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In our brief for Forrester clients, we provide an analysis of what the acquisition means for Marketo, its customers, its competitors, and the overall marketing technology landscape.
We discuss why Marketo is being acquired now; why it’s being acquired by a private equity firm; how it changes the competitive landscape; and why Marketo customers should proceed but with caution. We also state that Marketo’s future remains uncertain, as we are not sure whether Vista is looking for a quick flip or whether a new epoch in marketing software has just begun. That last sentence is an uncomfortable one for a Forrester analyst – we prefer to “make the call” in our reports, not write either-or.
But clearly, we prefer that the glass is half-full. So let’s assume that Marketo is going private so that it can concentrate on its platform's future and its acquisition by a tech-focused private equity firm will give them the flexibility to reinvent its platform for enterprises. Forrester is predicting a transformation of B2B marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer engagement across the entire customer life cycle. That requires a marketing automation infrastructure that we don't have yet: Marketo might just be about to provide us with that platform.
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Marketing-software maker Marketo has agreed to be acquired by private equity firm Vista Equity Partners for $1.79 billion, the company announced Tuesday.
Some Marketo customers are worried by the acquisition, according to Ray Wang, founder and principal analyst with Constellation Research. "In the past, when Vista has made acquisitions like this, such as of Tibco, they've done weird things," Wang explained. Asking employees to take "weird management tests" is one example, Wang said. "That's part of the process."
So, in addition to the talent loss that Marketo would have naturally experienced following its 2013 initial public offering (IPO), there will likely be "a little bit of an exodus" following this latest news, he predicted. Private equity firms like Vista also "typically stretch out R&D investment," Wang said, pushing out deadlines on projects already under way. They often tend to reduce expenditures on sales and marketing as well, as a way of cutting costs.
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Oracle spent at least $3 billion assembling an array of marketing applications and data services to complement them. Salesforce is using a similar tactic, by talking up the ties between its own Marketing Cloud and its applications for managing sales relationships and customer service. Meanwhile, Adobe’s strategy is to play up its strength in content creation and marketing analytics, as it did last week with the acquisition of Livefyre.
Right now, digital marketers are often forced to use dozens of services to get their jobs done, so the allure of all-in-one approaches is very appealing. And so too are the price breaks that often go along with buying more than one application from larger software vendors. As its big rivals preach the virtues of consolidation, Marketo may find it increasingly difficult to go it alone.
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On the B2B side, the San Mateo, California-based company said its account-based marketing will be more tightly integrated with sales tools into one suite, for release this summer.
An email channel will also be added to its Predictive Content application, enabling predictive content recommendations. Previously, predictive analytics was used primarily for website content. A new Email Insights feature will offer email performance analysis, which the company said can surface otherwise hidden trends.
And, as expected at any platform conference, there were also a variety of announcements about Marketo integration.
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Shares of the cloud-based marketing software company Marketo rose by more than 25 percent yesterday after a report said the company is looking at selling itself.
Marketo, which has been publicly held for about three years, has been a consistent subject of M&A speculation. With a market cap of about $1.5 billion after the news, it's not that large and would probably make a sensible target for a larger company. Here are a few potential buyers.
SAP
Microsoft
Adobe
Google
Oracle
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Predictive marketing platform Radius has integrated its SaaS solution with Marketo’s Engagement Marketing Platform. The partnership aims to help B2B marketers identify their most promising customer and prospect records to discover net-new opportunities within those segments. Marketers are then able to add net-new prospects directly to Marketo.
Radius also now offers predictive scoring, which allows marketers to prioritize inbound demand, accelerate delivery of leads to sales, nurture remaining leads with personalized content and optimize marketing spend based on the channels that produce the best leads.
The Radius integration with Marketo is designed to help B2B marketers gain insight into leads and find the prospects most likely to convert into customers through the use of predictive analytics.
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- First quarter revenue increased 35 percent year over year to $62.2 million
- Deferred revenue increased 37 percent year over year to $91.7 million
- Improved operating leverage year over year
- Launched new solutions to address expanded range of customer demand
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The marketing tech platforms Boomtrain and Marketo are forming an integration that will allow companies to better personalize content for web consumers.
Marketo already captures lots of customer data while hosting website and email marketing campaigns. Boomtrain can use elements of that data to predict the best piece of content to next show specific consumers.
For customers that use both Marketo and Boomtrain, the targeted content can be delivered via email or on-website campaigns managed through the Marketo platform.
