Home > Marketing Automation Software > Marketo > Marketo vs Adobe Campaign

Marketo vs Adobe Campaign

Last Updated: November 18th, 2024

Our analysts compared Marketo vs Adobe Campaign based on data from our 400+ point analysis of Marketing Automation Software, user reviews and our own crowdsourced data from our free software selection platform.

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Product Basics

Marketo Engage offers a cloud-based marketing platform for companies to manage and monitor customer relationships. Its integrated modules include marketing automation, social marketing, email marketing, lead nurturing, budget management, analytics, sales insight and website personalization.

It’s designed to serve both B2B and B2C environments. There’s also an active marketers’ community named the Marketo Marketing Nation in which marketers around the globe share their knowledge, ideas and best practices.

Adobe Campaign is a comprehensive marketing automation platform designed for businesses seeking sophisticated customer engagement solutions. It enables organizations to manage multi-channel campaigns, automate workflows, and gain insights into customer behavior.

Adobe Campaign excels in enterprise-level deployments, catering to large businesses with complex marketing needs. It offers robust capabilities for segmentation, personalization, and cross-channel campaign orchestration. Key benefits include improved customer engagement, increased campaign ROI, and enhanced marketing efficiency.

Pricing for Adobe Campaign is customized based on business size and usage requirements. It follows a subscription-based model with flexible payment options. When compared to other marketing automation platforms, Adobe Campaign stands out with its advanced features, scalability, and integration with Adobe's broader marketing suite.

$895 Monthly

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Tailored to your specific needs

$1,000 Monthly

Free Trial is available →

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Tailored to your specific needs

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Product Assistance

Documentation

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24/7 Live Support

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Product Insights

Web Forms: Generate complete customer profiles via social form fills and progressive forms that can recognize known website visitors. Also, ask new questions to visitors.
AI-Powered Content Suggestions: Automatically present relevant content across multiple channels using machine learning and predictive analytics, which identifies top-performing content. Choose content recommendations from the website assets such as videos, e-books, case studies and blog posts.
Marketo Sales Connect: Connect sales and marketing with a single workflow for automated and personalized inbound and outbound engagements.
Better Focus: Sales reps can prioritize and close deals by accessing real-time insights about customers from both sales and marketing touchpoints.
Team Coordination: Plan, coordinate and share marketing activities through a centralized calendar. This simplifies scheduling individual components of a single campaign or coordinating activities across teams.
Campaign Control: Build and modify marketing campaigns directly in the calendar with simple drag-and-drop functionality.
Data Tracking: Track goals and progress with calendar HD, using rotating calendar views and custom background images.
Customer Segmentation: The built-in Audience Hub tool automatically updates members in each segment as their behaviors or demographics change.
AI-Powered Account Profiling: Uses AI-based best-fit indicators for converting into ABM filters to personalize and deploy ABM campaigns by activating the target account list. Also provides predictive customer profile models, custom model tuning and recommendations based on predictive scoring.

Improve Customer Relations: The product allows you to send segmented, personalized emails that are based on customer interests. Personalizing your marketing efforts can create stronger customer relationships.
Generate a High ROI: Marketing automation tools can aid professionals in a number of tasks. They can create and nurture leads to close without any user intervention.
Write Better Emails: Email marketing is still an effective method of reaching customers, and Adobe Campaign can help you build contextual emails that account for a customer’s needs and wants.
Automate Campaigns With a set-it-and-forget-it approach, automation products like Adobe Campaign make it simple to build out effective campaigns and then watch them grow.

Search Engine Optimization: Compares keyword rankings of competitors, provides recommendations for new keywords for higher ranking web pages, and discovers inbound link opportunities based on targeted keywords and competitors’ links.
CRM Integration: Offers native integrations for Salesforce and Microsoft Dynamics 365 applications to provide a bi-directional data sync that auto-updates every five minutes. Also facilitates custom-configured integrations for various CRM platforms such as NetSuite, Oracle, SAP Sales Cloud and SugarCRM.
Lead Scoring: Rank customers by assigning positive and negative scores based on demographics or their likelihood to exhibit certain behaviors, such as making a new purchase, being open to cross-sell offers and more.
Email Marketing: Supports both batch and real-time triggered emails. Helps:

Create personalized campaigns for mobile, web, ads and more using a visual editor and responsive templates.
Personalize content based on inferred information from website visitors, such as company, country, zip code and city, helping segment and localize content.
Use browsing behavior to identify product interest for target accounts.

Mobile Marketing:

Helps connect with customers on the go, track inputs from different marketing channels and respond via mobile apps.
Sends push notifications and in-app messages, and incorporates beacon and geo-fencing technology to send location-relevant messages to customers.
Visual dashboards measure overall performance by opens, installs and session duration across multiple apps.

Social Media Marketing: Facilitates running social polls, sweepstakes and referral campaigns with built-in social share buttons and shareable videos. Integrates social metrics into marketing reports to help measure the impact of social activity on conversions and revenue.
Digital Ad Campaigns: Connects with Facebook, Google, LinkedIn and other advertising platforms, and targets customers with relevant ad campaigns.
Analytics and Reporting: Automatically connect data from different sources into a unified platform. Enables:

Mapping and measuring a customer journey at every stage through shareable, prebuilt dashboards and ad-hoc reporting tools.
Designing custom models with the help of AI.
Leveraging a suite of attribution models.

