Item: Adobe Marketo Engage
Rating: 10
Author: Kelly Rose

Use Cases and Deployment Scope

Marketo Engage has helped us deploy large-scale marketing campaigns across several segmented markets and tie back future revenue to these campaigns. Marketo also helps us pass web leads to sales and provide them with key customer activities and web insights through MSI. We use Marketo to dedupe leads, manage their segmentation data, and shape customer journeys.

Pros and Cons

Defining and evaluating segmentation.
Customizing campaign triggers and flows.
Customer life cycle modeler.
Campaign ROI and attribution.

Out of the box analytics could be improved.

Using Marketo to Support Sales Goals

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

We are interested in engaging new customers by providing more relevant information through segmentation. We're using Marketo Engage for engagement programs to help product interests, key account contacts and leads, and in improving the entire customer experience throughout every step of the buyer journey.

Alternatives Considered

HubSpot

Hubspot seems to have an easy plug and play experience. The level of flexibility and customization that Marketo Engage provides for building and executing our digital marketing campaigns can't be matched.

Number of Contacts (List Size)

1 to 5 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo Engage is ideal for anyone who wants to deliver the right message to the right person at the right time. If you're only interested in spamming people and not gathering meaningful insights on your customers, then this isn't for you. Additionally, if your current database is a mess or your customer data is unreliable you may need to assess your current state and work with your Marketo rep to get a realistic picture of how Marketo can 1) be used right out of the box for you today with the data you currently have and 2) how Marketo can be used to help clean up or correct your data, and what that requires from your marketing teams and CRM admins. In some cases, it may be best to address existing database issues first with the future integration of Marketo in mind so that you can fully utilize the tool once it's implemented. Having a dedicated Marketo practitioner is key in my opinion, but it's also so important to have your design, marketing, and CRM teams all on board.

The True Industry Leader

Modules Used

Overall Satisfaction with Adobe Marketo Engage