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 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
A wonderful versatile tool
A very powerful Marketing Automation and Digital Marketing Platform
Marketo... all you need
Awards
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Popular Features
- Lead nurturing automation (924)8.888%
- List management (946)8.888%
- Email deliverability reporting (949)8.181%
- Standard reports (931)7.878%
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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Alternatives Pricing
What is Salesforce Marketing Cloud?
Marketing Cloud is an AI-powered, cloud-based digital marketing platform within the Salesforce Customer 360 ecosystem. Marketers can segment their audience, deliver personalized messages, track campaign performance, engage leads and accounts, and optimize strategies based on real-time insights.
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.
- 7.6WYSIWYG email editor(890) Ratings
Users can create html emails through a drag-and-drop interface, without html coding knowledge.
- 7.7Dynamic content(867) 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).
- 7.8Ability to test dynamic content(845) Ratings
Users can test dynamic content prior to launching a campaign.
- 8.1Landing pages(907) 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(893) 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.
- 7.8Mobile optimization(865) Ratings
Users can easily optimize emails and landing pages for mobile devices.
- 8.1Email deliverability reporting(949) 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.
- 8.8List management(946) Ratings
This involves creating, filtering, editing, merging and de-duping lists of contacts.
- 9Triggered drip sequences(856) 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.
- 8.8Lead nurturing automation(924) 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.
- 8.8Lead scoring and grading(899) 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.
- 8.7Data quality management(897) Ratings
The software helps store, manage, and organize data around each lead, and avoid data problems such as duplicate contacts or non-standard formats.
- 8.7Automated sales alerts and tasks(852) 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(710) Ratings
The software helps users maintain a calendar of all marketing activities.
- 8.4Event/webinar marketing(838) 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(538) 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(893) Ratings
Users can create, customize and share dashboards, which provide an overview of the most important metrics.
- 7.8Standard reports(931) Ratings
The software offers pre-built reports with metrics standard to the category.
- 7.4Custom reports(886) 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(809) 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.
- 8.5Role-based workflow & approvals(687) Ratings
Permissions to perform actions or access or modify data are assigned to roles, which are then assigned to users, reducing complexity of administration.
- 7.9Customizability(833) Ratings
Users can customize their instance with features like custom fields and custom objects.
- 9.1Integration with Salesforce.com(810) Ratings
The software can integrate with Salesforce.com bi-directionally, allowing for data syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.
- 8.6Integration with Microsoft Dynamics CRM(273) Ratings
The software can integrate with Microsoft Dynamics CRM bi-directionally, allowing for data syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.
- 8.2Integration with SugarCRM(175) 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
- Oracle Marketing
- HubSpot Marketing Hub
- Salesforce Marketing Cloud
- Mautic (open source)
- Pivian Marketing Cloud
- Act-On Software
- LeadSquared
- CallidusCloud LeadRocket (discontinued)
- Experiture Marketing Platform
- Porch Group Media
- Constant Contact Lead Gen & CRM
- Dynamic Yield
- Right On Interactive
- GreenRope
- Sugar Market
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
(726-750 of 1130)Marketo User
- Database management
- Lead nurturing
- Email scheduling
- I found the learning curve to get comfortable with using Marketo to be quite difficult
- Functionality isn't as intuitive as you'd expect
- Marketo is great for email campaigns! Easy to customize with either text or HTML, and easy to set your audience, send time and preferences.
- I find the Salesforce integration really helpful. With the integration, we can target very specific leads based on their activities in Salesforce alone.
- Marketo has a very accurate way of tracking leads that come through your website when you're using a Marketo form. This helps us draw clear findings that we can trust.
- I found Marketo quite difficult to pick up. The tool itself is so incredibly powerful, but not overly user friendly. It can be intimidating at times.
- The way you save and sort data in Marketo isn't always the clearest. Since they use a typical folder system, things can get lost or easily dragged into the wrong spot.
- We have a lot of data stored in Marketo, and sometimes it takes a few seconds longer than you'd like to load information. The processing can take some time.
Wonderful Product, Poor Customer Service
Marketers creates their email campaigns, webinars etc. SDRs use the sales insight plug-in in their Outlook, and we track their activities with this add-on.
We should give more and more value to nurture programs.
- Great tool when compared to other marketing automation tools
- Community page is really good - I always check the community before opening up a case, and most of the time find the answer!
- SSL Team is great! Karl Schneider and his team are excllent!
- Power of Smart Campaigns!
- Horrible Customer Success team, you guys are really lucky to have great product but I strongly suggest you to address .
