A Marketer's Guide to Marketo (2023)

CMSWire's Dom Nicastro sheds light on Marketo and what marketers need to know to get the most out of this SaaS-based suite.

Marketo is Software-as-a-Service (SaaS)-based marketing automation software owned by Adobe and built to help organizations automate and measure marketing engagement, tasks and workflows.

Based in San Mateo, Calif., Marketo software aims to allow B2B and B2C marketers target qualified leads, produce lead-to-revenue opportunities and execute automated, personalized marketing campaigns across multiple digital channels.

Adobe, a digital experience software provider, acquiredMarketo in September of 2018in one of the largest marketing technology acquisitions at $4.75 billon. It has spent the past two years integrating the Marketo software stack into its Adobe Experience Cloud, with most of the integration activity coming this year. Adobe acquired the product from private equity firm Vista Equity Partners, whichacquired Marketo in May of 2016 for $1.79 billion.

What is Marketing Automation?

Marketing automation is the process of using software to complete repetitive marketing tasks designed to nurture sales leads, personalize marketing messages and content and, in the process, save marketers’ time and effort. Marketing automation is part of a massive stack of marketing technology tools that now as of April 2020 includes around 8,000 solutions in the marketplace, according to the Chief Marketing Technologist Blog.

The practice of marketing automation and its software deployments for marketing organizations hasn't cooled. According to Social Media’s Today 2019 State of Marketing Automation Survey report, about three out of four companies use a marketing automation tool. Marketo is one of the more popular tools alongside Adobe Campaign, HubSpot, Oracle Eloqua, Salesforce Pardot, Act-On and SharpSpring, each of which were called "leading" in a December 2019 report from TrustRadius, "The Buyer’s Guide to Marketing Automation Software." In that same report, about 70% of marketers said marketing automation software is critical to their goals.

Related Article: What Is Marketing Automation and How Does It Help Marketers?

Who Uses Marketo?

Lori Wizdo, Forrester analyst who covers marketing automation, broke down Marketo users into three buckets:

(Video) Core Areas of Marketo: a Crash Course | TAG on Marketo Essentials

  • Marketing practitioners who need to get campaigns built and nurturing strategies operationalized.
  • Sales reps who now have insight into all the digital behavior of prospects and can now have better, more contextual engagement.
  • Marketing execs who can now correlate marketing investment to sales pipeline and revenue.

According to Ryan Vong, president and CEO of Marketo partner Digital Pi, Marketo users may be in demand generation, marketing operations, sales, executives, sales and marketing agencies, product management, product marketing, brand managers and marketing administrators. "Depending on the company size, business and maturity almost anyone can be a Marketo user," Vong said. "The number of ways companies can and do use Marketo is quite large, and very diverse; that reflects on the diversity of the people who use Marketo."

Marketo Marketing Features

Let's take a look at some core Marketo software features and solutions:

  • Lead Management
  • Lead Nurturing
  • Lead Scoring
  • Bi-directional CRM synching
  • Email Marketing
  • Consumer Marketing
  • Website Personalization
  • Web Activity Tracking
  • Customer Base Marketing
  • Mobile Marketing
  • Search Engine Optimization
  • Social Marketing
  • CRM Integration
  • Campaign Dashboards and Reports
  • Marketing Calendar
  • Digital Ads
  • Program and Campaign Analysis
  • Anonymous Retargeting
  • Opportunity Influence Modeler
  • Advanced Report Builder
  • Revenue Attribution

Those features are subsets of Marketo's "engagement applications," which include:

  • Marketing Automation
  • Account Insights and Profiling
  • Account-Based Marketing
  • Email
  • Mobile
  • Social
  • Digital Ads
  • Web
  • Marketing Analytics
  • Marketo Sales Connect
  • Predictive Content

Wizdo cited Marketo’s lead-to-revenue (L2RM) framework as a major strength. Wizdo said Marketo’s software allows users to leverage automated use cases that are common in business marketing, but not typically found in consumer marketing:

Workflow that manages a complex, long, time frame engagement

  • Lead scoring
  • Lead matriculation to sales
  • Sales insight into digital engagement of the buyer from "unknown visitor" to "lead"
  • Lead-to-revenue framework

"The most important result is that marketing’s contribution to pipeline and revenue increases," Wizdo told CMSWire.

