Marketo Engage (now part of Adobe Experience Cloud) is an enterprise marketing automation platform used by mid-market and enterprise B2B companies for lead management, email marketing, nurture campaigns, account-based marketing, and marketing analytics. It integrates deeply with Salesforce CRM and provides sophisticated lead scoring, segmentation, and multi-touch attribution — making it a foundational tool for mature B2B marketing operations.
Marketo
Adobe's enterprise marketing automation platform — the most capable B2B demand generation and lead management system, built for complex enterprise marketing operations.
Best for: Enterprise B2B marketing teams with large contact databases (50,000+), complex multi-stage sales cycles, and dedicated marketing operations professionals — especially companies with Salesforce CRM who need the most mature lead scoring and nurturing capabilities
- Contact sales
4.1/5 ratingEditorial score 75/100marketo.com
The editorial note
What to know about Marketo
Is it right for you?
Who Marketo suits
Choose it if
- Enterprise B2B marketing teams with large contact databases (50,000+), complex multi-stage sales cycles, and dedicated marketing operations professionals — especially companies with Salesforce CRM who need the most mature lead scoring and nurturing capabilities
Look elsewhere if
- Small businesses and early-stage startups — HubSpot Marketing Hub provides 90% of the functionality at far lower cost with a gentler learning curve for teams without dedicated marketing operations
What you get
Key features
- Lead scoring and lifecycle management
- Email marketing and nurture programs
- Account-based marketing (ABM)
- Landing pages and forms
- Salesforce CRM bi-directional sync
- Multi-touch attribution reporting
- Behavioral tracking and segmentation
- Revenue cycle analytics
Works with
Integrations8
What it costs
Pricing
| Plan | Price | What it includes |
|---|---|---|
| Growth | Contact sales | Email marketing, lead management, and basic analytics |
| Select | Contact sales | Account-based marketing, web personalization, and revenue attribution |
| Prime | Contact sales | Advanced analytics, AI content, and enterprise support |
Prices are recorded from the vendor's public pricing page and can change. Check before you buy.
The trade-off
Pros and cons
Pros
- Industry-leading lead scoring and lifecycle management for complex B2B sales cycles
- Deep Salesforce CRM integration with bi-directional sync for full funnel visibility
- Account-based marketing (ABM) capabilities for targeting buying committees
- Sophisticated segmentation using behavioral, demographic, and firmographic data
- Adobe Experience Cloud integration enables cross-channel personalization at scale
Cons
- Steep price — starts at $895/month making it inaccessible for smaller businesses
- Complex setup and onboarding requiring dedicated marketing operations expertise
- UI has not been modernized significantly, feeling dated compared to HubSpot
- Reporting can require Marketo experts to configure custom analytics correctly
Quick read
At a glance
- Category
- Marketing & SEO
- Pricing model
- Subscription
- Entry plan
- Contact sales
- Free plan
- Not listed
- Free trial
- Not listed
- Website
- marketo.com
The verdict
Our take on Marketo
Marketo is the most powerful B2B marketing automation platform for enterprises with complex demand generation operations. The lead scoring, Salesforce integration, and ABM capabilities are best-in-class. The price and complexity are significant: most companies under 1,000 employees get equal or better ROI from HubSpot at a fraction of the cost. Adobe Pardot is the main enterprise alternative, though Marketo is generally considered more capable for complex programs. If you need enterprise marketing automation, Marketo is the benchmark.
Editorial review
From the journal
Editorial review of Marketo
Marketo is the most powerful B2B marketing automation platform for enterprises with complex demand generation operations. The lead scoring, Salesforce integration, and ABM capabilities are best-in-class. The price and complexity are significant: most companies under 1,000 employees get equal or better ROI from HubSpot at a fraction of the cost. Adobe Pardot is the main enterprise alternative, though Marketo is generally considered more capable for complex programs. If you need enterprise marketing automation, Marketo is the benchmark.
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Mentioned in
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