Pricing behavior — Marketing Automation
•
Pricing
Pricing for Marketo
How pricing changes as you scale: upgrade triggers, cost cliffs, and plan structure (not a live price list).
Sources linked — see verification below.
Freshness & verification
Pricing behavior (not a price list)
These points describe when users typically pay more and what usage patterns trigger upgrades.
Actions that trigger upgrades
- Need advanced ABM with account-level scoring and targeting—higher tiers required
- Revenue Cycle Analytics and custom attribution models—Select tier ($3,195+/mo)
- Custom objects beyond standard limits—pushes from Growth to Select tier
- Advanced sandbox/testing environments for workflow staging—Enterprise tier
- Adobe Experience Platform integration for unified customer profiles—highest tier
What gets expensive first
- Implementation consulting is essentially required—$10,000–$50,000 typical for initial setup
- Database size pricing: contact overages can trigger automatic tier bumps mid-contract
- API calls are metered; high-volume integrations may require additional API capacity purchase
- Marketo Sky (new UI) was deprecated; legacy UI remains primary interface
- Adobe's platform consolidation roadmap may shift features to Experience Platform over time
- Exporting data from Marketo for migration is possible but complex—engagement history is hard to replicate
Plans and variants (structural only)
Grouped by type to show structure, not to rank or recommend SKUs.
Enterprise
- Growth - ~$895/mo for up to 10 custom objects - Core automation and scoring
- Select - ~$3,195/mo - Advanced ABM, Revenue Cycle Analytics, custom attribution
- Prime - Custom pricing - Full Adobe ecosystem integration, advanced sandbox
- Ultimate - Custom pricing - Adobe Experience Platform integration
Next step: constraints + what breaks first
Pricing tells you the cost cliffs; constraints tell you what forces a redesign.
Open the full decision brief →Sources & verification
Pricing and behavioral information comes from public documentation and structured research. When information is incomplete or volatile, we prefer to say so rather than guess.