Item: Adobe Marketo Engage
Rating: 7
Author: Morgan Duff

Use Cases and Deployment Scope

Marketo Engage is our enterprise-wide Marketing Automation Platform. I utilize it on a daily basis to send branded emails to various segments of our contact database, create and facilitate webinar smart campaigns, design and manage landing pages integrated into our company website, engage in database cleanup initiatives, and run analytics across multiple marketing KPIs.

Pros and Cons

Design Studio provides a easy-to-use and highly customizable platform for the creation of unique landing pages, emails, and other branded assets.
Smart Campaigns make it easy to build and batch campaigns, manage, nurture, and score contacts, and automate several marketing processes
Analytics allow you to analyze the performance of multiple Programs and engagement streams in relation to each other

Analytics are comprehensive but the ease of use is lacking. There is a strong learning curve for new users or those new to the Adobe product ecosystem.
User experience of sorting through Smart Lists and customizing field + column layout is a bit clunky
It can be difficult to track form submissions by individual at an aggregate level.

Return on Investment

Helping my organization to develop an actionable lead scoring model that will help us better allocate our business development resources.
Marketo facilitates large-scale webinar campaigns that generate qualified leads and automates critical follow up campaigns.
Access to in-depth analytics allows us to gauge performance of our key marketing initiatives and adapt to what is working best.

Using Marketo to Support Sales Goals

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

Our goal with all of our Marketo campaigns is to engage our clients and prospective clients in a meaningful way with timely and curated content. From there, lead ownership can be triaged effectively amongst our business development staff, who can provide a more personalized pitch of our value proposition and capabilities. Increasing brand awareness is a key initiative for our organization that we believe will help to drive sales across previously unengaged sectors.

Alternatives Considered

Act-On Software and Oracle Marketing

Marketo provides a more comprehensive marketing automation solution compared to Act-On or Oracle's Eloqua, however, the latter are more user-friendly. Once you've rounded the learning curve with Marketo, it provides many more opportunities for customization, and the level of automation far outshines other systems my organization has used in the past.

Number of Contacts (List Size)

100,000 to 250,000

Using Adobe Marketo Engage for B2C or B2B marketing

B2B

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

Other Software Used

Salesforce Sales Cloud, Outreach, ZoomInfo Sales

Likelihood to Recommend

Marketo is a very comprehensive option for enterprise-grade marketing automation. It provides a platform for a mature organization to create and manage large-scale multivariant campaigns across multiple segments of their contact database, and then extract meaningful engagement data insights that can be easily applied to future campaigns. That said, it's a complex system that maybe isn't well-suited for smaller organizations that are looking for a streamlined tool that can be administrated by a team without much marketing automation experience.

Marketo Engage: The Solution for Enterprise-Grade Marketing Automation

Modules Used

Overall Satisfaction with Adobe Marketo Engage