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Adobe Marketo Engage

Adobe Marketo Engage

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…

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Recent Reviews
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Awards

Products that are considered exceptional by their customers based on a variety of criteria win TrustRadius awards. Learn more about the types of TrustRadius awards to make the best purchase decision. More about TrustRadius Awards

Popular Features

View all 26 features
  • Lead nurturing automation (922)
    8.8
    88%
  • List management (944)
    8.8
    88%
  • Email deliverability reporting (947)
    8.1
    81%
  • Standard reports (929)
    7.8
    78%

Reviewer Pros & Cons

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Video Reviews

4 videos

Adobe Marketo Engage Review | Tracking and Managing Leads
04:05
Adobe Marketo Engage Review | The Power of Marketo Sales Insights
05:33
Nurture Leads for Demand Generation | Adobe Marketo Engage User Review
04:09
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Pricing

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N/A
Unavailable

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 optional
    Optional
For the latest information on pricing, visithttps://business.adobe.com/products/mar…

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…

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Features

Email & Online Marketing

Using software to manage lists, send emails, automate email campaigns, and track results.

8.1
Avg 7.8

Lead Management

The process of tracking and managing prospective customers from lead generation to conversion.

8.7
Avg 7.7

Campaign Management

Users can schedule campaigns and/or events with reminders, announcements, etc.

7.9
Avg 7.6

Social Media Marketing

Using social media networks to help amplify marketing endeavors.

7.4
Avg 7.5

Reporting & Analytics

Users can report on and analyze usage, performance, ROI, and/or other metrics of success.

7.5
Avg 7.5

Platform & Infrastructure

Features related to platform-wide settings and structure, such as permissions, languages, integrations, customizations, etc.

8.5
Avg 7.6
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Product Details

What is Adobe Marketo Engage?

Adobe Marketo Engage, from Adobe since 2018, aims to help marketing teams drive demand and growth in their companies by delivering exceptional experiences in concert with sales at every stage of the customer journey.

The challenge these teams face is that everyone today expects a personalized experience whenever they interact with a company - they don’t have patience for generic marketing and the last thing they want is a cold call from sales. So to stay competitive, marketing teams are scrambling to understand customers better, so they can give them a better experience, because this is disrupting entire industries. And a big part of what’s needed is figuring out how marketing and sales can do a better job together.

Adobe Marketo Engage aims to redefine Marketing Automation by helping these companies bring together the customer data, content, automation and analytics needed for marketing and sales to coordinate engagement with customers that’s personalized and measurable at every touchpoint - and do it with efficiency and scale.

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

Screenshot of Marketo Lead Scoring - Marketo dynamically scores leads in real-time and can trigger a timely sales call based on website or other activity. Lead scores are integrated with a connected CRM.Screenshot of Marketo Moments - A mobile app designed to deliver timely, actionable insights.Screenshot of Simple or advanced workflows, built using drag-and-dropScreenshot of Lead nurturing can be performed without having to be a programmerScreenshot of Visualizations - display the revenue influence of each program and channelScreenshot of Marketo Sales Insight, which filters out the noiseScreenshot of All areas of the platform can be accessed in one placeScreenshot of Automated field mapping which begins after entering login credentials

Adobe Marketo Engage Video

Engagement Platform: Marketing Automation

Adobe Marketo Engage Technical Details

Deployment TypesSoftware as a Service (SaaS), Cloud, or Web-Based
Operating SystemsUnspecified
Mobile ApplicationApple iOS

Frequently Asked Questions

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.

Oracle Marketing, HubSpot Marketing Hub, and Salesforce Marketing Cloud are common alternatives for Adobe Marketo Engage.

Reviewers rate Integration with Salesforce.com highest, with a score of 9.1.

