Item: Adobe Marketo Engage
Rating: 9
Author: Patrick Vesely

Use Cases and Deployment Scope

Marketo is being used as a lead management tool that is helping drive leads through the sales process to our sales team. For us, we are trying to track interaction/behavior and develop new ways to interact with customers.

Pros and Cons

The engagement programs allow us to build stronger relationships between our sales team and their contacts.
Segmenting different audiences has allowed us to build campaigns that allow us to market more specific programs, like webinars.

The reporting has always been an issue for us, but with the purchase of Bizible, I think this problem has been solved.
Consulting hours-- I ran into the issue where our contract for consulting hours was only six months, and I could not use all 8 hours in this timeframe. I wish I would have been notified also when the hours would expire.

Using Marketo to Support Sales Goals

Product Launches
Customer Service
Lead Management
Prospecting / New Business

We are trying to speed up the Sales cycle and get proper contacts to our team. We are also trying to awaken contacts that have been in our database for a long time and have not been interacting.

Alternatives Considered

I have only used Marketo, and really enjoy it.

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

When I came into my current role, Marketo was being used as a tool to send mass amounts of contact. Marketo is not just a tool, and I had to work with our Marketing and Sales teams to develop a strategy. Our strategy has now been developing content (whitepaper and webinars) and working with the sales teams to understand our customer interactions.

Experience Success

Modules Used

Overall Satisfaction with Marketo