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][9]
2012–18: Marketo Acquisitions
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.[10] In November 2012, Marketo introduced LaunchPoint, an app and service network for the “marketing nation” of technology partners and professional service providers.[11]
By 2013, Marketo had filed for an initial public offering and went public on May 17, 2013.[12][13] In December 2013, Marketo acquired Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock.[14]
In June 2016, Vista Equity Partners announced an agreement to acquire Marketo for approximately $1.79 billion,[15] and the acquisition was completed in August 2017.[16][17] Steve Lucas was named the new chief executive officer of Marketo in October 2016.[18] In 2017, Marketo was named as a leader in the Gartner Magic Quadrant for CRM Lead Management for the sixth year in a row.[19] 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;[20] however, this was paused in 2019.
On September 20, 2018, Adobe Systems announced that it was buying Marketo for $4.75 billion.[21][22]
