Marketo

About Marketo

Marketo is a marketing automation platform for B2B companies, founded in 2006 and acquired by Adobe in 2018. It is now sold as Adobe Marketo Engage, part of Adobe Experience Cloud.

Key features:
Lead management: capturing, scoring and nurturing leads until they are ready for sales.
Email marketing and automated campaigns.
Account-based marketing for targeting specific companies.
Landing pages and forms.
Revenue attribution: connecting marketing activities to sales results.
CRM integration with Salesforce and Microsoft Dynamics.

On websites:
Marketo is detected through its Munchkin tracking script or Marketo forms. The script records which pages known leads visit, so sales and marketing teams can see interest in products. Marketo is used mainly by mid-sized and large B2B companies in technology, manufacturing and professional services.