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Marketo Engage from Adobe
An advanced marketing automation platform featuring account-based marketing, lead management, email marketing, and robust analytics to enhance customer engagement and drive revenue growth.
Product analysis by function
Marketing Automation Platforms for Distribution & Sales
Software that automates marketing workflows, campaign management, lead nurturing, and performance tracking across digital and traditional channels.
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Campaign Management
(10 Yes /10 Known /12 Possible features)
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Multi-channel Campaign Execution Ability to create and deploy campaigns across channels like email, social media, SMS, and print. |
Marketo Engage facilitates campaign creation across email, social, SMS, for multi-channel marketing execution. Print support may require integration, but base channels are supported. | |
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Campaign Scheduling Capability to schedule campaigns in advance for different time zones and customer segments. |
Marketo allows scheduling of campaigns by date/time and supports segmentation by customer and time zone. | |
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A/B Testing Functionality for split testing elements such as subject lines or offers. |
Marketo supports A/B testing for emails and landing pages (subject lines, content offers, etc.). | |
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Segmentation Ability to segment audiences based on attributes or behaviors. |
Audience and lead segmentation are core features of Marketo. | |
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Personalization Dynamic modification of content within campaigns based on user data. |
Personalization is offered through dynamic content and token insertion based on user data in campaigns. | |
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Template Library A pre-built library of campaign and email templates. |
Provides a library of email and campaign templates out of the box. | |
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Approval Workflows System for campaign reviews and approvals by multiple stakeholders. |
Supports multi-stage campaign approval workflows for compliance and review. | |
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Version Control Ability to manage revisions and restore previous versions of campaigns. |
Version control is included for asset and campaign management. | |
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Campaign Cloning Quick duplication and re-use of previous campaigns. |
Campaign cloning (duplicating) is a feature in Marketo for rapid reuse. | |
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Omni-channel Coordination Orchestrate consistent messaging across all touchpoints. |
Omni-channel support to coordinate messaging across multiple channels (email, social, web, SMS). | |
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Campaign Capacity Maximum number of simultaneous campaigns supported. |
No information available | |
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Audience Size Supported The number of contacts or audience members the platform can handle per campaign. |
No information available |
Lead Management & Nurturing
(10 Yes /10 Known /11 Possible features)
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Lead Capture Integration with web forms, landing pages, and offline channels to capture leads. |
Marketo includes integrated landing pages/forms and connects to offline channels for lead capture. | |
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Lead Scoring Assign scores to leads based on behavior, demographics, and engagement. |
Lead scoring is a well-publicized, core feature. | |
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Automated Lead Nurturing Rules-based email drip programs and follow-up workflows. |
Marketo features rules-based automated lead nurturing workflows (drip programs). | |
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CRM Integration Native or API connections to CRM systems for seamless lead handover. |
Native and API-based CRM integration with Salesforce, Microsoft Dynamics, and others. | |
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Duplicate Detection & Merging Automatic identification and merging of duplicate lead records. |
The platform provides duplicate detection and merging for leads. | |
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Lead Segmentation Ability to categorize leads by attributes for targeted nurturing. |
Segmenting leads by attribute is a built-in feature for targeted nurturing. | |
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Lead Source Tracking Tracking the original source of each lead for ROI analysis. |
Lead source tracking is available to attribute campaigns and analyze ROI. | |
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Contact Enrichment Automatic enhancement of lead profiles with third-party data. |
Integrates with data enrichment providers to update and enhance contact/lead profiles. | |
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Workflow Triggers Event-based automation for lead engagement or notifications. |
Workflow triggers based on events (such as form fill, email open) are core to automation. | |
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Lead Assignment Automated routing of leads to sales or relationship managers. |
Lead assignment automation is supported for routing to sales or account teams. | |
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Lead Database Size Maximum number of leads supported in the platform. |
No information available |
Analytics & Reporting
(10 Yes /10 Known /11 Possible features)
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Real-time Dashboards Instant visualizations of campaign and lead data. |
Marketo provides real-time dashboards on campaign, lead, and engagement metrics. | |
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Customizable Reporting Ability to build custom reports with chosen metrics and filters. |
Report builder lets users create custom reports with chosen metrics/filters. | |
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Attribution Modeling Tools to track and analyze marketing touchpoints throughout the client journey. |
Marketo supports attribution modeling for buyer journeys and campaigns. | |
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ROI Tracking Measurement of the financial return for each campaign or channel. |
ROI tracking is supported through advanced analytics and custom calculations. | |
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Funnel Analysis Visualization and analytics of how leads progress through sales stages. |
Funnel analysis visualizes and analyzes movement through stages. | |
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Export Options Download reports in multiple formats (CSV, XLS, PDF). |
Export report options include CSV, XLS, PDF. | |
