Item: Adobe Marketo Engage
Rating: 8
Author: Jen Garside

Overall Satisfaction with Adobe Marketo Engage

Use Cases and Deployment Scope

Customer Relationships Management tool through which our entire business sends all of its global marketing emails, across every single region (EMEA to APAC to AMERS). It has our lead management model within this, so that we can track and report on all email marketing and how this directly relates to leads and opportunities - we have integrations in place therefore with Salesforce and Netsuite and PowerBI. Our primary users are the Marketing Operations Team who are based in Romania, but we also have seats and access for several regional marketeers who are able to then create emails within Adobe Marketo Engage themselves and track the reporting. We do a lot of sophisticated audience segmentation within the platform.

Pros and Cons

Pros

Audience segmentation
List building
Email marketing
Lead score model development
Integration with Salesforce

Cons

Overall user interface more modern
Better ways to link to folders/collaborate
Better email marketing templates within tool

Return on Investment

Optimised lead conversion
Increased employee efficiency
Optimised nurture marketing campaigns
Streamlined reporting

Using Marketo to Support Sales Goals

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

We use Adobe Marketo Engage for all the scenarios, to try and achieve sales outcomes. We send new product announcements, feature announcements to existing clients, manage our lead scoring model, send general prospecting/new business emails and content marketing, and also service some of our new clients with a welcome and onboarding flow.

Alternatives Considered

HubSpot CRM and Salesforce Lightning Platform

Adobe Marketo Engage is one of the best email sending platforms I have worked with, because there is so much you can do on a lead scoring area and also then connect this to other platforms such as Salesforce. It allows for seamless reporting and working alongside sales colleagues. We chose Adobe Marketo Engage because it allows for more sophisticated audience segmentation and management of ongoing large scale nurture flows across a number of complex criteria.

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

Other Software Used

Slack, monday.com, Microsoft 365, Miro, Microsoft Teams, Trello, Jira Work Management, Adobe Acrobat Reader, Preview, SAP Concur, NetSuite ERP, Absorb LMS, Wagtail

Likelihood to Recommend

I would definitely recommend Adobe Marketo Engage to other large or medium organisations such as ourselves, who have a number of users from different offices around the globe. It is well suited to those who have large email marketing contact databases and need to do sophisticated segmentation. It has a lot of functionality for integration with Salesforce and lead scoring models.

Adobe Marketo Engage Feature Ratings

Comments

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Lead & list management, done right.

Modules Used