Item: Adobe Marketo Engage
Rating: 9
Author: Alicia Tobin

Use Cases and Deployment Scope

Marketo is being used by our Account Development Representatives and our Account Executives. It helps us score our leads based on their activity on our website. It helps us determine who is a "hot" or a "cold" lead when they come in and what our follow-up to them should look like.

Pros and Cons

Tells you how to follow-up with your accounts.
Tells you how immediate the need is of the client.
Tells you the quality of the lead coming in.

Sometimes a hot lead will come in under a "Gmail" or "Yahoo" email address and it will come in as a "hot lead".
Sometimes the "web activity" doesn't pull through right away.
The "score" tab isn't relevant to account executives.

Using Marketo to Support Sales Goals

Prospecting / New Business

The goal with marketo is to determine which prospects are ready to buy and increase new product sales. Marketo helps us determine how we should use our time more effectively and efficiently.

Number of Contacts (List Size)

Less than 10,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo is great for determining how "hot" a lead is and what your follow-up should look like. For example, it helps tell you if you should follow-up fast because they are a company that is more likely to buy or a slower follow-up because they are not as likely to buy.

It would be less appropriate for anything not sales related.

Account Executive's review of Marketo

Software Version

Modules Used

Overall Satisfaction with Marketo