Item: Adobe Marketo Engage
Rating: 3
Author: Verified User

Use Cases and Deployment Scope

We use Adobe Marketo Engage for lead intake and routing. It handles most of the top-of-funnel tracking (activity type, lead source, device location) and hands the data off to Salesforce. We also use it for ongoing communication, including triggered and scheduled emails.

Pros and Cons

Rules based routing
De-anonymizing web traffic and activity history
Email blasts

In my opinion, the UI is terrible; their optional updated UI is worse, and it's missing features
In my experience, setting attribution can be very finicky — it requires building things from scratch and figuring out how to access common web data in Adobe Marketo Engage's criteria
Changes in relationships to Salesforce fields requires getting support involved

Using Marketo to Support Sales Goals

Product Launches
Lead Management
Prospecting / New Business

For communication with existing customers, Adobe Marketo Engage serves our purposes well. In those cases, we're trying to keep them informed and to think of our product as needs arise. For lead management, it requires a lot of troubleshooting. We'd like to keep track of which sources and activities are converting. It seems like something that shouldn't require much work after initial setup, but it needs monitoring.

Alternatives Considered

Salesforce Marketing Cloud Email Studio and Outreach

They're in somewhat different spaces, but for email delivery, Adobe Marketo Engage is on par.

Number of Contacts (List Size)

25,000 to 100,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Key Insights

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

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

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

If you have a relatively simple setup it's adequate in keep track of and updating leads. It's useful for tying Salesforce activity together for the person (e.g., if they started as an anonymous web visitor, became a lead, then were converted to a contact). As it scales, it can be difficult to maintain: it's very easy to build out a large number of interacting processes that create conflicts. Because of how it's organized, it's easy to have a forgotten campaign running unnoticed until something goes wrong.

Adequate but troubled

Modules Used

Overall Satisfaction with Adobe Marketo Engage