of its development around Salesforce, and functionality and integration with Dynamics suffers.
Marvelously Manage Your Marketing Programs with Marketo
- The Engagement Program feature has been a welcome addition to the software that allows us to more easily manage the flow of our nurture programs and at what stage a lead receives certain pieces of content.
- Lead Scoring is important to us and Marketo makes it easy to create a lead scoring program that can be broken out with separate Behavior and Demographic scores. This then easily ties in with our Revenue Cycle Model to accurately track funnel progression.
- Marketo provides a large library of standard email templates to use, but also provides the ability to import HTML for your own customized templates as well. This has been critical for us as we redesign our various templates to promote consistency with our brand.
- Marketo has rolled out the Forms 2.0 feature, which has been a welcome improvement over the 1.0 editor. However, I still run into issues where I'd like to customize the form even more and am unable to.
- Reports are also a place where I hope there will be improvements. We utilize Analytics frequently and create a set of 2-3 reports for each member of our Sales team that they receive daily. These activity and Interesting Moments reports help them prioritize their leads, but they often come back with requests to add additional fields and/or data that the feature cannot currently support.
- The Calendar feature is something we don't use because some employees that may be involved in a project don't have Marketo access (and don't need to). We therefore utilize more robust calendar/project management solutions to manage project timelines and deliverables.
Marketo Experience
- Targeted Campaigns
- Salesforce Integration
- Lead Tracking
- Email Campaigns
- Account Based Targeting
- Analytics
- Performance in regard to speed [its super slow at times]
Are you connecting with outside customers or is this internal ? If so, how many? [if very few, then another option may be better].
Will this be an ongoing effort [so we set up rules and automation runs automatically]?
What kind of reporting or outcome are you looking for?
Do you have a team capacity to mange this tool?
Have you tried other solutions? If so, thoughts about what you liked and disliked about the software.
Did someone say Marketo?
- Integrating digital and non-digital marketing initiatives. We use Marketo for everything from our emails and website to trade shows, summits and other live events.
- Personalization. We have seen greater engagement with our content since leveraging Marketo's personalization features.
- Reporting. The revenue cycle analytics that Marketo provides are easy to use and make it possible to convey the value of marketing to my company's leadership team.
- Marketo ABM needs some work to allow us to track and report more easily on our ABM initiatives.
- I eagerly await the switch from the term 'leads' to 'people' in our instance. This will hopefully remedy the need to continually explain the difference between leads in Marketo and leads vs. contacts in Salesforce to people inside my organization.
Salespeople need this tool
- Helps me prioritize what is the best lead
- I would like for them to identify key industries that are hot right now
Marketo - Sophisticated Marketing
- Email design
- List management
- Lead nurturing
- Training on how to use the program
- Customer service
Marketo: All the Bells and Whistles
- Lead Scoring
- Activity Insights
- Email Campaigns
- Ease of Use
Even a beginner email builder can use this program!
- Categorizes emails easily so you can find the program you are looking for and get started quickly.
- Can easily duplicate emails or access code so you can tweak and customize old emails to send out as new.
- Has a whole image hosting database for all the images you need to upload and host.
- The search function: you have to type in what you are looking for in the history bar and then again in the pop-up search bar.
- Needing to open multiple windows if you want to simultaneously work in an email but also upload images or files for the email. Wish you could toggle more easily.
Marketo - Good Tool for Many Campaign Purposes
- Creating and managing slightly complex email nurtures
- Connecting with Salesforce to pull in different segments/information for emails
- Personalization of emails
- Reporting still isn't stellar
- Templates are okay, but we hired a consultant to build us a more custom template
We haven't done much with any social integration, so I can't speak to that just yet. So far Marketo has been a great tool to score leads and pass data between our Sales and Marketing teams.
- Lead scoring is flexible for the most part and very easy to use. You are not held hostage by a letter/number framework which I like.
- The new UI has made the interface slightly more intuitive which I think newer users will appreciate.
- The ability to create and interact so seamlessly with the campaign object in Salesforce reduces time to set up a new campaign.
- Standard reporting is so useless at this point I think the entire area needs a complete overhaul.
- While lead scoring is flexible you still can't implement a predictive model or use weighting easily or in some cases at all.
- If your CRM is Salesforce and depending on what lead routing methodology you are using the sync will present problems and you have to creatively work around it by adjusting wait steps and in some cases not using direct campaign syncs.
Powerful, but Needs Improvement!
- Marketo's lead scoring feature is great! It allows you to build your very own lead scoring program to help the sales team determine the strength of each opportunity that the marketing team generates.
- Smart lists are phenomenal! It allows you to quickly and easily build a segmentation based on filters and values that you simply drag and drop into the smart list builder. No more manual list pulls and uploads!
- Email templates is another great one. Having the ability to build editable templates allows the marketing team to quickly build on-brand emails without the need to know HTML or any coding at all, although it can be helpful!
- The file/folder system can definitely be improved upon. It feels very outdated and it can be tough to find things that were created in the past. It also is very buggy at times to create new folders or being able to drag assets to specific folders.
- Speed. Speed. Speed. The program can be very slow at times which can be frustrating when you are trying to quickly build and deploy several campaigns in a single day. Sometimes you wait for 15-20 minutes for the program to determine how many contacts will receive a particular email to only see that it timed out and gives you an error. Reports can also take some time to load.
If you are looking to send ad-hoc or one-off emails, this tool is not for you. You want a simpler, no-coding needed, email marketing tool to get the job done.
- Bizible has a robust SDFC integration.
- Bizible has several attribution models which can be deployed to suit your enterprise's own particularities.
- Bizible allows you to look at the micro view (IE, understand attribution for a given opportunity) but also macro views (which types of campaigns are most effective).
- Bizible doesn't backtrack particularly well- so it takes several months or quarters after implementation to get a firm grasp of your attribution.
- Bizible's SFDC widget is slow loading.
- Any analytics product can be misused to narrow a story or tell a biased one- and Biz is no exception.
Marketo at Scale
- Easy to use
- Insightful
- Integrated
- More product updates
- N/A
- N/A