As seasoned Marketo Engage users, we’ve built sophisticated lifecycle models, orchestrated complex nurture programs, and fine-tuned our segmentation strategies. But with the introduction of Adobe Journey Optimizer B2B (AJO B2B), many of us are asking: how does it compare—and more importantly, how does it complement what we already do in Marketo?
Marketo Engage: The “OG” and Proven Powerhouse
Marketo Engage remains the gold standard for B2B marketing automation. Its strengths lie in:
- Lifecycle Management: Granular control over lead progression and scoring at a per-record level.
- Programmatic Flexibility: Supports nearly every B2B use case.
- CRM Integration: Deep native integrations with Salesforce and Microsoft Dynamics.
- Tokenization and Personalization: Scalable personalization across channels, deep persona- and activity-based personalization
B2B: Journey Intelligence at the Account Level
AJO B2B is a complementary layer built on Adobe Experience Platform (AEP). It introduces capabilities that Marketo alone doesn’t offer:
- Buying Group Journeys: Orchestrate journeys based on group behavior.
- Cross-Channel Orchestration: Native activation to paid media and web personalization.
- Stage Models for Buying Groups: Track progression and trigger actions at group level.
- Real-Time CDP Integration: Unify data across systems for intelligent segmentation.
Side-by-Side Comparison
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Feature
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Marketo Engage
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AJO B2B
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Lifecycle Management
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Lead-level lifecycle models
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Buying group stage models
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Data Integration
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CRM-centric
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Real-Time CDP (RTCDP B2B)
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Segmentation
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Smart Lists, Program filters
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Unified profiles, behavioral triggers
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Execution
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Smart Campaigns, Engagement Programs
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Journey Orchestration
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Personalization
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Tokens, Snippets
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Real-time personalization
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Use Case
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Lead nurturing, ABM
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Buying group orchestration, account activation
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How They Work Together
- Marketo as the Execution Engine: AJO B2B can trigger actions in Marketo.
- Data Sharing: AJO B2B reads from Marketo’s Named Account tables (aka Target Account Marketing functionality) and uses filters
- Complementary Use Cases: AJO B2B activates accounts, Marketo nurtures leads.
Considerations Before You Dive In
- Licensing: Requires Marketo Engage and RTCDP B2B.
- Org Alignment: Must be in the same Adobe org for connectors.
- Learning Curve: New concepts like buying group completeness and journey stages.
Final Thoughts
If you’re already running a mature Marketo instance, AJO B2B isn’t about replacing what you’ve built—it’s about expanding your reach. It brings account-level intelligence, cross-channel orchestration, and real-time data activation into the mix. Think of it as a new lens through which to view your existing strategy. And if you’re already fluent in Marketo, you’re well-positioned to lead the charge.
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