- I always need to send 2 emails (most of the time 3 emails) to remind them to get back to me. Generally, they don't get back to my emails which isn't pleasant customer experience while a c-level person waits for an answer. It is not good
- You need to put together different kinds of training sessions
Not using Salesforce? Look to other platforms outside of Marketo.
- I guess it works great if you use Salesforce CRM
- Marketo is only for those companies that are Salesforce CRM users. They do not support any other CRMS. If you're not using a CRM at all or if it's not Salesforce, you need to try another marketing automation platform. Do NOT let a Marketo sales person tell you there are easy integrations for other CRM's because there are not.
- Marketo is only for very large enterprise organizations that have both large marketing and IT departments to manage the work it takes to use the software successfully.
- Marketo also requires prior experience with another platform as their platform is not intuitive for the first time user. On-boarding was terrible the the first time; we expressed our disappointment, so we were giving another opportunity. The second on-boarding was better, but that was the end of any customer support.
- We now hear from someone at Marketo only when it's time to renew the contract. We've spent so much time and outside consulting dollars to get up to speed, it has been hard to leave.
Marketo Review - Scalability and Reporting
- Lead tracking - there are lots of useful reports that enable a user to get many views of how leads progress through single programs or overall. I always track lead lifecycles, revenue stages, and engagement rates right from various Marketo reports within the programs themselves.
- Program performance reporting - I use Revenue Cycle Explorer a lot and have gathered a ton of useful data from it. You can get very creative in terms of comparing programs, looking at ROI, and many other types of reports.
- Scalability - We have increased our marketing activity by a significant amount over the past 18 months and we've been able to evolve our Marketo instance to support numerous additional webinar, live event, tradeshow, email, and other programs each month.
- Pulling larger lists - I find Salesforce a lot quicker and efficient to use when needing to pull a large list of leads or accounts. There are times in Marketo where it can take a length of time to pull larger lists whereas in Salesforce it's usually instantaneous.
- Form design - I've found Marketo Forms 2.0 to be very useful, but I think it could be more customizable in terms of form design. This is probably a pretty narrow example, but we recently were trying to make a two-column form with progressive profiling and found that there wasn't a built-in way to do that. Again, very useful form system overall but some room for improvement here and there.
Marks for Marketo
- Marketo does a great bod of tracking a leads activity. You can see what they have done and in what order and track their behavior easily.
- It is very simple and easy to segment your audience and only talk to the exact people you want to. So targeting emails is very convenient.
- The new Email 2.0 format is great. It is very nice to have a build your own email bar. You can have one long master template and decide what elements you want in each email. This allows for all the emails to have common elements, but each one can be tailored to your needs.
- Sending emails to one person is a bit of a challenge. You have to create an entire campaign just to send it to one person, which is a lot of work.
- If you want to create dynamic content you have to segment your audience. You can only have 20 segments in your system. So if you want to make something dynamic you have to use something that is limited. So if you just want to segment off of being a sponsor that might not be something that you always need. So it feels like a waste and lots of extra work to do it.
- Logic and filtering can be repetitive. You cannot keep logic saved for repetitive use. You have to create new logic every time. this can lead to silly mistakes and take up lots of time.
Marketo is not optimal for B2C businesses
- Marketo email editor makes it easy to make changes
- Marketo holds large files that often can't be hosted on our content sites.
- Marketo database is a blackhole - it's really hard to know what is going on. And the data is not always up to date, which makes it hard to trust the information in the system.
- Marketo support is terrible. I have submitted 4 cases in the past 3 months and none of them have been resolved. I've always ended up resolving them myself after trying to get the technical engineer's attention.
- Email functionality is relatively low. I cannot set up simple A/B tests or set up automated sending easily.
Best Tool for Marketing Automation
- Marketing Automation
- Analytics
- Lead Database
- Sales Engagement
- Accessibility
- Ease of use
- Downtime
Marketo is pretty good, needs better analytics
- Lead segmentation, dynamically placing contacts in appropriate groups
- Email marketing automated workflows
- Tracking web activity
- Inbound strategy
- Analytics is very basic, needs more capabilities without buying a whole separate platform
- Tracking where leads come from
Great when in experienced hands
- Automated email nurturing
- Lead funnel targeting and analysis
- Robust backend functionality
- UX/UI
- Data management
- Third party integrations
Marketo for the Win!
- Retaining client information
- Love the landing pages! Super easy to build and customize.
- N/A
Marketo: the marketing automation system to rule them all
- Workflow capabilities through smart campaigns with robust logic
- Program attribution and capturing lead source data
- Customization of fields, workflows, programs, and other assets including dynamic content and personalization that is easy to use
- User interface is not very user-friendly
- Audit trail sometimes lacking and difficult to see what objects may be connected and how
Customization and Branding makes Marketo stand above the rest
- Marketo makes creating emails really easy. I don't have to hard-code them (but I can if I want to) and I can brand them and send them out as if I were sending it and not Marketo. Because of all the images and files that Marketo can store, I can use any image I want to in my emails. I use our logo as well as speaker photos to really enhance our emails and make them look professional.
