Marketo

Leading marketing automation platform, particularly strong in B2B marketing, now part of Adobe Experience Cloud

Marketo is a leading marketing automation platform that was founded in 2006 and became a pioneer in the marketing technology space. The company provides comprehensive solutions for lead management, email marketing, consumer marketing, customer base marketing, and mobile marketing. Marketo's platform enables businesses to automate and measure marketing engagement, tasks, and workflows, with particular strength in B2B marketing automation and lead nurturing capabilities. In 2016, Marketo was acquired by Vista Equity Partners for $1.8 billion, and subsequently in 2018, Adobe acquired Marketo for $4.75 billion, integrating it into the Adobe Experience Cloud. As part of Adobe, Marketo has strengthened its position as one of the top marketing automation platforms globally, serving thousands of customers across various industries. While technically part of the MarTech (Marketing Technology) ecosystem rather than pure AdTech, Marketo plays a crucial role in the digital marketing landscape by connecting marketing activities to revenue outcomes and enabling sophisticated customer engagement strategies.