vendor profile & case study -_marketo

© 2006 - 2014 Demand Metric Research Corporation. All Rights Reserved.

Vendor Profile

June 2014

By: Kristen Maida, Research Analyst

With: Clare Price, VP Research

Discipline: Digital Marketing

Category: Email Marketing, Marketing Automation

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About Marketo

Management Team

Core Product/Service

Key Features & Unique Strengths

Industry & Market

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About the Research Analysts

Our Vendor Profile Methodology

About Demand Metric

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Customer Case Study

Analyst Perspective

TABLE OF CONTENTS

© 2014 Demand Metric Research Corporation. All Rights Reserved.

Offices Contact Information Key Facts & Figures

Corporate Headquarters

901 Mariners Island Blvd.

Suite 500

San Mateo, CA

USA

Marketo EMEA Ltd.

Cairn House

South County Business Park

Leopardstown

Dublin 18

Ireland

Marketo Australia Pty Ltd

Level 1

435a-437 Kent Street

Sydney

NSW 2000

Australia

Website: www.marketo.com

Email: [email protected]

Phone (USA): +1 877 260 6586

Phone (EMEA): +353 1 242 3000

Phone (APAC): +61 2 9045 2711

Year Founded: 2006

Ownership: Public (NASDAQ: MKTO)

Revenue Range: $26M to $100M

Employees: 519

Global Presence: NA, EMEA, APAC

Growth (YoY): 64%

Key Acquisitions: Crowd Factory (2012), Insightera (2013)

Total Funding: $108M (2006-2011)

Industries: Software, Manufacturing, Energy, Life Sciences,

Healthcare, Media, Education, Financial & Business Services

Customers: Christiana Care Health Systems, BrightTALK,

Chrysler, Canon, Citrix, Curves, Harvard, Hootsuite, Jive

Software, McKesson, Northeastern University, Samsung, Sony

ABOUT MARKETO

Vendor Profile: Marketo


Overview: Marketo’s core products/services are based on Email Marketing & Marketing Automation Software. This vendor profile will provide

vendor information, key features, unique strengths, opportunities for improvement and a real-world use case of an active customer.

http://www.marketo.com/

http://www.nasdaq.com/symbol/mkto/real-time

MANAGEMENT TEAM – FOUNDER & KEY EXECUTIVES


Phil Fernandez Chairman & CEO

Education:

Stanford University

Professional Background:

President & COO, Epiphany, Inc.

COO, Red Brick Systems

Dr. Software Engineering, Metaphor Computer Sys.

Sanjay Dholakia Chief Marketing Officer

Education:

UPenn, Wharton School of Business

Kellogg Graduate School of Management


Member Board of Directors, Netchemia

CEO, Crowd Factory (acquired by Marketo)

CMO, Lithium Technologies

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David Morandi Chief Technology Officer

Education:

University of Wyoming

Stanford University School of Medicine


CTO, Epiphany, Inc.

Chief Architect, Red Brick Systems

Senior Staff Scientist, XSoft (division of Xerox)


http://www.linkedin.com/pub/phil-fernandez/1/288/690

http://www.linkedin.com/pub/sanjay-dholakia/0/5b0/355

Fred Ball Chief Financial Officer

Education:

Virginia Tech


CFO, Webroot Software

CFO, BigBand Networks

CFO, Borland Software Corp.

MANAGEMENT TEAM – KEY EXECUTIVES

© 2014 Demand Metric Research Corporation. All Rights Reserved. 5


Jason Holmes Chief Customer Officer

Education:

Arizona State University

Northern Illinois University (graduate)


VP Global Professional Services, Adobe Systems

VP Worldwide Consulting, Omniture

VP Consulting, Oracle

Steve Sloan SVP, Products & Engineering

Education:

University of California, Berkeley

Northwestern University (graduate)


Head of Product Management, Amazon

Director of Product Management, Microsoft

Sales & BD Manager, Reactivity, Inc.

http://www.linkedin.com/pub/jason-holmes/3/b71/95a

http://www.linkedin.com/pub/fred-ball/0/ba/385

https://www.linkedin.com/pub/steve-sloan/0/515/213

CORE PRODUCT/SERVICE

Name: Marketo’s Customer Engagement Marketing Platform

Description: Marketing Automation & Email Marketing Software with Real-Time Personalization & Marketing Management capabilities

Digital Marketing Category: Email Marketing

Pricing Range: Marketo offers four main products/services, which are Marketing Automation Suite, Consumer Engagement Marketing, Real-

Time Personalization and Marketing Management. Each product/service is priced individually and can be reviewed by clicking the links above.

