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Marketing Automation

Marketo Engage Pricing

Previously Marketo — Adobe's enterprise B2B marketing automation platform for demand gen and account-based marketing.

Quote OnlyVerified March 24, 2026Annual contracts onlyVisit Marketo Engage →
$895/moStarting price
4Plans available
NoFree option
4Hidden cost warnings

Pricing Plans

as of March 24, 2026 · annual pricing ⓘ
Previously known as Marketo — now officially Adobe Marketo Engage, though nearly everyone still calls it Marketo. No public pricing. All plans are annual contracts, quote-based, and priced primarily on database size (number of contacts/leads), not seats. Four tiers: Growth, Select, Prime, Ultimate.
Growth
Quote
Entry tier. Approx $895–$1,500/mo depending on database size. Core email automation, lead scoring, Salesforce/Dynamics integration, Smart Campaigns.
  • Email marketing & nurture
  • Lead scoring
  • CRM integration (Salesforce, Dynamics)
  • Smart Campaigns
  • Landing pages & forms
  • Basic analytics
Select
Quote
Mid tier. Approx $1,500–$3,200/mo. Adds behavioral targeting, advanced segmentation, A/B testing, mobile engagement.
  • Everything in Growth
  • Behavioral targeting
  • Advanced segmentation
  • A/B testing
  • Mobile push & in-app messaging
  • Web personalization
  • Program analytics
Prime
Quote
Upper mid tier. Approx $3,200–$6,000/mo. Adds ABM tools, predictive content, Revenue Cycle Analytics.
  • Everything in Select
  • Account-based marketing (ABM)
  • Account scoring & profiling
  • Predictive content recommendations
  • Revenue Cycle Analytics (RCA)
  • Advanced web personalization
Ultimate
Quote
Full enterprise tier. $6,000–$10,000+/mo for large databases. All features plus premium AI, advanced attribution, dedicated success manager, sandbox environments.
  • Everything in Prime
  • Premium AI & attribution modeling
  • Multi-touch attribution
  • Sandbox environment
  • Dedicated customer success manager
  • Advanced compliance & security
  • SLA guarantees

Hidden Costs

4 items
Why this matters
The advertised starting price is rarely the price you pay at scale. These are the costs buyers most commonly encounter after signing — ones that aren't prominently disclosed on the pricing page.
Database growth automatically increases cost
Marketo prices by total database size, not just contacts you email. As your lead database grows, you get pushed into higher pricing bands — even if your active campaign volume stays flat. This is the #1 source of unexpected year-over-year cost increases.
Implementation cost is significant
Implementation through a certified Marketo partner typically runs $10,000–$50,000 and takes 60–90 days. This is not optional for most enterprise deployments.
Activity and API limits on lower tiers
Adobe introduced "Scoping Parameters" in 2023 that cap Activities and API calls on lower tiers. Product-led growth companies and high-volume teams hit these limits and get forced into more expensive tiers.
Add-ons compound quickly
Advanced attribution (Marketo Measure), predictive scoring, enrichment integrations, and increased API capacity are all add-ons that materially shift the final contract number.

Negotiation Reality

What we know

Adobe negotiates aggressively on Marketo, especially at renewal. Average contract per Vendr data: ~$112k/yr, but deals range from $15k to $1M+. Database hygiene is the highest-ROI pre-renewal action — removing inactive contacts can drop you a full price band. Competing quotes from HubSpot, Agentforce Marketing, or Eloqua are effective leverage. Multi-year contracts unlock meaningful discounts.

General tips
  • —Ask at end-of-quarter — sales reps have monthly and quarterly targets
  • —Get competing quotes before your first call
  • —Ask specifically about first-year discounts vs. renewal rates
  • —Request a multi-year rate even if you plan to buy one year

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