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Company type | Subsidiary |
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Industry | Marketing software |
Founder |
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Headquarters | , US |
Products |
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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, all formerly of Epiphany, [5] sought to help chief marketing officers and their teams to demonstrate the return on investment of 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]
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 service network for the “marketing nation” of technology partners and professional service providers. [10]
By 2013, Marketo had filed for an 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 was 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 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; [19] however, this was paused in 2019.
On September 20, 2018, Adobe Systems announced that it was buying Marketo for $4.75 billion. [20] [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.
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BMC Software, Inc. is an American multinational information technology (IT) services and consulting, and Enterprise Software company based in Houston, Texas.
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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, 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. Oracle Corporation acquired NetSuite for approximately US$9.3 billion in November 2016. The Oracle NetSuite Global Business Unit is managed by Executive Vice President Evan Goldberg as "Oracle’s Cloud ERP for Small and Mid-sized Enterprises with the ability to scale to Fortune 500 firms."
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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.
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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.
Velocify, Inc. is a cloud computing company, headquartered in El Segundo, California, that provides cloud-based intelligent sales automation software designed for fast-paced sales environments.
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.
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marketo.