Marketo
trending_upFast growing
workspace_premiumMost adopted
switch_access_shortcutMost switched to
91%
arrow_upward0% YoY
#1
Summary
- Marketo ranks #1 within the Email Marketing category, maintaining its position month-over-month.
- As of July 2026, 91% of organizations who have a vendor in the Email Marketing category use Marketo: up < 1 percentage points from last year.
- Marketo has the highest adoption among enterprise companies (93%), compared to mid-market (92%), small-to-medium businesses (91%), and micro-SMB (89%).
- Marketo key capabilities include lead scoring and nurturing, multi-channel campaign orchestration, and advanced analytics with attribution reporting, supporting enterprise B2B marketing automation.
Are businesses buying Marketo?
Key stats
91%
arrow_upward0% YoY
Mid-Market, 44%
88%
45%
#1
#1
Adoption Rates by company size
| Company size | Adoption rate |
|---|---|
| SMB | 91% |
| Mid-market | 92% |
| Enterprise | 93% |
About Marketo
Marketo is a marketing automation platform that enables lead management, email campaigns, and customer engagement tracking. It helps marketing teams orchestrate multi-channel campaigns across the customer lifecycle.
Similar solutions
Don’t miss key shifts in business spend.
Have feedback?About this data
These insights come from Ramp’s procurement and renewal data, built on real-world transactions observed across our platform. Figures represent aggregated observations from Ramp Procurement and Renewals activity.
| Date | New adopter share | Competitor switch rate | Dominant FTE segment | Adoption rate (Enterprise) | Adoption rate (Mid-Market) | Adoption rate (SMB) |
|---|---|---|---|---|---|---|
| Jun 2026 | 88% | 45% | Mid-Market, 44% | 93% | 92% | 91% |
| May 2026 | 82% | 45% | Mid-Market, 44% | 93% | 92% | 90% |
| Apr 2026 | 84% | 45% | Mid-Market, 44% | 94% | 92% | 90% |
| Mar 2026 | 83% | 45% | Mid-Market, 44% | 94% | 93% | 91% |
| Feb 2026 | 83% | 45% | Mid-Market, 45% | 94% | 92% | 91% |
| Jan 2026 | 85% | 45% | Mid-Market, 45% | 94% | 92% | 91% |
| Dec 2025 | 82% | 45% | Mid-Market, 45% | 93% | 92% | 90% |
| Nov 2025 | 86% | 45% | Mid-Market, 45% | 94% | 92% | 90% |
| Oct 2025 | 83% | 45% | Mid-Market, 45% | 95% | 92% | 90% |
| Sep 2025 | 84% | 45% | Mid-Market, 45% | 95% | 92% | 90% |
| Aug 2025 | 80% | 45% | Mid-Market, 45% | 95% | 92% | 90% |
| Jul 2025 | 80% | 45% | Mid-Market, 45% | 95% | 92% | 90% |
| Jun 2025 | 80% | 45% | Mid-Market, 45% | 94% | 92% | 90% |
| May 2025 | 84% | 45% | Mid-Market, 45% | 94% | 92% | 90% |
| Apr 2025 | 88% | 46% | Mid-Market, 45% | 95% | 92% | 90% |
| Mar 2025 | 90% | 45% | Mid-Market, 46% | 95% | 92% | 89% |
| Feb 2025 | 83% | 42% | Mid-Market, 46% | 92% | 92% | 88% |
| Jan 2025 | 84% | 42% | Mid-Market, 46% | 92% | 92% | 87% |
| Dec 2024 | 83% | 42% | Mid-Market, 46% | 94% | 91% | 87% |
| Nov 2024 | 81% | 42% | Mid-Market, 46% | 94% | 91% | 87% |
| Oct 2024 | 82% | 43% | Mid-Market, 46% | 95% | 91% | 87% |
| Sep 2024 | 79% | 44% | Mid-Market, 47% | 95% | 91% | 87% |
| Aug 2024 | 81% | 47% | Mid-Market, 47% | 94% | 91% | 87% |
| Jul 2024 | 82% | 47% | Mid-Market, 47% | 94% | 92% | 86% |
Have feedback?
Share your feedback, suggest improvements, or tell us what vendors you'd like to see covered next.