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

Use Cases and Deployment Scope

In our case, Marketo Engage is used a the main marketing automation tool and key element for activation, what entails emails, automated programs, landing pages, etc. As our business is B2B, some of the Lead scoring functionalities are utilised as well, together with the marketing datamodel (Leads, Accounts, Opportunities, etc.) that is synched automatically with our CRM

Pros and Cons

Lead Management
Email Content Blocks framework
API Integrations
Account Based Marketing

More flexibility on the filters of the campaigns
Possibility to work with files (import/export)
Reduce some of the limitations on the number of marketing objects, such as max. of engagement programs (100) or max. number of Segmentations (20)

Return on Investment

Increase on customer engagement
Improve visibility of marketing initiatives
Be able to measure ROI more accurately

Alternatives Considered

Adobe Campaign and Pardot

Adobe Marketo Engage is definitely more powerful than Pardot in most aspects (Pardot is also focused on B2B customers). Adobe Campaign, however, is more flexible and extensible but Adobe Marketo Engage usually fits better for B2B than Adobe Campaign (unless it is a very big B2B client or not purely/totally B2B)

Other Software Used

Google BigQuery, Looker, Salesforce Commerce Cloud

Likelihood to Recommend

Adobe Marketo Engage is great for B2B businesses where no ETL of data is needed (done outside of the tool). Also, it works particularly well with SalesForce CRM (OOTB integration) and it provides an extensive API for integrations with many other tools. The event management part is also quite powerful, as the same landing pages, communications and campaigns can be easily duplicated from one event to another, even between business units or countries.

Adobe Marketo Engage: the ultimate B2B marketing tool

Modules Used

Overall Satisfaction with Adobe Marketo Engage