marketo-logo-large

Marketo Buys Insightera in First Acquisition Since IPO

  |  December 13, 2013   |  Comments

Marketo has signed an agreement to acquire personalization software start-up Insightera. This is the first acquisition since Marketo went public in May this year.

Marketo has announced they've signed the agreement to acquire their first company since going public seven months ago.

The provider of cloud-based marketing software bought Insightera, a real-time personalization platform for websites and mobile applications, at a reported price of $20 million: $6 million in cash and $14 million in stock.

insightera

Insightera delivers customized content based on real-time consumer insights. It has offices in San Mateo, CA and Israel; the latter will become the foundation of a big data and predictive analytics innovation center. Marketo, on the other side of the business, provides behavioral data. The acquisition will enable Marketo to help marketers improve buyer engagement and increase conversion rates by offering consumers more relevant content.

Marketo not only speeds up its performance by acquiring this real-time marketing personalization software startup, but also by adding Gmail features. Cirrus Insight, an application for integrating Salesforce with Gmail and Google Apps, announced this past Wednesday that it has integrated Marketo with Gmail.

This move narrows the gap between sales and marketing, because Marketo clients can now access both Salesforce information and Marketo's marketing automation intelligence in the inbox.

Its most recent acquisition of Insightera and cooperation with Cirrus are part of a greater plan for Marketo to innovate. They launched Marketo Financial Management in May and released their Customer Engagement Engine in June this year.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is an Editorial Intern at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...