Lead Nurturing, Lead Scoring

Two key features of Marketo’s software and professional services are lead nurturing and lead scoring. According to literature on Marketo’s website, lead nurturing "is the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey. It focuses marketing and communication efforts on listening to the needs of prospects, and providing the information and answers they need."

Marketo on its website calls lead scoring the backbone to lead nurturing. It is a mechanism and strategy to determine where a lead is within a buying model. Marketo sees leading scoring in two major dimensions: demographic/firmographic data and behavioral data. Marketo offers services to help users take advantage of lead-scoring technologies within Marketo. Marketo service professionals will help determine points for certain online attributes, such as five points for attending a webinar, -10 for visiting career pages (negative because they don’t want to buy Marketo, they want to work there), eight points for "Marketo" searches, etc.

Related Article: What's Adobe Doing With Its Multibillion Dollar Magento, Marketo Acquisitions?

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Marketo Pricing

Marketo does not include specific pricing information publicly but groups them into tiers: select, prime, ultimate and enterprise. According to Marketo's pricing literature on its website, pricing is primarily based on the number of contacts in a marketing database, not usage. According to Capterra, Marketo Marketing Automation pricing starts at $1,026 per month. They do not have a free version. Marketo Marketing Automation offers a free trial.

Marketo does not require customers to buy bundles of its marketing applications. Some may start with email marketing automation and evolve into products like Predictive Content, an AI-powered product designed to predict content most likely to convert each audience by auto-discovering and cataloging website assets.

Two Major Acquisitions Since 2018

Marketo has seen major changes in the past two-plus years. The center of the Marketo platform used to be its Engagement Platform, which is now Marketo Engage. which is now part of the Adobe Experience Cloud. It natively supports supports demand and account-based marketing strategies.Marketo Enage includes: content personalization, cross-channel engagement, experience automation, sales partnership and marketing impact analytics.

Learning Opportunities

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WebinarJun8Attracting—and Keeping—Your High-Net-Worth InvestorsJoin PwC to dissect their recent survey findings on a specific customer subset — high-net-worth investors.
WebinarJun6The Future of Social Media: Emerging Trends and How to Stay Ahead of the CurveThe impact of emerging technologies like AI on social media

Brian Glover, product marketing director for Marketo Engage and Adobe, told CMSWire the platform has seen significant integrations post Adobe acquisition. It has also seen integrations in the platform after the acquisition of Bizible(marketing performance management) in May of 2018, four months before the Adobe acquisition.

What Adobe Means for Marketo Software

Adobe offers an Adobe Experience Cloud composed of four separate cloud suites; Analytics Cloud, Advertising Cloud, Marketing Cloud and Commerce Cloud. Marketo Engage falls within the Marketing Cloud along with Experience Manager (Web Content Management and Digital Asset Management), Campaign (email marketing/marketing automation) and Adobe Target (personalization and optimization).

The company announced early in 2020 an Adobe Experience Manager Asset (AEM Assets) Selector, which allows Marketo Engage users to access assets from Adobe’s digital asset management (DAM) offering. This integration is available for Marketo customers who are also customers of AEM Assets (the Adobe DAM) and have version 6.5 or higher.

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That was the second major integration between Adobe and Marketo post-acquisition, the first being the one between Marketo and the Adobe Platform Launch, which offers tag management capabilities. That integration married Adobe’s tag management capabilities with Marketo’s custom JavaScript tracking code, called Munchkin, and an integration with Bizible, Marketo’s revenue attribution system.

Marketo Engage also now integrates with other Adobe marketing software, most of which came in Marketo’s Q2 2020 release in June.

  • Adobe Audience Manager: data enrichment and activation, identity management and cross-channel engagement.
  • Adobe Target: omni-channel personalization, content optimization and real-time decisioning.
  • Adobe Ad Cloud: omni-channel advertising, ad spend optimization and audience suppression.
  • Adobe Analytics: cross-channel analysis and content consumption.

"We have taken a multi-phased approach to integrating into Experience Cloud," Glover said. "So we have been busy building integrations across nearly all of the applications in Experience Cloud. The follow-on phases will involve integrating Marketo deeply into Experience Platform, but that's a little bit forward looking and something that we're planning for 2021."

Marketo offers a technology partner ecosystem of 443 partners calledLaunchPoint.

