Item: Adobe Marketo Engage
Rating: 6
Author: Whitney Slothower

Use Cases and Deployment Scope

Marketo is being used by both the Marketing team and the Sales Team. Marketo assists our Marketing team by providing a platform to gather lead information at each phase of the buyer's journey. Through the information that Marketing gathers, we are able to enroll selected leads into email campaigns. Additionally, Marketo provides lead information to our sales representatives in real time. Sales representatives are able to see which web pages certain leads have visited, what forms (if any) were submitted, and are able to follow up with leads using pre-loaded Marketo templates. Marketo has increased efficiency in our prospect follow up processes.

Pros and Cons

Marketo is a robust lead management platform that houses all necessary customer/prospect information needed to deploy relevant campaigns.
Easy to use Salesforce integration
In-depth list segmentation

While a pro about Marketo is its robust platform and tools, a con is that it takes significantly more time to understand and become highly knowledgeable about the platform.
Marketo is pretty pricey compared to other platforms like HubSpot, and additional functionality/features within Marketo seems to come at a higher price.
The reports are pretty basic and not as visually appealing as other auto-generated reports in competitor platforms like HubSpot.

Using Marketo to Support Sales Goals

Lead Management
Prospecting / New Business

Marketo has assisted greatly with the improvement of our lead management. Once we were able to integrate Marketo with Salesforce, we have been able to have lead information being shared cross-departmentally and more efficient/streamlined follow-ups with our prospects. By creating triggers and flows, our Marketing team has made it easier for sales representatives to automatically follow up with a selected list of prospects depending on their stage in the buying process. Additionally, Marketo has made filtering through inbound leads more efficient, allowing only "hot leads" to be passed to sales representatives with all submitted lead information seamlessly populating into the Salesforce CRM.

Alternatives Considered

HubSpot

I used Marketo prior to using HubSpot. Although I currently use HubSpot and find it easier to manage on the fly, I do believe that Marketo has all of the features and tools to remain one of the highly regarded Marketing Automation platforms. Overall, Marketo is more in-depth and offers special customization features, however, that means a more extensive on-boarding time frame and a bit of IT knowledge. Marketo helped simplify our internal process of lead nurturing. I found the seamless integration with Salesforce allowed for more collaboration between our Marketing team and Sales team. Triggers and workflows are another exceptional tools that assisted our Marketing team with lead nurturing and automated follow up.

Number of Contacts (List Size)

1 to 5 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo is an excellent Marketing Automation Platform geared towards marketers. If you are looking for a platform that is easy to use for both Marketing and Sales, this platform may be tricky to onboard. Marketo Smart Lists is a key feature and a very helpful tool for marketers when trying to target a specific group of people. The filters within Smart Lists are extensive and nearly every filter you can think of is available. The ability to create an AMB campaign in Marketo was a key project for our team to undertake. The Account Based Marketing tool within Marketo proved to be useful and helpful when targeting specific high producing prospects. However, you are limited to the number of accounts you can create for your ABM campaign. It would be helpful if this number was not capped.

Marketo- The Powerhouse

Modules Used

Overall Satisfaction with Marketo