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
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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
(2600)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
- 1.7Ease 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
(751-775 of 1130)Head and shoulders above other platforms
- Marketo has robust lead scoring and lifecycle management solutions. Lead scoring can be tokenized to create efficient and scalable.models.
- Triggered MQL and Sales Alert Emails enable Sales to follow up with highly qualified leads.
- Engagement programs that allow you to easily nurture leads through the customer journey.
- Segment your audience and send dynamic content that is personalized to each segmentation
- Smart list logic and campaigns allow for many different types of triggered campaigns
- Some minor UX improvements: Be able to view a subject line without opening the email.
- Improve Text version editor - Even MailChimp's is superior.
- Create stronger de-duplication technology native to the platform.
My Review
- Marketo is a great tool for B2B marketing.
- The lead scoring feature will help manage your sales leads and determine the value of your leads.
- The Munchkin code feature will help you manage your sales leads and will give you insights to what sites your leads are coming from.
- The email templates provided by Marketo are not as user friendly as they may seem.
- Marketo could provide better training resources for their users.
- The SEO feature would be great to use but Marketo does not publish enough information on how to use it and how it could benefit your business.
Marketo is built for Marketers
- Easy to use for marketing managers
- Seamless Marketo and SFDC integration
- Revenue model allows you to track each stage of the buyer journey and identify any leaky pipes
- Management level reporting
- Improve data processing to support larger enterprises and volumes
- Improve use of data cards and ability to filter on data collected
Marketo Review from a Beginner
- Lead Scoring
- Nurture Streams
- Email Templates
- Slow turnaround on case tickets
- Importing issues
- Errors with Marketo service interruptions
- Quadruple sending emails
I love Marketo - I can't help it!
- Lead Nurturing - Marketo is able to send people through an extremely personalised and dynamic journey. We can send leads an email and depending upon how users interact with that email we can then decide what happens next; do they get another email, are they sent a whitepaper, do they get a call from sales etc...
- Lead Scoring - Marketo is great for tracking and scoring leads across email and our various websites. We can make sure that leads which show a real interest in our products are handed over to sales at the right time.
- Automating Programs - Marketo allows us to quickly set up event programs. We can create an event in 20 minutes. Once created we can send the invite out to thousands of people and everything else up to the day of the event is handled. If a person signs up they receive and thank you email. If they don't sign up they get sent a reminder a week later. If the are registered for the event they will receive registered reminders a week before and a day before. All the marketing manager has to do is bring a tablet with the Marketo app to the event and check the people in as they arrive. Once the event is over the attendees will automatically get sent the "Thank you email" and the no shows will get sent a "Sorry we missed you" email.
- All of this happens automatically once the program and emails are set up at the start.
- UTM Tracking could be set up to track leads at the program level.
- Marketo Sales Insights should be upgraded to work seamlessly with Salesforce Lightening Experience.
- Revenue Cycle Explorer can sometimes be very slow to run although I guess it depends on the amount of data that you are trying to pull from your system.
The heart of our company
- Marketo is customizable which means you can adapt it however you want to your needs, it has allowed us to push the boundaries in lead generation.
- It's a data machine, we gather so much data that is stored and is useful and accessible months down the road. Often we don't fully appreciate how valuable a certain subset of data will be until later on, yet it is still there to access.
- Marketo isn't code based which is a true blessing to those who only have light coding skills. Everything can be connected together with workflows and campaigns which makes it very versatile yet easy to learn.
- Customer support is useless. I found that after using Marketo for 6 months I knew more about the product than the support reps.
- Marketo can't do calculations other than basic lead scoring so I have to use our SFDC instance to do those need calculations and plug them back into Marketo.
- The update to Marketo's back-end has been slower than expected so the functionality released 12 months ago has not been realized.
Should I TrustRadius?
- We have implemented it and appreciate the intricacy of engagement program capability.
- Complex smart list functionality is not only incredibly helpful in triggered campaigns but utilized every day by many team members. It's easy to understand and manipulate.
- UI is great but UX could definitely be better.
- Loading pages and general speed is a big problem with our team.
- Non-manual reports or templates would be great to have. We rarely use analytics because it takes time whereas Salesforce is much easier to use.
- The general organization of campaigns under the different sections doesn't make sense and quickly becomes a messy folder system.
Great SFDC integration and evolving functionalities
- Ability to clone programs and use tokens on a program level - you can create new programs and simply switch out some details in minutes.
- Email editor 2.0 allows you to turn specific email sections off or on.
- Templates allow you to create changes on all landing pages at once - helpful in footer or header updates.
- Some glitches and bandaids.
- Way too many tabs are opened.
