 | |
| Company type | Subsidiary |
|---|---|
| Industry | Marketing software |
| Founder |
|
| Headquarters | , US |
| Products |
|
| Parent | Adobe Inc. |
| Website | marketo |
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]
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 2017, Marketo was named as a leader in the Gartner Magic Quadrant for CRM Lead Management for the sixth year in a row. [16] 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; [17] however, this was paused in 2019.
On September 20, 2018, Adobe Systems announced that it was buying Marketo for $4.75 billion. [18] [19]
Marketo Lead Management was launched in 2008, followed by Marketo Sales Insight in 2009, and Marketo Revenue Cycle Analytics in 2010. [20]
In November 2012, Marketo introduced LaunchPoint, an app and service network for marketing. [21]
Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information.
Gartner, Inc. is an American technological research and consulting firm based in Stamford, Connecticut, that conducts research on technology and shares this research both through private consulting as well as executive programs and conferences. Its clients include large corporations, government agencies, technology companies, and investment firms.
BMC Software, Inc. is an American multinational information technology (IT) services and consulting, and enterprise software company based in Houston, Texas.
Salesforce, Inc. is an American cloud-based software company headquartered in San Francisco, California. It provides customer relationship management (CRM) software and applications focused on sales, customer service, marketing automation, e-commerce, analytics, and application development.
NetSuite Inc. is an American cloud-based enterprise software company that provides products and services tailored for small and medium-sized businesses (SMBs) including accounting and financial management, customer relationship management (CRM), inventory management, human capital management, payroll, procurement, project management and e-commerce software. NetSuite was founded in 1998 with headquarters in Austin, Texas. The company is widely seen as the first cloud computing software company, with its founding pre-dating that of Salesforce by about a month.
HubSpot, Inc. is an American developer and marketer of software products for inbound marketing, sales, and customer service. HubSpot was founded by Brian Halligan and Dharmesh Shah in 2006.
Salesforce Marketing Cloud is a provider of digital marketing automation and analytics software and services. It was founded in 2000 under the name ExactTarget. The company filed for an IPO in 2007, but withdrew its filing two years later and raised $145 million in funding. It acquired CoTweet, Pardot, iGoDigital and Keymail Marketing. In 2012, it raised $161.5 million in an initial public offering, before being acquired by Salesforce for $2.5 billion in 2013. ExactTarget was renamed Salesforce Marketing Cloud in 2014 after its acquisition by Salesforce.
Vista Equity Partners is an American private equity firm that invests in software, data, and technology-enabled businesses. With over $100 billion in assets under management (AUM), it is one of the largest private equity firms in the world. Vista Equity Partners has invested in hundreds of technology companies, including Citrix, SentinelOne, and Marketo, and has achieved many accolades in the space, most recently being named as 2023's Global Technology Private Equity Firm of the Year by Private Equity International.
Neolane, Inc. is a conversational marketing technology provider, which develops marketing automation and cross-channel campaign management software and services for business-to-business and business-to-consumer marketers. In 2012, Neolane recorded $58 million in revenue representing 40% year-over-year growth. It was announced in June 2013 that Adobe Systems would buy Neolane for $600 million.
Callidus Software Inc., formerly CallidusCloud, is an enterprise software and software as a service (SaaS) company headquartered in Dublin, California. The company markets services for sales effectiveness, sales management and sales execution software and services.
Demandbase is an account-based marketing (ABM), advertising, sales intelligence and data company. Its products provide business-to-business (B2B) companies sales and marketing support that helps users discover, manage, and measure target audiences. This includes identifying web visitors, targeting and engaging accounts, closing deals, and helping to grow customers. Demandbase One, the company’s suite of cloud products, provides account-based marketing (ABM) and ABX, B2B advertising, sales intelligence, and data capabilities. These products integrate into other advertising, marketing, and sales technologies including marketing automation, customer relationship management, web analytics, content and personalization, and other services.
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations automate repetitive tasks and consolidate multi-channel interactions, tracking and web analytics, lead scoring, campaign management and reporting into one system. It often integrates with customer relationship management (CRM) and customer data platform (CDP) software.
Adobe Experience Cloud (AEC), formerly Adobe Marketing Cloud (AMC), is a collection of integrated online marketing and web analytics products by Adobe.
Alteryx, Inc. is an American computer software company based in Irvine, California, with a development center in Broomfield, Colorado, and offices worldwide. The company's products are used for data science and analytics. The software is designed to make advanced analytics automation accessible to any data worker.
Software Advice is a company that provides advisory services, research, and user reviews on software applications for businesses in over 300 market categories including medical, CRM, HR, construction, business intelligence and marketing automation.
Insightly, Inc. is a private computer technology company headquartered in San Francisco, California.
Zeta Global Holdings Corp. is an American marketing technology company which was founded in 2007. Zeta offers companies a suite of multichannel marketing tools focused on creating, maintaining, and monetizing customer relationships.
Creatio is a global vendor of software to automate workflows and a CRM with no-code development.
Oracle Advertising and Customer Experience (CX) is a suite of cloud-based applications offered by Oracle Corporation that includes tools for advertising, marketing, sales, e-commerce, customer service.
marketo.
