Marketo

Phil Fernandez, Jon Miller, and David Morandi, all formerly of Epiphany,[5] sought to help chief marketing officers and their teams to demonstrate the return on investment of their marketing programs. In 2006, they founded Marketo.[6][7]

Marketo introduced its first product, Marketo Lead Management, in 2008 followed by Marketo Sales Insight in 2009 and Marketo Revenue Cycle Analytics in 2010.[8]

In 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.[9] In November 2012, Marketo introduced LaunchPoint, an app and service network for the “marketing nation” of technology partners and professional service providers.[10]

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

In June 2016, Vista Equity Partners announced an agreement to acquire Marketo for approximately $1.79 billion,[14] and the acquisition was completed in August 2017.[15][16] Steve Lucas was named the new chief executive officer of Marketo in October 2016.[17] In 2017, Marketo was named as a leader in the Gartner Magic Quadrant for CRM Lead Management for the sixth year in a row.[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]