Adobe Marketo Engage
Adobe's B2B marketing automation for nurturing and scoring leads, then syncing them to your CRM.
Best for B2B marketing teams with a trained admin and a sales team on Salesforce or Microsoft Dynamics
Facts checked November 4, 2026 · First written by Mutuo Mbilla
The short answer
Marketo Engage is the marketing automation platform Adobe bought in 2018 and now sells as part of Adobe Experience Cloud. It suits B2B companies with long sales cycles, because smart campaigns can send an email, change a lead's score or update the CRM the moment someone clicks a link or fills in a form, and the Salesforce sync runs all day. Adobe doesn't publish prices in its product documentation, and modules such as advanced analytics and SMS are bought separately through your Adobe account team, so expect a sales process. Programs, smart lists, flow steps and tokens take time to learn, so plan on someone who owns the setup.
Choose it if
- Your sales team works in Salesforce or Microsoft Dynamics, and you want Marketo to keep leads and contacts in sync with it
- You run nurture streams over weeks or months and want each lead's score to rise and fall as they open, click and visit
- You want webinars, website chat with meeting booking and email in one system, through Interactive Webinars and Dynamic Chat
- Your company already uses other Adobe Experience Cloud products and you want marketing automation from the same vendor
- You have, or plan to hire, a marketing operations person to build and maintain programs
Skip it if
- You want to buy online without a sales call; extra modules such as Advanced BI Analytics and SMS go through your Adobe account team
- You're a small team with nobody to own the setup; HubSpot or ActiveCampaign are quicker to learn
- Your CRM isn't Salesforce, Microsoft Dynamics or Veeva CRM, the three Marketo syncs with natively
- You want to text customers outside the US and Canada; the native Vibes SMS add-on covers only those two countries
- You run an online store and want emails built from cart and order data; Klaviyo is made for that
Main features
Smart campaigns
Each campaign has a smart list that picks who qualifies, a flow of steps to run and a schedule. Triggers fire the flow the moment someone acts, for example when they click a link, while filters gather everyone who qualifies for a batch send.
Engagement programs
Nurture new leads by sending them a planned series of content over time. A subscription can run up to 100 active engagement programs.
Lead scoring
A Change Score step adds or subtracts points as people act, and you can keep more than one score field. Sales reps see the score inside Salesforce through Marketo Sales Insight.
Email Designer with generative AI
Build emails in a visual designer and generate text and images with Adobe's AI and Firefly, guided by a brand kit. A brand score checks a draft against your brand's tone and visual rules before it goes out.
Landing pages, forms and A/B tests
Build guided or free-form landing pages with forms, add a mobile view and run A/B tests on emails.
CRM sync
The Salesforce sync runs all day, pausing for 5 minutes between passes. Leads, contacts and Salesforce campaigns sync both ways, while accounts, opportunities, users and custom objects come from Salesforce into Marketo. Microsoft Dynamics and Veeva CRM have their own syncs.
Marketo Sales Insight
Gives reps a panel in Salesforce Lightning and Classic with a lead's interesting moments, web activity, emails and score, plus add-ins for Outlook and Gmail in Chrome.
Dynamic Chat
Put chatbot dialogues on your site, route qualified visitors to live chat and let them book meetings from connected Outlook or Gmail calendars. Chat activity can add people to Marketo programs. On the Select package, live chat is a trial capped at 100 lifetime engagements.
Interactive Webinars
Run webinars inside Marketo Engage, built on Adobe Connect, where attendees can share screens, chat and broadcast audio and video, then use webinar-specific triggers and filters to follow up with attendees. Adobe's contract adds terms for this feature.
CX Enterprise Coworker
AI agent skills that build a program from a plain-language description, explain why a lead missed a milestone such as MQL, check a program for setup problems before launch and import and deduplicate lead lists. Adobe says it is available to all subscriptions.
Reviews
Write a reviewNo reviews yet. If you use Adobe Marketo Engage, yours would be the first.
Alternatives to Adobe Marketo Engage
| Product | Choose it instead if | Starts at |
|---|---|---|
| Marketing Cloud Account Engagement | Your sales team works in Salesforce and you want published edition prices, starting at $1,250 a month billed yearly | $1,250 a month, billed y... |
| HubSpot | You want to start on free tools and grow into a CRM and marketing suite a small team can run without an admin | Free |
| ActiveCampaign | You want email automation you can buy online and try for 14 days before you pay | $15 a month for 1,000 co... |
| Platformly | You want email, CRM and sales tracked back to each traffic source; Platformly is closed to new signups for now, so you would join its waitlist |
Questions people ask
Is Marketo still available?
Yes. Adobe bought Marketo in 2018 and sells it as Adobe Marketo Engage, part of Adobe Experience Cloud. Adobe still ships regular releases: the November 2026 release starts rolling out on November 6, 2026, and Adobe lists AI agents you can add as steps in smart campaigns as coming soon.
