Item: Adobe Marketo Engage
Rating: 8
Author: Samantha Cossum

Use Cases and Deployment Scope

We use Marketo across our Marketing and Member Support areas to send communication to clients on their membership features, announcements, and upcoming events. We use it to acquire new members by managing leads, nurturing and scoring leads, and for campaign analytics and tracking. It is also used by our Member and Lead Marketing areas to build campaigns and sequences across various product departments.

Pros and Cons

Email Marketing
Lead Nurturing
Email Analytics
Database Management
Behavior Tracking

Managing 3rd party integrations: the GoToWebinar integrations have been out of date for several years.
Landing page template: landing page templates are still clunky when compared to the email templates.
Merging Sky and Main platform: there are some really helpful new features in the sky version of Marketo that are still not available in the core. This is especially frustrating because not all core functions are available in sky.

Using Marketo to Support Sales Goals

Product Launches
Upsell
Customer Service
Lead Management
Prospecting / New Business

Product launches and upsell are used for existing customers to get them to ascend to different levels and buy new products or event tickets. Customer service is also mostly for our clients and sending onboarding and continuing communications. The rest are used to nurture leads and convert them into new clients.

Number of Contacts (List Size)

100,000 to 250,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Best for organizations marketing on large scales who are able to put in the time to build complex programs/sequences. There is a lot of advanced functionality you can do in Marketo, but it can be cumbersome to set up, so you really need to be able to put in large amounts of time on the platform. The platform is also harder to use if you do not use Salesforce or Microsoft Dynamics. We have a custom integration, as we use NetSuite. Thankfully we have an in-house dev team that helped us get it set up and manages it, but it would have been extremely difficult had we not had those resources.

Highly Customizable

Modules Used

Overall Satisfaction with Marketo