What is Marketo?

Marketo is a marketing automation software-as-a-service (SaaS) platform owned by Adobe, designed to help both business-to-business (B2B) and business-to-consumer (B2C) marketers streamline, automate, and measure marketing tasks and workflows. The platform offers a comprehensive suite of tools and features, including lead tracking, nurturing, campaign analysis, SEO, website personalization, digital advertisements, CRM integration, and social marketing. Marketo aims to increase operational efficiency, grow revenue faster, and enhance marketing efforts through personalized, automated campaigns across multiple digital channels.

How Marketo Works

Adobe Marketo Engage is a marketing automation software designed to streamline, automate, and measure marketing tasks and workflows, enabling increased operational efficiency and faster revenue growth.

The platform offers a comprehensive suite of tools, including:

  • Form Editor
  • Landing Page Editor
  • Email Editor
  • Segmentation
  • Predictive Content
  • Dynamic Chat
  • CRM Integration
  • Program Analysis
  • Target Account Management

Benefits of Using Marketo

Marketo offers numerous benefits to businesses looking to streamline their marketing efforts and improve overall efficiency. One of the most significant advantages is enhanced customer engagement, achieved through features like website personalization, web activity tracking, and social marketing. These tools allow marketers to create personalized experiences across multiple digital channels, leading to higher conversion rates and increased customer satisfaction.

Another notable benefit is the time-saving aspect of Marketo's automation capabilities. By automating repetitive tasks such as email marketing, lead scoring, and nurturing strategies, marketers can focus on more strategic initiatives. Additionally, the integration of Marketo with Adobe's suite of products and advanced analytics tools enables businesses to optimize their marketing strategies based on data-driven insights.

Key Features of Marketo

Marketo offers a wide range of features to support marketing goals, including form and landing page editors, email marketing tools, segmentation, predictive content, dynamic chat, and CRM synchronization. Additionally, it provides website personalization, social marketing, and mobile marketing capabilities, allowing businesses to engage customers across multiple channels.

Marketo's lead management capabilities include person scoring and an in-CRM dashboard for sales reps, enabling targeted marketing efforts and better lead prioritization. The platform also offers A/B testing for email campaigns, event and webinar management, and integration with Adobe Experience Cloud, enhancing its marketing campaign effectiveness and providing a comprehensive toolset for marketing, analytics, and content management.

Marketo Best Practices

When using Marketo, it's essential to follow best practices to maximize the platform's potential and achieve optimal results. Develop effective lead nurturing strategies by harnessing Marketo's features like segmentation, dynamic chat, CRM integration, and workflow engine. Focus on personalized communication and efficient lead management through automated workflows.

Additionally, improve email deliverability rates by employing practices such as segmentation, personalization, and clean list management. Lastly, measure and analyze campaign performance using Marketo's campaign analysis tools and Adobe's suite of analytics tools to optimize your marketing strategies based on data-driven insights.

Other terms

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Omnichannel Marketing

Omnichannel marketing is the practice of interacting with customers over their preferred channels, such as in-store, online, via text, or through social media, to provide a seamless and consistent brand experience across both physical and digital platforms.

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Low-Hanging Fruit

In the context of business, "low-hanging fruit" refers to tasks, goals, or opportunities that are easy to achieve or take advantage of with minimal effort.

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Account-Based Marketing Software

Account-Based Marketing (ABM) software supports the implementation of ABM strategies, facilitating collaboration between marketing and sales teams and providing analytics to measure performance.

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Virtual Selling

Virtual selling is the collection of processes and technologies that enable salespeople to engage with customers remotely, utilizing both synchronous (real-time) and asynchronous (delayed) communications. Virtual selling is the collection of processes and technologies that enable salespeople to engage with customers remotely, utilizing both synchronous (real-time) and asynchronous (delayed) communications.

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Customer Segmentation

Customer segmentation is the process of organizing customers into specific groups based on shared characteristics, behaviors, or preferences, aiming to deliver more relevant experiences.

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Click-Through Rate

Click-Through Rate (CTR) is a metric that measures how often people who see an ad or free product listing click on it, calculated by dividing the number of clicks an ad receives by the number of times the ad is shown (impressions), then multiplying the result by 100 to get a percentage.

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Robotic Process Automation

Robotic Process Automation (RPA) is a software technology that enables the creation, deployment, and management of software robots to mimic human actions when interacting with digital systems and software.

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Deal-flow is the rate at which investment bankers, venture capitalists, and other finance professionals receive business proposals and investment pitches.

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Buying Cycle

The buying cycle, also known as the sales cycle, is a process consumers go through before making a purchase.

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Sales Quota

A sales quota is a performance expectation set for sellers to achieve within a specific time period in order to earn their target incentive pay.

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Sales Kickoff

A Sales Kickoff (SKO) is a one or two-day event typically held at the beginning of a fiscal year or quarter, where sales team members come together to receive information and training on new products, services, sales enablement technology, and company initiatives.

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Electronic Signatures

An electronic signature, or e-signature, is a digital version of a traditional handwritten signature that provides the same legal commitment when it meets specific criteria.

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Sales Territory Management

Sales Territory Management is the process of assigning sales reps to specific customer segments, or "territories," based on criteria such as geographic location, company size, industry, and product-related business needs.

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Account View Through Rate

Account View Through Rate (AVTR) is a metric that measures the percentage of individuals who watch a video advertisement to the end, providing insights into the ad's effectiveness.

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Bounce Rate

A bounce rate is the percentage of visitors who leave a webpage without taking any action, such as clicking on a link, filling out a form, or making a purchase.

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Digital Strategy

A digital strategy is a plan that maximizes the business benefits of data assets and technology-focused initiatives, involving cross-functional teams and focusing on short-term, actionable items tied to measurable business objectives.

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Renewal Rate

The renewal rate is a metric that measures the percentage of customers who renew their contracts at the end of their subscription period.

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Customer Engagement

Customer engagement is the ongoing cultivation of a relationship between a company and its customers, going beyond transactions to foster brand loyalty and awareness.

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Sales Champion

A Sales Champion is an influential individual within a customer's organization who passionately supports and promotes your solution, helping to navigate the decision-making process and ultimately pushing for your product or service to be chosen.

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Conversion Rate

Conversion rate is a critical metric in digital marketing and analytics that measures the percentage of visitors to a website or users of a platform who complete a desired action.

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