Item: Adobe Marketo Engage
Rating: 8
Author: Dustin Hovey

Use Cases and Deployment Scope

Marketo is used across the organization to manage leads, market to highly segmented lists, and to run campaigns to complement our demand generation efforts. Marketo has proven to be very valuable for our email nurture team which relies on its feature set for our email drip campaigns. We are able to view our leads and where they are within our sales funnel, how long they are at each stage for and how long the actual sales cycle takes.

Pros and Cons

The user interface is user-friendly and easy to navigate.
It is easy to create, schedule, send emails, and run/view the analytics you need to track them.
From a lead management perspective, it is easy to create segments, prioritize leads, and manage fields on your leads.

You have to jump through a lot of hoops to integrate with LinkedIn.
It should be easier to manage images - you have to click on a folder to see what is in it (instead of having thumbnails on the folder itself).
Sometimes the Support team in non-responsive.

Using Marketo to Support Sales Goals

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

Marketo is used in a plethora of scenarios and for different reasons within our Demand Generation department. We use the tool to connect with current customers to inform them new product rollouts, feature updates, and to provide engaging content to ensure they continue to interact with our brand. We also use the tool to nurture prospects who have visited our website and have yet to become customers.

Alternatives Considered

Marketo is the gold standard in the lead nurture space, they offer tons of features that other companies don't incorporate. Marketo excels with its three-party integrations, list segmentation features, campaign management and attribution, lead acquisition and management, lead lifecycle management, lead scoring, email nurturing, and event tracking.

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo is very powerful for marketers who manage leads, run email drip campaigns, and utilize and aspire to utilize highly segmented lists. Marketo gains even more value when you integrate its data with SalesForce (something many of their competitors fails to do).

Organizations that don't rely on developing their own leads would find little value in Marketo's feature set.

The Powerful, Flexible Lead Solution

Software Version

Modules Used

Overall Satisfaction with Marketo