Marketo touts engagement play with latest acquisition

Marketo acquires ToutApp, a sales engagement platform, for an undisclosed sum

Marketo has acquired US-based sales software vendor, ToutApp, as part of efforts to extend its platform out of marketing automation and into wider engagement management.

ToutApp, a San Francisco-based company, was established in 2011 and provides a sales engagement tool for managing sales campaigns, content management and analytics. The vendor claims to about 100,000 sales executives use its tools today across 400 enterprise customers including Citrix, CA Technologies, Siemens, Tableau and Revel.

In a statement, Marketo CEO, Steve Lucas, said the acquisition of ToutApp helped to round out his company’s engagement capabilities and better tie together marketing and sales functions. It’s also a step further forward in terms of facilitating account-based marketing (ABM) activities, as well as Marketo Sales Insights.

“Brands that win today engage customers in a meaningful way at every step of the journey and this requires coordinated execution across the entire enterprise, particularly within sales and marketing,” Lucas said.

ToutApp founder and CEO, Tawheed Kader (TK), along with the rest of the vendor’s 30 staff, will join Marketo as part of the deal. Financial terms were not disclosed.The brand is expected to remain standalone for now, with integration plans announced in due course, a spokesperson told CMO.

ToutApp has accrued US$21 million in capital raising rounds since its launch in 2011, including $15 million in 2015 in Series B funding led by Andreessen Horowitz. The company claimed 300 per cent growth in top-line revenues in 2016.

“ToutApp and Marketo share a similar vision for empowering sales and marketing teams for success in the engagement economy,” TK commented. “We’re excited to join Marketo and further our shared mission of delivering exceptional customer and prospect engagement.”

The acquisition news comes on the eve of Marketo’s annual Marketing Nation event in San Francisco, where Lucas is expected to unveil details of the vendor’s efforts to extend out of marketing automation and into a

more comprehensive platform for customer engagement.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

https://bit.ly/2t5z6fIView this brilliant service and then apply in your product marketing which will increase your sell ..

Sujay Patel

Why Gartner thinks brands are too uptight about strategy

Read more

The things who have mentioned are very convincing and will certainly work.

Lunna Walker

Xero evolves to fit a changing marketplace

Read more

The use of the virtual reality and the additional reality in marketing are only the first steps to the unlimited possibilities. When you ...

Viri VR

Treasury Wine Estates ramps up consumer engagement with augmented reality app portfolio

Read more

Personally, I know about using virtual reality in VR games or when watching movies. I live in Melbourne and often visit a club - https://...

Rafe Frost

3 brand new virtual reality experiences in action

Read more

Infographics are quick and easy to understand! Pictures indeed speak better than words. SEO in Mumbai

Tanushree

Image intelligence:10 must-see infographics for marketers

Read more

Latest Podcast

More podcasts

Sign in