The most common users of Adobe Marketo Engage are from Mid-sized Companies (51-1,000 employees).
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Comparisons

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Reviews and Ratings

(2605)

Attribute Ratings

Reviews

(801-825 of 1128)
Companies can't remove reviews or game the system. Here's why
John Wolf | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User
Incentivized
It is mainly used in marketing, but also by customer service. Problems it solves:
  • Interacting personally with customers on our website and fulfill requests in a timely, professional fashion. We do this with Marketo forms, heavy use of the Marketo API, Marketo autoresponders.
  • Move prospects through the marketing funnel. We use engagement streams to place customers in specific streams based on their implied and stated interests.
  • Aid phone-based activities like lead development and inside sales. Follow-up emails are triggered when key activities are logged in SalesForce. Alerts are sent to sales when a prospect is on the site or has viewed pushed content.
  • Streamline events. We use Marketo's integration with GoToWebinar to track registrants and connect GTW data with SalesForce.
  • Intuitive interface -- it's easy to get new users up and running quickly. This means that some of the customer service people that use the system can send their own emails with tying up marketing resources.
  • SalesForce integration -- Marketo's intergration has proven to be better than other CRMs we investigated, particularly when it comes to reading data from custom objects in SalesForce.
  • Data reporting -- Marketo lets me filter data in SalesForce incorporating multple objects -- so I can to run reports that SalesForce itself can't give me.
  • It's very slow. Running any kind of query can often take a very long time.
  • The integration with webinar providers like GoToWebinar -- while it's very handy to have -- could be a lot better. I should be able to merge the date and time of the webinar without having to look it up and retype it. It would also be great to push data from surveys and polls into a contact;s record in SalesForce.
  • The email editor is a bit limited. I should be able to select a format like H1 or P without having to go into the html.
It is ideal for a company that has a highly customized SalesForce instance, with lots of custom objects. It is less ideal if you run a lot of reports and list queries, as you will be frustrated by the slowness of the system.
May 19, 2017

