Item: Adobe Marketo Engage
Rating: 10
Author: Verified User

Use Cases and Deployment Scope

Marketo is used by the marketing team. Specifically Marketing Ops, Demand Gen, and Customer Marketing. It is used for email marketing, lead workflows, form management, and lead scoring. It solves for prospect and customer communication (by email only), and passing marketing data to CRM. In particular it is strong at email based lead nurturing.

Pros and Cons

Lead Management
Lead Scoring
Email Nurture

Support
Email Reputation (deliverability)
Innovation

Using Marketo to Support Sales Goals

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

Goals are to attain new customers, retain existing customers, get better product adoption, communicate new features and product releases, and make announcements. Marketo accomplishes this fairly well, although sometimes deliverability can be poor. This is especially problematic for customer marketing when you can't afford for a customer not to get an email.

Number of Contacts (List Size)

100,000 to 250,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo is well suited to B2B Marketing in companies of at least 100 employees. It is too expensive and complex for very small teams, but scales nicely in the mid-market. It will not revolutionize your marketing, but it can be used to modernize email marketing, forms, lead workflows, getting marketing data into CRM, and lead scoring.

Marketo - fabulous B2B MAP!

Software Version

Modules Used

Overall Satisfaction with Marketo