Item: Adobe Marketo Engage
Rating: 7
Author: Verified User

Use Cases and Deployment Scope

We use Adobe Marketo Engage to manage all of our marketing communications across the company. I personally manage the instance for our division which encompasses over four different BUs and hundreds of separate products. We specifically purchased this for its ability to sync readily with Salesforce, provide insights on campaigns, and create segmented marketing automation programs that can continually funnel leads even when not actively managed.

Pros and Cons

Lead Scoring.
Cloud Infrastructure.
Salesforce Integration.

Email Template Builder.
Campaign Automation Visualization.
Integration with other Adobe Products.
Overall UI.

Using Marketo to Support Sales Goals

Product Launches
Upsell
Cross-Sell
Customer Service
Lead Management
Prospecting / New Business

For us, we work with profiles built out of Salesforce to enhance targeting. We can build Smart Lists in Marketo to target folks. I would say that we work on equal parts awareness as well as driving upsell/cross-sell opportunities. We are increasingly looking at our ability to target new marketing and build programs within Marketo that act as funnels to shift an MQL to an SQL.

Alternatives Considered

I have also used ClickDimensions and Pardot. I feel like both of them do a tremendously better job in their email builders and in providing campaign automation tools that visualize how automation flows. This makes communicating a campaign out more easy to leadership, as opposed to drafting something myself. Obviously, Pardot offers a much more natural integration with Salesforce and it is nice to see the email statistics directly on a record. I feel like Marketo is right down the middle feature-wise compared to both of them. It is a bit of a shame that the platform has not had a significant rehaul since purchased by Adobe, as "looks-wise" really doesn't come across as an Adobe product.

Number of Contacts (List Size)

100,000 to 250,000

Using Adobe Marketo Engage for B2C or B2B marketing

Both

Key Insights

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

Not sure

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?

Likelihood to Recommend

Adobe Marketo Engage is well suited for experienced users and larger corporations to use. It has a lot of tools that can be very effective at launching marketing campaigns and allows users to really "get into the weeds" in tailoring how those are built out. I would not recommend the product to anyone who is not skilled enough to set up the product backend. If you are interested in an intuitive email builder, I would recommend looking elsewhere. The automation is also difficult to visualize without a flow chart and Marketo offers a folding system that is tough to adapt to if you are used to using other similar products.

Marketo Review - "Could be better but is a solid option overall!"

Modules Used

Overall Satisfaction with Adobe Marketo Engage