Marketo
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Adobe Marketo Engage: In 2016, Vista Equity Partners took Marketo private (2016 news). In 2018, Adobe acquired it for $4.75B, folded it into Adobe Experience Cloud, rebranded it as Adobe Marketo Engage, migrated identity to Adobe accounts, and kept marketo.com as a redirect (2018 press release).
Marketo was a born-SaaS marketing automation platform launched in 2006 by Phil Fernandez, Jon Miller, and David Morandi to help B2B and advanced B2C teams turn anonymous traffic into qualified pipeline. It offered lead capture, scoring, and multi-step nurturing; email and mobile campaigns; landing pages and forms; and native CRM integrations—especially Salesforce—for closed-loop attribution. Its Engagement Programs and tokens simplified complex, always-on journeys, while Revenue Cycle Analytics gave marketers pipeline visibility from first touch to revenue. Real-time behavioral tracking (via its “Munchkin” script) powered dynamic segments, triggered flows, and personalization at scale.
An open LaunchPoint marketplace and REST/SOAP APIs encouraged an ecosystem of connectors for webinars, events, data enrichment, and product-led growth. Operationally, the platform emphasized marketer control without heavy IT lift, combining templates with governance for global brands.
Commercially, Marketo targeted mid-market and enterprise buyers with a strong practitioner community—Marketing Nation—and an annual Summit that served as both user conference and industry rally. After a 2013 IPO, the company kept iterating on usability, analytics depth, and scale, positioning itself as the marketer’s system of record for engagement and revenue operations—distinct from CRM—and a viable alternative to Eloqua, Pardot, and HubSpot in complex, multi-touch environments. ABM and web personalization followed.
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