Item: Adobe Marketo Engage
Rating: 6
Author: Verified User

Use Cases and Deployment Scope

Marketo is used across various divisions of my organization to generate leads and personalize content to deliver relevant information to the user. As different arms of the org. have different platforms, implementation is not wide-spread.

Pros and Cons

Marketo is fairly easy to use, designed for non-technical users in mind. With little training, a user with a digital background should be able to get started building campaigns and targeting users. I say this though as a technical user, so my view may be clouded.
The out of the box lifecycle management does everything that a user should need to get started to take a user from a lead to a customer.
The automation inherent to the platform will save your organization time. Put the time in to building the right campaigns and the right automation, and you will benefit long-term.

Smaller teams may need to partner with someone as while there is much within the war chest, to really unlock the potential of Marketo you need to build much from scratch.
Editors for emails and landing pages are pretty basic. If your design team has a strict eye or specific branding needs, it could be difficult for you to achieve it with what they have set if you elect to use the editor.
Tracking is weak and not a suitable alternative to GA data, in fact I would not recommend even looking at it. I would instead ensure you have proper tracking set for GA, or another analytics platform.

Using Marketo to Support Sales Goals

Product Launches
Cross-Sell
Customer Service
Lead Management
Prospecting / New Business

Product launches: Awareness/demand
Cross-sell: Conversion
Customer Service: Customer relationship
Lead Management: Driving leads to be a warmer prospect
Prospecting: Finding new leads

The only area I would say Marketo excels at is lead management, at least in terms of what we have found.

Alternatives Considered

Pardot

Pardot is a more defined application, one that is only ideal if already using SalesForce. Marketo is a bit more open, but still has room for platform support.

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

Both

Likelihood to Recommend

Marketo is best suited for a company with multiple resources to support it: design, development, and marketing. To really make it worth your organization's dollar, this is the only way. A marketer alone cannot make this transformative tool alone, or if they did, it would be their full-time job and in an industry where automation has not caught on.

Marketo is a good alternative, but you need a team.

Software Version

Modules Used

Overall Satisfaction with Marketo