Item: Adobe Marketo Engage
Rating: 8
Author: Verified User

Use Cases and Deployment Scope

Marketo is primarily implemented and managed by the Marketing Operations team that caters to the needs of the Marketing and Sales teams of the company. It is used to address areas of lead generation, lead scoring, campaign management, and marketing automation. It also helps in de-duplication such that it creates and updates leads and contacts in Salesforce accordingly.

Pros and Cons

Lead Scoring
Lead Management
Campaign Management
Marketing Automation

Lead to Opportunity - Reporting metrics
Campaign level reporting
Overall Analytics that is needed for typical SaaS companies

Using Marketo to Support Sales Goals

Product Launches
Lead Management
Prospecting / New Business

Reaching more prospective customers
Targeting the right leads
Reaching the right decision-makers and influencers

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

Marketo is definitely a robust marketing automation tool but it needs the right skill set of people to manage and maintain it. You should definitely hire resources who know the tool very well and know what Marketo can do and most importantly cannot do/is not built for.
Its use cases are lead gen, lead nurturing, and lead scoring.
It can definitely get better when you need to understand multi-touch campaign attribution.

Marketo for Marketing Automation!

Modules Used

Overall Satisfaction with Marketo