Some commentators say the move is a sign of the growing potential of the marketing automation software market.
Marketing automation software provider Marketo has filed a $75 million initial public offering (IPO) with the Securities and Exchange Commission (SEC).
According to the filing, Marketo will trade on Wall Street under the name "MTKO." Shares in the company will be offered by NASDAQ exchange, Credit Suisse and Goldman, Sachs & Company. Some commentators say the move is a sign of the growing potential of the marketing automation software market.
Marketo offers software that mines big data to find customers and sales leads. The software then scores potential buyers to present them with drip campaigns through email and social networking.
The marketing automation software has been growing in recent years. According to Michael Ni, chief marketing officer and senior vice president of products and marketing at Avangate, the software is letting marketers adapt to the changing nature of the industry.
"Individuals, meaning the customers, are in control and they choose the point of time to engage with an enterprise," said Ni about the Marketo news.
"This makes nurturing and other 'top-of-the-funnel' activities critical, which marketing automation systems enable. Marketing is the new sales. The Marketo IPO will be successful because of the company's customer-centric solution that addresses changing customer expectations."
In its SEC filing, Marketo said the software allows companies to drive faster revenue, build long-term customer relationships, provide analytical insight, and increase marketing efficiency.
Also in its filing, Marketo offered potential risks to its IPO. The firm says that future strains on its relationship with its partner Salesforce could hurt the company's future share prices.
Marketo says that an inability to further grow in the B2C market could hurt its future share prices as well.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT