Marketo
{{Short description|Software company providing market automation software}}
{{Infobox company
| name = Marketo, Inc.
| logo = Marketo logo.svg
| type = Subsidiary
| traded_as = {{NASDAQ was|MKTO}}
| founder = {{unbulleted list|Phil Fernandez|Jon Miller|David Morandi}}
| defunct =
| fate =
| area_served =
| industry = Marketing software
| genre =
| products = {{unbulleted list|Marketo Engagement Platform|Marketo Lead Management|Marketo Sales Insight|Marketo Revenue Cycle Analytics|Marketo Social Marketing}}
| homepage = {{URL|https://marketo.com}}
| caption =
| foundation = {{Start date and age|2006}}
| location_city = San Mateo, California
| location_country = US
| locations =
| 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.{{Cite book|url=https://archive.org/details/optimizehowtoatt0000odde|url-access=registration|page=[https://archive.org/details/optimizehowtoatt0000odde/page/18 18]|quote=marketo.|title=Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing|last=Odden|first=Lee|date=2012-04-17|publisher=John Wiley & Sons|isbn=9781118167779|language=en}}{{cite news|last1=Rampton|first1=John|title= 7 Marketing Automation Tools That Could Change Your Small Business|url= https://www.forbes.com/sites/johnrampton/2017/11/20/7-marketing-automation-tools-that-could-change-your-small-business/#626d486b497c|access-date=28 November 2017|date=20 November 2017}}{{Cite book|url=https://books.google.com/books?id=LY5tAwAAQBAJ&q=marketo&pg=PA1020|title=Microsoft Dynamics CRM 2013 Unleashed|last=Wolenik|first=Marc|date=2014-04-25|publisher=Sams Publishing|isbn=9780133518375|language=en}}
In 2018, Marketo was acquired by Adobe Inc.{{Cite web|url=https://techcrunch.com/2018/09/20/adobe-gets-its-company-snaring-marketo-for-4-75-billion/|title=Adobe gets its company, snaring Marketo for $4.75 billion|website=TechCrunch|date=20 September 2018 |language=en-US|access-date=2019-10-23}}
History
File:Marketo Company Logo.pngPhil Fernandez, Jon Miller, and David Morandi, formerly of Epiphany,{{cite web|title=Marketo, Led by Former Epiphany Executives, Looks to Shake Up Marketing Automation|url=http://www.prnewswire.com/news-releases/marketo-led-by-former-epiphany-executives-looks-to-shake-up-marketing-automation-58339127.html|publisher=PRNewswire|access-date=May 21, 2007|archive-url=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|archive-date=November 16, 2017|url-status=dead}} founded Marketo in 2006.{{Cite web|last=Tater|first=Mohit|date=2020-02-13|title=Understanding The Real Meaning Behind Your Question What Is Marketo|url=https://www.entrepreneurshiplife.com/understanding-the-real-meaning-behind-your-question-what-is-marketo/|access-date=2022-02-23|website=Entrepreneurship Life|language=en-US}}{{Cite book|last=Seligman|first=James|url=https://books.google.com/books?id=l6zRDwAAQBAJ&dq=Marketo+introduced+its+first+product%2C+Marketo+Lead+Management+in+2008+followed+by+Marketo+Sales+Insight+in+2009+and+Marketo+Revenue+Cycle+Analytics+in+2010.&pg=PT233|title=artificial Intelligence / Machine Learning In Marketing|date=2020-02-17|publisher=Lulu.com|isbn=978-0-244-56388-2|language=en}}
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.{{cite web|title=Marketo Buys Social Social Marketing App Developer Crowd Factory|date=18 April 2012 |url=https://techcrunch.com/2012/04/18/marketo-buys-social-marketing-app-developer-crowd-factory|publisher=techcrunch.com|access-date=April 18, 2012}}
