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Marketo News & Analysis

Is Marketo the Next Acquisition Target?

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Despite what seems like one acquisition after the next in the marketing automation space and the fact many analysts consider Marketo a likely buyout target in the group, the cloud-based solutions provider remains independent.

It’s not like the company isn’t delivering strong results: revenue last year jumped 64 percent to $95.9 million. The customer base now totals more than 3,000 and Marketo boasts a subscription dollar retention rate of 100 percent during the past four quarters.

There are also signs Marketo has plans to grow its business even more.

At the JMP Securities tech conference in early March, Marketo CEO Phil Fernandez said lead management is considered a top function in marketing automation because it helps marketers build personal, long-term relationships with buyers, something that’s critically important in the business-to-consumer (B2C) market in addition to in Marketo’s core business-to-business (B2B) market. 

3 Lessons from Marketo #mktgnation2014

2014-08-April-Mike Litt.jpgFace it. Between personalization, video, mobile and big data, it's not easy to keep up with all that's happening in digital marketing today.

To help, CMSWire dropped into three well-attended sessions at Marketo's Marketing Nation Summit in San Francisco today to find out what you need to know about video, real time personalization and user testing.

None fell into the category of rocket science, yet each drew 200 to 300 professional marketers who listened intently, then asked lots of questions. Here are some of the highlights.

Inside Marketo's New Customer Experience Platform #mktgnation14

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Marketo itself admitted that it's not the only marketing software company talking about real time personalization, one to one interactions and customer experience programs.

But it claims it's the best choice for companies that are looking for a marketing platform with those capabilities. Better than Oracle, Salesforce, Adobe and anyone else in the space.

At the Marketo Marketing Nation Summit in San Francisco this week, the 500 employee San Mateo, Calif. based marketing software company provider unveiled it's new marketing platform.

"We think everybody needs a customer engagement platform, and we think we happen to have the best," said Jon Miller, vice president of marketing content and strategy and a Marketo co-founder. "Moreover, we want to be the company that will define what you need to have in a customer experience platform."

Marketo Focuses on Innovation #mktgnation14

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It’s a crowded marketing vendor space. Nine times more crowded than it was two years ago, in fact

Next week, Marketo will try to pull attention away from its 946 competitors and onto itself when it hosts the Marketing Nation Summit at the Moscone Center in San Francisco. 

Marketo is expecting more than 5,000 customers, partners and analysts to attend the Summit, according to Jon Miller, vice president of marketing content and strategy and a Marketo co-founder. That is double the number of attendees from last year, Miller told CMSWire.

Scout Debuts Marketo Marketing Automation Integration

Scout's analytics platform is getting a piece of Marketo's marketing automation.

Marketo's marketing automation capabilties gives Scout Analytics, which was acquired in January by ServiceSource, the ability to directly connect with marketing automation through user-level nurturing. It's something Scout officials told CMSWire is unique in this space: moving beyond company stakeholders and getting down to actual user habits.

"You can nurture them to come back when their subscription is about to end and get updates on subscriptions," said Matthew Shanahan, vice president of product strategy for Scout.

Forrester: 5 Things About Marketo's Insightera Acquisition

Marketo's acquisition of Insightera has created a bit of buzz in the past week. CMSWire has already shared why Marketo leadership thinks the Insightera buy is a good deal and what industry insiders think the acquisition means for the marketToday, we talk with Lori Wizdo, principal analyst and marketing automation specialist for Forrester Research, for her take on the implications of the buy.

B2B Marketing Insiders: Marketo-Insightera Acquisition Industry's 'Next Frontier'

Real time personalization for websites is the “next frontier” of marketing, according to Karl Wirth, CEO/founder of Evergage. In that sense, Marketo’s acquisition of Insightera makes sense, he told CMSWire.

“As marketers, we spend a lot of money — I’m looking at you Adwords — and time — yes, a keyword optimized blog a day takes time — driving people to our websites,” said Wirth, whose company offers real time web personalization. “We are inventing new ways to drive traffic to our sites, but our sites have stayed static.”

What the Insightera Acquisition Brings to Marketo

What the Insightera Acquisition Brings MarketoMarketo's vision has consistently been about multichannel relationship marketing. And last week’s acquisition of Insightera will advance that, according to Jon Miller, vice president of marketing content and strategy and a Marketo co-founder. 

Miller talked to CMSWire this week after the $19.5 million acquisition of the Israel-based real time personalization web and mobile platform. Combining Marketo’s behavioral data, targeting and multichannel engagement engine with Insightera’s capabilities is what the "marketing platform of the future looks like,” Miller said.

 

Why Marketing Automation Acquisitions like Marketo's Will Continue

Cloud-based marketing provider Marketo scooped up a real time personalization platform for websites and mobile applications with its US$ 19.5 million acquisition today of Insightera. So what does this mean for Marketo and the marketing automation space?

Email Marketing Meets Automation in Marketo Solution

Email marketing is getting more and more personal -- or at least that’s what vendors are aiming for in this space lately. Marketo is the latest provider to announce a solution aimed at providing email marketers with an automated campaign targeted for better, longer-lasting connections with customers..

Marketo, Leadspace Team in Latest Marketing Automation Partnership

Social lead management meets marketing automation today in a partnership between Leadspace and Marketo -- and based on market trends here, we're not surprised with the partnership.

Sitefinity 6.2 Offers Connectors to Marketo, Salesforce

Telerik continues its focus on the business user with new digital marketing integrations in Sitefinity 6.2. 

Google AdWords and Marketo: Online Conversion Data Meets Offline Experience

For Google, offline conversion data is meeting existing AdWords conversion data. For Marketo, the marketing automation vendor giant, this opened a door for integration with the new feature. 

For B2B marketers, this means offline data will now be joined with online data, and you can now view hard results on what customer clicks mean before they make an offline purchase.

Marketo Teams With Demandbase For Better Targeting, Personalization

demandbase, marketo, marketing automation It’s been a busy spring and summer for Marketo, the San Mateo, CA., cloud-based marketing software platform provider and marketing automation specialist. It’s been a busy time for the fast-moving marketing automation industry. Period.

Create Engaging Emails with Marketo's Definitive Guide

Create Engaging Emails with Marketo's Definitive GuideNeed advice on how to craft the most engaging emails? Marketo has produced 150 plus pages of tips in an attempt to define the email marketing genre.

 

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