Adobe Marketo Engage puts the "oh!" in Marketing
November 15, 2022

Adobe Marketo Engage puts the "oh!" in Marketing

Mike Sherwood | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User

Software Version

Standard

Modules Used

  • Marketo Lead Management
  • Marketo Sales Insight

Overall Satisfaction with Marketo

I am an Adobe Marketo Engage consultant so I work with several companies. Their usage varies. Here are a couple:
The basics - email, website integration (forms, web page hits), scoring, CRM integration (alerts to Sales, activity tracking, campaign association), revenue attribution to marketing programs.
More advanced - above plus integration to the clients' web product (i.e. registration, usage) and funnel tracking.
  • Basically, you can do *anything* with Adobe Marketo Engage. Marketers should think big, build a good foundation and move up in sophistication over time.
  • Sure, with rich functionality comes complexity. But, hey, in this day and age, you need to hire someone with the necessary analytical skills. Or get some help to fill in the gaps. Adobe Marketo Engage is pre-provisioned with best practices, so it guides you toward success.
  • The Adobe Marketo Engage community is super helpful. People like to show off their skills, so if you're having trouble, just post your question and stand back.
  • If you only want to send emails, don't buy Adobe Marketo Engage. It's overkill.
  • With some features, you need a developer. An example is responsive landing pages. Adobe Marketo Engage provides responsive emails, but adjusting them requires a CSS/HTML expert.
  • Want to answer the question, "how much money did I make from each marketing program?" This is hard but mostly because you need to enforce rules on the Sales side and you need to set up your Adobe Marketo Engage just so.
  • I've worked with clients in Wealth Management, and from my experience, the keys to success lie in the API tools and the flexible database structure (custom objects). The API allows information from the WM database to get to Adobe Marketo Engage. (Send it back with webhooks!) The custom objects allow segmentation based on activities within that system.
  • As mentioned earlier, you can do anything with Adobe Marketo Engage, and in WM, you need to be able to do everything!
Traditionally Adobe Marketo Engage has been about engaging customers and evaluating the effectiveness of your marketing spend. The web site personalization tools, helps deliver a customized experience to a target audience.
Used basic email blasters, such as Mail Chimp, but not other MA systems.
Email only - no.

CRM integration, high volume B2C, sophisticated email (dynamic content, nurturing, triggers), revenue reporting - yes

Adobe Marketo Engage Feature Ratings

WYSIWYG email editor
8
Dynamic content
10
Ability to test dynamic content
10
Landing pages
8
A/B testing
10
Mobile optimization
8
Email deliverability reporting
8
List management
10
Triggered drip sequences
10
Lead nurturing automation
10
Lead scoring and grading
10
Data quality management
10
Automated sales alerts and tasks
10
Calendaring
7
Event/webinar marketing
10
Social sharing and campaigns
7
Social profile integration
7
Dashboards
8
Standard reports
10
Custom reports
6
API
9
Role-based workflow & approvals
3
Customizability
10
Integration with Salesforce.com
9
Integration with Microsoft Dynamics CRM
8