Marketo Acquired by PE Firm in $1.8B Cash Deal

  • By Idan Carmeli
  • 31 May, 2016

Massive acquisition for the marketing automation leader who has just announced a deal with private firm Vista Equity Partners

It was in the air, but persistent rumors were pointing to SAP or Microsoft as the potential buyers. Earlier this month at their annual event, keynotes hinted at ambitiously bold directions, but who knew this was coming . Well, based on this graph, quite a few investors certainly felt Marketo was headed in a good direction:
Source: CNBC

Deal implications are anyone's guess at the moment

Scott Brinker was quick to post this:
Followed by this:
Our own guess is there are two vectors for this private equity investment:
  1. Vista Partners obviously thinks it can re-sell Marketo at a higher price point sometime in the (near?) future, or otherwise dramatically increase its stock value, and is investing in this prospect.
  2. Marketo will thus put Vista's massive cash injection to work strengthening its core product and platform and, even more importantly, acquiring enterprise businesses that would put it on the same playing field as the really-big marketing platforms, aka Salesforce, Adobe, IBM and Oracle.
It will be fascinating to see where this is headed, as David Raab points out:

The Converto Logs

By Idan Carmeli 22 Aug, 2017
By ‘good’ I mean ‘nerdy’ and by ‘things’ I mean ‘experiments’. But let’s start at the beginning. One of our clients, a classic B2B multi national firm, uses data to track which product line would be of interest to a specific contact in their database. They do it so they can send better targeted information in their campaigns, direct inquiries to the appropriate product people internally, and because I told them to.
By Idan Carmeli 14 Feb, 2017
In this LinkedIn post , I explore three themes that inhibit the achievement of accurate Lead-to-Revenue visibility within B2B organizations.
By Idan Carmeli 25 Jan, 2017
Marketo has been communicating this architectural change to its customers worldwide since August of 2016, yet only lately it has become clearer that the change will affect more than a few fields. Specifically this is true for Marketo customers whose Salesforce CRM edition is the Professional edition.

Tip: if you're unsure which edition your Salesforce org is running on, log in to your account there and simply hover the cursor on the browser tab where Salesforce loaded. The tab tooltip will show you the edition.

If you're not a Salesforce Pro user, you can stop reading here; the change won't affect you beyond the 16 fields that you were asked by Marketo to recreate in Salesforce (see here , Marketo login required).
By Idan Carmeli 21 Dec, 2016
It's hard to overstate the degree to which Marketo's Email Editor 2.0 has improved on the previous generation. In fact, it has become, in one fell swoop, the most powerful email editor in the marketing automation space - and we know quite a few of them very well.

One of its most striking features is the use of variables to expose many aspects of email design and functionality to the editor's user interface, enabling users to quickly and easily manipulate their email's elements, without resorting to source code edits or fighting the whims of the rich text editor.

To fully benefit from this feature, though, it's important to understand the two types of variables available to you: global and local. Mastering them and configuring your templates accordingly can greatly improve your (or your users') email editing experience in Marketo.
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