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Scheduled Reporting Automated periodic delivery of reports to stakeholders. |
Allows scheduling of report delivery to stakeholders automatically. | |
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KPI Monitoring Tracking and alerting of marketing key performance indicators. |
KPI monitoring and alerting on campaign performance is present in analytics suite. | |
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Data Visualization Tools Charts, graphs, and dashboards to make analytics accessible. |
Data visualization tools including charts, graphs, dashboards are core. | |
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Analytics API Programmatic access to analytics data for third-party tools. |
Offers Analytics API for 3rd-party access/integration (see developer docs). | |
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Report Generation Speed Average time required to generate a report. |
No information available |
Integration & Connectivity
(8 Yes /8 Known /10 Possible features)
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Native CRM Integrations Out-of-the-box integration with major CRM systems like Salesforce or Microsoft Dynamics. |
Native integration with Salesforce, Microsoft Dynamics, and others. | |
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Open API Access Availability of application programming interfaces for custom connections. |
Open REST API documented for custom integrations. | |
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Data Import/Export Support for importing and exporting contacts, data, and campaign results. |
Supports import/export of contacts, data, and campaign results. | |
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Fund Platform Integration Connection to fund management and distribution systems. |
No information available | |
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Compliance Platform Integration Integration with regulatory compliance solutions (e.g., MiFID II, GDPR tracking). |
No information available | |
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Email Service Provider (ESP) Compatibility Plug in to third-party or preferred ESPs. |
Compatible with third-party ESPs for sending email; see integrations list. | |
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Webinar/Events Integration Syncing with webinar and event platforms for lead tracking. |
Has integrations/plugins for GoToWebinar, WebEx, ON24 and similar event solutions. | |
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Marketing Data Warehousing Centralized storage for structured marketing data. |
Centralizes marketing data storage and management. | |
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Batched Data Synchronization Bulk and scheduled data transfers to reduce load and maintain consistency. |
Scheduled and bulk synchronization of data is supported. | |
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Single Sign-On (SSO) Integration with corporate authentication systems. |
Supports SSO integration with enterprise authentication providers. |
User Management & Collaboration
(6 Yes /6 Known /7 Possible features)
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Role-based Access Control Customisable permissions and user roles for security and process management. |
Marketo provides granular role-based access controls. | |
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User Audit Trails Comprehensive logs of user activity for compliance and troubleshooting. |
Logs user actions for compliance and troubleshooting. | |
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Multi-user Collaboration Simultaneous, real-time work on campaigns and data. |
Multi-user, real-time collaboration possible on campaign and assets. | |
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Commenting & Notes Ability to annotate, comment, or tag collaborators on campaigns. |
Commenting/tagging available for campaign collaboration. | |
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Team Task Assignment Delegation of tasks or campaign steps to teammates. |
Tasks can be assigned to users within the platform. | |
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Approval Workflows Pre-defined stages for approval and stakeholder signoff. |
Supports pre-defined approval workflows for both campaigns and assets. | |
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User Capacity Number of users that can simultaneously access the platform. |
No information available |
Personalization & Dynamic Content
(5 Yes /5 Known /6 Possible features)
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Personalized Email Content Dynamic insertion of individual data (e.g., name, portfolio, investment preferences). |
Personalized email content via tokens and dynamic sections. | |
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Dynamic Web Content Show different website experiences based on client segment or behavior. |
Offers dynamic web content via web personalization modules. | |
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Recommendation Engine AI-driven recommendations for investment products or educational resources. |
Recommendation engine for next-best-offers; available as advanced/add-on. | |
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Conditional Messaging Automated display of content based on rules/triggers. |
Conditional messaging and automated content display based on triggers supported in campaigns and landing pages. | |
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Personalization Rules Capacity Maximum number of complex rules supported for content personalization. |
No information available | |
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Multi-language Support Personalized communications in multiple global languages. |
Multi-language communication is supported through tokens and segmentation. |
Regulatory Compliance & Security
(8 Yes /8 Known /8 Possible features)
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Consent Management Capture and manage client communication preferences and regulatory consents. |
Consent management and preference centers available for compliance. | |
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GDPR & Local Law Compliance Tools ensuring storage and use of client data meet applicable standards. |
GDPR and local law compliance tools, including data residency, are built-in. | |
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Audit Trails Recordkeeping of all user, system, and client actions. |
Comprehensive audit trail features (user, client actions) for compliance. | |
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Data Encryption Encryption of data at rest and in transit. |
Provides encryption of data both in transit and at rest. | |
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Role-based Permissions Granular user access controls based on roles. |
Role-based permissions customizable for users/groups. | |
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Data Retention Policies Automated enforcement of data retention and purging policies. |
Data retention and purging tools to enforce data lifecycle policies. | |
