Software: Adobe Marketo Engage

Category: Enterprise Marketing Automation Platform

Primary Use: B2B marketing automation, lead management, and multi-channel campaign orchestration

Developer: Adobe Inc.

Starting Price: Custom pricing (enterprise-level subscription)

Free Trial/Plan: Demo available

Platform: Web-based (cloud)

Official Website: business.adobe.com

Adobe Marketo Engage, commonly referred to as Marketo, is a cloud-based marketing automation platform designed for mid-sized and enterprise organizations. It provides tools for lead management, account-based marketing (ABM), email automation, and cross-channel campaign orchestration.

What Is Marketo?

Marketo was originally launched in 2006 and later acquired by Adobe in 2018. It is part of the Adobe Experience Cloud suite.

The platform enables marketing teams to automate lead nurturing, manage complex B2B buying journeys, and track marketing performance across channels.

Marketo operates entirely online and integrates with CRM systems and enterprise data tools.

Who Uses Marketo?

Marketo is commonly used by B2B companies, enterprise organizations, technology firms, and global marketing teams. It is particularly suited for organizations with long sales cycles and account-based marketing strategies.

Marketing departments use Marketo to manage multi-touch campaigns. Sales teams rely on integration with CRM systems to track lead progression.

Core Features

Marketo provides email marketing automation with advanced workflow builders.

Lead scoring tools evaluate prospect engagement and readiness.

Account-based marketing (ABM) features support targeting enterprise accounts.

Landing page and form builders capture leads directly from campaigns.

Customer journey orchestration tools manage multi-step nurturing paths.

Advanced segmentation tools enable highly targeted messaging.

Analytics dashboards provide campaign attribution and performance insights.

A/B testing tools support campaign optimization.

Integration with Adobe Experience Cloud enhances personalization capabilities.

API access supports enterprise-level customization and integration.

Integrations and Compatibility

Marketo integrates with CRM platforms such as Salesforce.

The platform connects with advertising platforms and data management systems.

API access enables integration with custom enterprise systems.

Export functionality allows sharing performance data across analytics tools.

Marketo operates as a fully cloud-based SaaS solution.

Pricing Structure

Marketo offers custom pricing based on database size, feature requirements, and selected modules.

Plans are typically structured into tiers such as Select, Prime, Ultimate, and Enterprise.

Pricing scales based on contact volume and advanced feature access.

Enterprise contracts are usually billed annually.

Advantages and Limitations

Marketo provides enterprise-grade automation, segmentation, and analytics capabilities. Its ABM and CRM integration features support complex B2B marketing operations.

However, pricing is not publicly listed and may be higher than small-business-focused platforms. Implementation can require onboarding support and technical configuration.

Alternatives to Marketo

Several platforms provide similar enterprise marketing automation functionality. HubSpot Marketing Hub offers CRM-integrated automation tools. Salesforce Marketing Cloud supports enterprise-level campaign management. Oracle Eloqua provides B2B automation features. ActiveCampaign offers automation for mid-sized businesses.

Each alternative differs in pricing structure, CRM integration depth, and enterprise feature sets.

Frequently Asked Questions

What does Marketo do?

Marketo is an enterprise marketing automation platform that supports lead management and multi-channel campaigns.

Is Marketo cloud-based?

Yes. Marketo operates as a web-based SaaS platform.

Does Marketo support account-based marketing?

Yes. ABM features are included in supported plans.

Who typically uses Marketo?

B2B enterprises and large marketing teams commonly use the platform.

Key Takeaways

Adobe Marketo Engage is a cloud-based enterprise marketing automation platform designed for B2B organizations. It includes email automation, lead scoring, account-based marketing tools, advanced segmentation, analytics dashboards, and CRM integrations. Pricing is custom and typically structured through annual enterprise subscriptions based on contact volume and feature access.