Adobe Marketo Engage

Score8.1 out of 10

2,647 Reviews and Ratings

What is Adobe Marketo Engage?

Adobe Marketo Engage (acquired by Adobe in 2018) is a marketing automation platform whose basic features include email marketing, drip nurturing, landing pages, and lead scoring, but other editions offer additional advanced features. Typical customers are B2B firms with complex sales cycles.

Categories & Use Cases

Media

Screenshot of the Contact Timeline in Adobe Marketo Engage

Screenshot of the Audience Feature in Adobe Marketo Engage

Screenshot of Progressive Profiling in Adobe Marketo Engage

Screenshot of the Insights Dashboard in Adobe Marketo Engage

Screenshot of Sources in Adobe Marketo Engage

Screenshot of Metrics in Adobe Marketo Engage

Screenshot of Marketing Activities in Adobe Marketo Engage

Screenshot of Integrations in Adobe Marketo Engage

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Screenshot of the Contact Timeline in Adobe Marketo Engage

Integration with Salesforce.com
The software can integrate with Salesforce.com bi-directionally, allowing for data syncs, activity alerts, campaign triggers, enhanced reporting, and lead assigning.
Category average: 9
Triggered drip sequences
The software allows users to set up automatic / drip email campaigns triggered by certain events.
Category average: 8.6
List management
This involves creating, filtering, editing, merging and de-duping lists of contacts.
Category average: 8.5

Ability to test dynamic content
Users can test dynamic content prior to launching a campaign.
Category average: 6.6
Data quality management
The software helps store, manage, and organize data around each lead, and avoid data problems such as duplicate contacts or non-standard formats.
Category average: 7.3
Email deliverability reporting
The software helps ensure inbox delivery of email campaigns, through features such as deliverability tests, opt-in management, bounce handling, suppression lists, dedicated IP addresses, and delivery monitoring.
Category average: 7.9

Most Frequent Users

Top 3 industries using Adobe Marketo Engage.

Based on HG Insights installation data

View all Reviews

#1 most frequent

Professional, Scientific, and Technical Services

21.9%

132 installations of 603

“We use to manage email marketing across 12 countries and different websites.”

#2 most frequent

Information

21.7%

131 installations of 603

“Using Adobe Marketo Engage helped us break free from manual marketing campaign management and has enabled us to automate them more easily.”

#3 most frequent

Finance and Insurance

12.3%

74 installations of 603

“We use Adobe Marketo Engage for B2B digital marketing. It is our primary email marketing channel and we use it for Web Forms.”

Pros

Strong marketing automation capabilities (30% of reviewers)
Effective email marketing and campaign management (27% of reviewers)
Valuable nurture campaign functionality (17% of reviewers)

Cons

Outdated and not user-friendly interface (23% of reviewers)
Subpar reporting functionality (20% of reviewers)
Steep learning curve, especially for new users (17% of reviewers)

Bilal Khan View profile

Operations Manager in Product Management at Foundever (10,001+ employees)

Use Cases and Deployment Scope

I like the behavioral tracking feature of Adobe Marketo Engage since it is able to interpret every prospective customer's behavior solely based on their interaction with the ad clicked by them. It further ensures that all the leads thus targeted are continually engaged with the service marketed to them by showing them different aspects of our services.

Pros

Tracking of prospective clients
Repetitive and continous engagement
Behavior analysis

Cons

Advanced customizations need assistance from vendor

Return on Investment

In a nutshell, the data points to a positive impact.

Verified User

Professional in Marketing (501-1000 employees)

Use Cases and Deployment Scope

We use Adobe Marketo Engage as the main marketing automation platform to power the following:
1. Email marketing (database and audience mangement and nurture).
2. Lead generation and customer engagement campaigns Through website forms and workflows related to the setup of our programs.
3. Management of the company's lead revenue lifecycle and funnel analysis (program performance and campaign ROI).

Pros

Lead generation
Campaign management
GDPR compliance
Program performance

Cons

The interface can feel dated at times
Limited in terms of analytics visualization options

Return on Investment

Employee efficiency

Alternatives Considered

Salesforce Marketing Cloud

Other Software Used

Salesforce CRM Analytics

Verified User

Consultant in Information Technology (10,001+ employees)

Use Cases and Deployment Scope

My department was very anxiously looking for a software that can create, execute and schedule ads on a short notice. That's when we came across Adobe Marketo Engage and it instantly ticked all the marks I have mentioned hereinbefore. It precisely targets the right audience both in B2C and B2B markets.

