Marketo, Inc. is an American software company, headquartered in San Mateo, California. Marketo develops and sells marketing automation software for account-based marketing and other marketing services and products including SEO and content creation.[1][2][3]

Marketo, Inc.
TypeSubsidiary
IndustryMarketing software
Founder
  • Phil Fernandez
  • Jon Miller
  • David Morandi
Headquarters,
US
Products
  • Marketo Engagement Platform
  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics
  • Marketo Social Marketing
ParentAdobe Inc.
Websitemarketo.com

In 2018, Marketo was acquired by Adobe Inc.[1][4]

HistoryEdit

 
Previous logo

2006–11: The founding of MarketoEdit

Phil Fernandez, Jon Miller, and David Morandi, all formerly of Epiphany.[5] sought to help chief marketing officers and their teams be able to demonstrate the return on investment for their marketing programs. In 2006, they founded Marketo.[6][7]

Marketo introduced its first product, Marketo Lead Management, in 2008 followed by Marketo Sales Insight in 2009 and Marketo Revenue Cycle Analytics in 2010.[8]

2012–18: Marketo AcquisitionsEdit

In April 2012, Marketo completed its first acquisition by acquiring Crowd Factory, which enabled the company to integrate social media marketing capabilities into its application suite.[9] In November 2012, Marketo introduced LaunchPoint, an app and services network for the “marketing nation” of technology partners and professional service providers.[10]

By 2013, Marketo filed for initial public offering and went public on May 17, 2013.[11][12] In December 2013, Marketo acquired Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock.[13]

In June 2016, Vista Equity Partners announced an agreement to acquire Marketo for approximately $1.79 billion,[14] and the acquisition completed in August 2017.[15][16] Steve Lucas was named the new chief executive officer of Marketo in October 2016.[17] In 2017, Marketo was named as a leader in the Gartner Magic Quadrant for CRM Lead Management for the sixth year in a row.[18] In August 2017 Marketo announced that it will move all of its marketing automation software onto Google Cloud Platform as part of a six-year alliance to integrate Google's tools into Marketo's products;[19] however, this was paused in 2019. While not officially abandoned, no further move of services to Google has occurred, and in fact, many migrated services have been brought back in-house.

On September 20, 2018, Adobe Systems announced that it was buying Marketo for $4.75 billion.[20][21]

Awards and honorsEdit

  • Inc. 500 2012 (rank: 78)[22]
  • Forbes Most Promising Companies 2011 (rank: 28)[23]
  • CRM Market Leaders Awards 2012, winner, Marketing Solutions[24]
  • Wall Street Journal Next Big Thing 2012 (rank: 20)[25]
  • AppExchange Customer Choice Awards 2012, winner, Marketing[26]
  • CODiE Awards 2012, winner, Best Marketing/Public Relations Solution[27]
  • Best in Biz 2012 EMEA Awards, Small or Medium Business Product of the Year (silver)[28]
  • SLMA 50 Most Influential, winner, Marketo CEO Steve Lucas[29]
  • Inc. Hire Power List 2012 (rank: 5)[30]
  • Gartner Magic Quadrant for CRM Lead Management 2017[31]

ReferencesEdit

  1. ^ a b Odden, Lee (2012-04-17). Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. John Wiley & Sons. p. 18. ISBN 9781118167779. marketo.
  2. ^ Rampton, John (20 November 2017). "7 Marketing Automation Tools That Could Change Your Small Business". Retrieved 28 November 2017.
  3. ^ Wolenik, Marc (2014-04-25). Microsoft Dynamics CRM 2013 Unleashed. Sams Publishing. ISBN 9780133518375.
  4. ^ "Adobe gets its company, snaring Marketo for $4.75 billion". TechCrunch. Retrieved 2019-10-23.
  5. ^ "Marketo, Led by Former Epiphany Executives, Looks to Shake Up Marketing Automation". PRNewswire. Archived from the original on November 16, 2017. Retrieved May 21, 2007.
  6. ^ Tater, Mohit (2020-02-13). "Understanding The Real Meaning Behind Your Question What Is Marketo". Entrepreneurship Life. Retrieved 2022-02-23.
  7. ^ Seligman, James (2020-02-17). artificial Intelligence / Machine Learning In Marketing. Lulu.com. ISBN 978-0-244-56388-2.
  8. ^ O'Neill, Sarah. "The History of Marketo". www.martechalliance.com. Retrieved 2022-02-23.
  9. ^ "Marketo Buys Social Social Marketing App Developer Crowd Factory". techcrunch.com. Retrieved April 18, 2012.
  10. ^ "Marketo Offers Launchpoint, an App and Services Network for the Marketing Nation". techcrunch.com. Retrieved November 14, 2012.
  11. ^ "SEC: Marketo, Inc". sec.gov. Retrieved April 2, 2013.
  12. ^ Geron, Tomio (May 17, 2013). "Marketo Shares Pop More Than 50% In IPO". Forbes. Retrieved 23 May 2013.
  13. ^ "Marketo's $20M buy of Insightera shows marketing automation software land grab continues". GigaOM Media. 12 December 2013. Retrieved December 13, 2013.
  14. ^ "Marketo". Cleverism. 2016-07-12. Retrieved 2022-02-23.
  15. ^ "Marketo Enters into Definitive Agreement to be Acquired by Vista Equity Partners for $1.79 Billion". Marketo.com. 2016-03-15. Retrieved 2016-06-01.
  16. ^ "Marketo goes private so it can concentrate on its platform's future". MarTech Today. 2016-05-31. Retrieved 2017-10-17.
  17. ^ "Marketo Names Steve Lucas as Chief Executive Officer".
  18. ^ "Gartner Magic Quadrant for CRM Lead Management 2017". marketo.com. 28 December 2015. Retrieved 15 November 2017.
  19. ^ Konrad, Alex (24 August 2017). "Marketo Will Move Entirely Onto Google's Cloud In New Multi-Year 'Alliance'". Retrieved 28 November 2017.
  20. ^ "Adobe confirms it's buying Marketo for $4.75 billion". CNBC. 20 September 2018. Retrieved 21 September 2018.
  21. ^ "Here's Why Adobe Just Dished Out $4.75B for Marketo". AdAge. 21 September 2018. Retrieved 30 July 2019.
  22. ^ "Inc 500: Marketo". inc.com. Retrieved 2 May 2013.
  23. ^ "Most Promising Companies 2011". forbes.com.
  24. ^ "Market Leaders Awards 2012". destinationcrm.com.
  25. ^ "Next Big Thing 2012". Wall Street Journal. wsj.com. 27 September 2012.
  26. ^ "Customer Choice Awards 2012". salesforce.com.
  27. ^ "CODiE Awards 2012". siia.net.co. Archived from the original on 2014-12-24. Retrieved 2013-05-03.
  28. ^ "EMEA Awards 2012". bestinbizawards.com. Archived from the original on 2013-03-17.
  29. ^ "Marketo Names Steve Lucas as Chief Executive Officer". 50mostinfluential.com.
  30. ^ "Hire Power List 2012". inc.com.
  31. ^ "Marketo Website". marketo.com. Retrieved 15 November 2017.

External linksEdit