Short Review

Emily Poulton | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Marketo is being used by the marketing department, at a central level for all administration and instance-wide campaigns and also at regional and country levels for localized campaigns. It is used across business units and has workspaces per region. It allows us to market to prospects and clients around the world, to manage and nurture prospects to a sales-ready stage and keep existing clients aware of our events and our brand.
  • Managing and normalizing data with the use of advanced logic and rules that always stay on.
  • Number of integrations available to work with different products - i.e. to run webinars.
  • Flexibility of how you import or code templates to ensure all communications look like an extension of you brand.
  • Making it easy for marketers to create basic marketing campaigns and report on the results.
  • Some bugs with everyday use could be improved - such as clicking not always working the first time, and assets that disappear from the folder you create them in.
  • Some out of the box templates and starting points could be included for first-time users.
  • Workspaces. These are not easy to work across when sharing assets and best practice across the workspaces.
  • Reporting beyond email metrics is basic.
More suited for centralised users and for people who have experience using the system - e.g. understanding the impact of setting up too many triggers and sending too many emails.
Not suited for too many users and without a clear process for naming and sending out rules. You can't create many rules to limit users and your internal policies will need to be very strict.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
In my current role, the main purpose we use Marketo for is creation of templates and emails which are then sent out to various audiences based upon the criteria submitted by our business partners. Marketo is also used to create various lists based upon the region, target audience, lead, etc. It is also used for lead tracking that is then used by other departments based upon their specific needs.
  • Creation of templates: The overall creation of creative is relatively easy. They can then be mildly or drastically changed to reflect the needs of a campaign.
  • List creation: Marketo provides a large array of filters that help in the creation of lists that reflect nearly every characteristic of a lead wherever they are in the sales pipeline.
  • Integration with Salesforce: The flow into salesforce is very accurate, quick, and easy to set up.
  • I would like to see a schedule option made available to deactivate a campaign, it would save a great amount of time.
  • The overall esthetic look of marketo is slightly dated in comparison to new models.
  • Folder management can get confusing at times unless one is incredibly organized.
Marketo is a great option for anyone wanted to do A/B testing with different email campaigns and lead response to various subject lines, content, etc. I would highly recommend it to anyone who wants to be able to have a good visualization of the data that is gathered from the campaign. The data can then be organized however the user wants and then used for various business purposes.
José Rafael Parr | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Marketo is used as the backbone of our Marketing department. It handles all email campaigns, captures & processes our leads, provides reporting, and in some cases also hosts landing pages on our website. Its primary use is Marketing and Sales, though our engineering team also uses it a bit for product sign-ups as well.
  • Email marketing - marketo provides a very powerful email template builder & editor, provides rich segmentation options, and gives us visibility into how those emails did.
  • Automation - Marketo can be used to automate email sends, data updates, and sales alerts. It's a very malleable platform and can be set up to accomplish a huge number of tasks.
  • CRM support - Marketo makes it a lot easier to work with Salesforce. Mass field changes, automatic updates based on activity happening, it takes a lot of the coding out of administering Salesforce. Granted, you do have to take the sync time into account for this particular use case.
  • Ecosystem - EVERYONE supports Marketo. As Martech stacks get bigger and bigger, that's a huge benefit. You can connect it with apps for video, social, ABM, advertising and so much more.
  • Slow - I've been on Marketo for six and a half years and it's always been a bit slow. Some queries take over a half hour to run, and you don't get much insight into how long anything might take. The 15-minute SFDC sync also can hold up certain tasks.
  • Interface - the Marketo UI hasn't changed in something like a decade. I know there's a big change coming, but it still feels like I'm using something built in 2009.
  • Additional Modules - Marketo Lead Management is where I've more or less lived for my entire professional career, and I'd heartily recommend it to anyone. The add-on modules, like Revenue Cycle Analytics, Real-Time Personalization, the calendar, and every other module I've tried have been either unimpressive or just a total waste of time.
I can't think of a scenario where Marketo Lead Management wouldn't be my Marketing Automation Platform of choice. Between everything you can do with the base platform, and the immense ecosystem built around it, it's a pretty easy decision. With all the other vendors, you always have to consider what you won't be able to do, either because a feature is missing or some other system doesn't support it.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Marketo is being used by the Marketing Operations function at my company in order to support both everyday sales and marketing needs including lead management, email sends, and powering webcasts as well as digital assets. Our Marketo instance has a sync to Salesforce so we are able to use both technologies at the same time for reporting which is very helpful.
  • Emails are very easy to send as long as you have proficient HTML skills
  • Sending emails to large numbers of people is easy with Marketo segmentation
  • Marketo tracks all of your results so you can tell where you made an error if you made one
  • Marketo support on their community is very responsive which is very helpful if you need them to answer any of your questions
  • The logic and flowsteps can be very tricky to figure out as they aren't very intuitive to new users
  • Emails need to be scheduled 15 minutes in advance in order to schedule them
  • The technology can need to refresh its browser a bunch so I lost some projects I was working on which was super frustrating
Marketo is suited to a medium to large size company who is in the B2B or B2C enterprise space. Marketo makes sense if you are sending emails constantly to thousands of prospects and customers. Marketo wouldn't make sense for any startup company that is just building out their marketing team.
Gany Rodriguez | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Right now we use Marketo in the marketing department. It keeps track of our lead scoring as well as nurture campaigns. We have a weekly newsletter we send out through there as well as set up webinar registrations, form fill outs, landing pages, etc. Our nurture cadence also identifies the topic of interest for a specific lead and feeds them a cadence of emails that will drive more engagement.
  • Setting up the lead scoring is helpful for knowing when a lead is ready to be worked by sales.
  • Segmenting your audience is a breeze. You can build dynamic sections of your email to be able to serve content that is specific to a certain segment of your group.
  • The UI is consistent throughout, the use of smart lists makes it easy to go from different sections within marketo and still be able to get the info/data you need.
  • A lot of tools integrate with Marketo pretty easily. All that's required (for the most part) is copying and pasting API stuff and IDs. Super easy.
  • The reporting could look a little better, smart lists gets you data but it's difficult to get individual lead activities.
  • It's hard to have templates set up for smart lists as well, you have to keep plugging in the same filters over and over again.
  • Bulk actions are also difficult, there are times when I need to turn off multiple campaigns and the only way to do it is individually.
  • Real-time changes made by another team member are not reflected unless you refresh the page (which you might not).
Marketo is a tool worth using if you're becoming smarter about the way you go after leads and build up an inbound pipeline. It helps to put all the pieces in place so that you know which events brought in who, how are they engaging with your site, which leads are qualified for sales to work, which ones you should try to nurture, the possibilities are endless. Marketo should not be used as an email sender only, although it has the capability (and does it well), there are many aspects of the tool that should be utilized to really get the most out of your leads and arm sales with a good pipeline.
Score 5 out of 10
Vetted Review
Verified User
Incentivized
Our comm dept is using Marketo to design and launch email campaigns across the alumni/development platform.
  • The reporting tools I have seen are clean and concise.
  • The training platform is robust.
  • It seems to be working smoothly with our (difficult) CRM system.
  • I do not know if it is Marketo or me - but I would like to restructure the reporting tool to spit our specific areas from an email send and I have not learned how to yet.
After attending the Marketing Nation conference, I have a better understanding of what Marketo might be able to do - but I know that our field is a new useage/client voice for Marketo. I am not sure how well it integrates as of yet and that is the only reason I would not recommend it fully yet.
Remy Frank | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
CJ Affiliate started using Marketo for outbound marketing and demand generation programs. Within the past 12 months we've created a Marketo Working Group made up of Marketo users throughout the company, empowering every department to drive outbound communications at scale. We now run over 1,200 programs per year related to Bus Development, Client Management and Retention, Upsell, Client Activation and Onboarding, internal HR communications, and more. And, we are doing all of this with a very lean team.