Related Article: Adobe Integrates Adobe Experience Manager Assets With Marketo Engage

Marketo Observers: Micro Targeting, Custom Object Feature Approval

Marketo user Shem Mandajos, chief marketing officer at Tankarium, commended Marketo for its update for enhanced personalization through the creation of "Custom Object" schema definitions in its January 2020 release. "The Custom Object feature allows users to define an unestablished object so they can use it multiple times in the future again without identifying them again," Mandajos said. "If users do not do this, they would have to manually program codes every single time, which is time-consuming and difficult."

Amra Beganovich, CEO and founder of digital agency A&E, said some of Marketo's features she finds extra useful include:

  • Email testing on various parts of outbound emails:Users can test multiple subject lines, and different hours to send emails to increase the conversion rate.
  • Engagement engine: This enables users to learn client behavior and increase engagements.
  • Micro-targeting feature for website visitors: This allows marketers to customize web pages based on information this feature provides. Overall, micro-targeting leads to increased efficiency of marketing campaigns and allows users to reach the target demographic.

"From my experience, the integrations with Marketo are pretty straightforward," Begnovich added. "Some of the best ones include: Salesforce, Google Analytics, GoToWebinar and Netsuite."

Eric Hollebone, chief services officer at marketing agency DemandLab, said the Adobe acquisition has also accelerated the integration of exciting feature sets in areas such as Artificial Intelligence (AI), Behavioral Intelligence (BI) and Account-Based Marketing (ABM).

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  • Behavioral data capture: As part of the Adobe suite of products, Marketo users have access to sophisticated data analytics that enable marketers to track buying behaviors and use that data to optimize the buyer journey.
  • AI-powered functionality:Marketo now offers a suite of AI tools powered by Adobe Sensei, including Predictive Content (formerly ContentAI), which continually analyzes and optimizes the web and email content serviced to customers, and Predictive Audiences, which anticipates customer preferences and needs and delivers real-time, personalized experiences at scale.
  • ABM capabilities:Marketo has lately focused on providing integrated tools that support Account-Based Marketing, including Account Profiling that identifies high-potential accounts and lead-to-account matching to help marketers associate individual leads to target accounts, and a LinkedIn integration that enables marketers to engage high-value accounts with relevant content on LinkedIn.

"While Marketo has always been a leader in the marketing automation space, the recent acquisition by Adobe has transformed the possibilities," Hollebone said. "As part of the Adobe suite of products, Marketo has accelerated its movement upstream to meet the needs of enterprise marketers and benefits from being embedded in Adobe's broader suite of customer experience management tools."

A Marketer's Guide to Marketo (13) Learn how you can join our contributor community.


Is Marketo easy to learn? ›

Learning Marketo can be tricky, but we have put together a guide to make your journey to certification as simple as possible. Whether you learn best through reading, watching, or practice exercises, we have options for you!

How much does Marketo cost per month? ›

Marketo Pricing Plans

Marketo offers premium only subscriptions with paid plans starting from $895.00/month. Below is an overview of the main pricing plans Marketo offers.

What is the difference between Marketo and HubSpot? ›

HubSpot offers both default and custom forecasting and reporting. Sales forecasting is only provided on HubSpot's priciest plans, Professional and Enterprise. Marketo includes predictive content and predictive audience features on its top-tier plans but does not offer revenue-based forecasting.

Is Marketo similar to Salesforce? ›

Both Salesforce and Marketo have a competitive capability and if executed and handled properly, they work well for almost every enterprise marketing team. The main differences lie in the structure of data and the way it is built to meet the requirements of different marketers.

How much time does it take to learn Marketo? ›

1+ years (800-1000+ hours) hands-on experience using Marketo. Conceptual knowledge and understanding the business context of using marketing automation.

How much does a Marketo certified professional make? ›

Marketo Consultants Salaries

According to Payscale, the average salary for a Marketo consultant in the United States is around $71,000 per year [2].

Can I learn Marketo for free? ›

Luckily, Marketo University not only contains up-to-date Marketo training, but it also includes links to help you quickly find any additional information on the specific topic. Marketo University training is interactive, in-depth, and best of all free.

Can I use Marketo for free? ›

Now, anyone can take Marketo University free or premium training and/or purchase a Learning Passport Unlimited or E-Learning Passport.

What are the 4 types of Marketo programs? ›

Marketo and its Program Types

The four program types are Event Programs, Default Programs, Engagement Programs, and Email Programs.

What is a competitor of Marketo? ›

Top Adobe Marketo Engage Alternatives

(All Time) HubSpot Marketing Hub. Zoho CRM. Salesforce Marketing Cloud Account Engagement. Oracle Eloqua Marketing Automation.