Cloud-Based: The platform is delivered in the cloud, meaning you can free up IT resources easily and not have to worry about deployment troubles.
Personalized Email: Clients and customers respond better to personalized marketing. This software allows you to segment and customize your email responses and flows based on user interests.
Analytics and Reporting: A sophisticated analytics suite geared towards email lets you dig into a variety of different metrics to diagnose pain points or capitalize on wins.
AI-Powered Email: Utilizing Adobe’s AI product (Sensei), Adobe Campaign will determine open rates for emails and deliver them at optimized times.
A/B Testing: An essential feature for email marketing campaigns, this feature present in this software. It allows you to segment and test out emails on different audiences.
Multilingual Emails: By using previously gathered intel on a customer, emails can be automatically delivered in a person’s preferred language.
Triggered Emails: Emails can be sent based on a number of triggers, including password reset or confirmation.

Product Ranking

#6

among all
Marketing Automation Software

#38

among all
Marketing Automation Software

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Analyst Rating Summary

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Analyst Ratings for Functional Requirements Customize This Data Customize This Data

Marketo

Adobe Campaign

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43%

57%

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91%

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85%

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57%

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10%

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82%

18%

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88%

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63%

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User Sentiment Summary

81%

of users recommend this product

Marketo has a 'great' User Satisfaction Rating of 81% when considering 4522 user reviews from 3 recognized software review sites.

85%

of users recommend this product

Adobe Campaign has a 'great' User Satisfaction Rating of 85% when considering 1045 user reviews from 4 recognized software review sites.

4.1 (2125)

4.1 (348)

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4.4 (172)

4.2 (582)

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4.4 (138)

4.0 (1815)

4.2 (387)

Synopsis of User Ratings and Reviews

Lead Management: The ability to route and categorize leads based on requirements is helpful for staying on top of customers inputs, in the view of 60% of users talking about lead management.

Customizable: All reviews on this aspect agree that the system is highly customizable and offers email templates that can be created as per requirements.

Automation: Marketing and sales automation make it easy to use and eliminate manual entry, according to 83% of users who reviewed this feature.

Reporting: Provides custom reports that fit the user requirement and are insightful, say 75% of users referencing reporting.

Integrations: Integrations for websites, event platforms, survey platforms, mobile apps and more, along with two-way integration with CRM systems, aid functionality, according to 75% of users mentioning integrations.

Customer Support: The training is great and customer support is responsive, according to 66% of reviews on this topic.

Easy to Use: The intuitive interface makes it simple for marketers to create and manage campaigns without requiring extensive technical expertise.

Robust Segmentation: Advanced segmentation capabilities allow marketers to target specific audience segments with personalized messaging.

Automated Workflows: Streamlined automation features eliminate manual tasks and improve campaign efficiency.

Cross-Channel Marketing: Integrates with various channels, including email, social media, and SMS, for a comprehensive marketing approach.

Detailed Analytics: Provides in-depth campaign performance metrics and analytics for data-driven decision-making.

Not User-Friendly: The functionality is cumbersome and pages take time to load, in the experience of 60% of users who reviewed the usability.

Dashboard: Campaign dashboards are outdated and the design needs an upgrade, according to 75% of users specifying this feature.

Limited Data Customization: Pre-defined templates and limited data segmentation options hinder tailored campaigns.

Complex Interface: Steep learning curve and cluttered UI make campaign creation and management time-consuming.

Integration Challenges: Difficulty in integrating with other business systems, leading to data silos and reduced efficiency.

High Cost: Expensive licensing fees and implementation costs can be prohibitive for small businesses.

Limited Reporting and Analytics: Lack of comprehensive reporting capabilities and limited insights into campaign performance.

As a part of the Adobe Experience Cloud, Marketo Engage supports both demand and account-based marketing strategies that work in sync with marketing and sales. It offers a range of features that help businesses operations. Notable features that users call out include custom reports, automation tools and lead management. It’s highly customizable and can integrate with a wide range of business systems. Users also appreciate the robust customer service. Some limitations include an inconvenient mobile app, outdated user interface for campaign dashboards and cumbersome functionality. Overall, businesses looking to automate their sales and marketing efforts will find the system has a lot to offer.

Users commend Adobe Campaign for its seamless integration with other Adobe products, particularly Adobe Analytics and Adobe Experience Manager, enabling a cohesive marketing ecosystem. They appreciate its robust segmentation and targeting capabilities, allowing for precise audience identification and personalized campaigns. However, some users note the complexity of the platform, requiring a dedicated team for implementation and ongoing maintenance. Compared to competitors like Salesforce Marketing Cloud and Oracle Eloqua, users highlight Adobe Campaign's strength in cross-channel marketing automation. Its ability to manage multiple channels from a single platform streamlines campaign execution and improves customer engagement. Additionally, Adobe Campaign's AI-powered recommendations for segmentation and content optimization provide a competitive advantage by enhancing campaign effectiveness. Adobe Campaign is ideally suited for large enterprises with complex marketing needs and a focus on cross-channel customer engagement. Its robust capabilities and scalability make it a valuable asset for organizations seeking to unify their marketing efforts and deliver personalized experiences across all channels.

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FAQ

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