- SFDC-MKTO integration is great, but multi-select fields in salesforce are transferred over as a string with semicolons as a separator. This causes a lot of issues in segmentation for us, since we have to use "includes" instead of "is".
Probably the best MAP for SalesForce users
Working in an agency, I found Marketo generally used nation/regionwide across variety of department such as marketing, CRM, customer experience, sometimes including sales.
Problem solving changes depending on the client but would generally revolve around areas such as:
- Drive efficiency by automating repetitive tasks
- Scale marketing practice to reduce execution time
- Optimize Marketing practices by monitoring performance and running A/B tests
- Push towards omni-channels strategy by integrating a variety of channels/campaigns within a single platform (Emails, SMS, Social, Events etc.)
- Unifying a fragmented view of data by feeding it all in Marketo and generating holistic reports
- Gaining visibility on Marketing initiatives performance and end-to-end customer journey
- Helping align Sales and Marketing department and improving the lead generation process and conversion rates
- Improve prospect/customer experience by building scalable yet highly personalised experiences
- Allow foray into customer personas
- Ease of use with virtually endless possibility
- Great flexibility with very little constraints as to how your automation should work, further supported by APIs and webhooks
- Marketo community and support is very knowledgeable and really help with overcoming roadblocks
- Tokens allow to easily create very scalable program templates
- Powerful integration with SalesForce (I haven't worked with Microsoft Dynamics)
- Dynamic content is powerful and easy to use
- Powerful out-of-the-box reporting with additional possibilities for power-users
- Segmentations are easy to setup and scale
- Dynamic content dependency on segmentation limits its use to largely-scalable criteria
- Landing page editor isn’t very flexible (though it is meant to be updated with email editor 2.0-like capabilities)
- CRMs other than SalesForce require much more work to set up
The Latest Member in our Marketing Team
- Automating our webinar registrations and reports. This used to be a very manual process that took us almost half a day every week.
- Providing in-depth email metrics. This data was not as detailed with our previous platform.
- Snippets and segmentations. This enables us to run very tailored campaigns.
- At least once a week, an error pop-up appears in my instance and I'm asked to refresh the page.
- The email templates are not compatible with all email platforms and require a lot of customization in the HTML code.
- When working on a landing page, there should be indications to help you align your elements (images, text boxes, etc.).
Amazing User Interface for Marketing Automation
- UI: the user interface is amazing. Very easy to bring on new users and get them up to speed fast.
- The new audit trail is priceless! When we have something go wrong it helps diagnose the issue at its root cause.
- Webhooks are extremely useful when tracking campaigns!
- A testing area where you can test out programs before going live to see how they fire with other programs!
- Predictive scoring.
Marketo ABM is good, not great
- Integrated with Marketo
- Matched leads and contacts to accounts
- Good integration network with third party vendors / products
- Didn't help us score accounts/ prospects any better. Scoring is relative, but it wasn't indicative of actual interest or need at the account level. When 2 people read the same email, usually means it's delegated rather than 2 people are interested.
- Didn't help uncover more 'hot' accounts for our sales team through Salesforce. It generates a very marketing-team only view of accounts.
- Segmentation doesn't enable us to target roles or personas differently. It provides department-level segmentation but not intra-departmental role segmentation
Come to the Purple side!
- Customizability! You can do almost anything you want in Marketo.
- Database Management can be done well inside of the Marketo system.
- You almost never have to worry about an integration! So many partners and the open API is the best!
- Not the most intuitive to use
- Having to pay so much for the training videos is a bummer.
Software that doesn't seem to have been built with experience in mind, but is quite good once you have figured it out.
- Integration with GoToWebinar works quite well.
- Modular Landing Page creation works well once I'd set up my own templates.
- Good to see Lead Activity and history, though this is not presented in a user-friendly way.
- Marketo tokens make personalisation possible.
- Ease of use. Marketo is not user-friendly in the slightest. I have had to learn it all from scratch and now support the rest of the marketing team in their use of it. It's not easy to find what you want and the UI looks very outdated.
- The built in Marketo templates for emails and landing pages aren't great and the HTML editor is very un-user friendly with lack of line count and colour-coding that would be expected.
- The user activities page takes time and investment to understand. I'd like our sales team to refer to it, but it's too complicated for them.
- Marketo needs to have a decent mobile app so that you can edit and fix email sends when away from your computer. It doesn't work on mobile at all, so I ended up having to talk a colleague in the US through how to do it on the phone as I had no access when travelling.
- Lack of consistency across the app, sometimes windows have to be saved and closed or approved and closed, while sometimes they autosave and you just have to close them.
