Marketo
An enterprise marketing automation platform now owned by Adobe, focused on B2B engagement.
Definition
Marketo Engage, now part of Adobe Experience Cloud, is an enterprise marketing automation platform specializing in B2B marketing. The platform provides lead management, email marketing, account-based marketing, and revenue attribution.
Marketo offers sophisticated automation capabilities, integration with CRM systems, and analytics for marketing performance and pipeline contribution.
Why It Matters
Marketo sets the standard for enterprise B2B marketing automation. Understanding its capabilities helps marketers evaluate technology investments and design scalable programs.
The platform integration with Adobe Experience Cloud creates opportunities for unified B2B and B2C marketing approaches.
Examples in Practice
An enterprise software company uses Marketo to orchestrate multi-touch nurture programs, adapting content based on persona and buying stage. The platform scores accounts for ABM prioritization.
Marketing ops teams attribute pipeline and revenue to marketing programs, demonstrating which campaigns drive qualified opportunities and closed deals.