Adobe Marketo Engage helps marketing teams be the drivers of demand and growth in their companies by delivering exceptional experiences in concert with sales at every stage of the customer journey. The challenge these teams face is that everyone today expects a personalized experience whenever they interact with a company – they don’t have patience for generic marketing and the last thing they want is a cold call from sales.
So to stay competitive, marketing teams are scrambling to understand customers better, so they can give them a better experience, because this is disrupting entire industries. And a big part of what’s needed is figuring out how marketing and sales can do a better job together.
Adobe Marketo Engage is redefining a category of software called Marketing Automation by helping these companies bring together the customer data, content, automation and analytics needed for marketing and sales to coordinate engagement with customers that’s personalized and measurable at every touchpoint – and do it with efficiency and scale.
What can you do with Marketo?
Marketo divides its platform into a number of different apps, allowing you to essentially use the features you need without the other getting in your way.
This is important, too, because enterprise platforms like this can drown you in features and dashboards, which makes it difficult to navigate and use. Marketo does a good job of splitting its suite into dedicated apps so you can easily get to what you need, when you need it.
Marketing automation: Create, automate and measure campaigns across channels.
Account-based marketing: Focus on the accounts that
matter most using AI.
Email marketing: Engage customers with relevant conversations in minutes.
Mobile marketing: Communicate with customers wherever they are.
Social media: Integrate social to find customers
and make them advocates.
Digital ads: Target the right customers with personalized display ads.
Web personalisation: Interact dynamically
with customers on your website.
Marketing analytics: Measure campaigns, prove their impact and improve results.
Content AI: Give customers the content they want automatically.
Marketo Sales Engage: Give your sales reps more power to identify the most valuable leads and keep them engaged.
That gives you solid coverage across all of your marketing strategies and plenty of tools to automate processes between them. Something that is missing, though, is a CRM and this means you’ll need to integrate with a third-party platform for this. Marketo does integrate nicely with leading CRM platforms but these don’t come for free.
Other frustrations we found with Marketo were the poor landing page and form builders. Analytics and reporting is another weak point and, despite dividing the platform into individual apps, the UX of specific tools could be improved.
How does Marketo compare to the competition?
Marketo’s feature list is about as good as any other enterprise marketing software provider and I’ve given you our insights on its strengths and weaknesses. But now I want to quickly compare it against two other marketing platforms we tried out – one of which became our software of choice for the past five years.
“Overall really pleased with it. A really good, powerful solution for automation.”
“Marketo is a very robust marketing automation tool for email campaigns. It’s great for targeting segments for mass send campaigns and then reporting back on the success of the email send.”
“We just love this platform, it has improved our Sales-Marketing initiatives and we are able to achieve best results.”
“The best feature is segment and it is very beneficial for any organisation. Abd it has also visibility options which is useful too.”
“The email builder is weak and it takes some time to figure out how to use.”
“Some of the systems can be quite hard to understand at first.”
“I occasionally have issues with email formatting and these problems are very hard to fix.”
“All the bells and whistles are there but you have to pay extra for them all. Other automation tools do similar for less.”
How much does Marketo cost?
Marketo doesn’t any pricing on its website and you’ll need to call up its sales team to get a quote. For some reason, it still decides to separate plans into three categories: Basic, Pro and Elite, even though pricing is meant to be based on the number of leads you have.
Instead, pricing is based on the plan and the number of leads on your account – something that’s easier to understand with a table.
10K – 30K
30K – 100K
100K – 250K
250K – 500K
500K – 750K
750K – 1M
Let’s be clear, those prices may have changed since we used Marketo and you should take them as a rough guide. Those are the monthly fees you’ll be paying on an annual contract and this could save anywhere between $250 to $2,500 depending on which plan you’re signed up to.
These fees are comparable with many of the other enterprise marketing software options on the market but there’s no entry-level option for smaller businesses so this isn’t something you can really use to scale your business from the ground up.
Either way, Marketo is one of the more expensive options, even at the enterprise level.