Item: Adobe Marketo Engage
Rating: 8
Author: Carrie Olds

Overall Satisfaction with Marketo

Use Cases and Deployment Scope

Marketo is being used by the Marketing department for lead generation, internal and external communication, to track video usage and determine overall engagement (leads and contacts).

Pros and Cons

Pros

Marketo forms are extremely helpful. They can be customized for a specific business need, and allow us to know who is interacting and engaging.
Marketo reports are easy to use and export in order to manipulate the date.
Programs can be customized based on the channel you are working on. You can have programs for tradeshows, internal newsletter communication, invites to download content, etc.

Cons

When you have a specific question or need it can take some time for someone to contact you after submitting a ticket. This can be frustrating, especially if it's something you need to resolve rather quickly.
It would be nice to export Results for all email campaigns instead of clicking on each email campaign and exporting them to Excel.
Within the Email Performance Report it would be helpful to see all of the names/leads when you click on an email instead of it just opening the email.

Alternatives Considered

I only evaluated these systems as possible options in a previous role. I did not use them.

If you have a Marketo expert on your team it makes it much easier to use the tool. It can be rather daunting and there are a lot of things to know before you dive in. It is very easy to mess things up and even set your instance up incorrectly. Marketo can be used by teams without an expert, but it will take a lot of time to get up and running and if ensure you are doing things the best way possible.

Comments

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Marketo - An Analyst's Review

Modules Used