Marketo

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Hard Sell Facebook has told advertisers it won’t need to change its web-tracking services to comply with the California Consumer Privacy Act (CCPA), on the grounds that its use of data to target ads doesn’t constitute “selling” data. Starting January, when the law comes […]

Adobe is betting big on Experience Cloud, which houses all of its marketing, analytics and advertising solutions, as a major growth area for its business. “All the meetings that [we] have, whether it’s with CEOs, CMOs or CIOs, they’re absolutely reflecting the urgency of digital engagement and an appetite to work with Adobe,” CEO Shantanu […]

If you’re a mature marketing technology platform: Congrats. 2018 was your year and the future looks bright. But if you’re an ad tech company without a unique value prop that’s jonesing for an exit, apologies, the outlook remains fairly bleak. Although digital advertising is still growing – it’s a $100 billion market today – Google and Facebook […]

When Adobe acquired the B2B marketing company Marketo for $4.8 billion last week, investors pressed CEO Shantanu Narayen to explain the gulf between Adobe’s price tag and Wall Street’s valuation of Marketo two years ago, when Vista Equity Partners snapped it off the stock market for $1.8 billion. Private equity investors have shown they have […]

Adobe said Thursday it has agreed to acquire the B2B marketing platform Marketo for $4.75 billion. It’s the biggest deal in Adobe’s history. And the cloud technology giant may be shelling out so much because Marketo’s B2B category strength could help as Adobe moves into media buying and ecommerce, à la TubeMogul and Magento, where […]

If Adobe is actually in talks to buy Marketo from the PE firm Vista Equity Partners, as Reuters reported Wednesday, then it would suddenly become a major player in the B2B marketing space. To be clear, there’s no deal in place. The report, citing anonymous sources, said Adobe would pay “significantly more” than the $1.8 […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. TV Dinner A raft of new YouTube ad products highlights the importance of OTT and skinny pay-TV services in its strategy. For the first time, advertisers will be able to target YouTube television screen inventory, just as they can choose to exclusively buy tablet, […]

In his second week as Marketo’s CEO, Steve Lucas walked away from his first board meeting with a mandate from investors to hire 50 developers, add 100 more salespeople and to “go fast.” Marketo’s first order of business was to re-engineer its marketing automation software from the ground up – a continuing overhaul that includes […]

Tolman Geffs of global investment bank Jordan, Edmiston Group, along with Bill Wise, the CEO of Mediaocean, will speak about the “private equity path” at Industry Preview on Jan. 19 in New York City. What really happens during – and after – a private equity (PE) investment? While the experiences of different companies vary, one thing […]

Marketing automation giant Marketo has been snapped up by a private equity buyer in a deal that values it among the top ad and marketing tech investments ever. Vista Equity Partners, which took a majority investment in agency billing and workflow software Mediaocean last June, agreed to acquire Marketo in a $1.79 billion all-cash deal. Upon […]

Under Armour has muscled up since its origin as a supplier of compression tees, thanks to its work connecting channels like mobile and email to physical stores. Under Armour is now more than an apparel provider. One of its biggest data assets comes from its community Connected Fitness, which has grown 30% year over year […]

If MediaMath co-President Mike Lamb has his druthers, the convergence of ad tech and marketing tech – the industry’s current inescapable narrative – will manifest in two ways. The first is beginning to happen: a set of integrations that advertisers or their agencies can use to clip together their paid media platform to their marketing […]

Marketing automation, long defined as a B2B lead-gen system, is making its way into B2C territory. One of the most common complaints about standard marketing automation systems is that they’re simply too old or unable to sync data in real-time. But Salesforce.com’s Pardot and Marketo are all updating to compete effectively in a cross-channel media environment. […]

Forrester Research crowned Adobe Marketing Cloud in its first-ever ranking of enterprise marketing software suites – informally called “marketing clouds.” The report, compiled by analysts Cory Munchbach and Rusty Warner and released Tuesday, encompassed eight vendors (Adobe, Salesforce.com, SAS, Teradata, IBM, Oracle, SAP and Marketo). Munchbach and Warner interviewed three clients from each vendor and tallied […]

Standalone marketing technology platform Captora has raised $22 million in Series B financing. The company, co-founded by the former chief revenue officer of independent marketing automation platform Marketo, claims to siphon in-site demand data to flag the highest potentially performing areas for a marketer to put their dollars.  The latest round of funding will go […]

Often framed as an M&A target to enterprise acquirers, marketing automation company Marketo on Tuesday released a Customer Engagement Platform – the result of the company’s own acquisitions spree. The platform, which Marketo positions as a full marketing campaign management stack, unifies several of its acquisitions including machine-learning personalization tool Insightera and social campaign management […]

The first Forrester Wave on lead-to-revenue management (L2RM) automation solutions released Tuesday singled out Oracle’s Eloqua and the still independent Marketo as marketplace leaders catering to large enterprises. As defined by Forrester, L2RM is essentially B2B marketing automation. Additionally, Act-On and Salesfusion were champions among solutions designed for small- and medium-sized businesses (SMBs). The report […]

Marketo posted strong Q3 earnings last quarter, recording revenue of $25.5 million – a 65% increase year-over-year. The company remains independent today, despite a spate of marketing automation acquisitions in recent years: Teradata bought Aprimo, ExactTarget bought Pardot, Oracle bought Eloqua and Adobe bought Neolane. Many analysts predicted Oracle’s rival Salesforce.com would purchase Marketo, but […]

Marketing automation vendor Marketo has filed for a $75 million IPO, adding fuel to speculation on whether it will soon be snapped up in an acquisition. From 2010 to 2012, Marketo’s revenue grew from $14 million to $58.4 million, according to its S1 filing. The San Mateo, Calif.-based marketing automation firm has raised $108 million in venture funding […]