Marketo Helps Us Continuely Grow Our Business
- Landing Pages
- Lead Scoring & Routing
- Campaign Attribution
- Doesn't have a great search functionality
- Could use more bulk features
- Slowness
Marketo Review
- Nurturing
- Scoring
- Templates for emails
- Dynamic Content
- Segmentation
- Landing Page editor. It is really nice, but it'd be nice to have an interface refresh.
- Scoring could be easier.
Why you should or should not use Marketo
- User-friendly GUI
- Extensive logging
- Customizability of templates
- Speed
- Analytics
- Seed list implementation
Marketo for Mid/Ent level companies, who SME knowledge, and don't want to pay 2x for Eloqua
- Design studio works fairly well, but lacks version control.
- Nurture campaigns for automated programs are intuitive.
- Strong community forum and offerings for examples, and question assistance (contrasted to Eloqua, which is light).
- Complex segmentation is more difficult to perform. Marketo thrives better in standard lists, versus mass customization.
- Since Marketo was acquired, the paid consultants, and support quality has dropped dramatically - especially support.
- Server issues with Marketo cause actions to need to be performed 2-3x at random. While tickets are always opened, it is always a "speed issue with our servers."
Choose Marketo if you have domain knowledge (existing Marketo working experience), and do not want to pay for the cost of a larger enterprise toolset (Eloqua for example).
More detail:
Well suited for mid/larger sized companies where you have a Marketo technical expert. Not having an SME in Marketo when the instance is newly deployed will cause a lot further frustration down the road for choosing incorrect ways of setting up custom fields, working with Milestones, Budget/Costs, etc. Configuration at the early stages definitely causes headaches in the future, if you start to get more sophisticated.
Marketo does not allow very good "developer" style tools (such as back-end server logs, you need to open a ticket or pay for consulting hours), which means you should be wary of things outside of Marketo's scope.
Marketo works well for mid-complexity Nurture campaigns and segmentation. You do not have the complexity of IF/THEN/ELSE type of segmentation (you can, it just requires some logic workarounds).
It seems to be more intuitive to those Jr/Mid in Marketing Automation Software (as opposed to Eloqua, or IBM Campaign, Adobe, etc.)
Most companies choose Marketo due to domain knowledge, or cost.
Marketo Still in the Lead
- Lead Nurturing
- Design Studio
- Segmentation
- Flexibility
- Reporting
- UX
Marketo Exceeds Our Expectations
- Automatic notifications
- Lead scoring
- Reporting
- Compliance
- Could use better tools for de-duping records and data manipulation
Marketo Works
- Reporting on form submissions and web traffic, allows our organization to monitor the best plan for future marketing plans.
- Email builder 2.0. I was able to build and deploy responsive modules for a variety of different templates. With this function we are not simply using out of the box functionality but able to brand and make the emails our own.
- Program creation and management. It's rather easy to use the flow step builder in smart campaigns and filters in smart lists to get to the audience we are seeking.
- Open rate reporting. With the proliferation of quarantine and spam bots crawling emails there is no accurate way to analyze open rates any longer.
- Without additional add-ons the landing page templates once built are quite static. There is no way to customize without purchasing the rtp product.
- Related to my first point. The engagement scoring is worthless due to open rate contamination. Both open rates and clicks are being polluted by spam bots.
Reporting is 5 Star
- Report on ROI
- Tight knit integration with Salesforce
- Detailed, customizable tracking of every aspect of the marketing program
- There is definitely a learning curve on the user interface. Not as intuitive as other platforms.
- A lot of things (like integration with Salesforce) are one and done, meaning you cannot change them down the road. You really have to have a plan in place at the start of integration because there is no flexibility to go back.
- They focus on what they are good at and not necessarily creating an all in one tool. This is good and bad. Not as convenient as other all in one tools, but definitely does what they are good at, the best in the industry.
Providing Measurable Value
- Lead Scoring: You have complete control over creating a process that works for your sales team.
- Engagement campaigns: So much better than your average "drip" campaign.
- Webinars: We link to GoToWebinar and have more control over the emails attendees receive, plus an easy way to see who are new leads acquired by the webinar.
- There's a lot to it. You may finally get the contract signed, then realize you want another feature. But, you can always scale up over time.
- Complexity: it can do a lot, but that means there is a learning curve.
Marketo Review
- API connects
- Program Building
- Launchpoint partnerships
- Sloooooooow platform
- Reporting is horrendous and not flexible
- No BCC for email templates? Come on...
- Cloning and moving items around in Marketing Activities. Why limit me. I want to be able to place things where I want!
Weaknesses: Outdated UI, slow platform, inflexible reporting, inflexible movements within platform.
Better for Big Biz
- Email Automation is good
- API with salesforce
- Forms that are easy to use
- Better UI