Marketo

A leading marketing automation platform, now integrated into Adobe Experience Cloud as Adobe Marketo Engage, serving B2B and B2C marketers globally.

Marketo, now operating as Adobe Marketo Engage, was a marketing automation company founded in 2006 that was acquired by Adobe Systems in 2018 for $4.75 billion and subsequently rebranded within the Adobe ecosystem.¹ Its platform gave both B2B and B2C marketers enhanced tools for optimizing digital campaigns and generating sales leads across channels including mobile, email, video, websites, and search advertising.² The platform captured detailed customer behavioral data — such as site activity, pages viewed, and time spent — alongside demographic and contact information, all stored for rapid access and analysis.² Primarily serving medium-sized businesses, Marketo offered specialized bundles covering lead management, email marketing, consumer marketing, customer base marketing, and mobile marketing, with customized products available for industries including technology, healthcare, media, higher education, and manufacturing.² Following Adobe's acquisition, the platform gained predictive analytics, AI, and machine learning capabilities, including predictive lead scoring and content personalization, enabling marketers to refine strategies based on data-driven insights.² Source 1: bluprintx.com — What Is Adobe Marketo Engage? Source 2: techtarget.com — What is Marketo? | Definition from TechTarget