Most marketing automation content plays it safe. It talks about streamlining emails or saving time. But the reality for enterprise teams is far more complex.

You’re not just trying to move faster. You’re trying to move smarter — with co-ordinated, measurable, revenue-driving programmes that scale across business units, buyer committees and product lines.

That’s what Adobe Marketo Engage was built to do.

Here’s what enterprise-grade marketing automation really means — and how leading organisations use Marketo Engage to power growth.

Automation isn’t the goal. Revenue is.

The best marketing teams aren’t chasing automation for their own sake. They’re building connected systems that:

• Unify sales and marketing around the same revenue targets.
• Personalise every experience across every channel.
• Give leadership a clear line of sight into performance and ROI.

And they’re doing it fast — and at scale. Across 14-23 person buying groups.

That’s why 5,000+ global organisations use Marketo Engage as their system of record for demand generation.

What enterprise marketing automation actually looks like.

Marketing automation isn’t just about outbound execution — it’s about orchestrating meaningful customer journeys across channels, personas and funnel stages. Marketo Engage helps enterprise teams design and deliver connected experiences that reflect how B2B buyers behave today — across every stage, channel and buying role.

Orchestrate engagement across the full buying group.

• Support digital-first buying journeys with real-time, self-directed engagement options across web, mobile and chat.
• Use AI to build predictive audiences and dynamically adjust targeting.
• Trigger nurture programmes for known and anonymous users across web, email, events, chat and paid.
• Scale your ABM programmes without compromising relevance.

Workflows that move faster than your sales team.

Marketo Engage automatically scores and routes leads and accounts based on behaviour, profile and sales-readiness — all in real time.

• Let sales know which accounts are hot and what content they’ve engaged with.
• Launch cloned campaigns with pre-approved assets in minutes, not days.
• Sync marketing activity directly into CRM for full visibility.

Attribution that goes beyond lead source.

• Use AI-powered insights to uncover optimisation opportunities and continuously improve performance — not just prove impact.
• See which campaigns actually drive revenue.
• Justify budget with lead-to-opportunity-to-win reporting.
• Optimise spend in time to affect this quarter, not next.

AI that scales personalisation, not just novelty.

• Equip sales with AI-powered summaries and assisted responses from Adobe Dynamic Chat to accelerate conversion from conversation to close.
• Deliver predictive content across web, email and chat.
• Use dynamic tokens and segmentation for 1:1 personalisation at scale.
• Embed AI-powered chat into landing pages to convert leads in-session.

Marketo Engage: Built for scale, speed and revenue.

Data unification and segmentation.

• Leverage governance features like workspaces, partitions and data access controls to support compliance across teams, regions and business units.

Campaign scale and operational efficiency.

• Clone entire campaign programmes across global teams.
• Centralise execution in a marketing centre of excellence (COE).

Sales and marketing partnership.

• Sales Insight surfaces marketing activity in CRM.
• Automated lead scoring, routeing and prioritisation.
• Shared metrics to align GTM teams.

Adobe-native integrations.

• Activate audiences from Real-Time CDP.
• Use Adobe Dynamic Chat to capture and qualify demand in-session.
• Plug into Adobe for Business product suite for end-to-end experience orchestration.

What happens when you get automation right?

• A real estate technology provider launched 36x more campaigns after switching to Marketo Engage.
• A consumer lending brand saw a 67% lift in MQL conversions and 24% more new names.
• A global healthcare enterprise aligned 10,000 sellers with marketing to engage accounts with the right message, in the right context.
• A multinational financial institution drove a 16:1 ROI on re-engagement programmes.

These aren’t just productivity wins. They’re revenue outcomes.

Ready to operationalise true marketing automation?

Marketing automation is no longer a nice-to-have. It’s the backbone of revenue operations.

If you’re ready to go beyond batch-and-blast and turn automation into acceleration, it’s time to see what Marketo Engage can do.

Book a demo. Let’s talk revenue.

Want to see how Marketo Engage fits into Adobe's broader enterprise ecosystem? Explore how it integrates with Real-Time CDP, Journey Optimizer, and Customer Journey Analytics to drive unified customer experiences across your entire go-to-market stack. Learn more about unified customer experience.

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