Marketo has enabled CJ Affiliate to expand how we communicate, while focusing on our micro-audiences. With dynamic content and a powerful lead scoring solution, we're seeing an uplift in every every of our business communication capabilities. In addition, we've used other automation platforms, and none have provided the level of automation we have through cloning, tokens, and segmentation.
  • Program cloning - exceptional logic is built into the cloning capabilities. Tokens carry across within emails and landing pages, so no additional re-creation or keeping track of where your tokens were located in the prior program. The new program elements are automatically referenced and ready to go!
  • Salesforce.com (SFDC) Native Integration - had us up and running within 30 days. Plus, the field mapping has given us tremendous power within the logic of our programs - whether filtering or triggering on specific behavior.
  • Marketo Professional Services team provided detailed Discovery and Onboarding documentation and templates. Streamlining our migration and implementation time.
  • Access to training both online and in-person, at a reasonable cost. This made it easy to develop additional Marketo expertise within our organization.
  • Marketo does not offer an out-of-the-box Email Preference process/center. This would be a really good enhancement to the base solution. With anti-spam and content marketing both being high priorities for most companies, providing a basic starting process that made it easy to create/add subscription levels and/or options would be a tremendous asset.
  • Account Based Marketing capabilities built into the base solution would be an incredible enhancement. (a wish list item perhaps)
  • When adding a local asset to a program, it would be nice if you could create it within its appropriate program folder. This is a small issue... not a big deal, just a nice to have...
  • The ability to map additional SFDC custom fields, etc without needing the assistance of Marketo support.
Except for the VERY small business, I cannot imagine a scenario where Marketo would not be well-suited. Perhaps in a business environment where there are less channels to track or a very straightforward sales pipeline...

