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
