We use Adobe Marketo Engage's B2B Marketing Automation Platform to support demand generation and lead lifecycle management across multiple marketing channels as it provides a more structured approach to managing leads and orchestrating engagement across the full marketing funnel. Through CRM integrations, marketing teams are able to design automated programs that nurture prospects over time, score engagement based on behavior, and route qualified leads to the sales team. The platform delivers a lot of value in coordinating marketing and sales activities as marketing generated leads can be tracked through the full revenue lifecycle by integrating into CRM systems, thereby improving visibility into campaign performance and pipeline contribution.

Unprecedented levels of customisation and personalisation which outperforms other market offerings, but at a significant cost. In my opinion, it isn't as user friendly or intuitive as other offerings in the space, necessitating a strong internal training process to get users up and running. While I'm sure there are benefits to upskilling in using Marketo Engage, the time commitment makes me want to look elsewhere.