Item: Adobe Marketo Engage
Rating: 9
Author: Verified User

Use Cases and Deployment Scope

We use Marketo to create Marketing Automation programs for prospects and customers. We send emails via Marketo, run smart campaigns, create nurture programs, host webinars, pull data, and more. Marketo allows us to create thoughtful programs to engage with our customers and prospects. For my team specifically, it is our primary communication channel to reach customers.

Pros and Cons

Marketo is very flexible - we can pull in a lot of data and use it for segmenting
Marketo allows you to easily add in your branding and create polished assets
As an end user - Marketo is particularly easy to learn and master once you practice

Marketo has service degradations a lot - more than other tools I've noticed!
It's hard to use dynamic content in emails - similar tools let you use Smart Lists for dynamic content in emails, but you need to use Segments in Marketo and it's an awkward experience
It is hard to tell sometimes why your emails didn't deliver/go through. It can take some deep investigation and is never simple

Using Marketo to Support Sales Goals

Product Launches
Cross-Sell
Prospecting / New Business
Other

Product Launches: Create email campaigns and webinar programs to announce new products/features to customers Cross-Sell: Email campaigns with cross-sell content and nurture programs Prospecting: Create email campaigns, webinar programs, and nurture programs for Prospects to teach them about our company and offerings Customer Health: We have an ongoing Onboarding nurture for new customers in Marketo. We're also working to pull in product usage data to create adoption nurtures.

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?

Not sure

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

Based on my experience, Marketo is great for a medium to large sized company. It can handle large amounts of our data and is not too challenging to learn. This is particularly helpful if you have a large team of marketers using the tool and who need to be experts. I only took a number off of my rating for the recent large amount of outages/service degradations that have been happening.

Using Marketo for Customer Marketing

Modules Used

Overall Satisfaction with Adobe Marketo Engage