Growth
Custom
per year (quoted)
Best for: Smaller teams starting with email and nurture programs
- Core email
- segmentation
- automation and measurement
- 10 users
- 20k API calls per day
Home / Pricing guides / Marketing Automation / Adobe Marketo Engage
Pricing guide, Marketing Automation
Marketo Engage pricing in 2026: Growth, Select, Prime and Ultimate packages
What the four Marketo Engage packages include, what drives the quote, and why database size matters more than the package name.
The short answer
Adobe Marketo Engage has four packages (Growth, Select, Prime, Ultimate), all quoted annually by database size. Growth includes 10 users and 20k daily API calls, and the others include 25 users and 50k calls. For a 100,000-record database, expect a custom quote shaped by package and add-ons.
- Cheapest paid optionGrowth, quoted by database size. No list price is published.
- Where most B2B teams landSelect or Prime.
- Biggest hidden costDatabase growth pushing you into a higher pricing tier.
- Best way to saveClean the database and drop unused add-ons before renewal.
Written by Procurement VMS Editorial Team · Reviewed by Michael, Procurement Advisor Expert · Price data dated · 9 minute read
Adobe Marketo Engage plans and prices
Marketo Engage is Adobe's B2B marketing automation platform, and its price is never on a web page. The quote is built from your database size, the package and a list of add-ons, which makes it easy to overbuy and hard to benchmark.
This guide walks through the four packages, what each includes and where the bill grows.
Prices below were recorded on 21 September 2026. The headline figure is the lowest price you can get for that plan. Check the official page before you buy, because vendors change prices without notice.
Select
Custom
per year (quoted)
Best for: Established B2B marketing teams
- Essential marketing automation and measurement
- 25 users
- 50k API calls per day
Prime
Custom
per year (quoted)
Best for: Teams running lead and account-based programs
- Lead and account-based marketing
- journey analytics
- AI personalization
- 25 users
Ultimate
Custom
per year (quoted)
Best for: Enterprises needing premium attribution
- Most advanced automation
- premium attribution
- 25 users
- 50k API calls per day
How billing works
Adobe does not publish Marketo Engage prices. Quotes are annual and scale mainly with the size of your lead and account database and the package you pick, with user counts and daily API call limits set per package. Capabilities such as Target Account Management, Predictive Audiences, Sandboxes, Workspaces and Partitions, Marketo Measure and Dynamic Chat are sold as add-ons or reserved for higher packages.
The tier trap
Growth caps you at 10 users and 20k API calls a day, which a busy CRM sync or a larger team outgrows quickly. Account-based marketing and journey analytics start at Prime, so ABM ambitions mean a two-package jump.
Read this first. Marketo is quote-only, and we found no Vendr page for it, so there is no buyer benchmark here. VendorBenchmark.com reports negotiated annual costs of USD 45K to USD 90K for up to 100K records, but we could not verify the source, so we do not use it. The HubSpot onboarding fee of USD 3,000 comes from HubSpot's pricing page.
Adobe Marketo Engage cost calculator
Move the slider to see what each plan costs at your size. The figures use the list prices on this page and leave out tax, add-ons and any discount you negotiate.
How a Marketo quote is built for 100,000 records
Marketo has no list price, so this table shows the three decisions that shape a quote for a 100,000-record database.
| Scenario | Cost per year | Against the headline |
|---|---|---|
| Select package (100,000 database records) | Custom | Quoted by database size |
| Database grows past the contracted tier (100,000 records) | Custom | Higher tier quoted at renewal or true-up |
| Add Marketo Measure and Sandboxes | Custom | Each add-on quoted separately |
What each Adobe Marketo Engage plan includes
Compare the plans side by side. Where a cell says Check page, the vendor's pricing page was not specific enough for us to fill it in.
| Feature | Growth | Select | Prime | Ultimate |
|---|---|---|---|---|
| Users included | 10 | 25 | 25 | 25 |
| API calls per day | 20k | 50k | 50k | 50k |
Features we could not place by plan: Email, automation, landing pages and forms, CRM integration, Account-based marketing and journey analytics, AI personalization, Premium attribution. Check the official page for which plan includes each one.
Which Adobe Marketo Engage plan should you pick?
Growth
Pick it if you have a small team and need core email, nurture and scoring.
Select
Pick it if you need 25 users and more API headroom for a mature CRM integration.
Prime
Pick it if you run account-based programs and need journey analytics and AI personalization.
Ultimate
Pick it if you need premium attribution and the full feature set.
Our view
Marketo Engage is worth it for B2B teams with dedicated marketing ops, complex lead management and a Salesforce or Dynamics CRM. Teams without a Marketo admin, or with simple nurture needs, usually pay for power they do not use.
You may be overpaying if
Your database is full of unengaged or duplicate records, you pay for add-ons nobody configured, or you bought Prime for ABM but still run everything as lead-based programs.
How to pay less for Adobe Marketo Engage
Clean the database before renewal
Purge or archive unengaged and duplicate records so the quote reflects the database you actually market to.
