Adobe Marketo Engage is a complete AI-powered marketing automation platform built to scale personalised buyer engagement and grow predictable pipeline and revenue. It gives marketing, sales, and IT a shared infrastructure to drive coordinated growth – unifying engagement data, automating lead handoffs, and executing account-based strategies that connect to measurable business outcomes. Named a Leader in the 2024 Gartner Magic Quadrant for B2B Marketing Automation Platforms, Marketo Engage powers marketing and sales team success at every maturity level – from mid-market to global enterprise.
Adobe was founded in December 1982 by John Warnock and Charles Geschke after leaving Xerox PARC, and has grown into a top global leader in Customer Experience Management. Headquartered in San Jose, California, Adobe operates worldwide across North America, South America, Europe, Middle East, Africa, Asia, and Australia. The company expanded into digital marketing software through strategic acquisitions, including Marketo for $4.75 billion in 2018 and Workfront in 2020 for $1.5 billion, cementing its position as the enterprise standard for B2B marketing automation.
Marketo Engage serves as a central hub for planning, executing, and measuring omnichannel campaigns – from batch email to automated nurture to advanced multi-step programmes – built for security, compliance, and integration with external applications. Core capabilities include campaign operations with drag-and-drop ABM workflow automation, CRM integration with Salesforce and Microsoft Dynamics, multi-touch revenue attribution via Marketo Measure, omnichannel engagement across email, web, ads, events and direct mail, and automated account profile enrichment using firmographic, demographic, and behavioural data. Marketo Engage also connects natively to Adobe Real-Time CDP, Adobe Journey Optimizer B2B Edition, Adobe Workfront, and Adobe Analytics, enabling end-to-end campaign orchestration across the full Adobe Experience Cloud.
A global business services company used Marketo Engage to unify engagement data and automate lead handoffs across multiple CRMs, enabling regional teams to execute ABM plays more efficiently and delivering improved conversion rates among high-value accounts. Cisco deployed Adobe Marketo for ABM initiatives – using it to identify key accounts, segment them by behaviour, and deliver personalised content at scale – resulting in increased pipeline velocity and deal size for targeted accounts. The platform is particularly suited to large enterprises and mid-market companies in technology, cybersecurity, financial services, and business services requiring sophisticated segmentation, ABM execution, and deep CRM alignment.
Adobe has established 32 technology partners with pre-built integrations for its ABM Essentials solution, including Bombora, Demandbase, Drift, LinkedIn, LiveRamp, and Vidyard. Marketo Engage supports compliance with HIPAA, GDPR, and CCPA, with a full list of Adobe Compliance Certifications, Standards, and Regulations published publicly. Adobe holds consistent recognition as a Gartner Magic Quadrant Leader for B2B Marketing Automation and maintains strategic partnerships with Salesforce, Microsoft, and NVIDIA.
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