Marketo
- Company typePrivate
- Founded2006
- HeadquartersSan Jose, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
Marketo firmographics
Firmographics- Name
- Marketo
- Legal name
- Adobe Inc.
- Website
- https://marketo.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Ownership category
- akta.pro rank
Marketo industry classification
Industry- Product category
- Enterprise Marketing Automation
- NAICS
- Software Publishers (513210), Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Marketing Automation Platforms & Services (BPAFAFAC)
- akta.pro secondary industry
- Marketing Automation & Campaign Management CRM (HDAEAFAB)
Keywords
Where Marketo is headquartered
LocationHeadquarters
- HQ city
- San Jose
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
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
- Enterprise Marketing Automation Subscription: Marketo Engage operates on a subscription-based model targeting enterprise B2B organizations. Pricing is enterprise-grade with significant first-year investments (GBP200,000+), indicating annual subscription contracts with tiered pricing based on features and seat count. The platform is sold through direct enterprise sales with consultation booking as the primary entry point.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise tier with full feature access |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Marketo product offering
Product offeringCore offering
Adobe Marketo Engage is an AI-powered enterprise marketing automation platform that enables large B2B organizations to plan, execute, and measure personalized omnichannel buyer engagement campaigns. It provides lead scoring, multi-touch attribution, account-based marketing, CRM bi-directional sync, and agentic AI workflow automation. The platform is sold as an annual enterprise subscription and serves as the marketing automation pillar of Adobe's Experience Cloud portfolio.
Product overview
Adobe Marketo Engage is an AI-powered enterprise marketing automation platform positioned as the core product within Adobe's broader Experience Cloud portfolio. The platform operates alongside complementary solutions including Journey Optimizer B2B Edition for buying group orchestration, Dynamic Chat for conversational engagement, Marketo Measure for attribution reporting, and the Marketo Engage MCP Server for AI agent integration. Additional capabilities include Sales Qualifier for B2B sales development and an AI Assistant for product onboarding. Marketo Engage integrates with the broader Adobe ecosystem including Firefly generative AI, Experience Platform, and Workfront for enterprise workflow management.
Differentiator
Problem solved
Functional benefit
Brands
- Marketo Sales Connect: Sales engagement platform formerly known as ToutApp, acquired by Marketo in 2017
- Dynamic Chat
- Marketo Measure
Products and services
- Adobe Marketo Engage AI-powered enterprise marketing automation platform built to scale personalized buyer engagement and grow predictable pipeline and revenue through campaign operations, omnichannel engagement, lead scoring, and multi-touch attribution.
- Journey Optimizer B2B Edition B2B-specific customer journey management solution that increases buying group engagement; includes the Sales Qualifier AI-powered feature for BDR lead prioritization, research, and personalized engagement.
- Dynamic Chat Conversational marketing tool for engaging website visitors and qualifying leads through AI-powered chat interactions, integrated with Marketo Engage lead management.
- Marketo Measure Attribution reporting solution that provides multi-touch attribution to understand every marketing touchpoint's impact on revenue and campaign performance across channels.
- Marketo Engage MCP Server Model Context Protocol server enabling marketing operations users or developers to manage Marketo through AI prompts, allowing tasks like creating smart campaigns without manual platform navigation.
- AI Assistant for Marketo AI-powered assistant providing step-by-step instructions grounded in official Adobe documentation, helping users navigate and utilize Marketo features effectively.
Quantifiable outcome
- 36x more campaigns launched per month
- +2 more outcomes
Companies that use Marketo
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles1 record
Marketo technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability9 records
Feature8 records
Marketo partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights5 records
Marketo competitors and assessment
Company assessmentDirect peers
- Klaviyo: Klaviyo is a marketing automation platform focused on direct-to-consumer and ecommerce brands, with strong email, SMS, and personalization capabilities. It overlaps with Marketo Engage on automation workflows and personalization, particularly for B2C-adjacent use cases.
- Oracle Eloqua: Oracle Eloqua is a long-standing enterprise B2B marketing automation platform directly comparable to Marketo Engage, with similar lead scoring, campaign orchestration, and CRM integration capabilities. Eloqua competes for the same large B2B enterprise buyers.
