Item: Adobe Marketo Engage
Rating: 9
Author: Verified User

Use Cases and Deployment Scope

Currently, Marketo is only being used by marketing. Our goals are to drive revenue on behalf of our clients. We use Marketo for email engagement when we're sending to large numbers, landing pages (creation, hosting, form fill campaigns, lists), and event support ( landing page, email confirmation and reminders etc). It helps us track leads and automate programs.

Pros and Cons

Lead activity reporting and scoring.
Form development and tracking.
How easy it is to adjust the content of web pages and HTML email design using templates. Huge timesaver and allows us to clone pages and page changes without digging deep into source code.

We struggle with organization. There are often multiple programs and campaigns that are no longer in use and I wish archiving was a bit more accessible.
Currently, leads have to be imported while in the "lead database" portion. It would be ideal to create a new lead from Marketing Activities while I'm working in the list I want them to be added to.
Deliverability rates are good but could be better. Some lead's spam filters seem to block mail from the marketo server.

Desired Outcomes

Other

We're not your typical user where we use Marketo to track and nurture leads for our company. We use Marketo in an agency setting, meaning we market on behalf of our clients and Marketo has performed tremendously well for us. We manage multiple Marketo accounts and need to keep everything organized. This usually means quickly creating campaigns, flows and uploading smart lists and Marketo does a great job tracking these metrics. Cloning, editing, and scheduling monthly newsletters is one of the many things we do in Marketo. Reporting is also clear and easy to generate.

Number of Contacts (List Size)

25,000 to 100,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo is the ideal platform for marketing, specifically event management (whether it's live events or webinars). It's your all-in-one, for the creation of assets (landing pages, invite emails being sent in bulk, tracking web form fills, following up with leads, scheduling reminder emails). We have used Act-On in the past and it was not nearly as well organized. Another small improvement from Act-On is the ability to use a "full name" field in Marketo forms.

Marketo is not the right platform for sending small sales sequences to cold leads, just not what it was developed for. The email communication in Marketo is better suited for mass email sends of 500 and above. I would recommend a platform such as Outreach that sends via your personal email server.

Newcomer but #mkto4Lyfe

Software Version

Modules Used

Overall Satisfaction with Marketo