Marketo is extremely well-suited for building a lead gen environment, retaining and upselling clients, and powering a subscription based content hub. Whether a business is developing their demand generation strategies and contacts or managing them, Marketo provides scalability that is both straightforward and sophisticated.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We recently switched from using Marketo solely in our Campaign Management team to using it across our organization. As our company has changed structure, the Campaign Management team has been dissolved and we used that as an opportunity to empower others within the organization to take the lead on their own communications. Marketing/Services Delivery still acts as the admin and typically runs the more complex campaigns and programs, but simple sends are handled by individual departments and teams. This has helped with the distribution of work and increased efficiency.
  • Marketo is particularly helpful when you have a need for a temporary landing page. The website our organization has is not particularly friendly and creating landing pages that don't stick to a particular template is difficult. Marketo has helped us solve this problem because you can quickly, and easily, assemble a landing page that is engaging without much knowledge.
  • We recently started using workspaces and partitions which has helped considerably since moving from a single team to company wide use. Breaking out the work has allowed our operations team to share what they feel is valuable to each team and individually address their needs.
  • I often use the forms that Marketo has in communications to our audiences as well as within our website. I recently started using the forms to capture data on Brightcove videos and I've found it very helpful for data collection.
  • One drawback of the forms is that you can't simply skip the form should it be a known visitor.
  • I've found that I often have to edit the HTML in emails directly rather than going through the top layer of the email creation process. This isn't ideal for those users who do not have a skilled background.
  • Rules aren't always intuitive in Marketo. For example, if you wanted to send a fourth email to anyone who had opened all three previous emails, you'd have to pull each list individually and make sure that each person is represented on each list or break them out individually in a smart list. I only found this out after listing all three emails in the same "email" field.
I would likely recommend Marketo in circumstances where the person is going to be using the system frequently. I've found from working with others that if you don't use the system often enough, you will likely forget rules or best practices that can lead to disaster.
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Marketo is used organization-wide. It specifically affects and drives business decisions that our sales ops and marketing department make.
  • Lead Generation
  • Marketing automation
  • Targeting marketing
  • Old "feel"
  • Difficult for those outside of the direct line of decision to understand
  • Could show more detail with leads
It is more suitable for an organization with large outreach, and keeping those initiatives organized and intact. It is less suited for target lead generation when specific variables are accounted for.
Chris Sharpless | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Marketo is used by our marketing team and how we get inbound leads. As a sales person, I use Marketo to see the activity of the leads to know what to address with them. It is being used across the sales department. The marketing team is the biggest user of the tool and it's helpful in getting us the leads that are most qualified and in a timely manner.
  • Tracking what leads are looking at and telling what is a hot or warm lead
  • Accurately scores leads based on activity
  • Easy to understand from a sales person perspective
  • It seems to be working really well and is real time.
  • Sometimes leads don't seem to get into our queue until a few hours after they looked at something, but that might be on us for our scoring metrics.
Well suited for a company that has a lot of traffic to their website and looking at whitepapers. I imagine that this wouldn't be super helpful if you didnt have a lot of marketing materials to bring in inbound leads. The aspect of making leads "known" is also really important and helps you input cold leads and see if they will engage organically or click on the materials you send.
Thomas Dant | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Marketo has done a fantastic job helping me put revenue on the board! It helps me be significantly more efficient by qualifying leads for me - reserving my time for conversations with interested potential clients instead of prospecting clients that may have no interest or relevancy with my product.
  • Automated leads
  • Descriptive information about the nature of their businesses
  • Insight into exactly how the prospect arrived at your material and what they actually looked at
  • More accurate depiction of how strong the qualified leads are
Marketo is perfect for the account exec that has too many appointments to run and not enough time to prospect - in the end, it probably cuts down your prospecting time by at least 75% while yielding the same amount of qualified opportunities (if not more)!
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Marketo helps us understand how prospects are interacting with our content. From a sales standpoint, it allows us to tailor our pitches to what is the most interesting to that specific prospect.
  • You're able to see exactly what web pages your prospects are spending time on and how they come to your website.
  • You can see if a prospect goes back to one web page often - which would show that it's a topic they're particularly interested in.
  • Sometimes the info doesn't load fast enough - will take a few hours.
  • Some glitches with salesforce - for example, if you convert a lead into an account you loose the Marketo activity for a day or two.
Marketo is awesome for marketing or sales departments who want more information on prospects or clients' interaction with their content. From a marketing standpoint, you can see where traffic is coming from, what landing pages convert to leads, and which campaigns are producing the best results. From a sales standpoint, you're able to tailor your approach to what caught your prospects' interest.
Serenity Greenfield | TrustRadius Reviewer
Score 6 out of 10
Vetted Review
Verified User
Incentivized
It's being used by marketing and communications as an email sending program, lead gen tool, and lead scoring program.
  • Lead scoring is an excellent feature that helps you communicate personally with leads based on actions they take as well as demographic information.
  • Communications streams encourage you to think about how you're speaking differently with different audiences, schedule content ahead of time, and make sure you're relevant to leads.
  • SalesForce integration works well and was integral to our success.
  • Working with SalesForce custom objects was a challenge.
  • Fields mapping was limited.
  • It has so much capability, the organization has to have strong strategic focus to utilize it properly.
For a team that has the strategic support to think through the business decisions and processes necessary to implement this technology, it is a very powerful tool.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
We leverage Marketo for lead management and running email campaigns. We started small with Marketo, but over time increased our use of it and expanded into their features they offer. Our Marketing Automation expert was the main user, where he built lead nurtures out which were critical to our workflows. Obviously, the usual marketing operations were a big piece of this puzzle, but one of the best things that came from using Marketo was when we built out the Lead Lifecycle Management process. We've been able to get more targeted in our marketing efforts while automating the things that use to hold us back. We are now looking to get into ABM and RTP with Marketo which is exactly where the entire market is heading... towards ABM in the B2B world. More personalization is going to be the theme for the next long while and Marketo seems to understand that part.
  • Improvements in their UI
  • Customer-focus on new features
  • ABM and real-time personalization
  • Tough to learn at first, like most automation platforms
  • Pricey for smaller-to-medium companies who are on tight budgets but need these solutions
ABM and real-time personalization - 100%! If you're in the B2B segment and trying to reach folks at other companies, you're going to need a solution like Marketo. Pardot is not suitable and will not provide the value that you'll get from Marketo.
Stephen Bell | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Marketo is currently used by our marketing and sales teams to categorize and distribute leads based on quality and recent activity. The marketing department uses it to build high-level reports on the campaigns they run. The sales team uses it to allocate their time most efficiently and follow up quickly with leads requesting information.
  • The "Interesting Moments" Tab is an amazing live feed of lead activity. You can quickly see what your prospects have been researching and better prepare for calls.
  • The "Priority" rating system gives me the ability to quickly look at a large group of leads and know who to call first.
  • Integrates seamlessly with salesforce.
  • Behavior scores are complicated and by nature different for each organization. Not sure if it is just an internal issue but sometimes good leads will be routed incorrectly. For example, if a lead using a gmail.com email address requests a demo in our online portal it might not be rated high enough by Marketo to get distributed to the sales team.
It is by far the best tool I have worked with for categorizing and distributing leads in salesforce.com.
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Marketo is being used globally across our entire organization. The user base consists of 2 admins and several standard users within the different divisions. The tool allows us to consolidate our databases, gain access to a lead's digital footprint and analyze attribution information for marketing efforts. This information provides us with a way to segment our database and target specific audiences.
  • Lead behavior tracking: This feature allows us to see detailed web behavior on a lead by lead basis to see their specific interest areas and potential problem areas.
  • Email Templates: The recent release of a new email editor simplifies the email editing process and provides more than enough mobile-friendly content areas to design all types of emails without the help of a developer.
  • Customization: The ability to add custom fields and sync with various CRMs enables you to customize your instance to your specific business needs.
  • Landing Page Templates: While the editor is very simple to use, the templates and content areas are very limited.
  • Other MAP solutions are more intuitive to use, but it's a trade-off for the advanced functionality of Marketo.
  • Social Sharing functionality is included, but one of the more limited items within Marketo.
Marketo is well suited for organizations that are committed to adopting the processes necessary to get the most out of the tool. It is very powerful, but can easily fail, or provide little value to organizations that don't have sales and marketing alignment and aren't focused on KPIs like qualified leads generated or ROI of marketing initiatives.
May 16, 2017

