Adobe Reviews, Ratings & Features 2026 | Gartner Peer Insights

Gartner defines B2B marketing automation platforms (B2B MAPs) as software applications that support demand generation processes at scale. B2B MAPs help marketers capture and qualify leads and accounts, orchestrate marketing-driven engagement across the full customer journey, and use analytics to optimize and measure performance.
B2B MAPs enable marketers to automate a wide range of activities intended to drive new customer acquisition, retention and growth. To support the pursuit of new commercial opportunities (from current or prospective customers), marketers use B2B MAPs to generate, prioritize, and manage leads and account buying groups across the revenue life cycle. This includes the distribution of marketing-generated and qualified leads to sales teams for further pursuit.
Also, B2B MAPs are used to orchestrate and measure multichannel customer engagement campaigns and programs. B2B MAPs enable marketers to design and activate some communication channels natively — most notably, email and web landing pages — and orchestrate customer engagement through other channels via integrations with other tools/platforms.

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B2B Marketing Automation Platforms

Adobe Marketo Engage

Adobe

Director of Marketing

As an overall, I think Adobe is keeping up with Marketo product roadmap. We use it for our automation efforts and currently without a CDP, Marketo is doing a lot of the heavy lifting. The interface is simple and logical which makes training and adoption easy. Marketo works best out of the box if your lead management process defines lead and contact as a 1:1 relationship. There is limited reporting capability within Marketo itself for more nuanced reporting requirements but the ability for both Rest and Bulk API extraction helps us to bring the data to our datalake for analytics dashboarding purposes. 

50M - 250M USD

<50M USD

250M - 500M USD

1B - 3B USD

3B - 10B USD

500M - 1B USD

30B + USD

10B - 30B USD

Gov't/PS/ED <5,000 Employees

Gov't/PS/ED 5,000 - 50,000 Employees

Gov't/PS/ED 50,000 + Employees

Marketing Manager

It's an incredibly powerful tool that we use to manage our database, lead scoring, and email campaigns, but the UI could do with a facelift and it can often feel clunky to use at times. 

Marketing Associate

We have had a very positive experience with Adobe Marketo Engage. The platform serves as our foundation for B2B marketing automation and supports everything from email marketing and lead management to landing pages, gated content, event marketing and all related sorts of reporting.

We thoroughly appreciate the flexibility of the platform - especially in catering for the needs of a complex international organisation. Once a solid governance model, templates and processes are established, marketing teams can effectively and efficiently create and scale campaigns - locally as well as internationally. Easy processes can be made easy, while Marketo at the same time provides enough power for advanced use cases - so you can go as complex as you potentially might want to.

However, this freedom and flexibility also adds a layer of complexity that can make some aspects confusing for new users. You really need to dive into the system to feel at home and be able to effectively work with it.

In recent years, Adobe has kept busy bringing new features to Marketo and elevating the experience - most recently with the addition of the new Email Designer, Dynamic Chat and currently AI features. This is much appreciated, but also comes with some inconsistencies in the system (e.g. in user role management) that will hopefully addressed in the future.

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Act-On

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Freshworks

ActiveCampaign

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BUSINESSNEXT

Acoustic

InsideView

Bluebird

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WiseTeam

Acquia

Salesfusion

FlowUp

Infor

Insightly

Velocify by Ellie Mae

Conversica

Adobe focuses on providing digital media and digital marketing solutions on a worldwide scale. The company offers creative, marketing and document solutions which are geared towards assisting individuals, ranging from budding artists to established brands, to bring life to their digital creations. Furthermore, Adobe concentrates on the delivery of captivating experiences to the targeted individuals. Adobe's solutions are omnipresent and they are striving to bring about change through digital experiences.

Adobe is the global leader in digital media and digital marketing solutions. Our creative, marketing and document solutions empower everyone – from emerging artists to global brands – to bring digital creations to life and deliver immersive, compelling experiences to the right person at the right moment for the best results. In short, Adobe is everywhere, and we’re changing the world through digital experiences.

Apple

Reviews

Ratings Overview

Overall experience with

Favorable Review

Powerful B2B Marketing Automation with deep customisation capabilities for international enterprises

Critical Review

Marketing integrations and analytics shine, but clunky UI slows workflow

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