Pros

Precise penetration of market
Both B2C and B2B markets covered

Cons

More precise ad placements

Return on Investment

ROI is leveraged and outcome is good

Gavynn Baldwin View profile

Senior Solutions Consultant in Sales at Goldcast (51-200 employees)

Use Cases and Deployment Scope

[...] partners with Adobe Marketo Engage as one of our two primary Marketing Automation Platforms. [...] and Adobe Marketo Engage connect seamlessly for Program creation, status updates, field mapping and event activity connections. When a [...] event concludes, any activity that an attendee participates in (such as asking a question or answering a poll) gets passed to their Lead's activity within Adobe Marketo Engage, which can then trigger an educated and automated follow up. Roughly half of [...]'s customers utilize Adobe Marketo Engage as part of their event/webinar follow up strategy, and it's a huge selling point for our team to have such a solid integration.

Pros

Global Form Submission works extremely well to be able to host a form on any web page and allow people to easily submit it. It can even remember if someone has filled out the form before and pre-load their information.
Programs keep members organized in terms of their participation, and syncs with Salesforce seamlessly, so marketers are able to keep sales teams up to date on the activities their prospects are participating in.
Field mapping to the Lead and/or Program Member object makes organizing information (without always overriding it) a breeze.
Email template creation with token customization is easy and intuitive.
Smart Campaigns and Flows make sure you're targeting the right people based on their interactions, then sending intelligent follow up emails to them (or changing the right data about them, like updating a Lead Score).

Cons

UI is pretty dated and sometimes difficult to navigate.
The update of logging in from the Adobe home page is cumbersome compared to when Adobe Marketo Engage had its own separate login page. Small thing, but I demo Adobe Marketo Engage multiple times per day, and am constantly being timed out of my logins and have to go through the whole process quite a few times most days.
Accessing a simple list of all people within a Adobe Marketo Engage instance takes too many steps. It should be simpler to just be able to look at everyone within your database.
The requirement that you have to reach out to Support to delete a custom field (of which there are far too few included) is cumbersome. A Super Admin should be able to do this without Support.

Return on Investment

Roughly half of [...]'s customers utilize Adobe Marketo Engage as their MAP, so it's had a direct influence on our sales numbers, considering that B2B marketers are well within our ICP.
Some Adobe Marketo Engage customers have even invited us to conferences, like MOPSapalooza and Adobe Summit, where they introduced us to their network to talk about how seamless the integration between [...] and Adobe Marketo Engage truly is.

Alternatives Considered

HubSpot Marketing Hub, Salesforce Marketing Cloud and Pardot LeadDeck (discontinued)

Other Software Used

Salesforce CRM Analytics, Goldcast, Gong

Jen Garside View profile

Head of Product Marketing in Marketing at YouGov (1001-5000 employees)

Use Cases and Deployment Scope

Customer Relationships Management tool through which our entire business sends all of its global marketing emails, across every single region (EMEA to APAC to AMERS). It has our lead management model within this, so that we can track and report on all email marketing and how this directly relates to leads and opportunities - we have integrations in place therefore with Salesforce and Netsuite and PowerBI. Our primary users are the Marketing Operations Team who are based in Romania, but we also have seats and access for several regional marketeers who are able to then create emails within Adobe Marketo Engage themselves and track the reporting. We do a lot of sophisticated audience segmentation within the platform.

Pros

Audience segmentation
List building
Email marketing
Lead score model development
Integration with Salesforce

Cons

Overall user interface more modern
Better ways to link to folders/collaborate
Better email marketing templates within tool

Return on Investment

Optimised lead conversion
Increased employee efficiency
Optimised nurture marketing campaigns
Streamlined reporting

Alternatives Considered

HubSpot CRM and Salesforce Lightning Platform

Other Software Used

Slack, monday.com, Microsoft 365, Miro, Microsoft Teams, Trello, Jira Work Management, Adobe Acrobat Reader, Preview, SAP Concur, NetSuite ERP, Absorb LMS, Wagtail

Adobe Marketo Engage

What is Adobe Marketo Engage?

Categories & Use Cases

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