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Marketo, Inc.
IndustryMarketing software
  • Phil Fernandez
  • Jon Miller
  • David Morandi
  • Marketo Engagement Platform
  • Marketo Lead Management
  • Marketo Sales Insight
  • Marketo Revenue Cycle Analytics
  • Marketo Social Marketing
ParentAdobe Inc.

Marketo, Inc. is an American software company, headquartered 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] Marketo supports large enterprises to fast-growing small businesses across a variety of industries from technology to higher education.[2][3]

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


Previous logo

2006–11: The founding of Marketo[edit]

Phil Fernandez, Jon Miller, and David Morandi, all formerly of Epiphany.[5] sought to help chief marketing officers and their teams be able to demonstrate the return on investment for their marketing programs. In 2006, they founded Marketo.

Marketo introduced its first product, Marketo Lead Management in 2008 followed by Marketo Sales Insight in 2009 and Marketo Revenue Cycle Analytics in 2010.

2012–18: Marketo Acquisitions[edit]

On 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.[6] On November 2012, Marketo introduced LaunchPoint, an app and services network for the “marketing nation” of technology partners and professional service providers.[7]

By 2013, Marketo filed for initial public offering and went public on May 17, 2013.[8][9] In December 2013, Marketo acquires Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock.[10]

On June 2016, Vista Equity Partners announced an agreement to acquire Marketo for approximately $1.79 billion, and the acquisition completed in August 2017.[11][12] Steve Lucas was named the new Chief Executive Officer of Marketo in October 2016.[13] In 2017, Marketo was named as a leader in the Gartner Magic Quadrant for CRM Lead Management for the sixth year in a row.[14] In August 2017 Marketo announced that it will move all of its marketing automation software onto Google Cloud Platform as part of a six-year alliance to integrate Google’s tools into Marketo’s products,[15] however, this was paused in 2019. While not officially abandoned, no further move of services to Google has occurred, and in fact, many migrated services have been brought back in-house.

On September 20, 2018, Adobe Systems announced that it was buying Marketo for $4.75 billion.[16][17]

Awards and honors[edit]

  • Inc. 500 2012 (rank: 78)[18]
  • Forbes Most Promising Companies 2011 (rank: 28)[19]
  • CRM Market Leaders Awards 2012, winner, Marketing Solutions[20]
  • Wall Street Journal Next Big Thing 2012 (rank: 20)[21]
  • AppExchange Customer Choice Awards 2012, winner, Marketing[22]
  • CODiE Awards 2012, winner, Best Marketing/Public Relations Solution[23]
  • Best in Biz 2012 EMEA Awards, Small or Medium Business Product of the Year (silver)[24]
  • SLMA 50 Most Influential, winner, Marketo CEO Steve Lucas[25]
  • Inc. Hire Power List 2012 (rank: 5)[26]
  • Gartner Magic Quadrant for CRM Lead Management 2017[27]


  1. ^ a b 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. ^ a b 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. 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. ^ "Marketo Buys Social Social Marketing App Developer Crowd Factory". Retrieved April 18, 2012.
  7. ^ "Marketo Offers Launchpoint, an App and Services Network for the Marketing Nation". Retrieved November 14, 2012.
  8. ^ "SEC: Marketo, Inc". Retrieved April 2, 2013.
  9. ^ Geron, Tomio (May 17, 2013). "Marketo Shares Pop More Than 50% In IPO". Forbes. Retrieved 23 May 2013.
  10. ^ "Marketo's $20M buy of Insightera shows marketing automation software land grab continues". GigaOM Media. Retrieved December 13, 2013.
  11. ^ "Marketo Enters into Definitive Agreement to be Acquired by Vista Equity Partners for $1.79 Billion". 2016-03-15. Retrieved 2016-06-01.
  12. ^ "Marketo goes private so it can concentrate on its platform's future". MarTech Today. 2016-05-31. Retrieved 2017-10-17.
  13. ^ "Marketo Names Steve Lucas as Chief Executive Officer".
  14. ^ "Gartner Magic Quadrant for CRM Lead Management 2017". Retrieved 15 November 2017.
  15. ^ Konrad, Alex (24 August 2017). "Marketo Will Move Entirely Onto Google's Cloud In New Multi-Year 'Alliance'". Retrieved 28 November 2017.
  16. ^ "Adobe confirms it's buying Marketo for $4.75 billion". CNBC. 20 September 2018. Retrieved 21 September 2018.
  17. ^ "Here's Why Adobe Just Dished Out $4.75B for Marketo". AdAge. 21 September 2018. Retrieved 30 July 2019.
  18. ^ "Inc 500: Marketo". Retrieved 2 May 2013.
  19. ^ "Most Promising Companies 2011".
  20. ^ "Market Leaders Awards 2012".
  21. ^ "Next Big Thing 2012".
  22. ^ "Customer Choice Awards 2012".
  23. ^ "CODiE Awards 2012". Archived from the original on 2014-12-24. Retrieved 2013-05-03.
  24. ^ "EMEA Awards 2012". Archived from the original on 2013-03-17.
  25. ^ "Marketo Names Steve Lucas as Chief Executive Officer".
  26. ^ "Hire Power List 2012".
  27. ^ "Marketo Website". Retrieved 15 November 2017.

External links[edit]