Item: Adobe Marketo Engage
Rating: 8
Author: Renée Murphy

Use Cases and Deployment Scope

Marketo is currently used by the Marketing division within my organization to manage prospective student records, and nurture audiences through purchase decision making. It assists in keeping our database clean, providing sales insights into prospective student records, and automating communications and scoring perspective leads. It is used as our primary email communication platform prior to student conversion.

Pros and Cons

Automated email.
Automated database management.
Marketing and campaign insights.
Lead scoring.

Integrations are often more complex to set-up than it may seem on the surface.
Requires sufficient internal resources to upkeep various aspects of the product (more suitable for larger teams).
Complex environment means considerable training investment needed prior to use.

Using Marketo to Support Sales Goals

Product Launches
Cross-Sell
Lead Management

We primarily use Marketo to nurture prospective student leads to encourage application over our assigned decision-making lifecycle. We also use it for lead collection and management, with the ultimate aim of turning cold leads into valuable records with more complete details over time which will sync with our CRM tool for student management. Once leads are identified in the system and segmented appropriately, we cross-sell existing products and share news of new products with the leads.

Number of Contacts (List Size)

25,000 to 100,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2C

Likelihood to Recommend

Marketo is most suited to larger-sized teams where resources can be assigned to email management, database management, and technical enhancements. Smaller teams will struggle to make use of Marketo's features to a full extent and may be reliant on consultancy support. Marketo is a fabulous tool for managing a large database of records, ensuring data integrity and the 'smart campaigns' function is very useful for automating data management Marketo automates email marketing to your lead database, meaning once automated nurture and data management programs are set up it reduces the human resource burden on lead nurture.

A Sophisticated Email and Lead Management Platform for Larger Scale Organizations

Modules Used

Overall Satisfaction with Marketo