Item: Adobe Marketo Engage
Rating: 10
Author: Verified User

Use Cases and Deployment Scope

We are using Marketo across our entire organization. We use it to send automated emails, publish landing pages, host files, sync data to Salesforce, and manage our lead process.

Pros and Cons

Workflow capabilities through smart campaigns with robust logic
Program attribution and capturing lead source data
Customization of fields, workflows, programs, and other assets including dynamic content and personalization that is easy to use

User interface is not very user-friendly
Audit trail sometimes lacking and difficult to see what objects may be connected and how

Using Marketo to Support Sales Goals

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

Market growth, brand awareness, ABM, increase in existing customer sales. Marketo supports the top and middle of the funnel for all of our sales goals. It also helps to enable our bottom of funnel and existing customer communication and advocacy goals.

Alternatives Considered

Pardot and HubSpot

Marketo is more difficult to use and takes longer to get used to. However, it is a much more comprehensive tool with more capabilities than HubSpot and Pardot combined. Specifically its Smart Campaigns have more flexibility and customization.

Number of Contacts (List Size)

100,000 to 250,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo is a robust marketing automation tool for any enterprise in need of complex rules, comprehensive lead management, and a supported integration with a CRM tool. We integrate ours with Salesforce and use Marketo’s capabilities to add lead source information to Salesforce for our sales team. We also use it to qualify our leads through Marketo’s lead scoring to send them to the sales team at the right time.

Marketo: the marketing automation system to rule them all

Software Version

Modules Used

Overall Satisfaction with Marketo