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

Use Cases and Deployment Scope

I run marketing campaigns to clients and prospects and use Marketo to create landing pages for our website, send emails, and track engagement. Being able to pull reports to track engagement on landing pages and emails has been a game changer since we're able to connect this to our leads database and look at who our sales teams should be paying attention to. For instance, if a prospect is clicking into all of our emails and engaging with content that leads them to landing pages and engaging in content there as well, they're someone to look out for.

Pros and Cons

Engagement reporting
Email building/formatting
Support & Tutorials

Landing page building - must turn modules on and off to edit
Naming requirements for emails can be limiting

Using Marketo to Support Sales Goals

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

For prospects, we want to drive engagement to our website, landing pages, or email for them to connect with an account executive. We use different metrics to determine if a prospect can be counted as a lead using basis points (clicking into an email gets them a certain amount of points, visiting the website from an email gets them a certain amount, etc). For product upsell and new launches, we use Marketo to communicate these changes or their options for new products. For instance, we use webinars to promote our product and drive registration and interest from emails.

Alternatives Considered

I haven't used any other programs.

Number of Contacts (List Size)

25,000 to 100,000

Using Adobe Marketo Engage for B2C or B2B marketing

Both

Key Insights

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

Yes

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

I would say sending emails to specific lists is a big part of what I use Marketo for. The software makes it easy to build off pre-determined templates (our teams use this to keep basic formatting and branding consistent) or completely create a new email. Tracking is also easy with hyperlinks and CTA buttons since you can track who clicks what and how recipients are engaging with your content (click rates, open rates, unsubscribe rates, etc). If you need to send out emails to large lists and track engagement, Marketo is great for that.

Great for Reporting and List Building

Modules Used

Overall Satisfaction with Adobe Marketo Engage