Adobe Marketo Engage

Marketo is now Adobe Marketo Engage, an enterprise marketing automation platform for B2B companies. It manages leads, runs email nurture campaigns, personalises content and measures which marketing creates pipeline. Adobe does not publish prices; all four packages are sold on a quote.

What happened to Marketo?

Adobe announced in September 2018 that it was buying Marketo for $4.75 billion, according to Wikipedia. The product is now sold as Adobe Marketo Engage and is part of Adobe's business software, next to tools such as Adobe Firefly, which powers some of its image generation.

Who is Marketo Engage for?

Marketo Engage suits mid-size and enterprise B2B marketing teams with marketing operations specialists. Typical users run many nurture programmes, score and route leads to sales, and report on attribution, usually with Salesforce or Microsoft Dynamics as the CRM. Small teams without an admin often find it more than they need.

What are Marketo Engage's main features?

Lead management

Marketo keeps a lead and account database with scoring, routing and alerts, so sales sees the leads that are ready to talk. Native integration with Salesforce, Microsoft Dynamics and Veeva keeps both teams on the same data.

Email marketing and nurturing

You can send batch emails, build automated nurture streams and run multi-step campaigns. Segmentation, dynamic content and advanced personalisation tailor each message. AI helps write email copy and subject lines and creates images with Adobe Firefly.

Existing customers and other channels

Adobe positions lifecycle campaigns after the first purchase as a core use case, to raise usage and retention. Beyond email, the packages include social marketing, landing pages and forms, paid media targeting, webinars and events, and Dynamic Chat for website conversations.

Account-based marketing

Prime and Ultimate add target account management, predictive audiences and advanced journey analytics for teams that sell to named accounts.

Analytics and attribution

Every package includes campaign reporting. Attribution and ROI dashboards come with the higher packages, and Ultimate adds Marketo Measure for premium attribution.

AI and agents

Adobe now describes Marketo Engage as having an agentic experience: a conversational interface to create and run campaigns, add-ons called Marketo Optimizer and Marketo Qualifier, and an MCP server that connects Marketo Engage to AI applications and large language models.

How much does Marketo Engage cost?

Checked on 1 November 2026: Adobe lists four packages, all with a "Get pricing" button instead of a price.

There is no free plan or self-service trial; Adobe offers a demo.

What do users say about Marketo Engage?

Marketo Engage is rated 4.1 out of 5 on G2 from more than 3,300 reviews at the time of checking. G2's review summary says users value its extensive automation, personalisation features and integrations, and many reviewers also mention ease of use. Opinions split here, as the complaints below show.

The most common complaints on G2 are a steep learning curve, an interface many call outdated and not intuitive, complexity for new users, and a very high price.

When should you choose an alternative?

• You want marketing automation built on the same platform as your CRM. Compare HubSpot.
• You are a small team that needs email automation without an admin. Look at ActiveCampaign or Mailchimp.
• You want an open-source option you can host yourself. See Mautic.

Browse more marketing automation tools.