Marketo Explained

Marketo, Inc.
Type:Subsidiary
Traded As:NASDAQ:
Industry:Marketing software
Location City:San Mateo, California
Location Country:US
Parent:Adobe Inc.

Marketo, Inc. is an American software company, with its headquarters 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]

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

History

Phil Fernandez, Jon Miller, and David Morandi, formerly of Epiphany,[5] founded Marketo in 2006.[6] [7]

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.[8]

By 2013, Marketo had filed for an initial public offering and went public on May 17, 2013.[9] [10] In December 2013, Marketo acquired Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock.[11]

In June 2016, Vista Equity Partners announced an agreement to acquire Marketo for approximately $1.79 billion,[12] and the acquisition was completed in August 2017.[13] [14] Steve Lucas was named the new chief executive officer of Marketo in October 2016.[15] In August 2017, Marketo announced that it would move all of its marketing automation software onto Google Cloud Platform as part of a six-year partnership to integrate Google's tools into Marketo's products;[16] however, this was paused in 2019.

On September 20, 2018, Adobe Systems announced that it was buying Marketo for $4.75 billion.[17] [18]

Products

Marketo Lead Management was launched in 2008, followed by Marketo Sales Insight in 2009, and Marketo Revenue Cycle Analytics in 2010.[19]

In November 2012, Marketo introduced LaunchPoint, an app and service network for marketing.[20]

External links

Notes and References

  1. Book: Odden, Lee. Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. registration. 18. marketo.. 2012-04-17. John Wiley & Sons. 9781118167779. en.
  2. News: Rampton. John. 7 Marketing Automation Tools That Could Change Your Small Business. 28 November 2017. 20 November 2017.
  3. Book: Wolenik, Marc. Microsoft Dynamics CRM 2013 Unleashed. 2014-04-25. Sams Publishing. 9780133518375. en.
  4. Web site: Adobe gets its company, snaring Marketo for $4.75 billion. TechCrunch. 20 September 2018 . en-US. 2019-10-23.
  5. Web site: Marketo, Led by Former Epiphany Executives, Looks to Shake Up Marketing Automation. PRNewswire. May 21, 2007. https://web.archive.org/web/20171116133353/https://www.prnewswire.com/news-releases/marketo-led-by-former-epiphany-executives-looks-to-shake-up-marketing-automation-58339127.html. November 16, 2017. dead.
  6. Web site: Tater. Mohit. 2020-02-13. Understanding The Real Meaning Behind Your Question What Is Marketo. 2022-02-23. Entrepreneurship Life. en-US.
  7. Book: Seligman, James. artificial Intelligence / Machine Learning In Marketing. 2020-02-17. Lulu.com. 978-0-244-56388-2. en.
  8. Web site: Marketo Buys Social Social Marketing App Developer Crowd Factory. 18 April 2012 . techcrunch.com. April 18, 2012.
  9. Web site: SEC: Marketo, Inc.. sec.gov. April 2, 2013.
  10. News: Marketo Shares Pop More Than 50% In IPO. Geron. Tomio. May 17, 2013. Forbes. 23 May 2013.
  11. Web site: Marketo's $20M buy of Insightera shows marketing automation software land grab continues. 12 December 2013. GigaOM Media. December 13, 2013.
  12. Web site: 2016-07-12. Marketo. 2022-02-23. Cleverism. en.
  13. Web site: Marketo Enters into Definitive Agreement to be Acquired by Vista Equity Partners for $1.79 Billion. 2016-03-15. Marketo.com. en-US. 2016-06-01.
  14. News: Marketo goes private so it can concentrate on its platform's future. 2016-05-31. MarTech Today. 2017-10-17. en-US.
  15. Web site: Marketo Names Steve Lucas as Chief Executive Officer .
  16. News: Konrad. Alex. Marketo Will Move Entirely Onto Google's Cloud In New Multi-Year 'Alliance' . 28 November 2017. 24 August 2017.
  17. News: Adobe confirms it's buying Marketo for $4.75 billion. CNBC. 20 September 2018. 21 September 2018.
  18. News: Here's Why Adobe Just Dished Out $4.75B for Marketo. AdAge. 21 September 2018. 30 July 2019.
  19. Web site: O'Neill . Sarah . The History of Marketo . 2022-02-23 . www.martechalliance.com . en.
  20. Web site: 14 November 2012 . Marketo Offers Launchpoint, an App and Services Network for the Marketing Nation . November 14, 2012 . techcrunch.com.

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