Synch for the win!

Score 8 out of 10
Vetted Review
Verified User
Incentivized
In my current role, I directly work with our Marketing Operations team who use Marketo every day. It is being used by our internal marketing teams (Lead Gen, Consumer, Customer, and Product) for every single outreach we do. Specifically for the product side, we have been able to see the benefits that marketo has brought through its integrations with all of the third party software we use, specifically Vidyard and SalesForce. It has been huge in delivering the analytics we need to validate the work we do every day.
  • Synchronization to third-party apps to deliver specific analytics.
Alicia Tobin | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Marketo is being used by our Account Development Representatives and our Account Executives. It helps us score our leads based on their activity on our website. It helps us determine who is a "hot" or a "cold" lead when they come in and what our follow-up to them should look like.
  • Tells you how to follow-up with your accounts.
  • Tells you how immediate the need is of the client.
  • Tells you the quality of the lead coming in.
  • Sometimes a hot lead will come in under a "Gmail" or "Yahoo" email address and it will come in as a "hot lead".
  • Sometimes the "web activity" doesn't pull through right away.
  • The "score" tab isn't relevant to account executives.
Marketo is great for determining how "hot" a lead is and what your follow-up should look like. For example, it helps tell you if you should follow-up fast because they are a company that is more likely to buy or a slower follow-up because they are not as likely to buy. It would be less appropriate for anything not sales related.
May 12, 2017

It's a commodity!

Score 7 out of 10
Vetted Review
Verified User
Incentivized
Marketing uses Marketo to run and track marketing campaigns. They send emails, host landing pages for content (white papers etc). Our product team also uses Marketo for email blasts to all users when necessary (product launches, policy and terms updates).

