Marketo, Inc. is an American software company, headquartered in

San Mateo, California San Mateo ( ; ) is a city in San Mateo County, California, on the San Francisco Peninsula. About 20 miles (32 km) south of San Francisco, the city borders Burlingame to the north, Hillsborough to the west, San Francisco Bay and Foster C ...

. Marketo develops and sells marketing automation software for account-based marketing and other

marketing Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to empha ...

services and products including SEO and content creation. In 2018, Marketo was acquired by Adobe Inc.

History

2006–11: The founding of Marketo

Phil Fernandez, Jon Miller, and David Morandi, all formerly of

Epiphany Epiphany may refer to: * Epiphany (feeling), an experience of sudden and striking insight Religion * Epiphany (holiday), a Christian holiday celebrating the revelation of God the Son as a human being in Jesus Christ ** Epiphany season, or Epipha ...

, sought to help chief marketing officers and their teams to demonstrate the return on investment of their marketing programs. In 2006, they founded Marketo. Marketo introduced its first product, Marketo Lead Management, in 2008 followed by Marketo Sales Insight in 2009 and Marketo Revenue Cycle Analytics in 2010.

2012–18: Marketo Acquisitions

In April 2012, Marketo completed its first acquisition by acquiring Crowd Factory, which enabled the company to integrate

social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...

capabilities into its application suite. In November 2012, Marketo introduce
LaunchPoint
an app and services network for the “marketing nation” of technology partners and professional service providers. By 2013, Marketo filed for initial public offering and went public on May 17, 2013. In December 2013, Marketo acquired Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock. In June 2016,

Vista Equity Partners Vista Equity Partners is an American investment firm focused on financing and forwarding software, data, and technology-enabled startup businesses. Vista has invested in hundreds of companies, including Misys, Ping Identity, and Marketo. The c ...

announced an agreement to acquire Marketo for approximately $1.79 billion, and the acquisition completed in August 2017. Steve Lucas was named the new chief executive officer of Marketo in October 2016. In 2017, Marketo was named as a leader in the Gartner Magic Quadrant for CRM Lead Management for the sixth year in a row. 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 partnership to integrate Google's tools into Marketo's products; 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 Adobe Inc. ( ), originally called Adobe Systems Incorporated, is an American multinational computer software company incorporated in Delaware and headquartered in San Jose, California. It has historically specialized in software for the crea ...

announced that it was buying Marketo for $4.75 billion.

Awards and honors

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

References

External links

Marketo, Inc.
{{Digital Marketing Company 2006 establishments in California Software companies established in 2006 American companies established in 2006 Companies based in San Mateo, California Email marketing software Marketing software Software companies based in the San Francisco Bay Area 2013 initial public offerings 2017 mergers and acquisitions 2018 mergers and acquisitions Companies formerly listed on the Nasdaq Adobe Inc. Software companies of the United States