91%
2% YoY
#1
Summary
- Marketo ranks #1 within the Email Marketing category, maintaining its position month-over-month.
- As of October 2026, 91% of organizations who have a vendor in the Email Marketing category use Marketo: up 2 percentage points from last year.
- Marketo has the highest adoption among enterprise companies (94%), 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%
2% YoY
Mid-Market, 44%
88%
47%
#1
#1
Adoption Rates by company size
| Company size | Adoption rate |
|---|---|
| SMB | 91% |
| Mid-market | 92% |
| Enterprise | 94% |
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.
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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) |
|---|---|---|---|---|---|---|
| Sep 2026 | 88% | 47% | Mid-Market, 44% | 94% | 92% | 91% |
| Aug 2026 | 87% | 47% | Mid-Market, 45% | 94% | 92% | 90% |
| Jul 2026 | 85% | 46% | Mid-Market, 45% | 93% | 92% | 90% |
| Jun 2026 | 90% | 46% | Mid-Market, 46% | 93% | 92% | 90% |
| May 2026 | 81% | 45% | Mid-Market, 45% | 93% | 91% | 89% |
| Apr 2026 | 82% | 45% | Mid-Market, 46% | 94% | 91% | 89% |
| Mar 2026 | 83% | 46% | Mid-Market, 46% | 93% | 92% | 89% |
| Feb 2026 | 81% | 47% | Mid-Market, 46% | 94% | 91% | 89% |
| Jan 2026 | 82% | 48% | Mid-Market, 47% | 93% | 91% | 89% |
| Dec 2025 | 81% | 48% | Mid-Market, 47% | 92% | 91% | 89% |
| Nov 2025 | 87% | 49% | Mid-Market, 47% | 93% | 91% | 89% |
| Oct 2025 | 83% | 49% | Mid-Market, 47% | 94% | 91% | 88% |
| Sep 2025 | 78% | 49% | Mid-Market, 47% | 93% | 91% | 88% |
| Aug 2025 | 74% | 55% | Mid-Market, 47% | 93% | 91% | 88% |
| Jul 2025 | 77% | 56% | Mid-Market, 46% | 93% | 91% | 89% |
| Jun 2025 | 79% | 58% | Mid-Market, 46% | 93% | 91% | 89% |
| May 2025 | 82% | 60% | Mid-Market, 46% | 93% | 91% | 89% |
| Apr 2025 | 90% | 62% | Mid-Market, 47% | 93% | 91% | 89% |
| Mar 2025 | 92% | 61% | Mid-Market, 48% | 92% | 90% | 87% |
| Feb 2025 | 82% | 55% | Mid-Market, 49% | 89% | 89% | 84% |
| Jan 2025 | 82% | 55% | Mid-Market, 49% | 89% | 89% | 83% |
| Dec 2024 | 81% | 56% | Mid-Market, 48% | 92% | 89% | 82% |
| Nov 2024 | 77% | 58% | Mid-Market, 48% | 92% | 89% | 82% |
| Oct 2024 | 79% | 58% | Mid-Market, 49% | 93% | 89% | 82% |
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