#1 most frequent
United States of America
66.2%253 installations of 382
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
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Screenshot of the Contact Timeline in Adobe Marketo Engage
Top Performing Features
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
Areas for Improvement
Ability to test dynamic content
Users can test dynamic content prior to launching a campaign.
Category average: 6.7
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
Who Buys & Uses Adobe Marketo Engage
#1 most frequent
Professional, Scientific, and Technical Services
24.9%95 installations of 382
“Marketing automation”
#2 most frequent
Information
21.2%81 installations of 382
“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
14.7%56 installations of 382
“We use Adobe Marketo Engage for B2B digital marketing. It is our primary email marketing channel and we use it for Web Forms.”
#2 most frequent
Canada
5.2%20 installations of 382
#3 most frequent
United Kingdom of Great Britain and Northern Ireland
5.0%19 installations of 382
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)
Absolutely essential product to enhance my teams sales process
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
Lead & list management, done right.
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
Sophisticated Lead Nurturing
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.
Stellar performance and sales outcome
Use Cases and Deployment Scope
The main area of focus while using Adobe Marketo Engage is organic reach and the viewership turnover. The turnover conversion rate according to leads generated is then taken into account which speaks about the success or failure of the marketing campaign undertaken by Adobe Marketo Engage. Thus far it has been a successful fulfillment.
Pros
- Core feature liked by me is viewership turnover
- Lead conversion rate is another favorite feature of mine.
Cons
- None so far that can be reported.
Return on Investment
- Lead conversion has been a boon for me, definitely a positive development.
A Reliable Platform I Use Every Day
Use Cases and Deployment Scope
I use Adobe Marketo Engage for email marketing—building campaigns, segmenting audiences and setting up automations and it's also been helpful for linking up with our CRM so that data and messages stay in sync, I also rely on it daily to keep data updated and create consistent communications across teams.
Pros
- the drag-and-drop email builder is super easy to use, and it saves me time every day
- their automation tools have helped me set up journeys like welcome emails and basket abandonment programs without needing outside support
Cons
- the platform didn’t autosave my work, which has been frustrating at times
- at the beginning, I found the settings menu a bit unintuitive and navigating certain features confusing, though it got easier once I used it more
Return on Investment
- automations like welcome flows and CRM integration have saved me a lot of manual work
- the improved targeting and segmentation have helped us cut basket abandonment and improve engagement, which directly shows up in results
Other Software Used
Microsoft Advertising, Flookup for Google Sheets, Vena
