Webflow is doubling down on marketing tech. The website-building platform today announced a new integration between Webflow Optimize—its AI-powered personalization and A/B testing tool—and Adobe Marketo Engage.

The tie-up, now live on Adobe Exchange Marketplace, gives marketers the ability to use Marketo audience data to drive personalized site experiences, run advanced A/B tests, and capture real-time performance insights linked to conversions.

A Push for Connected Marketing Stacks

For many marketing teams, the challenge isn’t a lack of tools—it’s the fragmentation between them. Webflow CEO Linda Tong framed the move as an answer to growing complexity:

“Marketers are being asked to do more with fewer resources, and the technology stack has become a barrier rather than a multiplier,” Tong said. “Webflow is simplifying what it takes to create high-performing web experiences. This integration with Adobe Marketo Engage helps teams move from fragmented workflows to faster, smarter, and more connected marketing.”

In other words, fewer open tabs, more closed deals.

Building on Adobe Summit Momentum

This isn’t Webflow’s first dance with Adobe. At Adobe Summit 2025, the company highlighted its integration with Adobe Express—launched in late 2024—which brought Firefly-powered generative AI image editing directly into the Webflow platform. That move cut friction out of creative workflows, speeding up design and publishing.

Now, with Marketo Engage added to the mix, Webflow is stitching together a marketing stack where creative, personalization, and optimization can flow seamlessly.

Who’s Already Using It?

Global brands including IBM Bank, Greenhouse, ABM Industries, and Dropbox are already tapping into the combined strengths of Webflow and Adobe’s ecosystem. The appeal: personalization at scale, backed by measurable performance data, without cobbling together multiple disconnected platforms.

The Bigger Picture

The timing is no accident. AI-driven personalization is quickly becoming table stakes, not a nice-to-have. Rivals like HubSpot, Salesforce, and Oracle are also layering AI into their marketing automation suites. For Webflow, leaning on Adobe’s massive install base—and extending its own Optimize tool into that world—signals a push to move beyond being “just” a website builder into being a central player in the martech stack.

For marketers, the promise is clear: a smoother path to personalization, without the endless juggling act between platforms. Whether Webflow can turn that promise into competitive edge against the bigger suites remains to be seen—but this integration shows it’s serious about the fight.

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