The main business problem it solves is collecting and tracking leads as they interact with us across platforms.
  • Host landing pages
  • Integrate with Salesforce
  • Easy to manage
  • Landing page template builder is terrible
  • Landing pages do not support SSL
  • Need additional product (currently Brightfunnel) to really track revenue and opps generated by a campaign
If you have a team member who has used Marketo, go for it. If your team has used Pardot or Hubspot and is more comfortable with those, don't change.
Score 7 out of 10
Vetted Review
Verified User
Incentivized
We currently use Marketo for all marketing automation. This includes email blasts, nurture campaigns, and landing pages creation. Marketo integrates well with SFDC especially when using the Marketo Sales Insight feature.
  • Marketo Sales Insight. Allows sales reps access to marketing created emails.
  • Program structure and program templates. Allows me to quickly duplicate programs that are used frequently (i.e. events). Using tokens, I barely have to update any assets.
  • Marketo needs to allow users to change email templates mid-build.
  • Marketo needs to completely overhaul the interface. The UI could be laid out much better. One example would be previewing assets without having to open them in a new tab.
Marketo is a great choice for marketing automation. It has a bit more of a learning curve than HubSpot, but makes up for it with its ability to clone programs (as mentioned below).
Steve Carlton | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
We use Marketo in both sales and marketing for the following:
  • Lead Activity Tracking and Scoring - all possible actions are tracked/scored to give sales reps indication of intent to purchase.
  • Email Marketing and A/B Testing - we email our leads with content based on different segments and also utilize A/B testing to optimize results.
  • Customer Activity - we offer services to our customers and utilize similar tracking to gauge customer interest in those services.
  • Real Time Personalization - we use Web RTP to hit the right value props on our site based on what we know about the lead/customer.
  • Ad Push - our segmented lists can also be pushed as audiences to various vendors like Facebook, LinkedIn and Adwords to help with retargeting.
  • Marketo has a steep learning curve but is very powerful. I rarely feel that Marketo limits our plans for marketing.
  • The real-time personalization is great which helps us maximize each lead's web visit.
  • The Audience push to ad networks has been great for targeting and engaging our leads.
  • The pricing and different features is confusing. They charge for each individual feature and the costs are not cheap. Their competitors offer clearer pricing and packages, I wish Marketo would adopt something similar.
  • While customer support and the Marketo community are great I always seem to leave with a bad taste in my mouth when having to deal with the sales team. They don't respond when you need something or are super pushy when they need something (my experience with the 3 reps we have had in as many years).
Marketo would be a great fit for a larger business or corporation. The pricing is not cheap but I feel it is in line with the functionality and power that they offer.

For smaller business (or simple marketing needs) I think there may be better options that would fit your needs at a fraction of the cost.
Score 10 out of 10
Vetted Review
Verified User
Incentivized
Marketo is used primarily by our marketing team, but we roll that data into our ROI reporting for the whole organization. It informs marketing decisions and helps us connect with and nurture prospects and clients.
  • Nurture streams can help you connect with prospects and stay top of mind with existing clients.
  • Roadshows/Events are streamlined with Marketo.
  • Data integration with Salesforce and Marketo are valuable for sales and marketing planning.
  • More social media features, like social advocacy programs, would be nice to see.
Marketo is well suited for medium to large businesses with a robust content marketing program. It may not be a good fit for small businesses or non-profits or for businesses that don't create a lot of content.
Emily Kirkwold | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Incentivized
Marketo is using by the marketing department, specifically the marketing operations team. It automates all emails for us and integrates seamlessly with SalesForce to easily feed leads to our sales team. We also use Marketo to design our landing pages which host all of our forms on our website.
  • Marketo has advanced nurture stream options to send out customized email streams to very segmented groups of names in our database.
  • The new email design area of Marketo is extremely helpful in increasing our efficiency in building emails.
  • Landing pages require a fair amount of styling from our Marketing Communications team.
  • Well suited for all email automation including email engagement programs, and lead scoring.
  • Not as suitable for building landing pages.
Darlene Byrne | TrustRadius Reviewer
Score 8 out of 10
Vetted Review
Verified User
Incentivized
Marketo is being used within our marketing department and by our inside sales team. We are utilizing the automation to nurture our existing leads and convert them into customers. It is also a tool that allows us to share MQLs with our inside sales team. Our Marketo instance is linked with Salesforce.com as well for complete 360 visibility to how our contacts and leads are engaging with our brand.
  • Lead Nurture
  • Website tracking
  • Integration with Salesforce.com
  • Training - the implementation was a nightmare. We received a training package that was horrible, no personalized attention and very little guidance. Most of the "help" was a referral to a document or prerecorded webinar. Most of the webinars were sales pitches and not helpful at all.
Well suited for an organization that has an inside sales team that can easily follow up with the MQLs and most suited for those who have a wired CRM system
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