Adobe Marketo

Adobe is widely known for its design tools, which are used by creative professionals to create and edit graphics, images, video and more. The company expanded its offerings to include tools for building robust customer experiences, including a customer data platform (CDP). In 2018, Adobe acquired marketing automation vendor Marketo to add additional email marketing and engagement capabilities.

What is Adobe Marketo?

Adobe Market Engage is a full-featured marketing automation platform (MAP) that businesses use to communicate with customers and nurture prospects. The platform tracks interactions across touchpoints to help marketers identify their most engaged audience members.  The automation capabilities in Adobe Marketo Engage allow marketers to create complex, multi-step nurture programs and campaigns that use the data gleaned from customer interactions to determine next steps and relevant offers. 

Why we care about Adobe Marketo Engage

Adobe Marketo Engage is part of an expanding ecosystem of tools used in marketing departments in businesses of all sizes. It’s part of a natural progression from the company’s early roots as a vendor focused on tools for creative professionals. Once creatives develop creative assets like images, graphics and videos, those assets are often deployed by marketing teams as part of campaigns, websites, emails and more. By helping marketers segment audiences, deliver campaigns and track the results of those creative efforts, Adobe put itself at the center of its customers’ marketing strategies and made its tools central to the success of the marketing organization.

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