- ActiveCampaign: ActiveCampaign is a marketing automation and CRM platform targeting SMB and mid-market B2B customers with email automation, lead scoring, and CRM features. It competes with Marketo's lower-priced tiers and is increasingly moving upmarket into Marketo's territory.
- Mailchimp: Mailchimp is a leading SMB and mid-market email and marketing automation platform that competes with Marketo at lower price points. While Marketo focuses on enterprise B2B, Mailchimp's growing automation capabilities place them on the same competitor shortlists.
- HubSpot: HubSpot is the most direct competitor to Marketo Engage in B2B marketing automation, offering marketing hub, CRM, sales hub, and service hub. HubSpot competes across customer segments including mid-market, where Marketo is not positioned, often at a fraction of Marketo's price point.
- Salesforce Marketing Cloud Account Engagement (Pardot): Salesforce's B2B marketing automation solution competes head-to-head with Marketo Engage in enterprise Salesforce-centric environments, offering lead scoring, ABM, and native CRM integration. The two platforms frequently compete for the same enterprise marketing automation budget.
Emerging players
- Demandbase: Demandbase is an ABM and account intelligence platform that competes with Marketo Engage's ABM features. As an AI-native specialist in B2B account identification and engagement, it represents an emerging alternative to Marketo's broader platform for ABM-focused buyers.
- 6sense: 6sense is an AI-driven account-based marketing and intent data platform that overlaps directly with Marketo's ABM capabilities. It competes with Marketo Engage for ABM-specific enterprise budget while integrating with Marketo through the Consensus ecosystem.
Broad incumbents
- SAP Emarsys: SAP Emarsys is an omnichannel customer engagement platform owned by SAP, competing with Marketo in mid-market and enterprise segments. Its broader positioning within SAP's CX portfolio makes it a broad incumbent peer to Marketo Engage.
- Adobe Campaign: Adobe Campaign is Adobe's B2C-focused cross-channel campaign management platform within the same Adobe Experience Cloud portfolio as Marketo. It serves as a sibling product to Marketo for B2C use cases, occasionally competing for the same enterprise marketing budgets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Marketo social profiles
Digital presenceMarketo compliance and trust
Trust signalCompliance3 records
Marketo financial estimates
Financial estimateRevenue estimate
Valuation estimate
Marketo leadership team
Management profileNumber of profiles
Profiles8 records
Marketo subsidiaries and ownership
Company hierarchySubsidiaries1 record
Marketo funding detail
Funding detailFunding overview
Funding rounds7 records
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
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 Marketo
What does Marketo do?
Adobe Marketo Engage is an AI-powered enterprise marketing automation platform that enables large B2B organizations to plan, execute, and measure personalized omnichannel buyer engagement campaigns. It provides lead scoring, multi-touch attribution, account-based marketing, CRM bi-directional sync, and agentic AI workflow automation. The platform is sold as an annual enterprise subscription and serves as the marketing automation pillar of Adobe's Experience Cloud portfolio.
Is Marketo a public or private company?
Marketo is a private company. It is classified as corporate owned and is currently operating.
When was Marketo founded?
Marketo was founded in 2006. It employs 1,001 to 5,000 people.
Where is Marketo based?
Marketo is headquartered in San Jose, United States, in the North America region.
How does Marketo make money?
One revenue line is on record: enterprise Marketing Automation Subscription.
Who are Marketo's main competitors?
Direct peers on record are Klaviyo, Oracle Eloqua, ActiveCampaign, Mailchimp, HubSpot and Salesforce Marketing Cloud Account Engagement (Pardot). Emerging players are Demandbase and 6sense. Broad incumbents are SAP Emarsys and Adobe Campaign.
Does Marketo have an API?
Yes. Marketo offers a REST API that enables developers to build integrations and automate workflows. An MCP (Model Context Protocol) server for Marketo Engage was announced at Adobe Summit, allowing marketing operations users or developers to manage Marketo through AI prompts. Third-party companies including Inflection.io, Zapier, and CData already offer Marketo MCP servers. Developer documentation is at experienceleague.adobe.com/en/docs/marketo/using/home.
What industry is Marketo in?
Marketo's product category is Enterprise Marketing Automation. Its primary akta.pro industry code is BPAFAFAC, Marketing Automation Platforms & Services, with a secondary code of HDAEAFAB, Marketing Automation & Campaign Management CRM. Its NAICS code is 513210 and its SIC code is 7372.