Adobe Marketo
Adobe Marketo Engage is a B2B marketing automation platform serving 5,000+ enterprise customers globally, enabling lead generation, account-based marketing, and cross-channel campaign orchestration as part of Adobe Experience Cloud.
- Company typePublic
- Founded2006
- HeadquartersSan Jose, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Adobe Marketo does
Adobe Marketo Engage is a B2B marketing automation platform that enables enterprise marketing and sales teams to execute demand generation, lead nurturing, account-based marketing, and cross-channel campaign orchestration. Founded as Marketo in 2006 and acquired by Adobe Inc. in 2018 for approximately $4.75 billion, the platform is now positioned as Adobe's lead B2B automation solution within the Adobe Experience Cloud portfolio. The product is sold as a subscription-based SaaS platform through Adobe's global enterprise direct sales force, with offices in San Jose (Adobe HQ), San Francisco, New York, and London (EMEA HQ), and serves 5,000+ enterprise customers globally. Pricing is quote-based with annual subscription contracts, and distribution is exclusively through Adobe's enterprise field sales.
The underlying technology is a cloud-native marketing automation platform integrated with Adobe Experience Platform, Adobe Real-Time CDP, Adobe Analytics, Adobe Journey Optimizer, and Adobe Customer Journey Analytics. Marketo Engage benefits from Adobe's broader AI infrastructure, including Adobe Firefly generative AI (image, video, audio, text), the Experience Platform Agent Orchestrator for autonomous agent coordination, Adobe Engagement Intelligence for predictive decisioning, and Adobe Brand Intelligence for compliance. The platform competes in the enterprise B2B marketing automation segment against assets such as HubSpot, Salesforce Pardot, and Oracle Eloqua, with its primary differentiator being deep native integration with Adobe's enterprise CX and data stack.
Adobe Marketo Engage is a wholly-owned product platform of Adobe Inc. (NASDAQ: ADBE), a publicly traded Delaware-incorporated company. Marketo Engage does not disclose standalone revenue, and its financials are consolidated within Adobe's Digital Experience segment. No independent funding rounds, separate headcount, or standalone ownership structure exists for Marketo Engage; all operations are under Adobe Inc.'s corporate structure. Recent strategic activity includes Adobe's 2025 acquisition of Semrush, the launch of Journey Optimizer B2B Edition and Customer Journey Analytics B2B Edition, and the rollout of agentic AI products (CX Enterprise Coworker, Agent Orchestrator) that extend the Experience Cloud's AI capabilities.
Adobe Marketo firmographics
Firmographics- Name
- Adobe Marketo
- Legal name
- Adobe Inc.
- Website
- https://business.adobe.com
- Company type
- Public
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Adobe Marketo Engage is a B2B marketing automation platform serving 5,000+ enterprise customers globally, enabling lead generation, account-based marketing, and cross-channel campaign orchestration as part of Adobe Experience Cloud.
- Ownership category
- akta.pro rank
Adobe Marketo industry classification
Industry- Product category
- Marketing Automation Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Creative, Content Production & Ad Ops Tools (BPAMALAK)
Keywords
Where Adobe Marketo is headquartered
LocationHeadquarters
- HQ city
- San Jose
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Adobe Marketo business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription-based SaaS licensing: Adobe Marketo Engage operates as a cloud-based SaaS platform with subscription licensing. Revenue is generated through annual or multi-year subscription contracts for the marketing automation platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise marketing automation platform - pricing available via consultation |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Adobe Marketo product offering
Product offeringCore offering
Adobe Marketo Engage is a cloud-based B2B marketing automation platform that enables enterprise marketing and sales teams to manage lead generation, lead nurturing, account-based marketing, email and cross-channel campaigns, lead scoring, and marketing analytics. The platform delivers personalized, real-time customer engagement across the B2B buyer lifecycle and operates within Adobe Experience Cloud with native integration to Adobe Real-Time CDP, Adobe Journey Optimizer, and Adobe Analytics.
Product overview
Adobe Marketo Engage is the leading B2B marketing automation platform within Adobe's broader enterprise Experience Cloud portfolio. The overall Adobe offering is a platform-plus-modules architecture spanning content creation and supply chain (GenStudio, Creative Cloud for Enterprise, Firefly family, Experience Manager Assets), workflow management (Workfront, Frame.io), customer data and analytics (Real-Time CDP, Adobe Analytics, Customer Journey Analytics), campaign management and orchestration (Marketo Engage, Journey Optimizer, Journey Optimizer B2B Edition, Adobe Campaign), and AI-powered intelligence (CX Enterprise Coworker, Engagement Intelligence, Brand Intelligence, Brand Visibility, LLM Optimizer, Experience Platform Agent Orchestrator). Adobe also acquired Semrush as a brand visibility platform. The portfolio is unified by Adobe Experience Platform as the underlying AI and data infrastructure, enabling integration across all modules. Adobe's generative AI strategy centers on Adobe Firefly (available across Firefly Graph, Firefly Creative Production, Firefly Custom Models, and Firefly Foundry), delivering text, image, video, and audio generation capabilities integrated natively into the creative and marketing workflow.
