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

Use Cases and Deployment Scope

I help other companies get the most out of their investment in Marketo, advising on how to properly use the platform across their organization. Clients will often come to my company inquiring about best practices for a variety of different processes, from lead scoring to understand attribution. As a consultant working on the platform side of the house, we split work between building out operational programs in Marketo, dissecting integration issues with other platforms, and doing QA on those builds.

Pros and Cons

Integrations with other platforms
Record history of people records
Capability of smart lists

Visuals for smart campaigns
More capabilities in Design Studio
More advanced capability with smart campaigns

Using Marketo to Support Sales Goals

Lead Management

We mostly focus on helping clients manage their lead database, whether it be ensuring the database is healthy and contains accurate information, ensure the correct data points (i.e. Person Source, Scores, etc.) are populated on the lead record at the appropriate time, and ensure their is a clean handoff between marketing and sales at exactly the right time with all of the necessary information for the sales team.

Alternatives Considered

HubSpot Marketing Hub and Pardot

Marketo is the best of the three options listed above for large enterprise organizations. Hubspot is the most user-friendly out of all of them, however. Pardot is definitely last on the list out of the three due to its limited capabilities. Once you get the hang of Marketo after being a new user, I feel like it offers the most for organizations.

Number of Contacts (List Size)

More than 5 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?

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

Marketo is best suited for large enterprise organizations with databases larger than 500,000 in my opinion and over 1,000 employees working for the company. In my experience, Hubspot has been better for smaller organizations than the thresholds I mentioned. Marketo has stronger processing power than Hubspot, so when large email sends or smart campaigns in which many people qualify are going to be run by your company, I would recommend Marketo.

Daunting at first, gets better over time

Modules Used

Overall Satisfaction with Adobe Marketo Engage