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.

• Sync lead and account-level insights directly into your CRM to provide a single view across systems.
• Automate sales alerts, content recommendations, and task assignments based on buying signals.
• Build custom audiences that reflect real-world buying committees, not just individual leads.
• Unify first-party and third-party data from across your martech stack using native and API integrations.

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.

• Segment by job function, buying stage, geography, and digital behavior.
• Orchestrate omnichannel journeys across email, web, mobile, social, and ads.
• Score and prioritize entire accounts based on cumulative engagement.
• Use AI-powered predictive scoring and intent models to identify in-market accounts before competitors do.

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.

• Personalize content and messaging by account, segment, or intent signals.
• Dynamically adjust CTAs and offers based on past engagement.
• Run A/B tests to continuously optimize for conversions

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.

• Clone and customize campaign programs across business units or regions.
• Automate nurture flows, lead scoring, and sales handoffs.
• Centrally manage user roles, assets, and compliance workflows — all within a unified orchestration layer purpose-built for enterprise-scale B2B campaigns. Explore B2B go-to-market orchestration.

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.

• Integrate account engagement data into Salesforce and Microsoft Dynamics.
• Recommend content based on buying behavior and stage.
• Trigger real-time alerts when key stakeholders engage.
• Surface recommended next-best actions and content plays directly within sales workflows.

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.

• Multi-touch attribution tracking from awareness to conversion.
• Funnel diagnostics to identify and unblock conversion gaps.
• Custom dashboards to monitor campaign ROI and velocity.

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.

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.

https://business.adobe.com/fragments/resources/cards/thank-you-collections/marketo-engage