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Marketo was acquired by Adobe (Oct 2018) (see deal) and rebranded to Marketo Engage (Jan 2019)— see Adobe for current status.
Marketo

Marketo

Marketing Automationmarketo.com

Marketo, now operating as Adobe Marketo Engage, was a marketing automation company founded in 2006 that was acquired by Adobe Systems in 2018 for $4.75 billion and subsequently rebranded within the Adobe ecosystem.

Last updated Oct 5, 2026 by the ATDb Editorial Team · Connections updated Oct 12, 2026

In the news
Founded
2006
HQ
San Jose, California, United States
Parent
Adobe
Connections
227

AI-drafted from public sources13 sources cited

At a glance

Employees
1001-5000
Funding
$107M (pre-acquisition)
Revenue
$300M–$500M (estimated at time of acquisition)
213integrations6competitors1corporate family1acquisitions
Attribution & AnalyticsMarketing CloudMarketing PlatformMarketing Automation

About

A top-tier enterprise marketing automation platform, now operating as Marketo Engage within Adobe Experience Cloud, competing for leadership alongside HubSpot, Salesforce Marketing Cloud, and Oracle Eloqua.

Marketo, now operating as Adobe Marketo Engage, was a marketing automation company founded in 2006 that was acquired by Adobe Systems in 2018 for $4.75 billion and subsequently rebranded within the Adobe ecosystem. Its platform gave both B2B and B2C marketers enhanced tools for optimizing digital campaigns and generating sales leads across channels including mobile, email, video, websites, and search advertising. The platform captured detailed customer behavioral data — such as site activity, pages viewed, and time spent — alongside demographic and contact information, all stored for rapid access and analysis. Primarily serving medium-sized businesses, Marketo offered specialized bundles covering lead management, email marketing, consumer marketing, customer base marketing, and mobile marketing, with customized products available for industries including technology, healthcare, media, higher education, and manufacturing. Following Adobe's acquisition, the platform gained predictive analytics, AI, and machine learning capabilities, including predictive lead scoring and content personalization, enabling marketers to refine strategies based on data-driven insights. Source 1: bluprintx.com — What Is Adobe Marketo Engage? Source 2: techtarget.com — What is Marketo? | Definition from TechTarget

Business model

SaaS

Target market

Enterprise and Mid-Market

What they offer

  • Marketo Engage

    The core marketing automation platform offering email marketing, lead management, campaign orchestration, and analytics for B2B and B2C marketers.

  • Engagement Hub

    A centralized system for orchestrating personalized, multi-channel customer journeys based on behavioral and demographic data.

  • Account-Based Marketing (ABM)

    Tools for identifying, targeting, and engaging high-value accounts with coordinated sales and marketing efforts.

  • Marketing Analytics & Attribution

    Revenue attribution and multi-touch analytics capabilities to measure marketing impact on pipeline and closed revenue.

  • Lead Management

    End-to-end lead capture, scoring, nurturing, and routing workflows to align marketing and sales teams.

  • Email Marketing

    Advanced email campaign creation, personalization, A/B testing, and deliverability management tools.

  • Dynamic Chat

    AI-powered conversational marketing and chatbot tool integrated within the Marketo Engage platform for real-time website visitor engagement.

Key features

Advanced lead scoring and nurturing workflowsAccount-based marketing (ABM) capabilitiesMulti-channel campaign orchestration (email, web, social, mobile)AI-powered personalization and predictive contentDeep CRM integrations (Salesforce, Microsoft Dynamics)Robust REST API and webhook supportRevenue attribution and multi-touch analyticsDynamic Chat for conversational marketingEngagement programs with smart campaign logicExtensive partner and integration ecosystem

Use cases

B2B demand generation and lead nurturingAccount-based marketing (ABM) programsMulti-channel marketing campaign orchestrationMarketing and sales alignment via lead scoring and routingCustomer lifecycle marketing and retention programsEvent marketing and webinar managementRevenue attribution and marketing ROI reportingPersonalized email marketing at scale

Customer segments

Enterprise B2B technology companiesFinancial services firmsHealthcare and life sciences organizationsManufacturing and industrial companiesMid-market B2B companies with complex sales cyclesHigher education institutionsProfessional services firms

Tech & specs

Technology stack

Adobe Sensei (AI/ML)REST APIJavaScript (Munchkin tracking)WebhooksAdobe Experience Platform (AEP) integrationSOAP API (legacy)LaunchPoint partner ecosystem

Security & compliance

SOC 2 Type IIGDPRCCPAISO 27001HIPAA (with BAA)Privacy Shield

Deployment

Cloud

API

Yes

Explore further

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