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

Use Cases and Deployment Scope

We're currently focusing on the email marketing aspect of it. We're just launching Marketo as the preferred and the only solution for our email marketing. And then integration with the website. That's what the current scope is. And because I'm also responsible for the product roadmap of marketing automation, I think in the near future everything is going to be from real-time personalization to account-based marketing.

Pros and Cons

Marketo does a lot of things well. I think the Munchkin code is definitely amazing. You know, the website tracking the level.
I think its strength is also the integrations. I've been a Salesforce CRM user, and I think Marketo Salesforce integration is the best in the business.
Marketo is also easy to use for end users. The interface, the drag and drop, the natural English language, for filters, triggers. It definitely works well.

I've used Marketo even before it was Adobe. And when Adobe bought Marketo, there were high expectations that it would be integrated very well with the rest of the Adobe platforms. For example, take Adobe Analytics, but Marketo doesn't talk to them natively. You have to be really creative to make that work. I think that's one of the pain points is that they have a good partner ecosystem, but still, the basic stuff is missing. Custom activities and custom events are something that makes Marketo so unique. And the use cases, and the problems it solves, are amazing. But it's annoying when tokens are such a good feature and you can't use tokens for custom fields in the custom activities and events.
RCE, a fantastic idea, but the UX is from the 1980s. It makes it so hard for to present a dashboard to my senior leadership. There is a wealth of information which is just not usable. I know that there's Marketo Measure, but it's an expensive add-on vs native functionality.

Alternatives Considered

I think the only thing that comes close is Eloqua because most of the companies that I've been part of is enterprise level. I've been part of some SMEs and that's when solutions like Pardot is okay. But once you go enterprise, I think Eloqua is the one that stacks up really well.

Number of Contacts (List Size)

1 to 5 million

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 think for the end-to-end lead management process, if you are someone who wants to focus on anonymous to known lead conversion, send that to the CRM, show the engagement to your sales with Marketo sales insights, the biggest winner feature according to me. So I think that's where I feel like Marketo has the best use. Where I would say not so strong is if you really want to use it for analytical capabilities beyond email marketing, then I feel like an integration with something like Tableau is necessary. So I feel like that's when I wouldn't recommend.

Adobe Marketo Engage Review

Overall Satisfaction with Adobe Marketo Engage