Why do companies use Marketo? ›

A company like Marketo can figure out where their customers are and help them get better, grow, use more of the product, and use the product more successfully.

Which company uses Marketo? ›

Customers of Marketo
CustomersEmployee RangeCountry
GE Healthcare10,000+United States
Charles Schwab Corporation10,000+United States
Bank of New York Mellon Company10,000+United States
Telus Corporation10,000+Canada
6 more rows

Is Marketo user friendly? ›

Marketo's simple and easy user interface is amazing and very easy to use.

Who is the major competitor of Salesforce? ›

Competitors and Alternatives to Salesforce
  • Microsoft.
  • Oracle.
  • SAP.
  • Zoho.
  • SugarCRM.
  • Zendesk.
  • HubSpot.
  • Sage.

Can you use Marketo as a CRM? ›

With Marketo CRM Sync, you can help coordinate marketing and sales activities by seamlessly sharing relevant information between Marketo and your CRM.

What is the passing score for the Marketo exam? ›

Passing Score: 67% Proctored: Yes (in-person and online by Kryterion)

How many times can you take the Marketo exam? ›

If it's your first or second attempt, you'll need to wait two weeks before attempting the exam again. If it's your third or greater attempt, you'll need to wait six weeks before re-taking the exam. You can take the exam as many times as you need, but you'll have to pay the full price for each attempt.

Is Marketo certification worth it? ›

If you love figuring out process charts, workflows, data connections, and building out the infrastructure to support the Customer Experience, then becoming Marketo Certified may be worth it. Becoming Certified is a key step on the path to becoming a Marketo Admin and marketing operations professional.

What is the salary of Marketo Automation Specialist? ›

As of May 19, 2023, the average annual pay for a Marketo Specialist in the United States is $82,096 a year.

How much does an Adobe Marketo consultant earn? ›

As of May 22, 2023, the average annual pay for a Marketo Consultant in the United States is $104,659 a year.

What is the highest salary for a set designer? ›

Set Designer Salaries in India
  • ₹6,00,000 /yr. Designer.
  • ₹9,27,229 /yr. Senior Designer.
  • ₹15L /yr. Lead Designer.

Does Marketo require coding? ›

For example, to create asset template you need HTML and CSS code in the beginning. But remember, you're a marketer, not a graphic designer. Being able to change a button or add an editable section may only help you save time. But Marketo is right, you can achieve many things without knowing how to code.

Is Adobe campaign the same as Marketo? ›

Marketo Engage (Marketo) and Adobe Experience Cloud (AEC) are both marketing automation platforms (MAP). They are even part of the same company – Adobe Inc. Both platforms help businesses reach the same goal – more revenue.

What is Marketo known for? ›

Marketo is a marketing software as a service (SaaS) platform designed to help businesses assess and automate marketing tasks.

How much is a Marketo license? ›

Marketo offers three standard pricing tiers, at $895, $1,795, and $3,175 per month. Each tier unlocks new features, which means that it might cost an additional $900 – $1,400 per month for just a handful of extra features.

Is Marketo part of Adobe? ›

A boost to every aspect of your customer engagement.

Adobe Marketo Engage, the world's largest marketing automation platform, is a singular solution that lets you attract, segment, and nurture customers — from discovery to biggest fan.

Does Marketo have a sandbox? ›

Once your partner sandbox has been provisioned, you will receive an email with subject “Welcome to Your Marketo Developer Sandbox” that contains login information.

What is Marketo in Salesforce? ›

Marketo Lead Management gives Marketers the power and flexibility to automate demand generation campaigns and deliver high quality leads with less effort.

What is the difference between a smart campaign and a program in Marketo? ›

The easiest way to explain it is that programs are where your store things such as assets, period costs, reports and more. Smart campaigns is how you tell Marketo what to do. Smart campaigns are found within programs.

What is the difference between smart list and static list in Marketo? ›

Smart lists automatically update based on your database and list criteria. Static lists do not automatically update.

Is Marketo Hipaa compliant? ›


Adobe Marketo Engage provides the tools and protections to ensure that our Healthcare customers can securely use data that falls under HIPAA in their marketing activities.