How much does Marketo cost?
Adobe doesn't publish a price in its Marketo Engage documentation, so you'll need a quote from Adobe's sales team. Ask the quote to list each module you need, because Advanced BI Analytics, Advanced Journey Analytics and Vibes SMS are bought separately.
How does Marketo sync with Salesforce?
Marketo syncs with Salesforce around the clock, pausing for 5 minutes between passes. Leads, contacts and Salesforce campaigns sync both ways; accounts, opportunities, users, custom objects and activity flow from Salesforce into Marketo. The first sync copies your whole Salesforce database and can take hours or days.
Does Marketo have AI features?
Yes. The Email Designer can generate email copy and images with Adobe's AI and Firefly, and CX Enterprise Coworker can build programs, investigate leads, check programs and import lead lists from plain-language requests. Your company must accept Adobe's Gen-AI terms first, and an admin grants access by user role.
Can Marketo send text messages?
Yes, through the Vibes SMS add-on, which Adobe sells separately and which works natively in the US and Canada. In other countries you connect to Vibes through Marketo webhooks. Marketo can also send push notifications and in-app messages to users of your own mobile app.
Should I choose Marketo or Salesforce Account Engagement?
If your sales team is on Salesforce and you want prices you can see up front, Marketing Cloud Account Engagement starts at $1,250 a month on a yearly contract and runs on Salesforce's own records. Marketo also syncs with Microsoft Dynamics and Veeva CRM, and adds built-in webinars and Dynamic Chat.
Sources we checked 25
- marketo.com for old domain now redirects to business.adobe.com/products/marketo/adobe-marketo.html checked November 4, 2026
- business.adobe.com/products/marketo/pricing.html for tried for pricing; the page did not respond checked November 4, 2026
- adobe.com/about-adobe/fast-facts.html for Adobe founded 1982, Marketo acquired 2018 checked November 4, 2026
- adobe.com/about-adobe/contact/offices.html for corporate headquarters in San Jose, California checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/home for product name, part of Adobe Experience Cloud checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/release-notes/current for November 2026 release from November 6, Callable Agents, Plan Campaigns skill checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/core-marketo-concepts/smart-campaigns/understanding-smart-campaigns for smart list, flow and schedule; triggers and filters checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/email-marketing/drip-nurturing/creating-an-engagement-program/understanding-engagement-programs for engagement programs, limit of 100 active per subscription checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/core-marketo-concepts/smart-campaigns/flow-actions/change-score for Change Score step, multiple score fields checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/email-marketing/email-designer/generate-content for generative AI and Firefly in the Email Designer, Gen-AI terms, role permission checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/email-marketing/email-designer/brands/brand-score for brand score check checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/crm-sync/salesforce-sync/understanding-the-salesforce-sync for sync cycle, two-way and one-way objects, first sync duration checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/crm-sync/microsoft-dynamics/understanding-the-microsoft-dynamics-sync for Microsoft Dynamics sync checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/crm-sync/veeva-crm-sync/understanding-the-veeva-crm-sync for Veeva CRM sync checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/marketo-sales-insight/msi-for-salesforce/features/msi-feature-overview for Sales Insight panel in Salesforce Lightning and Classic; Outlook and Chrome add-ins listed in the same section checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/demand-generation/dynamic-chat/dynamic-chat-overview for Dynamic Chat dialogues, live chat, calendars and meetings, program membership checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/demand-generation/dynamic-chat/live-chat/live-chat-overview for live chat trial of 100 lifetime engagements on the Select package checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/demand-generation/events/interactive-webinars/interactive-webinars-overview for built-in webinars on Adobe Connect, extra terms, webinar triggers and filters checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/coworker-for-marketo/overview for CX Enterprise Coworker skills, available to all subscriptions checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/reporting/reporting-overview for reporting modules; Advanced BI Analytics and Advanced Journey Analytics bought separately checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/mobile-marketing/vibes-sms-messages/create-an-sms-message for Vibes SMS add-on, US and Canada only, webhooks elsewhere; push and in-app messages in the same section checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/getting-started/things-to-know/help-center for in-app Help Center, guides, Marketing Nation Community, web login checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/getting-started/things-to-know/aws-migration for Adobe Support contact route through the Admin Console support portal or Experience League checked November 4, 2026
- experienceleague.adobe.com/en/docs/marketo/using/product-docs/administration/additional-integrations/add-zoom-as-a-launchpoint-service for LaunchPoint connectors (the same section covers Webex, GoToWebinar, Adobe Connect and Google Ads) checked November 4, 2026
- salesforce.com/marketing/b2b-automation/pricing for Account Engagement starting price for the comparison FAQ and alternative checked November 4, 2026