Item: Adobe Marketo Engage
Rating: 8
Author: Carley Donovan

Overall Satisfaction with Marketo

Use Cases and Deployment Scope

We use Marketo organization-wide. It gives us the ability to manage our campaigns more effectively and use a myriad of workflows (Campaigns) to better manage our database.

Pros and Cons

Pros

Campaign Management
Lead Segmentation
Database Management
Robust Asset Tracking (Emails, Forms, Landing Pages, etc)

Cons

The Salesforce integration could be enhanced
Field Mapping and Re-Mapping (Support must map fields for you, and some fields cannot be re-mapped)
More granular Trigger Campaigns (Email Invalid and Email Suspended rather than Hard Bounce as an umbrella)
Load times are fairly long
Tokens could be refreshed so you don't have to script them as often

This depends on how large your firm is and how complex your needs are. Medium and large firms with the ability to dedicate time and resources to a marketing automation system will see a myriad of benefits from using a robust tool such as Marketo. Smaller firms without the resources or complex business needs will not see the value and should choose a simpler tool such as HubSpot or ConstantContact.

Likelihood to Recommend

For larger businesses with the desire to do complex campaign operations and reporting, Marketo is the way to go. For smaller companies with no marketing or IT team (or the team is small), this system is probably too robust and complex to see the value in.

Adobe Marketo Engage Feature Ratings

Using Marketo

Users and Roles

40 - Marketing, Knowledge Management, Information Technology

Support Headcount Required

1 -

1+ year with Marketo
2+ years with Marketing Automation
Understanding of integrations, SPAM laws, email security, project management
Detail oriented
Process oriented

Business Processes Supported

Internal Communications
External Communications
Robust Subscription Center
Email Reporting

Innovative Uses

Operational Emails with Tokens
Birthday Emails sent on Birthday

Future Planned Uses

Lead Scoring

Likelihood to Renew

Marketo has the robust reporting, triggers, and filters to meet our business needs.

Other Software Used

Salesforce.com, Trello, WebEx Meetings

Return on Investment

Better reporting on email clicks and opens which allows insight into interest

Evaluating Marketo and Competitors

Products Replaced

Yes - ConstantContact which did not have the features and capability we needed.

Key Differentiators

Product Features
Product Usability

Evaluation Lessons Learned

I don't think I would change it.

Marketo Implementation

Implementation Rating

Engineering did implement a few things incorrectly that had to be fixed by the Support Engineers later on.

Implementation Details / Implementation Partner

Don't know

Implementation Phases

Change Management Lessons

Change management was a major issue with the implementation - Some employees still do not trust or understand the system a few years later.

Implementation Issues

Most issues were found after.

Marketo Support

Support Rating

Some support reps are great, and others don't help at all. Calling the phone line is useless.

Adobe Marketo Engage Customer Support Pros and Cons

Pros	Cons
Quick Resolution Good followup Knowledgeable team Problems get solved Kept well informed Quick Initial Response	Escalation required Difficult to get immediate help Need to explain problems multiple times

Premium Support

Yes - The ability to contact support at any time if needed.

Bug Resolution

Exceptional Examples of Adobe Marketo Engage Support

Chris Johnson is an exceptional support representative. He is very knowledgable and timely in his responses.

Using Marketo

Usability

I have been working with Marketo for about two years and am a Marketo System Administrator (technical user) so with my experience and background I find it easy to use and navigate. However, non-technical users have a hard time using the system.