Drop unused add-ons
Audit add-ons like Dynamic Chat, Predictive Audiences and Sandboxes and remove those without active use.
Match the package to use
If you do not run account-based programs, Select may cover what Prime is billing you for.
Bring competing quotes
HubSpot Marketing Hub Professional lists at USD 800 a month and Salesforce Account Engagement Growth+ at USD 1,250 a month.
Negotiate multi-year caps
Trade a longer term for a written cap on renewal increases and database tier price.
Bundle with other Adobe products
If you also buy Adobe Experience Cloud products, negotiate them together.
Renewal email you can copy
Fill in the brackets and send it about 90 days before the renewal date. It works best next to your renewal tracker.
Subject: Adobe Marketo Engage renewal on [renewal date] Hi [account manager], Our Adobe Marketo Engage [plan] subscription renews on [renewal date]. Over the last 90 days, [active database records] of the [paid database records] we pay for used it. We would like to renew with [target database records] on a [term] term. Before we sign, please send: 1. The current list price and the price you are offering us, line by line. 2. The cap on any price increase at the next renewal. 3. The notice period if we want to cut database records or move to another plan. We are comparing this against [alternative] and plan to decide by [decision date]. If you can offer [target discount] percent off list, or a lower price for a longer term, we are ready to talk this week. Thank you, [name] [company]
Free PDF and Excel
Adobe Marketo Engage pricing sheet and cost model
A one page summary of every plan, plus an Excel model that adds up your own seat count.
- All plans and prices on one page
- Excel model with your seat count and yearly cost
- Renewal checklist and the email above, ready to edit
- Date of the price data and the source links
Adobe Marketo Engage alternatives and what they cost
If this vendor does not fit, these are the closest options and what they charge.
| Alternative | Starting price | Pick it when |
|---|---|---|
| HubSpot Marketing Hub | USD800 per month (Professional, 3 seats, annual) | You want easier admin and a bundled CRM Read our HubSpot pricing guide |
| Salesforce Marketing Cloud Account Engagement | USD1,250 per org per month (Growth+, annual) | You run Salesforce CRM and want native B2B automation Read our Salesforce pricing guide |
| Customer.io | From USD 100 per month (Essentials) | Your programs are product-led lifecycle messaging rather than lead scoring |
Keeping Adobe Marketo Engage spend under control
Marketing automation databases only grow. Every form fill, import and event list adds records, and the price tier follows the count whether or not anyone is engaged.
- Count the users who log in. Sales, marketing and revenue operations often buy the same type of tool separately. Compare logins against paid seats before every renewal.
- Calendar the renewal and notice window. Annual contracts for data and engagement tools often renew at a higher price. A renewal tracker keeps the date visible.
- Check the data terms before you sign. Contact data brings privacy duties with it. Ask for the data processing terms during supplier onboarding, not after go-live.
- Add the tool to your software spend view. Use a spend analysis template to see what go-to-market tools cost as a group.
Bottom line. Marketo Engage is strong for mature B2B marketing ops teams, but only good value when the database is clean and every add-on is in use. Make a database cleanup and add-on audit part of every renewal cycle.
Adobe Marketo Engage pricing questions
How much does Marketo Engage cost?
Adobe does not publish Marketo Engage prices. Each of the four packages, Growth, Select, Prime and Ultimate, is quoted annually based mainly on database size, plus any add-ons such as Marketo Measure, Sandboxes or Dynamic Chat.
Is there a free version of Marketo?
No. Marketo Engage has no free plan or self-serve trial. Adobe offers demos and custom quotes through its sales team, so teams wanting to try marketing automation for free usually start with HubSpot's free tools instead.
How much is Marketo Ultimate?
Ultimate is priced by quote like every Marketo package. It includes 25 users, 50k daily API calls and premium attribution, and the final price depends on your database size and which add-ons are included in the deal.
Can you get a discount on Marketo?
Yes. Adobe negotiates on database tier, term length and bundles with other Adobe products. The strongest levers are a cleaned-up database, removing unused add-ons and credible competing quotes from HubSpot or Salesforce. Start that work at least a quarter before the renewal date.
Is Marketo billed annually or monthly?
Marketo Engage is sold on annual subscriptions, often with multi-year terms. There is no published monthly option, so database tier and renewal caps need to be settled in the contract before you sign.
What is the cheapest alternative to Marketo?
HubSpot Marketing Hub Professional lists at USD 800 per month with 3 seats on annual commitment, plus a USD 3,000 onboarding fee. Salesforce Account Engagement Growth+ starts at USD 1,250 per org per month, billed annually. Both are simpler to run without a dedicated admin.
Sources
How we put this page together
We start from the vendor pricing page and note the date. Where a figure comes from a third party instead, we say so on the page. Procurement VMS is a ratings and comparison site, not a software vendor, and nobody paid for a place in this guide. Spot a number that has changed? Tell us on the contact page and we will check it.
Take the Adobe Marketo Engage cost model to your renewal meeting
You get a one page PDF and an Excel model with your seat count, the plans above and a renewal checklist.
Choosing software instead of renewing? See the ranked procurement software list.