Marketo
| File:Marketo logo.svg | |
| Company type | Subsidiary |
|---|---|
| Nasdaq: MKTO | |
| Industry | Marketing software |
| Founded | 2006 |
| Founder |
|
| Headquarters | , US |
| Products |
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| Parent | Adobe Inc. |
| Website | marketo |
Marketo, Inc. is a software firm based in the United States with its headquarters in San Mateo, California. The company focuses on marketing automation solutions tailored for account-based marketing, alongside services including SEO and content development.
In 2018, Adobe Inc completed the acquisition of Marketo for $4.75 billion.
History
Established in 2006 by former Epiphany executives Phil Fernandez, Jon Miller, and David Morandi, Marketo launched its inaugural product, Marketo Lead Management, in 2008. This was succeeded by Sales Insight in 2009 and Revenue Cycle Analytics in 2010.
Marketo's initial acquisition occurred in April 2012 with the purchase of Crowd Factory, aimed at incorporating social media marketing features into its platform.
The company debuted on the public market through an initial public offering on May 17, 2013. That same year, it acquired Insightera, an Israeli firm specializing in website personalization, for $20 million paid in cash and stock.
In June 2016, Vista Equity Partners agreed to acquire Marketo for roughly $1.79 billion; this transaction finalized in August 2017. Around this time, Steve Lucas took over as CEO in October 2016.
In August 2017, Marketo revealed a six-year collaboration to transition its marketing automation platform to Google Cloud Platform, although this migration was halted in 2019.
The September 2018 acquisition by Adobe broadened its marketing software offerings and bolstered its position within the marketing automation sector.
Products
Marketo rolled out Lead Management in 2008, followed by Sales Insight in 2009 and Revenue Cycle Analytics in 2010. In November 2012, it launched LaunchPoint, an application and service network designed to enrich its marketing ecosystem.