Marketo

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Marketo, Inc.
TypeSubsidiary
Nasdaq: MKTO
IndustryMarketing software
Founded2006 (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

Previous logo

Phil Fernandez, Jon Miller, and David Morandi, formerly of Epiphany,[5] founded Marketo in 2006.[6][7][8]

In April 2012, Marketo acquired Crowd Factory, which enabled the company to integrate social media marketing capabilities into its application suite.[9]

Marketo filed for an initial public offering and went public on May 17, 2013.[10][11][12] In December of that year, the company acquired Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock.[13][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 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]

Products

Marketo Lead Management was launched in 2008, followed by Marketo Sales Insight in 2009, and Marketo Revenue Cycle Analytics in 2010.[22]

In November 2012, Marketo introduced LaunchPoint, an app and service network for marketing.[23]

References

  1. 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. "Marketo, Led by Former Epiphany Executives, Looks to Shake Up Marketing Automation". PRNewswire. Archived from the original on November 16, 2017. Retrieved May 21, 2007.
  6. Tater, Mohit (2020-02-13). "Understanding The Real Meaning Behind Your Question What Is Marketo". Entrepreneurship Life. Retrieved 2022-02-23.
  7. Seligman, James (2020-02-17). artificial Intelligence / Machine Learning In Marketing. Lulu.com. ISBN 978-0-244-56388-2.
  8. Mitrak, Andrew (2026-06-11). "Jon Miller: Marketo's Cofounder on the Rise & Stagnation of Marketing Automation". marketinghistory.org. Retrieved 2026-06-22.
  9. "Marketo Buys Social Social Marketing App Developer Crowd Factory". techcrunch.com. 18 April 2012. Retrieved April 18, 2012.
  10. Burke, Elaine (20 May 2013). "Marketo's IPO raises US$79m, shares up almost 78pc". Silicon Republic. Retrieved 22 June 2026.
  11. "SEC: Marketo, Inc". sec.gov. Retrieved April 2, 2013.
  12. Geron, Tomio (May 17, 2013). "Marketo Shares Pop More Than 50% In IPO". Forbes. Retrieved 23 May 2013.
  13. "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.
  14. Zimmermann, Kim (2013-12-12). "Marketo Acquires Insightera To Boost Personalization And Predictive Analytics Capabilities". Demand Gen Report. Retrieved 2026-06-22.
  15. "Marketo". Cleverism. 2016-07-12. Retrieved 2022-02-23.
  16. "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.
  17. "Marketo goes private so it can concentrate on its platform's future". MarTech Today. 2016-05-31. Retrieved 2017-10-17.
  18. "Marketo Names Steve Lucas as Chief Executive Officer".
  19. Konrad, Alex (24 August 2017). "Marketo Will Move Entirely Onto Google's Cloud In New Multi-Year 'Alliance'". Retrieved 28 November 2017.
  20. "Adobe confirms it's buying Marketo for $4.75 billion". CNBC. 20 September 2018. Retrieved 21 September 2018.
  21. "Here's Why Adobe Just Dished Out $4.75B for Marketo". AdAge. 21 September 2018. Retrieved 30 July 2019.
  22. O'Neill, Sarah. "The History of Marketo". www.martechalliance.com. Retrieved 2022-02-23.
  23. "Marketo Offers Launchpoint, an App and Services Network for the Marketing Nation". techcrunch.com. 14 November 2012. Retrieved November 14, 2012.