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

Use Cases and Deployment Scope

We are a telecommunications company with a lot of SKUs and a range of products. We use Marketo in cross-selling and up-selling solutions and managed services to our existing clients. Apart from this, we have a dedicated Marketing team that does the inbound marketing using various channels (paid and organic), we're able to do and track omni-channel marketing using Marketo to get more business from our existing customers and add new logos (customers) as well.

Pros and Cons

Lead management
Omni channel marketing
Email marketing
Attribution

The user experience could be made more intuitive. The current experience is easy to navigate only for professionals who already know Marketo and have significant experience working with it. I see new users complaining a lot about the UX not being intuitive.
Marketing report subscription: Marketo does not have the capability to schedule the daily sending of reports to marketers/stakeholders. It sends the report at around midnight Pacific time each day to all the subscribers.
Ability to visualize the smart campaign flows.

Using Marketo to Support Sales Goals

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

We do a lot of cross-sell and up-sell marketing campaigns using Marketo, and it is very well supported too. A key factor for us is also to not only be able to do cross-sell and up-sell marketing but also to be able to track the conversions. Using Marketo, we're able to do attribution about the conversions too, so we know what's moving the revenue needle. Similarly, we use Marketo's out-of-the-box engagement programs too for outbound marketing, and being able to set the nurture cast and load content in it in a drag and drop manner is quite convenient for our marketers. Marketo also supports customized lead journey and multi-dimensional scoring setup that helps us measure the lead velocity and effectiveness of marketing initiatives.

Alternatives Considered

Adobe Campaign, Pardot and Salesforce Marketing Cloud Email Studio

I've used Campaign, Pardot, and Salesforce Marketing Cloud in my career along with Marketo, to me Marketo seems like a clear choice and a winner in terms of platform usability, reliability, and capability to customize items. For example, in Pardot, users aren't able to customize the scoring model to the extent that users are able to do in Marketo. Pardot offers an OOTB scoring model and users can make a limited modification to it Similar is the case more or less with other marketing automation platforms I have used in the past. I'd go with Marketo any day over the platforms I've used in the past.

Number of Contacts (List Size)

100,000 to 250,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Key Insights

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

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

I would recommend Marketo Engage to all the people out there who're looking for an enterprise-grade marketing automation platform for not only just email marketing but creating buyer journeys, integrating with sales platforms, and doing event marketing. Marketo is a great package as it supports all the channels, and it is highly customizable as per the needs of the business. Although it is primarily built in keeping B2B companies' marketing needs in mind, but it supports B2C use cases as well.

Marketo Engage - The best omni-channel marketing automation platform out there!

Modules Used

Overall Satisfaction with Adobe Marketo Engage