Marketo ABM is good, not great
October 20, 2017
Marketo ABM is good, not great
Score 6 out of 10
Vetted Review
Verified User
Overall Satisfaction with ABM Essentials, powered by Marketo Engage
Marketo ABM is being used by the marketing department and is integrated directly with Marketo, used by the sales team and marketing teams. It helped link individual leads and contact with client and prospect accounts so we could see a whole account picture, not just a single person snapshot of activity.
- Integrated with Marketo
- Matched leads and contacts to accounts
- Good integration network with third party vendors / products
- Didn't help us score accounts/ prospects any better. Scoring is relative, but it wasn't indicative of actual interest or need at the account level. When 2 people read the same email, usually means it's delegated rather than 2 people are interested.
- Didn't help uncover more 'hot' accounts for our sales team through Salesforce. It generates a very marketing-team only view of accounts.
- Segmentation doesn't enable us to target roles or personas differently. It provides department-level segmentation but not intra-departmental role segmentation
- No return on investment, this wasn't the right product for our team
Engagio does many of the same fundamental account matching and account based activity tracking, but usees engagement minutes instead of scores to describe the level of interaction of a specific person and a specific account. We went with Engagio after testing both products as it helped our sales team understand where to spend their time better than Marketo ABM did, and was transparent through Salesforce.