- Campaigns are easy to create, and it's fairly easy to set up complex logic on the campaigns.
- Easy to create landing pages. You don't have to hard code anything and it's also nice because you can brand the page, customize the URL, and connect it to other software. I connect mine to ON24 so that when people register on Marketo, it shows up in ON24.
- Marketo has had a few issues since I've used it. Sometimes emails don't go out.
- It can be easy to miss a step on campaign logic and have the entire thing not work. A lot of that is due to human error, but it's easy to miss things.
- I honestly don't have much more bad to say about Marketo. I haven't had many issues with it.
Marketo Review
- User interface is easy to understand and very minimal distractions.
- Email 2.0 templates and modules - great for marketer who does not have coding background or a developer on hand.
- Marketo Community site is a great platform for finding documentation, networking with users and other users are always helpful in answering questions and discussions.
- That all campaign assets, logic and reports are all under the one program and not in different areas/sections of the product
- Documentation for new features can follow the availability of features which is a little frustrating.
- Melbourne User Group is quarterly and it would be great if this could be held more often, eg every 8 weeks.
The best of the best in Marketing Automation Platforms!
- Connects cross-channel marketing initiatives to provide a full picture of the customer journey.
- It "listens" to customer behaviors cross-channel and provides triggering capabilities.
- It allows for easy measurement of program success.
- Their reporting isn't extremely customizable.
Marketo is "THE" Marketing Automation Platform
- Scores leads according to your business and so your team can focus on closing and winning the accounts that are ready to engage further
- Marketing can really personalize outreach with robust and advanced segmentation capabilities
- Analytics is top-notch so you can keep a pulse on attribution, ROI, database changes etc...
- Marketo ABM was a real pain-point for me. We paid A LOT of money for a feature that was barely more valuable than what we already had with the standard Marketo package.
The Gold Standard of Marketing Automation
- Lead Management + Nurturing. Marketo Engagement Programs are truly the gold standard for lead nurturing. In addition, the ability to create unique workflows that route leads appropriately is subpar from its competitors.
- Data Management. Marketo smart lists really set the bar as far as slicing and dicing data. They're easily the most valuable Marketo feature. Combine this with Marketo tokens that are easily used to update and append data, it really sets Marketo apart from other MAPs.
- Marketo Community + Support. Marketo support is not only helpful, but they respond in a relatively timely manner. I often find myself browsing the Marketo Community to research a new program and/or troubleshoot. The self-discovery of the Marketo Community is wonderful!
- Marketo's lead scoring tool isn't the most robust in the industry. It gets the job done for most organizations, but could be much more robust.
- System Performance. Lately, the system has been less reliable. There have been a few outages, but overall not a true 'con.'
Never given me a reason to look to other solutions
- Revenue Model: Aligning your lead lifecycle journey with your marketing efforts.
- RTP (Real Time Personalization): Providing content and ads that align with your persona and their lifecycle stage.
- Community: You need answers to your challenges, Marketo users and employees are there to help.
- Revenue Explorer: The analytics capability can be improved. There are limitations around the power of the report.
- Currency: Marketo does not support multiple currencies. For global organizations this is a challenge.
Marketo Review
- Out-of-the-box nurture programs that are easy to use and work well.
- Automated Sales Alerts. Allow us to enable our sales team with what is happening with our customers and prospects.
- Lead Scoreing - behavioural and demographics lead scoring that allows us to save leads until they are sales ready before we send them to the sales team.
- More Out Of the Box Reporting - Reporting could be improved. There is so much data we can get out of Marketo, but not often have to export to work with it.
- System can be slow at times. Speed could be improved.
- Unlimited options for creating automation - from simple auto-responders to complex lead routing rules
- Nurturing programs using the engagement engine. There is no other platform on the market that offers out-of-the-box nurturing programs that function so well.
- Tools that help bridge the gap between the marketing and sales teams, such as sales insights, automated sales alerts, lead scoring and interesting moments
- Very active user community which includes the Marketo Community forum for asking and answering questions, in-person event and the annual Summit
- Vastly updated training and support documentation
- Steep learning curve - Because Marketo is so customizable, it also means that it can be hard to learn and get running quickly.
- Can be challenging to maintain well - Because of the steep learning curve and the open options to build it from scratch, it is also easy to create automation that are cumbersome and slow the system down. It requires an intelligent, experienced marketer to truly run it effectively.
