Adobe Marketo Engage is the industry-standard marketing automation platform for enterprise B2B organisations. It powers complex lead nurture programmes, ABM campaigns, and multi-touch attribution across every stage of the funnel.
Product Overview
Marketo's strength lies in its deep Salesforce integration and sophisticated lead management capabilities — lead scoring, lifecycle stages, dynamic content, and programme analytics. As part of Adobe Experience Cloud, it connects to Adobe Analytics, Adobe Target, and Real-Time CDP for a unified enterprise marketing stack.
Key Features
- Lead Scoring & Lifecycle: Behavioural and demographic scoring with automated lifecycle stage transitions.
- Engagement Programmes: Multi-stream nurture programmes that adapt based on prospect behaviour.
- Account-Based Marketing: ABM account scoring, target account lists, and personalised web content.
- Dynamic Content: Personalise emails and landing pages by segment, persona, or industry.
- Revenue Attribution: Multi-touch attribution models connecting marketing activity to pipeline and revenue.
Best For
Enterprise B2B marketing teams with a Salesforce CRM that need sophisticated lead management, complex nurture programmes, and advanced attribution.
Pricing
Growth, Select, Prime, and Ultimate tiers — pricing based on database size, starting around $1,000–$3,000/month. Custom quotes required.
Key Integrations
Salesforce, Microsoft Dynamics, Adobe Experience Cloud, LinkedIn, Google Ads, Webex, Zoom
Pros
- Industry-standard for enterprise B2B
- Very deep Salesforce integration
- Powerful lead scoring and segmentation
Cons
- Steep learning curve
- High cost
- Slow product iteration
- UI feels dated
