Adobe Marketo Engage Pricing: How Much Does Marketo Cost

Marketo, officially known as Adobe Marketo Engage, does not have public pricing. However, Vendr has seen 117 Marketo contracts and is reporting the average contract value at $112,544 per year. According to former employees, Marketo pricing starts at about $40,000 per year for small startups to over $1,000,000 for large enterprises.

Marketo, like other marketing automation vendors, historically has priced on the number of contacts/leads a customer puts into Marketo’s “contact database” plus any add-on modules a customer may purchase such as ABM or content personalization.

However, since Adobe purchased Marketo in 2018, additional pricing mechanisms have been introduced. For example, in January 2023 Adobe added "Scoping parameters" to their product packaging to include limits on Activities and to introduce the Performance and Performance Plus Tiers. Previously they had Select, Prime, & Ultimate tiers all without limits on activities.

There are a number of other limitations too that disproportionately affect larger companies, such as Standard having max Salesforce sync of 100K records/day before you need to pay more, 50K max API calls before you need to pay more....

All of these greatly increase costs of Marketo for product-led companies. PLG companies typically have high contact/lead counts and also high volume of activity due to orchestrating campaigns based on product activity.

Inflection.io, another marketing automation vendor, has public marketing automation pricing and doesn’t place limits on activities, API, Salesforce sync, or even contact database limits.

Inflection’s unique ability to activate your product data and data warehouse to drive more pipeline, product adoption, and revenue expansion makes it THE Marketo alternative.

If you’re thinking about switching, request a marketing automation demo today.