Differentiator
Problem solved
Functional benefit
Companies that use Adobe Marketo
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles1 record
Adobe Marketo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability15 records
Feature1 record
Adobe Marketo partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Adobe (Parent Company)coreAdobe acquired Marketo in 2018 and rebranded it as Adobe Marketo Engage, integrating it into the Adobe Experience Cloud portfolio. As Adobe's subsidiary product, Marketo Engage operates as part of Adobe's corporate infrastructure, sales organization, and technology ecosystem.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Adobe Marketo competitors and assessment
Company assessmentDirect peers
- HubSpot: HubSpot is a leading B2B and B2C marketing automation and CRM platform, directly competing with Marketo Engage across lead nurturing, email marketing, and ABM — with a broader product-led mid-market motion.
- Salesforce Marketing Cloud Account Engagement (Pardot): Salesforce's B2B marketing automation offering (formerly Pardot) is anchored natively to the Salesforce CRM, making it a direct competitor to Marketo Engage for enterprise B2B demand generation and ABM.
- Oracle Eloqua: Oracle Eloqua is a long-standing enterprise B2B marketing automation platform with comparable campaign orchestration, lead scoring, and ABM capabilities — competing head-to-head with Marketo Engage in large enterprises.
- Microsoft Dynamics 365 Customer Insights: Microsoft's Dynamics 365 Customer Insights (including Customer Insights - Journeys) is a CRM-anchored marketing automation solution that competes with Marketo Engage, particularly for enterprises standardized on Microsoft.
Broad incumbents
- SAP Emarsys: SAP Emarsys is an omnichannel customer engagement platform within SAP's broader CX portfolio, overlapping with Marketo Engage on campaign orchestration and personalization, though more weighted to B2C.
Emerging players
- 6sense: 6sense is an AI-driven account-based marketing and intent data platform that competes with Marketo Engage's ABM capabilities, often integrating alongside or instead of traditional marketing automation suites.
- Demandbase: Demandbase is an ABM and account intelligence platform competing directly with Marketo Engage's ABM features, frequently deployed alongside or replacing legacy B2B marketing automation workflows.
- ActiveCampaign: ActiveCampaign is a mid-market marketing automation and CRM platform with comparable email, automation, and lead scoring features — competing with Marketo Engage primarily in the SMB and lower mid-market.
- Iterable: Iterable is a cross-channel marketing automation platform that overlaps with parts of Marketo Engage's campaign orchestration capability, though it is more weighted to consumer and product-led B2C use cases.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Adobe Marketo social profiles
Digital presenceAdobe Marketo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adobe Marketo leadership team
Management profileNumber of profiles
Profiles1 record
Adobe Marketo funding detail
Funding detailFunding overview
Funding rounds7 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adobe Marketo M&A and investment
M&A and investmentM&A6 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adobe Marketo
What does Adobe Marketo do?
Adobe Marketo Engage is a cloud-based B2B marketing automation platform that enables enterprise marketing and sales teams to manage lead generation, lead nurturing, account-based marketing, email and cross-channel campaigns, lead scoring, and marketing analytics. The platform delivers personalized, real-time customer engagement across the B2B buyer lifecycle and operates within Adobe Experience Cloud with native integration to Adobe Real-Time CDP, Adobe Journey Optimizer, and Adobe Analytics.
Is Adobe Marketo a public or private company?
Adobe Marketo is a public company. It is classified as public and is currently operating.
When was Adobe Marketo founded?
Adobe Marketo was founded in 2006. It employs 1,001 to 5,000 people.
Where is Adobe Marketo based?
Adobe Marketo is headquartered in San Jose, United States, in the North America region.
How does Adobe Marketo make money?
One revenue line is on record: subscription-based SaaS licensing.
Who are Adobe Marketo's main competitors?
Direct peers on record are HubSpot, Salesforce Marketing Cloud Account Engagement (Pardot), Oracle Eloqua and Microsoft Dynamics 365 Customer Insights. SAP Emarsys is listed as a broad incumbent. Emerging players are 6sense, Demandbase, ActiveCampaign and Iterable.
Does Adobe Marketo have an API?
No public API is recorded for Adobe Marketo.
What industry is Adobe Marketo in?
Adobe Marketo's product category is Marketing Automation Software. Its primary akta.pro industry code is BPAMALAK, Creative, Content Production & Ad Ops Tools. Its NAICS code is 5132 and its SIC code is 7372.