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Marketo

From Wikipedia, the free encyclopedia
Marketo, Inc.
TypeSubsidiary
Nasdaq: MKTO
IndustryMarketing software
Founded2006; 20 years ago (2006)
Founder
  • Phil Fernandez
  • Jon Miller
  • David Morandi
Headquarters
San Mateo, California
,
US
Products
  • Marketo Engagement Platform
  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics
  • Marketo Social Marketing
ParentAdobe Inc.
Websitemarketo.com

Marketo, Inc. is an American software company headquartered in San Mateo, California. Marketo develops and sells marketing automation software for account-based marketing, as well as other marketing services and products, including SEO and content creation.[1][2][3]

In 2018, Marketo was acquired by Adobe Inc.[1][4]

History

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Previous logo

Phil Fernandez, Jon Miller, and David Morandi founded Marketo in 2006.[5][6][7]

In April 2012, Marketo acquired Crowd Factory, which enabled the company to integrate social media marketing capabilities into its application suite.[8]

Marketo filed for an initial public offering and went public on May 17, 2013.[9][10][11] In December of that year, the company acquired Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock.[12][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 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;[18] however, this was paused in 2019.

On September 20, 2018, Adobe Systems announced that it was buying Marketo for $4.75 billion.[19][20]

Products

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Marketo Lead Management was launched in 2008, followed by Marketo Sales Insight in 2009, and Marketo Revenue Cycle Analytics in 2010.[21]

In November 2012, Marketo introduced LaunchPoint, an app and service network for marketing.[22]

References

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  1. 1 2 Odden, Lee (2012-04-17). Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing. John Wiley & Sons. p. 18. ISBN 9781118167779. marketo.
  2. ↑ Rampton, John (20 November 2017). "7 Marketing Automation Tools That Could Change Your Small Business". Retrieved 28 November 2017.
  3. ↑ Wolenik, Marc (2014-04-25). Microsoft Dynamics CRM 2013 Unleashed. Sams Publishing. ISBN 9780133518375.
  4. ↑ "Adobe gets its company, snaring Marketo for $4.75 billion". TechCrunch. 20 September 2018. Retrieved 2019-10-23.
  5. ↑ Tater, Mohit (2020-02-13). "Understanding The Real Meaning Behind Your Question What Is Marketo". Entrepreneurship Life. Retrieved 2022-02-23.
  6. ↑ Seligman, James (2020-02-17). artificial Intelligence / Machine Learning In Marketing. Lulu.com. ISBN 978-0-244-56388-2.
  7. ↑ Mitrak, Andrew (2026-06-11). "Jon Miller: Marketo's Cofounder on the Rise & Stagnation of Marketing Automation". marketinghistory.org. Retrieved 2026-06-22.
  8. ↑ "Marketo Buys Social Social Marketing App Developer Crowd Factory". techcrunch.com. 18 April 2012. Retrieved April 18, 2012.
  9. ↑ Burke, Elaine (20 May 2013). "Marketo's IPO raises US$79m, shares up almost 78pc". Silicon Republic. Retrieved 22 June 2026.
  10. ↑ "SEC: Marketo, Inc". sec.gov. Retrieved April 2, 2013.
  11. ↑ Geron, Tomio (May 17, 2013). "Marketo Shares Pop More Than 50% In IPO". Forbes. Retrieved 23 May 2013.
  12. ↑ "Marketo's $20M buy of Insightera shows marketing automation software land grab continues". GigaOM Media. 12 December 2013. Archived from the original on December 12, 2013. Retrieved December 13, 2013.
  13. ↑ Zimmermann, Kim (2013-12-12). "Marketo Acquires Insightera To Boost Personalization And Predictive Analytics Capabilities". Demand Gen Report. Retrieved 2026-06-22.
  14. ↑ Lunden, Ingrid (2016-05-31). "Vista Equity Partners buys marketing automation giant Marketo for $1.8B in cash". TechCrunch. Retrieved 2026-09-01.
  15. ↑ "Marketo Enters into Definitive Agreement to be Acquired by Vista Equity Partners for $1.79 Billion". Marketo.com. 2016-03-15. Retrieved 2016-06-01.
  16. ↑ "Marketo goes private so it can concentrate on its platform's future". MarTech Today. 2016-05-31. Retrieved 2017-10-17.
  17. ↑ "Marketo Names Steve Lucas as Chief Executive Officer".
  18. ↑ Konrad, Alex (24 August 2017). "Marketo Will Move Entirely Onto Google's Cloud In New Multi-Year 'Alliance'". Retrieved 28 November 2017.
  19. ↑ "Adobe confirms it's buying Marketo for $4.75 billion". CNBC. 20 September 2018. Retrieved 21 September 2018.
  20. ↑ "Here's Why Adobe Just Dished Out $4.75B for Marketo". AdAge. 21 September 2018. Retrieved 30 July 2019.
  21. ↑ O'Neill, Sarah. "The History of Marketo". www.martechalliance.com. Retrieved 2022-02-23.
  22. ↑ "Marketo Offers Launchpoint, an App and Services Network for the Marketing Nation". techcrunch.com. 14 November 2012. Retrieved November 14, 2012.
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