Marketo Engage
Adobe's enterprise B2B marketing automation platform for revenue teams
From $895/mo
What is Marketo Engage?
Marketo Engage (now part of Adobe Experience Cloud) is the leading enterprise marketing automation platform for B2B organizations. It covers email marketing, lead management, account-based marketing, multi-channel campaigns, revenue attribution, and advanced analytics — all at the scale and reliability that large enterprises require.
Acquired by Adobe in 2018 for $4.75 billion, Marketo has deep integration with the Adobe Experience Cloud stack (Audience Manager, Experience Manager, Analytics) as well as Salesforce and Microsoft Dynamics. Its Smart Campaigns use behavior-based triggers across email, web, social, events, and mobile to nurture leads through complex B2B buying cycles. Adobe Sensei AI powers predictive audience segments, content recommendations, and send-time optimization. Marketo is the choice of enterprise marketing operations teams managing databases of 100,000+ leads with sophisticated lead scoring, account-based marketing programs, and multi-team workflow governance. Pricing starts around $895/mo and scales significantly with database size — making it inaccessible to most SMBs.
Key Features
- Smart Campaigns (multi-channel automation)
- Lead Scoring & Lifecycle Management
- Account-Based Marketing (ABM)
- Email Marketing & Dynamic Content
- Landing Pages & Forms
- Adobe Sensei AI (predictive audiences, recommendations)
- Revenue Attribution (multi-touch)
- Sales Insights for Salesforce
- Event Management
- Advanced Reporting & Analytics
Pros & Cons
Pros
- Most powerful B2B marketing automation for complex enterprise programs
- Deep ABM capabilities for targeting key accounts
- Best-in-class lead scoring and lifecycle management
- Strong Salesforce and Microsoft Dynamics integration
Cons
- Expensive — starts ~$895/mo for 10K contacts
- Significant implementation time (3-6 months typical)
- Requires dedicated marketing ops staff
- UI is dated compared to modern alternatives
Pricing
Model: Custom enterprise pricing
| Plan | Price | Key Limits |
|---|---|---|
| Growth | ~$895/mo | ~10,000 contacts, core automation |
| Select | ~$1,795/mo | ~25,000 contacts, advanced features |
| Prime | ~$3,175/mo | ~50,000 contacts, AI + analytics |
| Ultimate | Custom | 100K+ contacts, full enterprise suite |
Frequently Asked Questions
- Who is Marketo designed for?
- Marketo is designed for enterprise B2B marketing teams, typically at companies with 500+ employees and marketing databases of 25,000+ leads. It is overkill and too expensive for SMBs. HubSpot or ActiveCampaign are better fits below the enterprise tier.
- Is Marketo part of Adobe?
- Yes. Adobe acquired Marketo in 2018 for $4.75 billion. It is now sold as Marketo Engage within the Adobe Experience Cloud suite. The integration with Adobe Analytics, Audience Manager, and Experience Manager is one of its enterprise strengths.
- Does Marketo have an affiliate program?
- No. Marketo does not offer a public affiliate program. Enterprise sales happen through direct sales and channel partner relationships.