Boomtrain now becomes available through the Marketo LaunchPoint partner marketplace.
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Dark marketing clouds ahead? Let us help you see clearly. Contact us.
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MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.
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From Marketo...
Marketo Mobile Engagement: With over 7.2 billion mobile devices on the planet, mobile engagement is a massive opportunity for smart marketers who want to reach the right customers and prospects. However, many marketers have treated mobile as a separate channel from other programs, leaving its potential as an engagement marketing channel untapped—until now. Marketo Mobile Engagement allows marketers to listen for customer behavior across channels like web, social, email, and digital advertising, and then leverage that information to communicate on a mobile device.
Marketo Ad Bridge: Marketo Ad Bridge connects online advertising efforts to an overall marketing strategy–meaning marketers can now find and attract the right prospects. When you pair powerful technology and insights from Marketo with ad tech, marketing magic happens. More specifically, marketers can better target audiences based on who they are, their buyer stage, and their individual behaviors over time to create more personalized ads.
Marketo Calendar HD: As an extension of the beloved Marketo Calendar, Marketo Calendar HD helps marketers display their plans, programs, and goals in a format suitable for large-screen wall-mounted TV displays, opening up a new channel for marketing teams coordination and communication–eliminating the old school whiteboard.
Marketo Moments: Marketo Moments is a beautifully designed mobile app that provides Marketo users with a continuously updated view of the most important marketing program information, whenever and wherever they need it. Users can now see how their most recent programs are performing in real-time and look ahead to upcoming campaigns from the convenience of their mobile device.
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Marketo unveiled new integrations with Google AdWords and Google Analytics, which position Marketo users to track and measure ad spending and provide more targeted messaging.
The integrations are designed to enable marketers to link Marketo data such as firmographic and customer profile information to their Google Analytics platform to personalize campaigns. Offline activities that are tracked in Marketo — such as when a lead is qualified and a deal is closed — can be exported to AdWords to measure the ROI of digital ad campaigns.
Dark marketing clouds ahead? Let us help you see clearly. Contact us.
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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄
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► About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at ineomarketing.com. ◄
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Marketo announced that its LaunchPoint partner ecosystem has doubled in size since its inception in 2012. LaunchPoint now houses roughly 400 applications, offering applications that address areas such as analytics, mobile, video and content marketing.
The company states that Marketo customers often use three or more LaunchPoint partner solutions in conjunction with its marketing automation platform.
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Marketo announced its third quarter results, highlighting revenue of $39.3 million, a 54% over the previous year. The vendor also noted that its customer count increased to 3,499 and subscription dollar retention rate rose to an average of 108%
The company is projecting Q4 revenue of $40.3 to $40.8 million and full-year revenue of $147.9 to $148.4 million
˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅˅ Receive a FREE daily summary of The Marketing Technology Alert. Subscribe here: goo.gl/xSjgGT (your privacy is protected). ˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄˄
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After Salesforce partnered with Omnicom and Adobe allied itself with Publicis, Marketo becomes the third marketing platform to partner up with a host of digital agencies.
Marketo announced that its Engagement Marketing Platform (formerly its Customer Engagement Platform) would now be available to the clients of 150 digital agencies, including Digitaria (a JWT company) and Babcock & Jenkins.
“We have always been practitioners of customer-centricity and know there's deep value in truly understanding the needs of customers at each stage in their buying cycle,” says Lauren Goldstein, vice president of strategy and partnerships at Babcock & Jenkins. “Partnering with Marketo helps us merge things like marketing automation with a cohesive content strategy to reach customers when, where and how it's meaningful to them. The result is a continuous and consistent conversation with customers that converts into lifelong relationships.” ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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According to an industry source, Marketo had not been invited back to attend this year's Dreamforce conference. This highlights the fact that Marketo is now a direct competitor to Salesforce's own marketing automation platform, ExactTarget. That's a big change from how Marketo used to be seen in the marketing automation space.
A year ago, enterprise marketing automation software bigwigs like ExactTarget and Oracle's Eloqua still regarded Marketo as a platform that catered only to small and midsize companies. This year, Marketo's been vocal about going after enterprise-level clients, and has landed a few big wins. While Salesforce might be loathe to admit it, Marketo's definitely been punching above its own weight, and Salesforce's salespeople wouldn't exactly be thrilled to see it exhibiting on their conference floor. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Excerpt...
