Marketo acquires Insightera's real-time marketing personalisation suite

Marketing automation vendor says the new agreement will increase its digital marketing capabilities and help marketers target customers on a one-to-one basis

Marketing automation suite vendor, Marketo, has acquired real-time personalisation platform provider, Insightera, as part of plans to build its capabilities around cross-channel marketing.

Insightera’s platform allows users to personalise websites and mobile interactions based on company, industry, location and visit history. According to Marketo, the integration of the platform into its own automation and segmentation solution will help marketers gain a more unified view of their customers and give them the ability to manage one-to-one interactions in real-time.

Under the agreement, Insightera’s Israeli office will become Marketo’s new innovation centre for big data and predictive analytics. The company also has a California office.

Marketo will continue supporting Insightera customers and capabilities including those using third-party marketing automation solutions. Financial details of the transaction were not disclosed.

“Since the beginning, Marketo has been laser-focused on its vision of helping marketers to create deep, individual customer relationships across channels and over time,” Marketo president and CEO, Phil Fernandez, said. “By augmenting our industry-leading marketing automation with Insightera’s real-time personalisation capabilities, we are delivering on our vision to unify disparate channels and create timely, individualised relationships.”

The acquisition comes seven months after Marketo raised US$79 million in its first IPO offering, marking its next phase of growth. Since its launch in 2006, the company has raised $107m in venture capital funding to build out its marketing automation suite and presence globally.

Insightera CEO and co-founder, Mickey Alon, pointed out many of its current customers are using the Marketo platform including SanDisk, NICE Systems and Blue Jeans Network. The company is already an integrated partner in Marketo’s LaunchPoint ecosystem.

“We’re thrilled to add our capabilities to the industry’s best digital marketing platform, and together help marketers to listen and respond at scale across channels and time,” Alon said. “Marketo has a powerful vision for the future of marketing that no other company can match.”

The Insightera deal is expected to close shortly. In a statement, Marketo said it also planned to invest in new products and capabilities including real-time personalisation and unified cross-channel conversations.

Marketo IPO may spark suitors, including Salesforce.com
Marketo rolls out customer engagement tools
How imagination and marketing automation helped Navitas’ marketing agenda

Blue Jeans Network director of online marketing and marketing operations, Kaushik Patel, welcomed the acquisition. “Using Insightera and Marketo together, we are able to create unified ‘listen and respond’ conversations that cultivate richer customer relationships and drive greater growth,” he was quoted as saying in Marketo’s market release. “We are very ecited about what the future holds as these two great solutions are integrated more deeply.”

President and CTO of Ion Interactive and well known marketing technologist, Scott Brinker, said the deal was a good move by Marketo. "We're seeing a shift from passive data collection to more active data-driven experiences in the marketing automation space," he told CMO. "There is a lot of opportunity for innovation in this direction."

Over the past year, Marketo also acquired social campaign management platform, Crowd Factory, and launched its Marketo Financial Management applications suite aimed at marketing operations.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in