# Marketo Engage and Adobe's ABX challenge to 6sense

> Adobe has assembled a specific account-based experience stack around Marketo Engage Target Account Management and Adobe Journey Optimizer B2B Edition. It can select named accounts, form buying groups, score engagement, orchestrate account journeys, activate paid media, qualify demand, and coordinate sales outreach. That does not erase 6sense's advantage in third-party intent, account identification, and predictive buying-stage intelligence, but it changes the procurement question for companies already invested in Adobe Experience Cloud: whether the specialist creates enough incremental signal to justify another platform.

## Achievements

- Marketo established a durable enterprise category around marketing automation before becoming part of Adobe.
- Marketo Engage supports named-account selection, lead-to-account matching, account scoring, audience activation, and account-level measurement.
- Adobe Journey Optimizer B2B Edition extends the stack to account and buying-group journeys, omnichannel orchestration, qualification, and sales coordination.

## Latest updates

- **2025-03** — Adobe announced AI agents for B2B account orchestration, including account qualification and journey recommendations for known and missing buying-group members.
- **2025-10** — Adobe publicly described account-based orchestration as a connected approach spanning Marketo Engage, Journey Optimizer B2B Edition, Real-Time CDP B2B Edition, Customer Journey Analytics, and Brand Concierge.
- **2026-06** — Adobe documentation continued to detail account journeys, buying-group scoring, Marketo integration, and B2B audience activation.

## Links

- Website: https://business.adobe.com/products/marketo.html

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Last updated: 2026-08-16