Item: Adobe Marketo Engage
Rating: 8
Author: Abhinandan Garg

Use Cases and Deployment Scope

Marketo has proven a great tool to carry out various functions like email marketing, lead generation, lead management, Lifecycle. We were able to score all the leads in the instance and determine the best ones. Our conversion rate has increased over the past. With extreme reportings, we are also able to determine the lead sources.

Pros and Cons

Lead Scoring
Lead Nurturing
Reporting
Segmentation of leads
Event management

Landing pages should have a 'Used by' option.
Tokens should have a 'Used by' option.
Some functionality to compare data of two fields.
Work around to use tokens in Campaign's Smart list.
Increase the limit of downloading the data and number of rows.
More detailed reasons around leads being marked as Spam/Invalid/Bounced.

Using Marketo to Support Sales Goals

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

All Product launch emails are shared through Marketo and are tracked back to check lead response. With the tracking of leads and monitoring the interests, the Marketing team is able to run targeted nurture programs to send out the emails, and the Sales team is able to get in touch with the interested lead. With an easy reply to option in the emails, the leads are able to reach out directly to any team member with their queries or feedback. - Extracting the non-marketable and marketable data has been a piece of cake in Marketo and hence has helped with a better grasp of the leads.

Alternatives Considered

HubSpot CRM and Pardot

Marketo has been better than the above-mentioned tools in various categories. Reports have been easier to be pulled out and understandable - Scoring is customizable and has proved very beneficial. Flexibility in trigger and batch campaigns and its run usage - Lead management is easier in Marketo and more standardized.

Number of Contacts (List Size)

25,000 to 100,000

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?

Yes

Did implementation of Adobe Marketo Engage go as expected?

Yes

Would you buy Adobe Marketo Engage again?

Yes

Likelihood to Recommend

Suited - Works best to score the leads to determine Hot/Warm/Cold leads. This has improved the quality of MQLs. Nurturing of leads and tracking the activities has helped a lot in lead engagement. Less - Tracking of actual lead source without third party script is a dream. Need to have a better model and system in place set at form level as a default functionality.

Better Marketo -- Better Marketing!

Modules Used

Overall Satisfaction with Marketo Engage