Item: Adobe Marketo Engage
Rating: 7
Author: Hallie Exall

Use Cases and Deployment Scope

We use Marketo for Demand Gen activities, customer and partner enablement, sales insights and sales development, community involvement, lead scoring and nurture.

Pros and Cons

Marketo has a variety of capabilities and is scalable with your organization.
Consistent updates and UI fixes.
Easy to understand reporting!

Some UI issues: i.e. sometimes, Marketo can be REALLY slow and laggy, and will quit on you.
Hard to get someone up to speed who has never used Marketo.
Inability to make updates to multiple emails at one time unless building on a template from scratch that has been updated.

Using Marketo to Support Sales Goals

Product Launches
Upsell
Cross-Sell
Lead Management
Prospecting / New Business

Product launches - webinars, telling customers about our new product and capabilities (email)
Upsell - nurture programs that help upsell our product
Cross-sell - partner enablement activities and nurture
Lead management: lead scoring and nurture
Prospecting: demand gen activities that tie in our paid leads/ABM

Alternatives Considered

Great for companies who want to grow, plus permission-based access is a huge PLUS! It's the most robust marketing automation software that there is.

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Nurture, lead scoring, larger implementations.

Marketo is great for companies that want to involve their sales team in marketing-based activities. It's a nice tool to align the two departments and provide insight. It's also great in the fact that you can partition your instance so that other teams around the world can have their own instance. You can also assign roles to different users and permissions, which can decrease accidentally deletions and mess ups.

Marketo: Robust, Scalable, but bad UI

Software Version

Modules Used

Overall Satisfaction with Marketo