Item: Adobe Marketo Engage
Rating: 9
Author: Dina Flees

Use Cases and Deployment Scope

We use marketo for nurture campaigns to leads in order to provide warm leads to our sales team. It is mainly the marketing department that uses it but we are working to bring in communications from other departments so that all our correspondences will be in one system. By implementing Marketo we now have a 360 view of leads and contacts activities and can see what assets are performing well.

Pros and Cons

Marketo does a great bod of tracking a leads activity. You can see what they have done and in what order and track their behavior easily.
It is very simple and easy to segment your audience and only talk to the exact people you want to. So targeting emails is very convenient.
The new Email 2.0 format is great. It is very nice to have a build your own email bar. You can have one long master template and decide what elements you want in each email. This allows for all the emails to have common elements, but each one can be tailored to your needs.

Sending emails to one person is a bit of a challenge. You have to create an entire campaign just to send it to one person, which is a lot of work.
If you want to create dynamic content you have to segment your audience. You can only have 20 segments in your system. So if you want to make something dynamic you have to use something that is limited. So if you just want to segment off of being a sponsor that might not be something that you always need. So it feels like a waste and lots of extra work to do it.
Logic and filtering can be repetitive. You cannot keep logic saved for repetitive use. You have to create new logic every time. this can lead to silly mistakes and take up lots of time.

Using Marketo to Support Sales Goals

Product Launches
Upsell
Lead Management
Prospecting / New Business

Alternatives Considered

Salesforce Marketing Cloud Email Studio

Marketo is a better system then the Salesforce Marketing Cloud. It has a more modern interface and has more skills and capabilities then it.

Number of Contacts (List Size)

25,000 to 100,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo is great if you use Salesforce and have reliable data. This will allow for easy setup and use. Making segments or targeting emails to specific audiences will be easy to set up and use. However, if you use a CRM other than Salesforce or if your data is dirty Marketo will be a bit cumbersome. If you have to do list uploads it will take away lots of functionality and automation that make Marketo a great choice.

Marks for Marketo

Software Version

Modules Used

Overall Satisfaction with Marketo