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 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.
Yuyu Chen is a reporter 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.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET