Account-based marketing starts here: Why Adobe Marketo Engage is purpose-built for enterprise ABM.

Adobe for Business Team

10-13-2025

A B2B marketer outside office premises, using Adobe Marketo Engage dashboards to check accounts and top content metrics.

In enterprise B2B, the old lead-gen playbook falls flat. Misaligned teams. Generic campaigns. Bloated technology stacks. It all adds up to wasted effort and a missed pipeline.

Account-based marketing (ABM) flips the model — by aligning revenue teams around high-value accounts. But using ABM at scale? That takes more than strategy. It takes infrastructure.

In this blog, you can find out how Adobe Marketo Engage turns ABM from theory into results — by solving the real blockers CMOs, CIOs, and CROs face today.

CMOs and CIOs are under increasing pressure to drive coordinated growth — without increasing operational complexity. Fragmented tools, siloed teams, and inconsistent data flows make it difficult to execute scalable account-based strategies that align with business outcomes.

Adobe Marketo Engage addresses this with a unified platform designed for the demands of modern ABM. From anonymous engagement to closed-won deals, Marketo Engage gives marketing, sales, and IT the shared infrastructure they need to drive pipeline performance and prove impact. Here’s how.

Problem: Sales and marketing aren't aligned.

Outcome: Unified execution across the revenue team.

For CMOs, unifying go-to-market execution is critical to pipeline velocity. For CIOs, scalable data integration and automation are non-negotiable. Marketo Engage delivers both.

Problem: Campaigns miss key stakeholders.

Outcome: Target and engage full buying committees.

Enterprise buying decisions involve 14 or more stakeholders — and often span months. Marketo Engage enables teams to engage every member of the buying group with precision.

Problem: Relevance breaks down at scale.

Outcome: Personalize experiences across channels and segments.

For marketing leaders, relevance at scale is the path to revenue. Marketo Engage gives teams the ability to deliver personalized experiences across all channels.

Problem: Campaign operations slow growth.

Outcome: Scale ABM execution with operational efficiency.

As campaign complexity grows, CIOs need governance, and CMOs need speed. Marketo Engage operationalizes scale while maintaining compliance and brand consistency.

Problem: Sales lacks timely insight.

Outcome: Deliver actionable engagement data directly to sales.

ABM success depends on more than MQL volume. CIOs want CRM alignment. CMOs want sales adoption. CROs want a faster pipeline and higher win rates. Marketo Engage supports all with data-driven enablement.

Problem: Impact is hard to prove.

Outcome: Connect ABM programs to revenue and ROI.

CMOs and CIOs alike need to demonstrate business impact. Marketo Engage provides attribution and performance insights that tie ABM efforts to revenue.

Account-based marketing in action.

Enterprise brands are already showing how Marketo Engage brings ABM strategies to life — solving key operational challenges while driving measurable outcomes.

A global business services company was struggling with fragmented systems and inconsistent data across regions, which made it difficult to scale targeted marketing efforts. With Marketo Engage, they unified engagement data and automated lead handoffs across multiple CRMs. This allowed regional teams to execute ABM plays more efficiently and consistently, resulting in improved conversion rates among high-value accounts.

A global cybersecurity firm needed to scale campaign operations across North America and EMEA while maintaining compliance and brand governance. By leveraging program cloning, user permissions, and shared asset libraries in Marketo Engage, they were able to localize ABM campaigns without compromising speed or oversight. As a result, the team reduced campaign build time by over 70% and significantly accelerated pipeline generation across international markets.

A major technology enterprise lacked visibility into which accounts were in-market and which stakeholders to prioritize. Using AI-powered scoring, intent signals, and role-based segmentation within Marketo Engage, the team engaged entire buying committees with tailored, multi-threaded campaigns. This led to more qualified opportunities and shorter sales cycles, especially among their most complex enterprise accounts.

When backed by applications like Marketo Engage, ABM becomes not only scalable, but measurable, creative, and repeatable.

Frequently asked questions.

Does Marketo Engage support ABM out of the box?

Yes — it does.

For technical leaders (CIOs, marketing ops):

  • Built-in account scoring aggregates engagement across known contacts.
  • Out-of-the-box account-to-lead matching reduces manual data prep.
  • Native integrations with Salesforce, Microsoft Dynamics, and other CRMs ensure scalable, bi-directional sync. Explore Marketo Engage integrations.

For strategic leaders (CMOs, CROs):

  • Preconfigured segmentation, journey orchestration, and reporting templates accelerate time to value.
  • Engagement dashboards and multi-touch attribution connect account activity directly to the pipeline.
  • Embedded AI and predictive models help surface high-intent accounts earlier in the cycle.
  • Marketo Engage is more than ABM-compatible — it’s ABM-ready from day one.
  • Book a demo to see the full power of Marketo Engage.

How does Marketo Engage help identify and engage buying committees?

Marketo Engage lets you build audiences based on roles, intent signals, and buying stage — so you’re not just targeting individual leads, but full buying committees. This is critical for B2B deals that involve multiple decision-makers across departments.

Can Marketo Engage personalize content by account or persona?

Yes. Dynamic content and segmentation features in Marketo Engage let you tailor messaging based on firmographics, engagement history, and role. Whether it’s email, web, or paid ads, each experience can be shaped to resonate with your key personas.

Does Marketo Engage support omnichannel ABM execution?

It does. Marketo Engage lets you engage accounts across email, ads, social, mobile, web, and more — with all channels coordinated through a central campaign framework. This helps ensure every touchpoint is relevant and aligned.

Can we measure ABM performance in Marketo Engage?

Absolutely. Marketo Engage includes account-based attribution models, engagement scoring, funnel diagnostics, and pipeline impact reporting — so marketing and revenue teams can prove what’s working and optimize what’s not.

What is the difference between account-based marketing (ABM) and account-based selling (ABS)?

ABM focuses on attracting and engaging strategic accounts through personalized, multi-channel marketing. ABS complements this by enabling sales teams to convert those accounts with tailored outreach and coordinated plays. Together, they form a unified revenue strategy aligned across marketing and sales.

How does Marketo Engage support multi-threaded deal cycles?

Marketo Engage enables teams to target and nurture multiple stakeholders within an account using role-based segmentation, personalized content, and account-level engagement scoring — ensuring you can move complex B2B deals forward collaboratively.

Can Marketo Engage scale ABM across regions or business units?

Yes. With campaign cloning, permission controls, and shared assets, Marketo Engage supports global teams running localized ABM programs — while maintaining consistency, governance, and operational efficiency.

What level of IT oversight is required for ABM execution in Marketo Engage?

Marketo Engage provides self-serve orchestration for marketing teams, while giving IT full visibility into integrations, data compliance, and system governance. CIOs and marketing ops teams can set policies, manage user roles, and integrate with enterprise CRMs and identity providers to meet technical requirements at scale.

See what ABM looks like when it's done right.

Marketo Engage isn’t just an ABM tool — it’s the enterprise growth platform for aligned go-to-market teams. It unifies systems, scales personalization, and connects engagement to revenue.

Ready to turn target accounts into high-value customers?

Book a Marketo Engage demo.

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