Adobe Marketo Engage vs. Full Circle Insights

If you are looking to, you're looking to scale up your lead gen work. Adobe Marketo was a very good tool for that. You're looking to deliver leads to a sales team from marketing campaigns. It's a very good tool for that. It runs everything we do on the marketing side and I think a small lead gen team or a very large one could use an equally well.

Incentivized

Very suitable for traditional SaaS businesses who have good adoption of Salesforce by their GTM teams. Connects well if sales teams use the opportunity object well in Salesforce. Less impactful if Salesforce adoption is poor or instance is highly restricted.

Incentivized

• Adobe Marketo Engage is a great platform for custom email design. The user interface is simple and easy to navigate.
• With Campaign Optimization, Adobe Marketo Engage allows for real-time adjustments, ensuring my campaigns remain relevant and effective.
• With Advanced Analytics, Adobe Marketo Engage provides robust marketing data analysis, helping us better understand our campaigns' effectiveness.

Incentivized

• The primary business problem solved for us was waterfall visibility across multiple channels
• The secondary business problem solved for us was the accurate attribution of marketing influence throughout the waterfall.
• The tertiary problem solved for us was the accurate tracking and visibility into lead initiated activity (response management).

• Marketo's email editor is basic in comparison to other cheaper alternatives out there.
• Marketo doesn't work as well in B2C scenarios as it does in B2B. One of the painpoints of this is it's difficult to showcase a selection of product recommendations based on purchase behaviour without a very time consuming workaround. It's manageable if you're only selling a handful of products, but it's inefficient when dealing with a large catalogue.
• Marketo's form and landing page builder are also behind the times. Perhaps not as bad as the Salesforce Marketing Cloud platform, but for an enterprise company the product should be much better.

Incentivized

• Full Circle needs to improve ABM reporting functionality - better reporting at an account level.
• Identify professional services partners to help with deployment and process improvement
• Better connect with Data Warehouses and custom attribution models
• Better connect with digital tracking tools such as GA, Doubleclick etc. without having to rely on UTM tracking from Salesforce

Incentivized

We're likely to renew for several reasons:

• Now that it's been implemented, I can't imagine not having marketing automation and the easy interface that Marketo provides to run our campaigns
• Marketo's community and customer service is fantastic; I know that when I need help, I'll get it
• Marketo continues to improve the product, so I know that I can expect it to be even more useful in the future

Full Circle CRM has solved a major visibility problem for us that was the result of architectural differences between Eloqua and salesforce.com that cannot be solved by reporting alone. We rely on this visibility as much as the core systems themselves.

In some aspects, the tool can feel quite clunky in parts. But with the rich feature set it has, it's understandable. There is a lot of room for improvement for the user interface. The system itself doesn't have a slick or modern feel, so the usability could feel nicer to use with these areas considered.

Incentivized

Marketo provides different way and abilities to connect. If you are having product support or unexplained errors you can get someone on Marketo support 24 hours a day. One of Marketo's greatest assets in my opinion however would be the community. Often times our company is just looking for case success stories from someone else. In the community you can search for problems you are currently facing and see others having the same issue and solutions for those issues. If not, you can pose a question to the whole community and champions of the product and others can chime in to provide suggestions to fix your needs. The community is truly a 24/7 place to get your answers quickly.

Incentivized

There are times when it is slightly slow for us, where we sit on a screen waiting for it to load. This could be our internet since we have had the same issue occasionally with other systems, but it is enough to make you crazy.

On multiple occasions we've had Marketo support (technical and license based) issues. Technical issues were minor and resolved within a day. License based issues (even things encouraged by Marketo for partners, like provisioning another license) took WEEKS. They actually took so long to respond that the client we were working with withdrew from the contract because they were no longer convinced Marketo was capable of supporting their business. As an agency trying to sell the software, you can only explain away so much before they just made us look silly.

Incentivized

The vendor worked with us tirelessly, never complaining about our broken processes and bad data. In fact, they went above and beyond their responsibilities to assist us in the process re-engineering and the data clean-up

If you are first time user then the training is perfect, but the advance training is not that effective. After working in Marketo for 5 years there is nothing new to learn. The new tools that Marketo have are expensive and too difficult to use. + I would recommend to learn the basic and use Marketo on the daily bases as you will forget everything in a month if you don't use it.

The instructor was the same person who guided our implementation so they not only knew their application but they were also familiar with our data and our specific configuration and processes within salesforce.com. They were able to provide customized instruction to match our needs and personnel.

You can get 100% of your training done online. Marketo's community is filled with experts and they list free training videos on marketo.com. They also have user groups in every major city that help you get the most out of your Marketo instance and Marketing Automation in general. It's really easy to pick up this tool and start running on day one.

Incentivized

1. Have a content marketing plan to run in parallel with the marketing automation installation--you'll need a lot of content to make full use of Marketo's capabilities. 2. Work with sales (and ISRs) to define and document a workflow--build your Marketo installation around how you do business--not figure out how to apply your business to the tools 3. Spend time of data cleaning--both an initial project as well as a strategy for ongoing data management. We found some change manaement issues (no more appending ZZZ to the first name to identify contacts who have left the company, for example, or prohibiting the entry of "info@company.com" email addresses). 4. Find some champions in the sales and ISR teams. You'll have both fans and detractors--work with the fans to build some success stories

When I look back at where we were on November 25th compared to where we were on January 25th, having been live for just one month, the difference is amazing. Our management discussions had already moved from discussing the validity of the data to the implications of the insights. As we approach the mid-point in our year, it is difficult to remember the old days when we could not see the road in front of us.

[...] is a partner of HubSpot, and we are mutual customers of each other. This may be because HubSpot is a [...] investor, but roughly half of [...]'s customers are Adobe Marketo Engage customers (the other half being HubSpot customers).

Incentivized

Full Circle's main competitors are standalone reporting tools which perform well and are a good first step into attribution. All tools require significant investment to improve your marketing data model and how you plan and execute campaigns. Full Circle is heavily married to Salesforce and takes advantage of Salesforce's reporting suite vs. visualizing in a standalone tool. This approach also works well if you prefer to visualize data in an alternative tool such as Tableau or Looker. The proprietary approach to visualization used by Bizible and BrightFunnel are less appealing to enterprise companies who are building a modern stack.

Incentivized

As we have grown, Marketo has grown with us. We started with simple single email campaigns and are now doing complex campaigns with multiple emails and tracks that we send a contact to if they take certain actions within our emails. We also have a complex integration with several systems and have the visibility into our marketing activities throughout our organization.

• Generated a 35% higher return on investment (ROI) in demand generation in the company.
• The focus on the accounts that presented a greater sales potential, allowed us to prioritize and reduce costs by 20 Million USD.
• Being personal and optimized. reduced efforts towards a more personalized customer experience, in working hours by almost 100 h.

Incentivized

• Eliminated underperforming channels such as content syndication which accounted for up to 20% of spend
• Improved funnel velocity and inspection of Marketing to SDR handoffs
• Created an attribution model which provided better transparency to company leadership on marketing performance - unlocked more budget
• Good value product and ROI was positive within a year.

Incentivized