Item: Adobe Marketo Engage
Rating: 9
Author: Courtney Guisewite

Use Cases and Deployment Scope

At our organization, we use Marketo as one of our main ESPs (email service providers) for prospect and customer email communications. We utilize it for email creation, execution, reports & analytics. It's used across our organization for both SMB and consumer segments. We send both promotional and operational messaging via perpetual automations and ad hoc sends.

Pros and Cons

Renewal Automation.
Nurture Journeys.
Lead Scoring.

Interface Navigation.
Analytic Dashboards.
Loading time.

Using Marketo to Support Sales Goals

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

Product Launches are easily supported across multiple products and segments via the program builder. Upsell and cross-sell is easy due to smart lists and program statuses. Dynamic Tokens allow us to easily provide the correct contact details for customer service inquiries of our customers. Lead management and prospecting is achievable via Marketo lead scoring and automated nurture journeys.

Alternatives Considered

Salesforce Marketing Cloud Email Studio, Optimizely Data Platform (formerly Zaius) and Mailchimp

Marketo Engage is much more customizable than any other ESP I've used previously. It also allows you to easily create email journeys if you have multiple segments and audiences, more than any other tool. It's great for B2B, especially promotional messaging--maybe not for eCommerce transactional emails, but with integration, it may be possible.

Number of Contacts (List Size)

250,000 to 1 million

Using Adobe Marketo Engage for B2C or B2B marketing

Both

Key Insights

Do you think Adobe Marketo Engage delivers good value for the price?

Yes

Are you happy with Adobe Marketo Engage's feature set?

Yes

Did Adobe Marketo Engage live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Adobe Marketo Engage go as expected?

I wasn't involved with the implementation phase

Would you buy Adobe Marketo Engage again?

Yes

Likelihood to Recommend

Good for sending promotional and operational messaging across multi-layered audiences and segments via perpetual automations and ad hoc sends. Great for audience building and dynamic base list functionality. Good for B2B communication, consumer, etc. Maybe not the best fit for eCommerce audiences, due to the lack of easily accessible revenue/booking dashboards. Great for custom automated journeys, but as mentioned, there are not very many templated reporting dashboards.

Great for Automated Email Journeys

Modules Used

Overall Satisfaction with Adobe Marketo Engage