Adaptable and Useful
Updated November 02, 2018

Adaptable and Useful

Anonymous | TrustRadius Reviewer
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).
Recurring surveying is very sensible with Marketo as the setup time gives a greater return. This is especially true if it is integrated with Salesforce and Salesforce records are being well maintained. However for more spot surveys and other communications that won't be repeated, the setup time can outweigh the value obtained.

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
9
Dynamic content
9
Ability to test dynamic content
10
Landing pages
8
A/B testing
9
Mobile optimization
8
Email deliverability reporting
8
List management
10
Triggered drip sequences
Not Rated
Lead nurturing
1
Lead scoring and grading
6
Data quality management
1
Automated sales alerts and tasks
1
Calendaring
10
Event/webinar marketing
10
Social sharing and campaigns
8
Social profile integration
8
Dashboards
7
Standard reports
7
Custom reports
7
API
8
Role-based workflow & approvals
Not Rated
Customizability
8
Integration with Salesforce.com
10
Integration with Microsoft Dynamics CRM
1
Integration with SugarCRM
Not Rated

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
Marketo has become far more integrated in how we are handling our client engagement, and we have already invested a greater deal of time and money in making sure that Salesforce and Marketo are working together and doing as much for us as possible. Walking away now would make no sense.
  • Managing our own survey deployment especially on simpler surveys has freed up our budget for outside research suppliers.

Adobe Marketo Engage Support

My issues tend to be with specific details that are hard to support. More general inquiries are handled well, and can generally be solved through the bank of solutions and answers available. For things requiring direct support contact, these tend to go fairly well. I do, however, tend to go to other resources before official support.
ProsCons
Quick Resolution
Good followup
Knowledgeable team
Problems get solved
No escalation required
Quick Initial Response
None

Using Adobe Marketo Engage

It looks and feels like a number of web based services. Finding what's needed is not particularly difficult, and if something is beyond the capability of your current installation it is easy to find that out. The areas where it requires a bit more effort to get something done make sense in the context of how things are set up to make other tasks easier.
ProsCons
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.