Marketo

Marketo is a marketing automation software platform designed to help businesses manage and automate digital marketing campaigns, with a focus on lead generation, lead management, email marketing, landing pages, forms, and analytics. It enables marketers to create targeted campaigns, nurture prospects, score leads, and attribute revenue to marketing activities across multiple channels.

Founded in 2006 by Phil Fernandez, Jon Miller, and David Morandi, Marketo operated as an independent company until its initial public offering in 2013 on the NASDAQ under the ticker MKTO. In 2018, Adobe Systems acquired Marketo for approximately $4.75 billion, and the product is now marketed as Adobe Marketo Engage, within the Adobe Experience Cloud.

Key features of Marketo include CRM integration (notably with Salesforce and Microsoft Dynamics), automated nurture campaigns, dynamic content, landing pages and forms, lead scoring, and multi-channel engagement. The platform provides analytics and attribution to measure campaign performance and revenue impact, along with API access and ecosystem integrations for advertising, social media, and data management. It supports account-based marketing (ABM) workflows and scalable deployment for enterprise users.

In the market, Marketo is positioned as a widely adopted solution for B2B marketing, used for demand generation and customer lifecycle marketing. It competes with other marketing automation platforms such as Oracle Eloqua, Salesforce Pardot, and HubSpot. As part of Adobe, Marketo Engage aims to integrate marketing automation with broader customer experience and data management capabilities within the Adobe Experience Cloud.