Marketo

noun · marketing automation platform · element 75 of 117

Adobe's marketing automation platform for B2B: forms, lead scoring, nurture programmes and the hand-off to sales.

My levelAdvancedDeep production experience. I design systems with it and debug it fast.

Family: Marketing automation

What is Marketo?

Marketo Engage, owned by Adobe since 2018, runs B2B marketing programmes: forms and landing pages, email nurtures, lead scoring and the sync that hands qualified leads to the CRM.

On a website its most visible part is the form, and the riskiest part is the connection between that form and Marketo: if it fails silently, the lead is gone.

How I use Marketo

I have worked with Marketo on B2B websites: forms rendered natively in the site's own design, hidden fields that keep attribution intact, and submissions that reach Marketo reliably.

What Marketo connects to

WebMCPA proposed web standard that lets a page expose its own tools, like a form, to AI agents in the browser, so they can use them in a structured way.
HubSpotA CRM with marketing, sales, service and content tools on top, popular with growing businesses.
KlaviyoAn email and SMS marketing platform built for online stores and driven by customer and order data.
Tag ManagerGoogle Tag Manager: one container for analytics and marketing tags, so tracking changes ship without touching the site code.
GA4Google Analytics 4: event-based analytics that shows what visitors do on a site and which channels bring them.

Full name	Adobe Marketo Engage
Founded	2006
Part of Adobe since	2018