By 2013, Marketo had filed for an initial public offering and went public on May 17, 2013.{{cite web|title=SEC: Marketo, Inc.|url=https://www.sec.gov/Archives/edgar/data/1490660/000104746913003841/a2214086zs-1.htm|publisher=sec.gov|access-date=April 2, 2013}}{{cite news|url=https://www.forbes.com/sites/tomiogeron/2013/05/17/marketo-ipo-pops-more-than-50/|title=Marketo Shares Pop More Than 50% In IPO|last=Geron|first=Tomio|date=May 17, 2013|work=Forbes|access-date=23 May 2013}} In December 2013, Marketo acquired Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock.{{cite web|title=Marketo's $20M buy of Insightera shows marketing automation software land grab continues|date=12 December 2013|url=http://gigaom.com/2013/12/12/marketos-20m-buy-of-insightera-shows-marketing-automation-software-land-grab-continues/|archive-url=https://web.archive.org/web/20131212223947/http://gigaom.com/2013/12/12/marketos-20m-buy-of-insightera-shows-marketing-automation-software-land-grab-continues/|url-status=dead|archive-date=December 12, 2013|publisher=GigaOM Media|access-date=December 13, 2013}}
In June 2016, Vista Equity Partners announced an agreement to acquire Marketo for approximately $1.79 billion,{{Cite web|date=2016-07-12|title=Marketo|url=https://www.cleverism.com/company/marketo/|access-date=2022-02-23|website=Cleverism|language=en}} and the acquisition was completed in August 2017.{{Cite web|url=https://www.marketo.com/newsroom/marketo-enters-into-definitive-agreement/|title=Marketo Enters into Definitive Agreement to be Acquired by Vista Equity Partners for $1.79 Billion|date=2016-03-15|website=Marketo.com|language=en-US|access-date=2016-06-01}}{{Cite news|url=https://martechtoday.com/marketo-goes-private-positioning-concentrate-future-179186|title=Marketo goes private so it can concentrate on its platform's future|date=2016-05-31|work=MarTech Today|access-date=2017-10-17|language=en-US}} Steve Lucas was named the new chief executive officer of Marketo in October 2016.{{cite web|title=Marketo Names Steve Lucas as Chief Executive Officer |url=https://www.marketo.com/newsroom/press-releases/2016-10-27-Marketo-Names-Steve-Lucas-as-Chief-Executive-Officer//}} 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;{{cite news|last1=Konrad|first1=Alex|title= Marketo Will Move Entirely Onto Google's Cloud In New Multi-Year 'Alliance' |url=https://www.forbes.com/sites/alexkonrad/2017/08/24/marketo-signs-alliance-to-move-onto-google-cloud/#3d3710af49ff|access-date=28 November 2017|date=24 August 2017}} however, this was paused in 2019.
On September 20, 2018, Adobe Systems announced that it was buying Marketo for $4.75 billion.{{cite news|url=https://www.cnbc.com/2018/09/20/adobe-confirms-its-buying-marketo-for-4point75-billion.html|title=Adobe confirms it's buying Marketo for $4.75 billion|work=CNBC|date=20 September 2018|access-date=21 September 2018}}{{cite news|url=https://adage.com/article/digital/adobe-dished-4-75b-marketo/315013|title=Here's Why Adobe Just Dished Out $4.75B for Marketo|work=AdAge|date=21 September 2018|access-date=30 July 2019}}
Products
Marketo Lead Management was launched in 2008, followed by Marketo Sales Insight in 2009, and Marketo Revenue Cycle Analytics in 2010.{{Cite web |last=O'Neill |first=Sarah |title=The History of Marketo |url=https://www.martechalliance.com/stories/the-history-of-marketo |access-date=2022-02-23 |website=www.martechalliance.com |language=en}}
In November 2012, Marketo introduced LaunchPoint, an app and service network for marketing.{{cite web |date=14 November 2012 |title=Marketo Offers Launchpoint, an App and Services Network for the Marketing Nation |url=https://techcrunch.com/2012/11/14/marketo-offers-launchpoint-an-app-and-services-network-for-the-marketing-nation |access-date=November 14, 2012 |publisher=techcrunch.com}}
References
{{reflist}}
External links
- [http://www.marketo.com/ Marketo, Inc.]
{{Adobe Inc.}}
{{Digital Marketing Company}}
Category:2006 establishments in California
Category:Software companies established in 2006
Category:American companies established in 2006
Category:Companies based in San Mateo, California
Category:Email marketing software
Category:Software companies based in the San Francisco Bay Area
Category:2013 initial public offerings
Category:2017 mergers and acquisitions
Category:2018 mergers and acquisitions