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…
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
Adobe Marketo Engage for a Beginner
Swift Campaigns, the Adobe Way
Awards
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Popular Features
- Lead nurturing automation (922)8.888%
- List management (944)8.888%
- Email deliverability reporting (947)8.181%
- Standard reports (929)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.
- 7.5WYSIWYG email editor(888) Ratings
Users can create html emails through a drag-and-drop interface, without html coding knowledge.
- 7.6Dynamic content(865) 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(843) Ratings
Users can test dynamic content prior to launching a campaign.
- 8.1Landing pages(905) 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(891) 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(863) Ratings
Users can easily optimize emails and landing pages for mobile devices.
- 8.1Email deliverability reporting(947) 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(944) Ratings
This involves creating, filtering, editing, merging and de-duping lists of contacts.
- 9Triggered drip sequences(854) 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(922) 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(897) 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(895) 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(850) 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(708) Ratings
The software helps users maintain a calendar of all marketing activities.
- 8.3Event/webinar marketing(836) 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(536) 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(891) Ratings
Users can create, customize and share dashboards, which provide an overview of the most important metrics.
- 7.8Standard reports(929) Ratings
The software offers pre-built reports with metrics standard to the category.
- 7.4Custom reports(884) 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(807) 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(685) 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(831) Ratings
Users can customize their instance with features like custom fields and custom objects.
- 9.1Integration with Salesforce.com(808) 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(271) 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(173) 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
(2605)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
- 1.8Ease 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
(801-825 of 1128)Perfect complement to Salesforce
- 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.
Short Review
- 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.
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.
Marketo, I highly recommend it!
- 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.
Kind of a no-brainer
- 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.
Magnificent Marketo
- 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
- 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).
New user, not much experience yet!
- 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.
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.
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.
Finding our Match with Marketo
- 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.
Marketo for Lead Generation
- 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
Marketo works for Sales people
- 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.
Marketo is killing the game!
- 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 awesome!
- 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.
Using Marketo for a mid-sized Association
- 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.
- 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
- 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.
Great MAP solution - Highly Recommend
- 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.
Synch for the win!
- Synchronization to third-party apps to deliver specific analytics.
Account Executive's review of Marketo
- 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.
It's a commodity!
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
Marketo is powerful, but has its flaws...
- 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.
- 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).
Marketing Automation for B2B
- 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.
Great software with many functionalities
- 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.
Our Journey into Automation
- 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.