Adaptable and Useful
Updated November 02, 2018
Adaptable and Useful
Score 8 out of 10
Vetted Review
Verified User
Software Version
Global Enterprise
Modules Used
- Marketo Lead Management
- Marketo Sales Insight
Overall Satisfaction with Adobe Marketo Engage
We recently cleaned up our Marketo and Salesforce implementations and lists. Sales and marketing are now using it as the base of their engagement strategies. In my role as owner of the VOC program, Marketo has proven very effective at managing the invitations and response rates to the survey. The only area of difficulty comes from clients who automatically block messages from Marketo and figuring out that this has happened as opposed to more individual delivery issues.
- Campaign management and analytics are straight forward and make it easy to diagnose the source of engagement issues.
- Customizing lists of who will be included or excluded from a survey is easy and integrates well with priority information entered into Salesforce.
- Email customization is sufficient to make an appealing message without being overwhelming when you just want to get the message out the door and get the survey going.
- Detailed explanations of failed deliveries to help identify if you're hitting a general blockade or not.
- Related to feedback on failed delivery, more support for methods to get around it - such as resources on how to discuss with other organizations getting whitelisted.
- The sidebar folder style of display could be better organized, along with better support for viewing multiple items.
- Product Launches
- Upsell
- Cross-Sell
- Customer Service
- Prospecting / New Business
While the basic functionality is working quite well for us in all areas, the biggest issue is poor aggregate contact record keeping and similar backend structural issues makes some seemingly basic questions hard to answer (i.e. how often are we emailing certain people is not as straightforward a question as one would think).
100,000 to 250,000
Adobe Marketo Engage Feature Ratings
Using Marketo's core features
- Channels
- Programs
- Email Templates
- Forms
- Landing Pages
- Smart Campaigns
- Lead Scoring
- Reporting/Analytics
- Program templates: they let the field marketers quickly get out campaigns once they've conceptualized them; this has helped us to consistently hit top of funnel targets
- Revenue reporter: helps to supplement the gap in basic analytics / bridging with CRM in what it allows to be pulled in bulk and it is an essential part of our regular reporting
- The scheduled report delivery has helped keep the team on the same page about where things are and what next steps should be
Definitely revenue reporter—it is the backbone of a regular report now and it fills in most of what was missing when first looking through marketo reporting options. The greater sophistication it allows in reporting is crucial, as well as how it is has a better interface for the creation and saving of reports.
To be honest not much; I think Marketo meets the basic requirements but doesn't excel over the others. In particular, its weaknesses in integration with certain platforms and lack of solid backend data structuring / access of what data it does have via API puts it as mostly just ahead of the most basic email management.
None. It doesn't really support that in that way, and quite frankly its organization of programs and so forth leaves a lot to be desired. While the folder structure is user driven, the inability to incorporate tags or similar alternate views forces bizarre naming conventions and so forth. Even arbitrary tags would be better, especially if they were also potentially able to receive information from other systems to sync
Using Adobe Marketo Engage
10 - Primarily it is used by marketing and to an extent by sales and sales effectiveness. More and more individuals are using it as well as operations are being integrated and the core records in Salesforce are being updated. The client management and account managers are becoming more involved as we are streamlining our engagement strategy.
We have primarily external resources when it comes to Marketo support. This comes primarily from marketing agencies. In house, there are some informal experts and those with greater experience in using it, but nobody officially who is the go to individual. External support has worked so far for our needs.
- Survey deployment
- Update / upgrade notifications
- Event announcements
- Managing our own survey deployment especially on simpler surveys has freed up our budget for outside research suppliers.
Adobe Marketo Engage Support
Pros | Cons |
---|---|
Quick Resolution Good followup Knowledgeable team Problems get solved No escalation required Quick Initial Response | None |
Not Sure
Using Adobe Marketo Engage
Pros | Cons |
---|---|
Like to use Relatively simple Easy to use Technical support not required Well integrated Quick to learn Convenient Feel confident using Familiar | None |
- Setting up a campaign and having it go out at a predetermined time
- Getting reports on a campaign
- Managing different lists for different campaigns
- Understanding why a delivery failed
- Campaign specific customization of messages across customers can sometimes require more working around than I'd like.
Yes, but I don't use it