Item: Adobe Marketo Engage
Rating: 10
Author: Verified User

Use Cases and Deployment Scope

My organization uses [Adobe] Marketo Engage as our sole marketing automation system for engaging with our customer base via email, as well as a critical mechanism for operational routing initiatives. Of our organization's entire MarTech platform stack, [Adobe] Marketo Engage is the center around which our other platforms orbit, indicating how critical it is to our organization's initiatives. By leveraging [Adobe] Marketo Engage's sophisticated segmentation, dynamic content, engagement program, and API application support functionalities, we're able to granularly target with first-party and third-party demographic and behavioral data, reaching customers with the right content at the right time in their lifecycle journey -- helping us achieve critical internal KPI goals.

Pros and Cons

Segmentation and targeting
Engagement and nurture programs
Program templates
Dynamic content in emails and landing pages

Customization of reporting and analytics
Technical documentation
More API Launchpoint Partners

Using Marketo to Support Sales Goals

Product Launches
Customer Service
Lead Management
Prospecting / New Business

While my current organization does not currently actively support sales teams with our [Adobe] Marketo Engage instance due to the nature of our support and goal structure, we do utilize the tool to support growth across different verticals and horizontals through outbound email campaigns. We use [Adobe] Marketo Engage's automation and API application capabilities to reach our customers at critical points in their lifecycle journey to have them complete actions in our console that will enable their development cycle and the end-users who will leverage their products. We also use [Adobe] Marketo Engage's automation and API application capabilities to nurture new leads with onboarding content to make the most of their experience working with our systems.

Alternatives Considered

Pardot, Acoustic Campaign (formerly IBM Watson Campaign Automation) and Aurea Campaign Manager (formerly Lyris HQ)

[Adobe] Marketo Engage, frankly, blows every other comparable product out of the water, from my perspective due to its' extensive customization and integration capabilities.

Number of Contacts (List Size)

1 to 5 million

Using Adobe Marketo Engage for B2C or B2B marketing

Both

Key Insights

Do you think Adobe Marketo Engage delivers good value for the price?

Yes

Are you happy with Adobe Marketo Engage's feature set?

Yes

Did Adobe Marketo Engage live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Adobe Marketo Engage go as expected?

I wasn't involved with the implementation phase

Would you buy Adobe Marketo Engage again?

Yes

Likelihood to Recommend

[Adobe] Marketo Engage is best suited for organizations operating at the enterprise level or organizations looking to take their marketing campaigns and operations to the enterprise level. Because the platform has a robust feature set, it does require a steep learning curve to maximize [the] use of the platform. [Still], as an experienced user, I'd say that [a] steep learning curve is worth it because the platform acts as a force multiplier for outbound marketing and sales initiatives. For organizations that don't have a broad scope of functional requirements for email campaigns, don't require sophisticated engagement or nurture programs, don't require operational functions to support Sales teams, or don't require a suite of third-party and first-party integrations, [Adobe] Marketo [Engage] might be too advanced for the organization's needs.

Adobe Marketo Engage is the "Best in Breed" for Marketing Automation Products

Modules Used

Overall Satisfaction with Adobe Marketo Engage