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PII Data Masking Masking of personally identifiable information in UI and exports. |
PII masking is available for sensitive reports and in interfaces. | |
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Access Logging Monitoring and logging all data access and changes. |
Maintains access logs of data views and updates. |
Journey Orchestration & Automation
(4 Yes /4 Known /6 Possible features)
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Multi-step Workflow Automation Visual autoscheduling of complex marketing or sales sequences. |
Workflow automation, including visual editing and scheduling, is a base capability. | |
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Behavior-triggered Journeys Automatically adjust journeys based on client engagement signals. |
Behavioral triggers for journey automation (e.g., opens, clicks, purchases) are standard. | |
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Journey Mapping Visualization Graphical user interface for designing and viewing customer journeys. |
Drag-and-drop journey and workflow mapping visualization. | |
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Journey Analytics Reporting on journey progression, dropoff points, and conversion rates. |
Journey analytics for conversion and drop-off tracking available. | |
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Workflow Capacity Maximum number of workflows or journeys that can be active concurrently. |
No information available | |
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Journey Length Supported Maximum number of steps or events within a single customer journey. |
No information available |
Content Management
(7 Yes /7 Known /9 Possible features)
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Centralized Content Repository Single location for management of all campaign assets (documents, banners, etc). |
All assets managed in centralized content repository. | |
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Asset Tagging & Categorization Organize content through metadata and folders for easy retrieval. |
Asset tagging, metadata and foldering for easy organization/retrieval available. | |
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Document Version Control Track changes and revert to prior versions of documents. |
Version control for content and documents. | |
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Approval Workflows for Content Structured process for internal content review and signoff. |
Structured approval workflows exist for content/assets. | |
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Bulk Asset Upload/Download Efficient handling of large quantities of content files. |
Bulk upload/download for assets available. | |
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Content Sharing & Distribution Ability to distribute content internally or with external partners (e.g. IFAs, distributors). |
Content can be shared internally and externally with permissions. | |
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Branding Controls Enforce corporate brand guidelines through templates and permissions. |
Enforces brand guidelines via templates and user permissions. | |
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Digital Rights Management Control the usage and distribution rights of digital assets. |
No information available | |
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Content Repository Size Total storage allocated for content assets. |
No information available |
Data Quality & Management
(8 Yes /8 Known /9 Possible features)
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Data Validation Automated checks to ensure records are entered in the correct format. |
Automated data validation of fields upon record creation/upload. | |
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Duplicate Detection Identify and flag duplicate data entries across leads, contacts, and accounts. |
Duplicate records are detected and flagged. | |
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Data Cleansing Tools Automated processes to repair, complete, or remove poor quality data. |
Provides tools for data cleansing (correction, completion, removal). | |
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Custom Field Support Support for a wide variety of field types and custom records. |
Supports extensive custom fields and record types. | |
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Data Import Wizard Guided processes for uploading and mapping externally-sourced data. |
Data import wizard guides users through mapping and uploading external data. | |
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Change History Tracking Complete record of data modifications for audit and troubleshooting. |
Change history is tracked for audit and troubleshooting. | |
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Data Access API Available APIs for accessing data programmatically. |
APIs are provided for programmatic data access. | |
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Data Retention Controls Automated enforcement of data retention policies based on jurisdiction. |
Supports data retention and automatic purging controls. | |
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Data Storage Capacity Maximum database size for all customer and marketing data. |
No information available |
Support & Training
(7 Yes /7 Known /8 Possible features)
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24/7 Support Availability Access to technical support and troubleshooting around the clock. |
24/7 technical support is provided according to Adobe documentation. | |
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Onboarding Services Guided onboarding and setup assistance for new customers. |
Guided onboarding is part of standard Marketo Engage rollouts. | |
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Dedicated Customer Success Manager Named manager assisting with adoption and maximizing use of platform. |
Dedicated customer success managers are available for enterprise contracts. | |
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Knowledge Base Comprehensive self-serve documentation, FAQs, and guides. |
Adobe provides a comprehensive knowledge base for Marketo Engage. | |
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User Training Webinars Regularly-held training for platform end-users. |
Regular end-user training webinars are available. | |
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In-app Guidance Contextual help and walkthroughs within the application interface. |
In-app guidance and contextual help provided. | |
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Support Response SLA Published service level agreement for support response time. |
No information available | |
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Community Forums Access to a user community for sharing tips and best practices. |
Online community forums for peer support and guidance. |
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