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The Essential Guide for Marketers: What is Marketo?

Marketing is a critical discipline for businesses of all sizes, and understanding the technology, tools, and techniques available can provide huge advantages as brands strive to increase their reach and boost their sales. Marketo is one of the world’s foremost automation tools and it’s revolutionizing the marketing world with its powerful features. This guide will explore what Marketo is, who uses it, and the key features of the software, as well as how the Adobe acquisition affects Marketo. It will also cover crucial issues such as Lead Nurturing, Lead Scoring, and what Marketo Observers are saying about the software’s new micro targeting and custom object features. 

What Is Marketing Automation?

Marketing automation is a system that allows businesses to streamline and automate their marketing tasks, workflows, and processes. It helps companies to reach out to their target audience and prospects with personalized and targeted messages across multiple channels, such as email, social media, and web pages. It enables businesses to scale their marketing efforts, increase efficiency, and generate better results.

Who Uses Marketo? 

Marketo is a leading marketing automation software that is used by businesses of all sizes and industries worldwide. It is an enterprise-level platform that provides a comprehensive suite of marketing tools and features, including lead management, email marketing, web personalization, social media marketing, and more.

Marketo Marketing Features 

Let’s take a look at some core Marketo software features and solutions:

  • Email marketing, 
  • Lead management, 
  • Reporting, 
  • Social media integration,
  • CRM synchronization. 

Marketo users have access to powerful segmentation, analysis, and personalization tools that allow them to target their audience more accurately and more efficiently. Marketo also integrates with many of the most popular marketing software such as Salesforce and Microsoft Dynamics. 

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Lead Nurturing and Lead Scoring 

Lead scoring is a vital feature that allows businesses to prioritize their leads based on their level of engagement and behavior. It helps to identify the most qualified leads and provides sales teams with actionable insights to close more deals.

Marketo Pricing 

Marketo pricing is based on the number of contacts and the features included in each plan. The pricing starts at $895 per month for up to 10,000 contacts and goes up to $3,195 per month for up to 50,000 contacts. Marketo also offers custom pricing for larger organizations.

What Adobe Means For Marketo Software 

In 2018, Adobe acquired Marketo, which added an extra layer of sophistication to the software. Adobe’s extensive product portfolio and resources allowed Marketo to expand its capabilities, including AI-powered automation and account-based marketing.

Marketo Observers: Micro Targeting and Custom Object Feature Approval 

Marketo observers appreciate the software’s micro-targeting and custom object feature approval. Micro-targeting is a technique that allows businesses to target their audience with highly specific and personalized messages based on demographics, interests, and behaviors. Custom object feature approval allows businesses to create custom data fields and objects to store and manage unique business data.


Marketo is an excellent marketing automation software that helps businesses to scale their marketing efforts and generate better results. With its powerful features and capabilities, it is no wonder why it is used by businesses of all sizes and industries worldwide. Its acquisition by Adobe also signifies its growing importance in the market, making it a vital tool for any business looking to streamline their marketing efforts.

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