Item: Adobe Marketo Engage
Rating: 8
Author: Verified User

Use Cases and Deployment Scope

Marketo is our primary marketing automation platform. It acts as the central engine for most lead processes like enrichment, scoring, other business rule updates, and integrations with other platforms in our tech stack. In conjunction with Bizible, it provides a multi-touch program attribution for our reporting as well. It also acts as our primary email platform.

Pros and Cons

Email Marketing.
Web Form Integration.
SFDC Integration.
Automated Campaigns.

An easier way to export historical performance data to long-term storage.
Campaign canvas where we can design flowchart-like flows.
Better advertising campaigns support/features.
An easier way to see a list of people that opened and clicked an email.

Using Marketo to Support Sales Goals

Product Launches
Customer Service
Lead Management
Prospecting / New Business

1. Customer Comms We utilize Marketo to schedule product announcements, releases, and other product announcements as needed. The robust SFDC sync ensures our customer lists are always up to date for a send and don't need any manual intervention 2. Prospect Campaigns Marketo plays a pivotal role is prospect outreach that includes nurture, campaign-specific emails, and crucial business processes such as lead scoring, routing, and quick synching with SFDC.

Alternatives Considered

Pardot and Oracle CX Marketing

With Pardot, we had issues with how the rules worked when we evaluated it. We were also concerned with platform stability. With the price point being the same across both, we chose to go with Marketo. Compared to Eloqua (now part of Oracle Marketing), Eloqua was seen as a more complex platform to implement.

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

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?

Yes

Did implementation of Adobe Marketo Engage go as expected?

Yes

Would you buy Adobe Marketo Engage again?

Yes

Likelihood to Recommend

Marketo is well-suited as a marketing automation platform for email campaigns, SFDC integration, and lead automation. It's easy to launch emails, landing pages, and forms through Marketo. However, for analytics and advertising campaigns, it could be better. We utilize 3rd party integration platforms like Zapier to connect Marketo to Linkedin Lead gen forms as we need to insert business logic prior to lead gen form data flowing through to Marketo.

Great value, but needs to innovate to maintain leadership.

Modules Used

Overall Satisfaction with Adobe Marketo Engage