Item: Adobe Marketo Engage
Rating: 10
Author: Lisa Edington

Overall Satisfaction with Marketo

Use Cases and Deployment Scope

We use Marketo across our entire enterprise. It allows us to not only communicate effectively with prospects, but it allows us to see activity in real time. The built in lead scoring component is important to us, as is the easy and useful Marketo Sales Insights. I also appreciate the number of other programs I can integrate with thru Launchpoint.

Pros and Cons

Pros

Marketo Sales Insights provides an easy, standard way for our sales team to produce and manage emails.
Marketo integrates easily and effectively with Salesforce.
Marketo makes it easy to produce effective landing pages when time and resources are short.

Cons

Marketo's email templates still have room for improvement - like being able to change the template of an email mid-flight without having to start all over again.
I'd like to see a more visual, workflow representation of campaigns.

Using Marketo to Support Sales Goals

Product Launches
Lead Management
Prospecting / New Business

Product launches: Get our name and product known as we are a tech startup
Lead management: Determine who's hot and who's not, so our sales team isn't wasting valuable time
Prospecting / New business: same as both above. Being a start up, we need to reach customers quickly so we can build our resume!

Desired Outcomes

Attract the right customers
Engage and grow customers over time
Measure marketing investment
Plan and coordinate marketing across your team

Marketo has allowed us to work on all of these points through their different programs such as Sales Insights, Launchpoint, Salesforce integration, etc. However, our sales timeline has turned out to be not as fast as originally anticipated. Because Marketo integrates with SFDC, we are able to watch the lifecycle times and more accurately anticipate pipeline.

Alternatives Considered

Oracle Eloqua, Salesforce Marketing Cloud Email and Pardot

Marketo outshines all of these programs. Its usability, easy integration, built-in lead scoring, ability to handle intentional duplicates, reporting, etc., makes it the clear winner over all these. I've used them all, day in and day out, and if I had to choose one, it would be Marketo every time hands down.

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo provides great functionality for B2B and B2C clients. It is easy to learn and mostly intuitive. It's a nice blend of features I liked in Eloqua and SF Marketing Cloud, all rolled into one. Having worked on all 4 major platforms (Eloqua, SFMC, Pardot and Marketo), if I had to choose one over the other it would definitely be Marketo! It was very easy to integrate with our Salesforce instance, and I like that it integrates well with WebEx and other third-party apps. I was able to pick it up very quickly and get our enterprise up and running within a couple months. I also like that the lead scoring feature is built in and easy to use/maintain. Some of their reporting features are a bit clunky but workable. They have great support resources and are easily searchable.

Adobe Marketo Engage Feature Ratings

Using Marketo

Usability

Because there is no drag and drop functionality in their email editor. That is the one thing that Eloqua has over them and I miss it terribly. Why are we forced to use a template? It would be much easier and faster to create emails like landing pages. Do that, and I'll move my rating to a 10.

Comments

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Hands Down, Marketo Every Time

Software Version

Modules Used