If you can generate qualified leads for sales, you make their job easier - and more of your leads will be turned into revenue faster. Now, find out how lead generation helps your company: ●Define a lead and his or her buying journey ●Build a robust lead generation strategy through marketing automation ●Use content marketing, social media, your website, SEO, and paid programs for lead generation __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Basic/ Excerpt...
DiscoverOrg, a provider of information technology sales and marketing intelligence tools, announced Marketo Webhooks for DiscoverOrg, an application designed to provide real-time data on customers and prospects. DiscoverOrg and Marketo joint customers can activate a Webhook from within their Marketo environment. When a customer or prospect fills out a web form, Marketo queries the DiscoverOrg database for any missing information. The new data is captured and sent back to Marketo where it is automatically appended to the existing contact or lead information in the customer’s account. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Excerpt...
Saying that the cloud vendors are “missing the point,” he continues, “the right platform needs to bring a core set of capabilities, and then be open to third-party solutions that build on the common foundation.” Touche. Thus, Brinker’s pronouncement is at once about Marketo itself and about the idea that openness will trump closedness — that pursuing a one-stop-shop approach may lead to some black Mondays down the road. Nobody knows what’s going happen. That’s what makes this such a great story. Remember that the cloud factories are hardly all alike, and most of them understand very well the benefits of playing well with others. Salesforce has a vibrant community of independent developers to build extensions and fill gaps. Even Big Blue has championed an open data exchange and a protocol to power it. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Intermediate/ Excerpt...
The trick to winning these benefits is becoming a platform in the first place. This requires a large customer base, easy access by app developers, enough power to be useful, and a barrier that keeps the monopoly intact. Salesforce.com, Oracle, IBM, Adobe, Microsoft, and other contenders to own “customer experience platforms” all did it the hard way, by first building up a big customer base for their conventional systems and then opening that universe as a platform to app developers.
Every major marketing automation vendor has tried to do the same. But their customer bases are nowhere near as large, so what’s actually happened in most cases is that app developers have integrated their systems with multiple “platforms”. One of the more subtle tricks in the platform playbook is to prevent this by making your system different enough from others that it isn't easy to support them as well. This is usually done by means of a uniquely structured application program interface. But developers won’t put up with this unless a platform offers a big enough audience or other benefits to make it worthwhile. It’s doubtful that Marketo, or any other remaining independent marketing automation vendor, has the market power to do this. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Advanced/ Digest...
The black fly in the chardonnay, however, is that narrative is disconnected from reality. Marketing and technology are simply changing too rapidly. The scope of marketing is expanding exponentially by the day, as its responsibilities grow from customer communications to customer experiences, spanning the entire customer lifecycle. To pretend that a single software vendor will master all of that — and be able to keep up with all the innovations blossoming in a thousand directions across the industry — and somehow make that all stable and useable is, in my humble opinion, a fantasy. To be fair, many of the major marketing systems out there have laid the technical groundwork for this. They’ve provided APIs for third-parties to connect their applications. They’ve established partnership programs for those third-parties. You can probably find a list of those partners somewhere on their website — although for some vendors, it’s actually quite hard to find them. Instead, [Marketo is] acknowledging that these other marketing experience software companies bring tremendous value to the table. They’ve committed to make it easier for marketers to pick and choose from that incredible cornucopia of marketing technology solutions and seamlessly integrate them into their environment. And they’ve committed to give third-parties deep access into their platform’s data repositories, workflow capabilities, analytics, and more. At the risk of overplaying my hand, I’ll make two more predictions: First, marketing software developers will embrace Marketo in return. An open platform with large adoption provides a terrific vehicle for other marketing software vendors to accelerate their adoption by becoming plug-and-play solutions on top of it. Second, other major cloud/hub/suite vendors will tack to platform strategies too. This will be easier for some than others — not so much due to technical barriers, but due to barriers of politics and pride. But most will overcome those barriers because they cannot cede victory in the coming “marketing platform wars” to Marketo by sitting this out. They need to win third-party/ISV share. They cannot afford to become Blackberry while their competitors become iOS and Android. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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![[FREE] The Definitive Guide to Lead Generation - Marketo | The MarTech Digest | Scoop.it](https://img.scoop.it/bHuzXfl-wWIE_jLJV9UATXCypPtktPfVAn033ftACFA=)
I've read positive reviews where Marketo will flourish with additional R&D, and the opposite where Marketo is leveraged for its client base without any product improvements. I'm on hold till something happens.
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