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Case Study / Personalizing Consumer Communication

Personalizing Consumer Communication

Marketo is harnessing artificial intelligence and machine learning to drive one-to-one marketing engagements.

Marketo, a former Vista portfolio company, provides marketing automation and engagement software to help marketers develop long-term relationships with customers. With help from Google Cloud, Marketo created ContentAI, an artificial intelligence-driven solution that enables marketers to automate common tasks, allowing them to focus on data-driven content marketing and optimizing engagement. ContentAI helps brands turn one-size-fits-most marketing into deeply personalized communication.

Artificial intelligence and machine learning are helping marketers automate the process of customer engagement without creating thousands of campaigns.

Niranjan Kumbi, Product Manager, Marketo


Year of Investment: 2016
Portfolio Status: Former
Headquarters: San Mateo, CA

Marketo provides the leading marketing software and engagement platform designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy.

Marketo, Inc.’s core solution is the Marketo Engagement Marketing Platform, which enables the execution, management and measurement of online, social and offline marketing activities and customer interactions. The Company’s platform enables marketers to automate the critical processes designed to generate new customer leads, convert leads into new customers, upsell more products and services to existing customers, and has a strong and demonstrable ROI. Marketo’s solutions are used by over 4,600 customers in a wide variety of industry verticals including business services, communications, education, energy, financial services, healthcare and life sciences.

The Company was founded in 2006 and is headquartered in San Mateo, CA, with operations worldwide.

Vista Equity Partners Fund V and Vista Equity Partners Fund VI completed a take-private of Marketo in August 2016.

Adobe acquired Marketo in October 2018.

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