In the world of marketing Automation and Lead Management platforms, I think Adobe Marketo Engage is still King
September 01, 2025
In the world of marketing Automation and Lead Management platforms, I think Adobe Marketo Engage is still King
Score 10 out of 10
Vetted Review
Verified User
Modules Used
- Marketo Sales Insight
- Marketo Lead Management
- Marketo Web Personalization
- Marketo Analytics
- Marketo Measure
- Revenue Analytics
Overall Satisfaction with Adobe Marketo Engage
Adobe Marketo Engage is the central point of our entire lead generation and management ecosystem. All leads generated from all channels flow into or through Adobe Marketo Engage. We capture leads from the website forms, indirectly in the background activity on the website. Flow into Adobe Marketo Engage, chatbot, third-party applications like events and direct marketing platforms such as sindoso, and others.
In Adobe Marketo Engage the leads are processed. Run through our qualification and tagging workflows for things like lead source etc, and also through our scoring algorithm when those scoring criteria are triggered.
And of course we've got it set up. So once a lead hits a certain threshold, it's then synced over to our CRM, SFDC, and 99% of the time is assigned to one of the bdrs based on the assignment roles.
And of course, Adobe Marketo Engage is our outbound email engine, which we use extensively across a large database, and we use it to normalize data and keep the data clean so that we're only emailing the right segment of data for the right purpose. We are an international business, so we have to be concerned with things like gdpr communication limits, etc
In Adobe Marketo Engage the leads are processed. Run through our qualification and tagging workflows for things like lead source etc, and also through our scoring algorithm when those scoring criteria are triggered.
And of course we've got it set up. So once a lead hits a certain threshold, it's then synced over to our CRM, SFDC, and 99% of the time is assigned to one of the bdrs based on the assignment roles.
And of course, Adobe Marketo Engage is our outbound email engine, which we use extensively across a large database, and we use it to normalize data and keep the data clean so that we're only emailing the right segment of data for the right purpose. We are an international business, so we have to be concerned with things like gdpr communication limits, etc
Pros
- Email marketing
- Landing page design and optimization
- Lead processing and qualification
Cons
- Current leverage of AI is still somewhat awkward and needs to be explained. Everything's AI these days, but to people who've been working in Adobe Marketo Engage for 15 years, we still need to know exactly why it's there because it seems like it's only making things more difficult.
- Custom data objects. They're still a bit cluegy and in the background I would say. They need to be exposed and people need to understand how to use them and why.
- Webb hooks and launch points are likewise. Still kind of in the background in clue. G. I always find myself thinking there's got to be a way to make it more elegant and easily leveraged.
- Faster and better lead qualification
- Through more accurate overall lead qualification prior to assignment to sales, it has increased our overall mql, and then conversion to opportunity, by 50%
- Overall enhanced relationship with bdrs and sales, because they love the quality of the leads and the insight that Adobe Marketo Engage provides when they are initially working the leads, and especially when they're on the phone engaged with the prospects, their conversations are much more intelligent and much more effective
- Product Launches
- Upsell
- Cross-Sell
- Lead Management
- Prospecting / New Business
Certainly new lead/prospect capture and qualification
Regardless of whether it is a product launch or a product update, the outbound email marketing functionality in Adobe Marketo Engage is just the best as far as I'm concerned.
In most of these cases, whether it be upsell, cross-sell, New prospect nurturing, they're really all the same. It's more reliant on how accurate your tagging is in the background. But as long as you've got your data well organized and well identified Adobe Marketo Engage does it flawlessly.
Regardless of whether it is a product launch or a product update, the outbound email marketing functionality in Adobe Marketo Engage is just the best as far as I'm concerned.
In most of these cases, whether it be upsell, cross-sell, New prospect nurturing, they're really all the same. It's more reliant on how accurate your tagging is in the background. But as long as you've got your data well organized and well identified Adobe Marketo Engage does it flawlessly.
I think Adobe Marketo Engage is the best out of all of them. Well, at least for 85% of the B2B businesses with a single business focus/sales force. For larger organizations with multiple business units and sales teams, all needing to share the same database, I think Oracle Eloqua is a better fit. But the percentage of those types of companies is relatively small.
1 to 5 million
Do you think Adobe Marketo Engage delivers good value for the price?
Yes
Are you happy with Adobe Marketo Engage's feature set?
No
Did Adobe Marketo Engage live up to sales and marketing promises?
I wasn't involved with the selection/purchase process
Did implementation of Adobe Marketo Engage go as expected?
I wasn't involved with the implementation phase
Would you buy Adobe Marketo Engage again?
No
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