Marketo, Inc. is an American software company, headquartered 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. Marketo supports large enterprises to fast-growing small business across a variety of industries from technology to higher education. In 2018, Marketo was purchased by Adobe Inc.
History
2006 - 2011: The founding of Marketo
Phil Fernandez, Jon Miller, and David Morandi, all formerly of Epiphany. sought to help chief marketing officers and their teams be able to demonstrate the return on investment for 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- 2018: Marketo Acquisitions
On 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. On November 2012, Marketo introduced , 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 acquires Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock. On June 2016, Vista Equity Partners 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 alliance 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 announced that it was buying Marketo for $4.75 billion.
