Marketo Engage enables businesses to attract, segment, nurture, and measure engagement across every stage of complex, lengthy customer journeys through powerful marketing automation, lead management, and analytics capabilities integrated within Adobe's enterprise marketing ecosystem.
Last updated Feb 8, 2026
- Industry
- Marketing Automation
- Business Model
- SaaS
- Target Market
- Mid-Market and Enterprise
- Employee Count
- 1,000-5,000
- Funding
- $108M
- Revenue Range
- $100M-$500M
- Stock Symbol
- ADBE
- Parent Company
- Adobe Inc.
- API Available
- Yes
Market Position
Leading B2B marketing automation platform within Adobe Experience Cloud, competing at the top tier of the marketing automation market
Overview
Marketo Engage is a comprehensive marketing automation platform originally founded as an independent company in 2006 and acquired by Adobe in 2018 for $4.75 billion. As part of Adobe Experience Cloud, Marketo Engage has become one of the leading B2B marketing automation solutions globally, serving thousands of organizations across various industries. The platform provides end-to-end marketing capabilities including lead management, email marketing, consumer marketing, customer base marketing, and mobile marketing, with advanced analytics and attribution features. Marketo Engage's significance in the marketing technology ecosystem stems from its robust automation capabilities, deep integration with CRM systems (particularly Salesforce and Microsoft Dynamics), and its ability to orchestrate complex, multi-channel customer journeys. The platform is particularly strong in B2B marketing scenarios, offering sophisticated lead scoring, nurturing, and account-based marketing (ABM) capabilities. Since its acquisition by Adobe, Marketo Engage has been positioned as the marketing automation engine within Adobe's broader Experience Cloud suite, benefiting from integration with Adobe Analytics, Adobe Target, and other Adobe solutions to provide enterprise-grade marketing orchestration.
Products & Features
Lead Management
Comprehensive lead capture, scoring, nurturing, and routing capabilities to identify and prioritize sales-ready leads
Email Marketing
Advanced email creation, personalization, A/B testing, and delivery optimization tools
Marketing Analytics
Multi-touch attribution, revenue cycle analytics, and performance measurement across channels
Account-Based Marketing
Tools for identifying, engaging, and measuring account-based marketing campaigns
Customer Base Marketing
Cross-sell, upsell, and retention marketing capabilities for existing customers
Mobile Marketing
Mobile app engagement, push notifications, and in-app messaging
Web Personalization
Real-time website personalization based on visitor behavior and attributes
Predictive Content
AI-powered content recommendations to optimize engagement
Key Features
Advanced lead scoring and nurturingMulti-channel campaign orchestrationCRM integration (Salesforce, Microsoft Dynamics)Account-based marketing capabilitiesRevenue attribution and analyticsDynamic email personalizationLanding page and form buildersA/B and multivariate testingBehavioral tracking and segmentationMarketing calendar and workflow automationSocial media marketing integrationEvent marketing managementSales insights and alertsAPI and webhook capabilities
Use Cases
B2B lead generation and nurturingAccount-based marketing campaignsMulti-touch email marketing campaignsLead scoring and sales readiness assessmentCustomer lifecycle marketingEvent marketing and webinar promotionCross-sell and upsell campaignsMarketing and sales alignmentRevenue attribution and ROI measurementPersonalized customer journeysMarketing qualified lead (MQL) generationDemand generation programs
Customer Segments
B2B Technology CompaniesEnterprise OrganizationsMid-Market CompaniesFinancial ServicesHealthcareManufacturingProfessional ServicesHigher EducationSoftware and SaaS Companies