WHAT IS ADOBE MARKETO ENGAGE?
Today’s marketers are looking for innovative ways to automate, streamline and measure marketing tasks so they can increase efficiency, improve customer experiences and grow revenue.
Adobe Marketo Engage is a leading marketing automation platform powered by artificial intelligence that enables you to do all that and more. Boasting a wide range of features and capabilities, Marketo Engage is a comprehensive tool that will empower you to create, manage and optimize your marketing campaigns, allowing your business to reach its full potential.
In this article, we’ll answer ‘what is Marketo Engage,’ detailing its features and benefits, and how it transforms marketing automation to boost your bottom line.
Marketo was founded in 2006, and went public in 2013, marking a significant milestone in its journey towards providing account-based marketing solutions. It was acquired by Vista in 2016 for $1.8 billion, and then in 2018 Adobe Systems announced it was buying Marketo for $4.75 billion, in what was then one of the largest marketing technology acquisitions.
The purchase was part of Adobe’s evolution from being a creative software company to an enterprise marketing company, allowing it to compete with brands like Salesforce, Microsoft, Oracle, and SAP while also integrating predictive content capabilities.
Adobe renamed it Adobe Marketo Engage and integrated it within the Adobe ecosystem. It invested heavily in the product, including introducing integrations with other applications. Today, Adobe Marketo Engage is one of Adobe Experience Cloud’s key products.
Redefining marketing automation
Marketo Engage acts a central hub where marketers can plan, execute, measure, and optimize omnichannel campaigns. Using these capabilities together enables businesses to create powerful, tailored marketing strategies. Here are some of Marketo Engage’s key features:
Marketo Engage’s advanced lead management not only allows you to capture and convert leads at every stage of the customer journey, it also allows you to better engage your leads to ensure a more personalized experience thanks to lead scoring, lead nurturing and routing features.
The platform’s updated and intuitive email designer enables you to create more engaging and personalized email campaigns that deliver results. Marketo Engage offers a host of tokens that let you pull in customer data, and dynamic content that lets you change the email experience for different audiences.
With Marketo Engage, you can simplify and automate complex marketing tasks by leveraging the power of marketer-defined rules, generative AI, and user-friendly tools. You can create campaigns that automatically adapt and respond to customer behavior and data changes.
Marketo can be integrated with customer relationship management (CRM) systems to seamlessly share relevant information like customer data and campaign results, as well as to funnel in generated leads. It has native integrations with leading CRMs including Salesforce, Microsoft Dynamics, and Veeva, facilitating seamless data flow for sales and marketing users.
Maximize ROI with robust analytics and reporting tools that give you deep insights into your marketing performance.
Effective collaboration is a key driver of business success. When your marketing and sales teams are working together towards the same goals, campaigns are more integrated and impactful.
Adobe Marketo Engage has a host of built-in features specifically designed to enable seamless information sharing and synchronization, fostering collaboration between marketing and sales teams. These include shared calendars, collaborative workspaces and task assignments.
Best-in-class Marketing Automation Platform
Adobe Marketo Engage is a powerful yet easy-to-use tool that offers flexible and intuitive marketing automation, making it a key component of the Adobe Experience Cloud. It is a complete solution for driving engagement and growth. In fact, Marketo Engage occupies the top spot in the Gartner Magic Quadrant for B2B Marketing Automation Platforms.
Compared to other platforms, it offers:
Marketo Engage is designed to be the “heart” of the marketing technology stack, integrating seamlessly with hundreds of other apps and channels.
Adobe Marketo Engage Modern UX (user experience) is an updated interface that provides enhanced usability along with a new look and feel across the Marketo Engage platform.
Marketo Engage is designed to support teams of all sizes, from one to hundreds, from small businesses to large enterprises.
The platform’s flexible pricing models cater to different company sizes and specific marketing requirements. Its simple, capability-rich packages – Growth, Select, Prime and Ultimate – help elevate customer experience and drive demand.
Succeed with Adobe Marketo Engage
At Bluprintx, our experts design custom Marketo Engage integration solutions tailored to your people, platforms, and processes. As a Gold Adobe Solution Partner and the longest-standing independent partner for Marketo Engage in EMEA, you can trust us with your Adobe Marketo Engage integration, no matter its size or scope.
Adobe commissioned a Total Economic Impact study to examine the potential return on investment for companies that implement Marketo Engage as a marketing solution. It found companies see benefits such as:
– 267% ROI
– A less than 3-month post-implementation payback period
– $15M+ in business benefits
One such company was US software company Pricefx, which wanted to accelerate its revenue and sales pipeline growth and to improve the volume and quality of its leads. It needed a technology stack built for complex campaigns and easy integration, and chose Marketo Engage and Marketo Measure.
After integration, Pricefx saw a 2.8x revenue increase, a 24x pipeline increase and a 222% increase in opportunities. Kelly Pronek, Vice President of Revenue Generation and Enablement, said: “Marketo Engage and Marketo Measure allow us to act bigger than we are and move faster than our competitors.”
In its review of Adobe Marketo Engage, TechRepublic said: “If your business is searching for a strong marketing automation tool to ramp up marketing efforts, is already a user of Salesforce or Microsoft Dynamics, and can accommodate the budget, Marketo is worth it. If all of those factors are met, it can be a great addition to your sales tech stack.”
We’ve empowered global clients to enhance their marketing operations, maximize their potential, and drive sustainable business growth through Marketo Engage. Read how we helped IT solutions company NEC deploy Marketo Engage and integrate it with its existing Microsoft Dynamics CRM.