Item: Adobe Marketo Engage
Rating: 8
Author: Sara vonDohren

Use Cases and Deployment Scope

Marketo is mostly used by the Marketing Demand Gen team. Under Demand Gen, mostly Marketing Ops uses the program but other teams such as programs use it to look at audience sizes, email performance, and general numbers. Marketo is fully integrated with Salesforce so we use Salesforce as our analytics and reporting tool and not much in Marketo besides email performance.

Pros and Cons

We have implemented it and appreciate the intricacy of engagement program capability.
Complex smart list functionality is not only incredibly helpful in triggered campaigns but utilized every day by many team members. It's easy to understand and manipulate.
UI is great but UX could definitely be better.

Loading pages and general speed is a big problem with our team.
Non-manual reports or templates would be great to have. We rarely use analytics because it takes time whereas Salesforce is much easier to use.
The general organization of campaigns under the different sections doesn't make sense and quickly becomes a messy folder system.

Using Marketo to Support Sales Goals

Lead Management
Prospecting / New Business

We use Marketo on our Deamnd Gen team so for the most part, we use it for generating new and MQL leads. Our biggest channel in doing so. Emails such as mass blasts and engagement programs. All of our landing pages are built with Marketo and use it as our main prospecting tool (which we are responsible for 70% of in-bounds to sales).

Alternatives Considered

Pardot

Contactually is one we use for our cold lists, suppression files, and holding any other files we don't want to lose track of. We use it for storage purposes since its much cheaper and not limited on contact count like Marketo is. Other than that we use Salesforce as a reporting tool but never considered using the Pardot side of it since Marketo has better functionality.

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

I love using Marketo on our team. I use it for the majority of my day every day and my biggest complaint is how things can slow down. We rarely have issues with it aside from the occasional glitch in email sends and counts when loading a smart list. Where the system lacks, it makes up for it in impeccable customer service, although we would love to have more support seats.

Should I TrustRadius?

Software Version

Modules Used

Overall Satisfaction with Marketo