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

Latest Videos

Conversations over a cuppa with CMO: ABC's Leisa Bacon

In this episode of Conversations over a Cuppa with CMO, ABC's director of audiences, Leisa Bacon, shares how she's navigated the COVID-19 crisis, the milestones and adaptability it's ushered in, and what sustained lessons there are for marketers as we start to recover.

More Videos

Hi everyone! Hope you are doing well. I just came across your website and I have to say that your work is really appreciative. Your conte...

Rochie Grey

Will 3D printing be good for retail?

Read more

Zero proof spiritsUsa since 2011 www.arkaybeverages.com🤪🤟

Sylvie

How this alcohol-free spirits brand rode the health and wellness wave

Read more

okay this a good newsmaybe i gonna try it

kenzopoker1

CMO's top 8 martech stories for the week - 9 July 2020

Read more

Very insightful. Executive leaders can let middle managers decide on the best course of action for the business and once these plans are ...

Abi TCA

CMOs: Let middle managers lead radical innovation

Read more

One failing brand tying up with another failing brand!

Realist

Binge and The Iconic launch Inactivewear clothing line

Read more

Blog Posts

MYOD Dataset: Building a DAM

In my first article in this MYOD [Make Your Organisation Data-Driven] series, I articulated a one-line approach to successfully injecting data into your organisation’s DNA: Using a Dataset -> Skillset -> Mindset framework. This will take your people and processes on a journey to data actualisation.

Kshira Saagar

Group director of data science, Global Fashion Group

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Sign in