Item: Adobe Marketo Engage
Rating: 9
Author: Jacob Wild

Use Cases and Deployment Scope

Marketo is used throughout our entire company, and is used by a subset of most of our clients, specifically in Marketing Operations. It is used to extend the funnel higher up than the normal sales process, specifically with long sales-cycle clients with large B2B deal sizes. Other uses include: landing page creation, sales leads and follow-ups, reporting, email marketing, etc.

Pros and Cons

Content Creation (emails, landing pages, and campaigns)
Integrating with Salesforce

Once you're at the point of having 800k+ leads, Marketo can become a bit slow to work with (unless you are able to really optimize your setup).

Return on Investment

Challenger/champion setup of lead nurture, allowing for improved results over time as opposed to ad-hoc email campaigns.
Measurable ROI for campaign spend.

Number of Contacts (List Size)

1 to 5 million

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

Likelihood to Recommend

For prototypical B2B companies (~9 month sales cycles, fewer leads, larger deal sizes), Marketo is a great choice. If you have a larger operation than this, just make sure you have the necessary help lined up—the optimization process can get a bit tricky. For active lead databases below 800k, I would 100% recommend Marketo.

Marketo Marketing Automation: Pretty dang solid.

Software Version

Modules Used

Overall Satisfaction with Marketo Marketing Automation