1v1 Pricing Showdown
Braze vs Adobe Marketo Engage
Side-by-side pricing breakdown for Marketing Automation decision-makers
Prices in USD, verified from the United States. Regional pricing may vary.
When choosing between Braze and Adobe Marketo Engage for your marketing automation stack, the right answer depends on three things: your budget, the specific features you actually use day-to-day, and your tolerance for renewal-price increases. Below we lay out the prices each vendor advertises today (verified against their live pricing pages), the plan limits that decide whether they'll fit your team, and the features that differ between them.
Braze starts at custom pricing; Adobe Marketo Engage starts at custom pricing. The cheaper headline price isn't always the cheaper total cost — renewal pricing, per-user fees, and overage charges can shift the math. Use the plan-by-plan tables below to model your actual spend.
Feature Comparison
| Feature | | |
|---|---|---|
| mobile first customer engagement | Platform core — push + in-app + SMS | — |
| canvas visual workflows | All plans | — |
| intelligent channel | AI selects best channel per user | — |
| connected content | Dynamic personalization from real-time APIs | — |
| email marketing | Included but not primary focus | — |
| push notifications | iOS + Android + web push native | — |
| in app messages | Modal + full-screen + banner formats | — |
| sms whatsapp | Two-way messaging + automation | — |
| content cards | In-app persistent messages | — |
| webhooks | All plans | — |
| liquid templating | Personalization via Liquid | — |
| predictive ai sage ai | Braze Sage AI for content generation and optimization | — |
| customers | Microsoft + Etsy + HBO Max + Grubhub + McDonald's use Braze | — |
| pricing model | MAU + messages — scales with engagement volume | — |
| marketing automation | — | All plans |
| email campaigns | — | All plans |
| landing pages | — | All plans |
| forms | — | All plans |
| lead management | — | All plans |
| lead scoring | — | Select+ |
| lead nurturing | — | Select+ |
| abm account based marketing | — | Prime+ |
| predictive content | — | Prime+ |
| advanced attribution | — | Prime+ |
| ai powered personalization | — | Ultimate |
| predictive audiences | — | Ultimate |
| multi brand support | — | Ultimate |
| crm integrations | — | Salesforce + Microsoft Dynamics + SAP + Oracle |
| adobe experience cloud | — | Native integration with Adobe Analytics, Target, Campaign |
| acquired by adobe | — | 2018 for $4.75B |
| requires dedicated admin | — | Typically full-time Marketo administrator salary $80-150K/year |
Affiliate links — you pay the same price
Dive Deeper
Adobe Marketo Engage
About the marketing automation category
B2B marketing automation in 2026 has three distinct tiers. 'SMB accessible' (HubSpot Marketing Hub Starter $15/seat/month to Professional $800/month, Customer.io Essentials $100/month): self-serve, published pricing, 5-to-100-person marketing teams. 'Enterprise B2B' (Marketo Engage $1,200-8,000+/month, Salesforce Pardot/Account Engagement $1,250-15,000/month): custom pricing with 6-12 month implementations, 100+ person marketing orgs with dedicated operations teams. 'Product-led engagement' (Braze $50k-500k+/year, Customer.io Premium $1,000/month+): mobile-first consumer brands (gaming, retail, fintech) running push notifications + SMS + in-app + email orchestration based on product events. Distinct from email-marketing (Mailchimp, ConvertKit, ActiveCampaign — covered separately) which focuses on newsletter + drip sequences. Marketing automation emphasizes lead scoring + attribution + CRM integration + account-based marketing (ABM) for B2B sales funnels. HubSpot dominates SMB/mid-market B2B (growing fastest). Marketo remains enterprise incumbent. Pardot (Salesforce) is the default when you already use Salesforce Sales Cloud. Braze dominates consumer mobile engagement. Customer.io is the developer-friendly middle ground.
How to choose between marketing automation options
First: B2B or B2C? B2B lead generation with sales hand-off: HubSpot Marketing Hub (SMB/mid-market) or Marketo/Pardot (enterprise). B2C product engagement (mobile app, SaaS onboarding, e-commerce): Braze or Customer.io. Second: what's your team size and sophistication? Marketing team 1-5 people: HubSpot Marketing Hub Starter at $15/seat/month or Customer.io Essentials at $100/month. Marketing team 5-20: HubSpot Professional at $800/month or Customer.io Premium. Marketing ops team 20+ with dedicated automation architects: Marketo Engage or Pardot. Third: CRM integration depth? Salesforce Sales Cloud primary: Pardot is natively built on Salesforce Lightning, one codebase. HubSpot Sales Hub primary: Marketing Hub natively integrates. Other CRMs (Dynamics, Pipedrive): HubSpot via integrations or Marketo standalone. Fourth: budget range? Under $500/month: HubSpot Starter + Customer.io only. $500-2,000/month: HubSpot Professional or Pardot Growth. $2,000-10,000/month: Marketo Select/Prime or Pardot Plus/Advanced. $10,000+/month: Marketo Ultimate, Pardot Premium, Braze, or HubSpot Enterprise. Fifth: contacts database size? HubSpot charges by 'marketing contacts' (contacts you actively market to, not total CRM contacts) — this is the key pricing lever. Marketo/Pardot use total contacts. Braze uses monthly active users (MAU). Customer.io uses 'profiles' (users + objects). Sixth: regulatory compliance (HIPAA, HITRUST, FedRAMP)? Customer.io Premium has HIPAA; HubSpot Enterprise has HIPAA; Marketo and Pardot Enterprise tiers have HIPAA with BAAs.
Building Your Business Stack?
Decision-makers comparing tools often need more than one category. Here are related comparisons:
Frequently Asked Questions
- Which is better, Braze or Adobe Marketo Engage?
- Braze scores 8.8/10 compared to Adobe Marketo Engage's 8.7/10 in our analysis. Braze ranks higher on features and value, but Adobe Marketo Engage may suit specific use cases — see the feature comparison above.
- Are there other marketing automation alternatives besides Braze and Adobe Marketo Engage?
- Yes. Our [Marketing Automation pricing comparison](/pricing/marketing-automation/) page covers all major providers with daily-verified prices. You can also see the [cheapest marketing automation](/pricing/marketing-automation/cheapest/) for budget-focused options.