Item: Adobe Marketo Engage
Rating: 10
Author: Louie Frank

Overall Satisfaction with Marketo

Use Cases and Deployment Scope

We use Marketo for a variety of things. First, we use it for all of our email campaigns. Second, we have Marketo intergrated with Salesforce (SFDC) so that we can send over Marketing Qualified Leads (MQLs) to our sales team. Third, we use it to automate many of our lead generation, demand generation and web form responses. Finally, we use it for analytics to report on our campaigns as well as revenue created from our activities. Marketo is being used by the following departments: Marketing, Sales (with the Sales Insights within SFDC), Marketing Development Reps (telemarketing team) and Customer Support. Marketo addresses the biggest business challenge of being able to report on the activities that marketing does, what it does create is sales pipeline.

Pros and Cons

Pros

Automation through their "Streams" functionality.
Integrations into many other services (Launchpoint).
Their community of users.
Revenue Cycle Explorer.
Sales Insights plugin with Salesforce.

Cons

Their email editor is not super user friendly.
Native reporting with analytics isn't very strong. Really need to get the Revenue Cycle Explorer add on for full reporting capabilities.
It's very expensive. If you are going going to use as your email engine you are going to waste a lot of money.

Return on Investment

Increased employee efficiency across many departments.
Better reporting visibility into marketing's effectiveness or lack there of.
More timely communication with customers based on their behavior.

Alternatives Considered

Oracle Marketing Cloud - Oracle Cross Channel Marketing to Businesses (Eloqua) and Pardot

Marketo's features are very robust and for the most part user friendly. We didn't think Eloqua would allow us to get started right away due to its complexity, but it is very powerful as well. Marketo does a nice job of allowing you to ease into the platform and then expand it when you are ready to do more things.

Number of Contacts (List Size)

100,000 to 250,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Other Software Used

Uberflip, GoToWebinar, Vimeo Pro

Likelihood to Recommend

If you have a sophisticated marketing team and programs it can be very well suited for you. If you have many processes that are manual today, including sending leads to your sales team, then Marketo is a good tool. I would recommend starting with Hubspot or Act-On if you are just starting to tip your toe in the the automation space.

Adobe Marketo Engage Feature Ratings

Comments

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Maria Baricevic
commented 10 years ago
I wasn't a super-user of Marketo, but our version did not auto-sync with Salesforce.com and parlay into a 360 degree view and ease of access to benefit all. Seemed very esoteric and the people with access didn't share the information and had their own agenda to own the data and focus on Marketing's goals and automation only. I know it's expensive and it should be accessible by everyone, not be a way for a few people to have power over what they want to see and others not to see. Didn't seem to do anything to create viable leads for SDR opportunity development. YesMail is the way to go for Email Marketing. Just my thoughts. I wouldn't seek out this software, Especially to turn Marketing into a customer generating tool.

Not only business changing, but career changing

Software Version

Modules Used