Is Marketo a marketing cloud? ›

One primary difference between Marketo and Salesforce Marketing Cloud is that each was originally designed to meet the needs of different types of marketers. Marketo is usually considered a Business to Business (B2B) solution while Marketing Cloud is positioned more like a Business to Consumer (B2C) platform.

What is the difference between standard user and marketing user in Marketo? ›

Marketo provides several built-in roles, with different levels of access: Admin - all parts of the application, including the Admin section. Standard User - all parts of the application, except the Admin section. Marketing User - all parts of the application, except the Admin section.

Is Marketo B2B or B2C? ›

Though most of their customers and our customers are in B2B, it can easily be used for B2C as well.

How does Marketo track users? ›

The first time someone visits a Marketo landing page (or a page on your website that has the Munchkin tracking code), Marketo creates an anonymous activity and uses a browser cookie to track it. Once the visitor is identified, it becomes a person and the history associated with the browser cookie is merged in.

What is a smart campaign in Marketo? ›

A smart campaign is an automated marketing logic that tells your program what to do when someone interacts with the assets. A smart campaign acts after you define who, what, and when factors for your program.

Is Marketo a database? ›

The Marketo Lead Database APIs are the most frequently utilized APIs that Marketo provides as they allow for data interchange of person and person-related data from Marketo, such as Activities, Opportunities and Companies.

Where is Marketo data stored? ›

The Marketo Engage service infrastructure resides in enterprise-class data centers or co- locations from top-tier cloud hosting providers in San Jose, CA and Ashburn, VA in the United States; London, England; and Sydney, Australia, as well as in an Adobe-managed data center in Amsterdam, The Netherlands.

Where is Marketo server located? ›

The Marketo Measure solution is hosted on Adobe-leased data centers managed by our trusted cloud hosting provider, Microsoft Azure, in US-North Central and East US2-Virginia.

Does Google use Marketo? ›

The alliance between Marketo and Google Cloud includes the following: Marketo and Google Cloud will invest resources in co-innovation in a number of areas.

How many users can you have in Marketo? ›

Account-Based Marketing (ABM). Customer may enable up to 25 Marketing Users for this Add-on.

What is predictive content in Marketo? ›

Predictive content recommendations

Display AI-powered recommendations using a bar placement overlay for each web visitor to highlight the single best performing asset for that specific buyer. Increase email open and click-through rates by tailoring your content to each individual recipient.

What are the 5 largest clients that have been using Salesforce? ›

The most prominent companies that use Salesforce are:
  • Spotify.
  • Amazon Web Services.
  • U.S. Bank, Toyota.
  • Macy's.
  • T-Mobile.
  • Aldo.
  • The New York Post.
  • American Express.
6 days ago

Is Salesforce the #1 CRM? ›

Fast fact: In addition to being the #1 CRM provider worldwide, Salesforce is also the #1 market share leader for CRM in North America, Latin America, Western Europe, and Asia-Pacific (including Japan).

Who is Salesforce biggest partner? ›

1. Slalom Consulting. While they are one of the largest Salesforce Implementation Partners, they do have an extremely well-established SFDC Marketing Cloud Practice.

Why did Adobe buy Marketo? ›

“The acquisition of Marketo widens Adobe's lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing.” “Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results,” said Steve Lucas, CEO, Marketo.

What is the salary of Marketo automation Specialist? ›

As of May 19, 2023, the average annual pay for a Marketo Specialist in the United States is $82,096 a year.

Which Adobe certification is best for digital marketing? ›

7. Adobe Certified Expert (ACE) in Digital Marketing
  • The certification is recognized globally.
  • It demonstrates expertise in using Adobe tools.
  • Provides hands-on experience with Adobe tools.
Jan 21, 2023

What is Marketo in simple terms? ›

Marketo is a marketing software as a service (SaaS) platform designed to help businesses assess and automate marketing tasks.

What is the highest salary in automation? ›

Automation Engineer salary in India ranges between ₹ 1.8 Lakhs to ₹ 11.1 Lakhs with an average annual salary of ₹ 4.3 Lakhs.

What is the highest paid automation engineer? ›

Highest salary that a Senior Automation Engineer can earn is ₹21.0 Lakhs per year (₹1.8L per month).

What is the highest salary of automation analyst? ›

Senior Automation Analyst salary in India ranges between ₹ 5.4 Lakhs to ₹ 20.7 Lakhs with an average annual salary of ₹ 10.4 Lakhs. Salary estimates are based on 118 latest salaries received from Senior Automation Analysts.


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