- Adequate reporting, but room for improvement - There is a ton of data within Marketo, but often you'll need to export the information you need to Excel to truly present it in a usable format to management
- Listens to activity and reacts to it. We are able to build programs that are based on lack of activity, or actions that help the user move along the journey and do not get left behind.
- Follows the lead across the funnel that alerts those who need it and maintains SLA's with Marketing and Sales.
- Helps the Marketing team understand what makes a qualified lead and gives tools to adjust the definition.
- Connects to other tools through various ways to allow a seamless mar-tech stack.
- The landing page experience needs to be more flexible as they are still more or less static. We are able to code as needed, however, it does require a developer to build a template and even then they have limitations.
- Needs to open up some of the processes to allow for more robust workflows
- Custom Objects are great, however not being able to update them via workflows or forms is a miss.
Marketo is good for us Salesforce folks
- Marketo configures and automates lead scoring well, in that we are able to track lead behavior and associate scores with particular behaviors so that our sales team can address the needs of the highest scoring leads instead of wasting their time picking out what they subjectively believe to be "important" leads.
- Marketo defines the lead lifecycle and the status of leads before, during, and after engagement with our company/website/products.
- Marketo has an excellent organizational aspect to it - folders are used heavily by our team and Marketo has the ability to organize campaigns, operational activities, etc. in a visually understandable way.
- There are sometimes too many campaigns interacting with one lead at the same time; as a result, it would be great if Marketo provided a proactive way to show us any campaigns or activities or triggers that overlap and may be performing the same function as another trigger which causes slow data or data queues to occur.
- The level of support is sometimes poor because we use Salesforce among many other services/products, and the Marketo support team only works out of Marketo, so explaining the interaction between a Marketo process and Salesforce data/processes is difficult when the Marketo support team can't gain access into Salesforce.
- Many times the Marketo instance we have moves too slowly - wait time for a lead or contact to change something about its record by Marketo can be upwards of 20 minutes, and trying to figure out how to shorten this time was painful when working with the Marketo support team who didn't know how our instance was interacting with 10+ other lead/contact-related systems.
Marketo is a good alternative, but you need a team.
- Marketo is fairly easy to use, designed for non-technical users in mind. With little training, a user with a digital background should be able to get started building campaigns and targeting users. I say this though as a technical user, so my view may be clouded.
- The out of the box lifecycle management does everything that a user should need to get started to take a user from a lead to a customer.
- The automation inherent to the platform will save your organization time. Put the time in to building the right campaigns and the right automation, and you will benefit long-term.
- Smaller teams may need to partner with someone as while there is much within the war chest, to really unlock the potential of Marketo you need to build much from scratch.
- Editors for emails and landing pages are pretty basic. If your design team has a strict eye or specific branding needs, it could be difficult for you to achieve it with what they have set if you elect to use the editor.
- Tracking is weak and not a suitable alternative to GA data, in fact I would not recommend even looking at it. I would instead ensure you have proper tracking set for GA, or another analytics platform.
1. Email marketing: as a single source of all records data including email id and optin status, plus tracking email campaign performance.
2. Lead generator: this is applied in both creating landing pages for email campaigns (and others) and also forms to be used on websites.
3. Lead scorer: to rate and evaluate individual leads based on activity and data gathered.
4. Lead assigner: run programs to identify use cases for each lead and assign to appropriate Salesforce programs / users accordingly.
- Complex programs that are easy to build
- Easy asset creation - forms, landing pages, emails, etc
- Global access and compatibility across a variety of sites / platforms
- Excellent support
- Boolean if-then-else functions are a big missing piece in program building - without these, we are forced to translate into sequential choices
- Cookie based parameters have been hard to implement and do not coexist with parametric urls
- Form customization (eg. responsive embeds, inherited css properties) is difficult, and templated forms would be great in places where we frequently reuse
After years with Marketo, moving over to HubSpot
- Marketo allows us to stay in touch with prospects and customers using personalized messages.
- Marketo allows us to track interactions with different content types to quantify ROI.
- Marketo allows us to send multiple elements of a campaign by engaging with users who engage with us and enabling us to reach those who aren't engaged in a different method.
- Marketo's lead scoring tool leaves much to be desired. This is especially true with the rise of bots clicking within assets and emails. Rules are difficult to set up and get around ever more clever technologies set up to outsmart marketing automation.
- The interface is not user-friendly or intuitive. Setting up our instance was laborious and making changes often requires a developer, Marketo premiere support, and outside contractors.
- Marketo's premiere support is not knowledgable about the product, often gives incorrect information and downgrades tickets to make it seem as if it responds within the SLAs required.