Marketo was founded in 2006 in San Mateo, California as a marketing automation software company focused on helping marketers build, run, and measure digital campaigns across email, web, and other channels. Over time it became one of the best-known B2B marketing automation platforms, adding capabilities for lead management, lead scoring, revenue analytics, and account-based marketing.
Marketo went public in 2013 and was later taken private by Vista Equity Partners before being acquired by Adobe in 2018. Today the product is branded as Adobe Marketo Engage and sits within Adobe Experience Cloud as its flagship B2B marketing automation offering. The Marketo business unit is now headquartered in San Jose, California alongside Adobe’s corporate headquarters, while continuing to serve customers globally through regional offices and partners.
Adobe Marketo Engage provides a centralized hub where marketing teams can build unified lead and account profiles, design and execute omnichannel campaigns, and measure pipeline and revenue impact. Key capabilities include Smart Campaigns for complex workflow automation, advanced segmentation, lead and account scoring, cross-channel orchestration (email, web, events, chat, ads, mobile), dynamic content and personalization, and tight integrations with major CRMs like Salesforce and Microsoft Dynamics. Generative AI features now assist with email and landing page content, webinar summaries, and conversational chat experiences.
The platform is used by thousands of B2B and considered-purchase B2C organizations worldwide as a system of record for demand generation and customer lifecycle engagement. It is consistently recognized as a leader in analyst evaluations for B2B marketing automation, and is often chosen by mid-market and enterprise teams that need deep automation, robust governance and segmentation, and strong ecosystem integrations rather than lightweight email marketing alone.