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

Use Cases and Deployment Scope

Marketo is used by the marketing office and will soon be used by admissions as well. We primarily use Marketo for its advanced email capabilities, but also for forms and landing pages. It is incredibly useful in helping us reach students at times that are meaningful to them, and in helping us tell a complete brand story.

Pros and Cons

Marketo does a fantastic job of offering a complete marketing automation package. If we want to do it, chances are, Marketo does it or has plans to offer it.
Marketo makes it easy to segment audiences in meaningful ways and easy to manage a number of communication streams. We were able to start with the basics and easily scale up from there.
We're able to successfully manage a 30% larger pool of contacts and speak to them in ways that are relevant to them.

The Community members are knowledgeable and incredibly helpful. While the community is well-organized, the search feature makes it difficult to find information that you know exists.
Marketo can be slow to release features that they have confirmed are in the works.
The onboarding/launch process is very uneven, depending on who you are working with. We've had to fix some issues with things that were set up by Marketo employees.

Alternatives Considered

Exact Target

I've used Exact Target on a limited basis and it has proven to be a very limited service. You pay per email send for ET, which seems (at this point) like an old-fashioned way for a marketing automation or email marketing service to do business. It's also not nearly as user friendly as Marketo.

Number of Contacts (List Size)

100,000 to 250,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2C

Likelihood to Recommend

I would recommend it wholeheartedly to anyone who has background or knowledge with marketing automation. For smaller businesses, make sure you have the infrastructure to support it before you commit. Marketo is primarily designed for B2B use, but they are constantly expanding in the B2C space. Also, be prepared to increase your budget after the first year.

Return on Investment

We've increased the content in our email streams by over 100% in our first year because it's so much more efficient and easier to manage than our old system.
Our messages are much more relevant than previous years because we're able to segment audiences so much more effectively. We've been able to set a new, faster, goal for lead conversion and we're on track to meet it.
After our web designer created templates, we were able to easily build and customize assets on the fly, rather than scheduling projects and waiting weeks to get them done.

Support Rating

8

I don't often have problems that need support assistance, which says a lot in itself. I can usually figure out how to do something, even if it takes awhile. Any time I have to contact support, I have to option to rate how urgent my request is and they respond on a comparable timeline. I can also change the urgency after submitting my request. The only downfall, a slight one, is that I often have to go back and forth several times (with a bit of a wait in between) in order to clarify my problem. Then it can be addressed.

Adobe Marketo Engage Customer Support Pros and Cons

Pros	Cons
Quick Resolution Good followup Knowledgeable team Problems get solved Kept well informed Immediate help available Support cares about my success	Need to explain problems multiple times

Bug Resolution

No

Marketo for B2C

Software Version

Modules Used

Overall Satisfaction with Marketo