Adobe Marketo Engage

Marketing Automation Platform

Overview

Adobe Marketo Engage remains the de facto modern marketing automation platform built for B2B organizations. The platform helps businesses automate and streamline their marketing efforts, generate more leads, nurture customer relationships, and drive revenue through automated marketing campaigns and personalized customer experiences.

Marketo Engage delivers comprehensive marketing automation capabilities including lead management, scoring and segmentation, multi-channel email marketing with drag-and-drop editors, responsive landing page creation and CRM integrations with Salesforce and Microsoft Dynamics. Along with the marketing automation capabilities and integrations with hundreds of other marketing tools, the platform also provides marketing analytics and reporting to track campaign effectiveness and ROI.

Organizations using Marketo Engage achieve positive ROI through unified multi-channel campaign execution across distributed teams. Benefits also include improvements in lead management and customer experience across the buyer journey immediately within weeks of implementation.

Marketo Engage is designed for B2B companies and geared towards mid-market to enterprise organizations. While it provides scalable features for businesses of all sizes, it’s optimized for organizations with dedicated marketing operations teams.

Additional Resources

Our take on Marketo Engage

Marketo remains the de facto marketing automation platform for medium to large enterprises, especially those that use Salesforce given Marketo’s tight out-of-the-box integration with the CRM. Having deployed Marketo at companies with strict data privacy requirements—like a cybersecurity firm and a financial management SaaS—we still think it is a core component of GTM systems for these types of B2B organizations that require enterprise-grade governance. We’ve seen Marketo’s marketing analytics solutions evolve over time, from the days of Revenue Cycle Analytics to the post-Bizible acquisition era. As sophisticated as Marketo’s analytics capabilities may be, organizations with more complex requirements will still need to rely on other third-party tools.

Adobe Marketo Engage FAQs*

What are the main challenges users face when implementing Marketo Engage?

Given that Marketo is a robust tool geared towards medium to large enterprises, there is a steep learning curve to maximize the value of its capabilities. Users report that the wide range of features can be daunting for newcomers, requiring significant time to learn and master the platform, and some users have experienced poor customer service with support teams lacking technical knowledge to address complex concerns.

How does Marketo Engage’s pricing structure work for different business sizes?

Adobe Marketo offers four tailored packages with pricing based on database size, but pricing is not publicly available and requires contacting Adobe for custom quotes. The cost can be high, which could be a concern for smaller businesses, and pricing is structured by record in the database, meaning you may pay for records you’re not actively using.

What are the key advantages of Marketo Engage’s integration capabilities?

Marketo Engage integrates with over 550 applications across 20+ categories including Salesforce, Microsoft Dynamics, SAP, Facebook, LinkedIn, and Google, while natively connecting with Adobe Experience Cloud and Adobe Experience Manager Assets. The LaunchPoint functionality allows integration with platforms like 6Sense, LinkedIn LeadGen, and Facebook Ads, automatically populating lead data, plus webhook functionality for sending data to other communication channels.

What specific technical expertise is required to maximize Marketo Engage’s capabilities?

Using Marketo requires training and technical background, just like any other enterprise-grade technology platform. While designed to be user-friendly even for non-technical users, it’s best suited for MarTech professionals. The platform can feel overwhelming and depending on the business use case, will require knowledge in areas such as data modeling, HTML, API integrations and low-code/no-code workflows.

How effective is Marketo Engage for email marketing and campaign management?

Users report that Marketo Engage offers powerful email marketing and automation tools, allowing creation and management of visually appealing email campaigns with seamless integration of design assets and campaign performance tracking.

Sources include G2 and TrustRadius.

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