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:

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GDPR, or General Data Protection Regulation, may look like an innocent four letter word, but it’s been robbing sleep from increasingly more B2B marketing operations pros out there, mostly because of what they don’t know about it. The purpose of this post is to attempt to clarify at least some of the uncertainty that surrounds it, as far as marketers are concerned, to help you approach the subject without getting distracted by the horn blares  of GDPR scaremongers running rampant out there, and so you can evaluate the implications for your marketing operations. In the following section, we will summarize the main aspects of the regulation, and then will do our best to give you practical advice and pointers, especially as far as your marketing automation setup is concerned.

Disclaimer: this article and anything written in it does not constitute legal advice, and any interpretation of it as such is the sole responsibility of the interpreter. Our purpose is to collect and organize in a single location the information we’ve gathered about GDPR from public domain sources, such as the UK’s ICO, as a service to the public, and specifically to our clients, actual and prospective.

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