Marketo Engage
by Adobe Inc.
Enterprise marketing automation by Adobe with lead scoring, multi-channel campaigns, and revenue attribution. Marketo Engage (commonly known as Marketo) is an enterprise marketing automation platform originally founded in 2006 by Phil Fernandez, Jon Miller, and David Morandi. Adobe acquired Marketo in 2018 for $4.
Performance Scores
1 ranking evaluated
Score range: 7.2 – 7.2
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#6Best Marketing Automation Tools in 2026
Score: 7.2 · Best for: Enterprise B2B companies needing lead scoring, ABM, and multi-touch attribution
Key Facts
pricing
| Attribute | Value | As of | Source |
|---|---|---|---|
| Marketo pricing (July 2026) | Adobe Marketo Engage pricing (verified July 2026) is quote-based with four packages — Growth, Select, Prime, Ultimate — and no public per-tier price (Adobe does not publish figures). Pricing scales with marketing-database size. Confirmed entitlements: Growth includes 10 users and 20,000 API calls/day; Ultimate adds unlimited interactive webinars and Marketo Measure over Prime. Third-party estimates of ~$895-$3,195/month are not official. | Jul 2026 | Adobe Marketo Engage |
General
| Attribute | Value | As of | Source |
|---|---|---|---|
| Founded | 2006 (acquired by Adobe in 2018 for $4.75B) | Apr 2026 | Adobe SEC filing |
| Parent Company | Adobe Inc. (NASDAQ: ADBE, $21.5B FY2024) | Apr 2026 | Adobe 10-K |
| Growth Tier | Quote-based via Adobe sales; no published list price (Growth package, as of July 2026) | Jul 2026 | Adobe — Marketo Engage Pricing and Packaging |
| Select Tier | Quote-based via Adobe sales; no published list price (Select package, as of July 2026) | Jul 2026 | Adobe — Marketo Engage Pricing and Packaging |
| Lead Scoring | Behavioral and demographic lead scoring built with Smart Campaigns; score decay is not a built-in/configurable feature — it must be implemented manually via negative 'Change Score' smart campaigns | Jul 2026 | Adobe Experience League — Understanding Scoring |
| Revenue Attribution | Revenue Cycle Analytics with multi-touch attribution | Jul 2026 | Adobe Experience League — Understanding Attribution (Revenue Cycle Analytics) |
| Salesforce Sync | Bidirectional Salesforce CRM sync (native integration) | Jul 2026 | Adobe Experience League — Understanding the Salesforce Sync |
| Enterprise Features | Multi-touch attribution, Target Account Management (formerly ABM; sold as an add-on), revenue cycle modeling | Jul 2026 | Adobe Experience League — Target Account Management Overview |
Strengths
- ●Enterprise-grade lead scoring with behavioral and demographic models
- ●Account-based marketing with target account lists and account scoring
- ●Deep Adobe ecosystem integration including Analytics and Target
- ●Multi-touch attribution reporting for long B2B sales cycles
Limitations
- ●Steep learning curve requiring dedicated marketing operations expertise
- ●Quote-only pricing across all four tiers complicates budgeting
- ●Interface has not been significantly modernized under Adobe ownership
Based on evaluations in 1 ranking: Best Marketing Automation Tools in 2026
Pricing Plans
Growth
Quote-based (Adobe); no public price
- ✓Email marketing, lead management, forms
- ✓10 users, 20,000 API calls/day
- !Priced by database size
Prime
Quote-based
- ✓+ Revenue attribution, target account mgmt, AI content
Ultimate
Quote-based (top edition)
- ✓Prime + unlimited interactive webinars, Marketo Measure
About Marketo Engage
Marketo Engage (commonly known as Marketo) is an enterprise marketing automation platform originally founded in 2006 by Phil Fernandez, Jon Miller, and David Morandi. Adobe acquired Marketo in 2018 for $4.75 billion, integrating it into the Adobe Experience Cloud. As of April 2026, Marketo remains one of the most widely deployed enterprise marketing automation platforms, serving thousands of B2B organizations across technology, financial services, healthcare, and manufacturing.
Marketo provides lead management (scoring, nurturing, routing), email marketing, campaign orchestration across email, web, social, and paid media, landing pages, forms, and advanced analytics. The lead scoring engine uses both behavioral signals (email engagement, web page visits, content downloads, webinar attendance) and demographic/firmographic attributes (company size, industry, job title) to rank leads by sales readiness. Revenue Cycle Analytics tracks marketing-sourced and marketing-influenced pipeline, enabling attribution of revenue to specific campaigns and channels.
Marketo pricing is structured in four quote-based tiers by database size — Growth, Select, Prime, and Ultimate. Adobe publishes no list prices; third-party estimates have ranged from roughly $895/month (Growth, small databases) to $3,195/month (Ultimate). Exact pricing depends on database size, add-on modules, and contract terms, and all quotes require contacting Adobe sales. Enterprise contracts commonly run $50,000-$200,000+ per year depending on scale.
Marketo integrates natively with Salesforce CRM (bidirectional sync), Microsoft Dynamics, and SAP CRM. Additional integrations include the Adobe Experience Cloud (Analytics, Target, Audience Manager), Zoom (webinars), LinkedIn (lead gen forms and matched audiences), Slack, and custom integrations via the REST and Bulk APIs. Marketo's extensibility through APIs and webhooks makes it suitable for complex enterprise marketing technology stacks.
Integrations (8)
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Questions About Marketo Engage
What are the best automation tools for marketing teams in 2026?
The leading marketing automation tools in 2026 are [HubSpot](/tools/hubspot/) (all-in-one marketing, CRM, and service hub), [Klaviyo](/tools/klaviyo/) (Shopify-native email and SMS with predictive analytics), and [Marketo](/tools/marketo/) (Adobe-owned enterprise B2B engagement platform).
What are the best Marketo alternatives in 2026?
As of April 2026, the leading Marketo alternatives are HubSpot Marketing Hub (better UX for mid-market), Pardot/Account Engagement (Salesforce-native), Iterable (cross-channel growth marketing), Klaviyo (ecommerce-focused), and ActiveCampaign (lower-cost SMB option). Selection turns on CRM stack, channel mix, and budget.
Can you connect Marketo to Salesforce?
Yes. As of April 2026, Marketo Engage offers a native, bidirectional Salesforce integration that syncs Leads, Contacts, Accounts, Opportunities, and custom objects on a 5-minute interval. Setup uses a dedicated Salesforce sync user and is included in standard Marketo licensing.
How much does Marketo cost in 2026? Pricing breakdown
Adobe Marketo Engage pricing is quote-based as of July 2026 — four packages (Growth, Select, Prime, Ultimate) with no public per-tier price, since Adobe does not publish figures. Pricing scales with the marketing-database size (number of lead records). Confirmed entitlements: Growth includes 10 users and 20,000 API calls/day, and Ultimate adds unlimited interactive webinars and Marketo Measure over Prime. Third-party estimates put the tiers around $895 (Growth) to $3,195/month (Ultimate), but these are not official Adobe prices.