Target Audience: Marketing Managers seeking to streamline lead generation and email marketing activities

Function: To support all of the activities related to lead generation, nurturing and management throughout the entire sales cycle; to create,

monitor and manage email campaigns to support lead generation; and to drive engagement with customized, online experiences.

Training, Support & Implementation: At the most basic level, Marketo offers standard email & phone support, on-demand training (Marketo

University) and Marketo Community access. More advanced versions of the platform offer developer support for implementation, mentoring

sessions with experts for customized training and 24x5 global hours for immediate customer service.

Integration: The Marketo platform integrates with several CRM solutions, including Salesforce, NetSuite, Oracle, Microsoft Dynamics,

SugarCRM and SAP. Marketo also offers LaunchPoint, a system of marketing applications to compliment their platform. Some of the

applications included on LaunchPoint are Box, HootSuite, InsideView, RingLead, SEOMoz, Wistia,Wordpress, etc.


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http://www.marketo.com/software/marketing-automation/pricing

http://www.marketo.com/software/consumer/pricing

http://www.marketo.com/software/personalization/pricing



http://www.marketo.com/software/marketing-management/pricing

Offers a fully functioning Marketing Automation suite.

Provides a comprehensive solution for email marketing with campaign design & execution capabilities.

Includes lead management and lead capture capabilities.

Engages customers with rule-based, dynamic content and integrated content testing.

Allows posting of social media activities to lead history.

Maximizes online experiences and customer engagement with real-time personalization of content and interactions.

Presents multiple scores per lead.

Integrates event management for advanced lead nurturing.

Incorporates APIs for external systems to execute Marketo functions and read Marketo data.

KEY FEATURES & UNIQUE STRENGTHS



Tracks prospects over time for reports on buying cycles and marketing effectiveness with revenue analytics.

Can be combined with Marketing Management services (shared

calendars, planners, etc.) to provide an all-in-one Digital Marketing platform.

Opportunities for Improvement in Future Tightening platform integration with CRM systems.

More streamlined packaging & pricing options.

Maintaining support for current customers as functionality grows.

INDUSTRY & MARKET


Competitors: HubSpot, Pardot, Infusionsoft, Eloqua, Silverpop, Adobe Neolane, Act-On

Benefits to the Digital Marketing Discipline:

Integrates various products to offer a comprehensive suite of tools for sales & marketing efficiency.

Manages prospect/customer interactions from lead acquisition to customer relationship development for full customer lifecycle management.

Enables real-time personalization of content and interactions that help create customized, digital experiences for customers.

Benefits to the Digital Marketing End-User:

Streamlines Marketing Automation and Email Marketing activities to save time and resources on campaign development and distribution

Organizes external data streams (social media channels, event management systems, etc.) to enable personalized, lead nurturing.

Provides revenue analytics to help sales management predict future buying cycles and behaviors.

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CUSTOMER CASE STUDY


Study Participant Information

Name: Jennifer O’Brien – Director of Marketing, Egencia

Company: Egencia

Company Information: Egencia offers global integrated technology, tailored local service and modern mobile solutions to enhance business

travel. Egencia has successfully brought the technology heritage, relentless focus on user experience and innovative spirit of its parent company,

Expedia, Inc., into the enterprise.

Product/Service Purchased: Marketo Professional Edition

Length of Relationship: 4 years

Problem/Challenge: Egencia needed to email customers and prospects from within Salesforce.com and connect with customers in a more

meaningful way. In addition, they had no insights into open and click-through rates, or any ability to segment, track and engage prospects based

on buying behavior. This resulted in missed opportunities, strained resources and a frustrated sales force. Egencia was looking for an intelligent

platform to manage its outreach campaigns, ensure messaging was relevant and track leads properly for sales action.

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http://egencia.com/en/

CUSTOMER CASE STUDY

Experience with Product/Vendor: After an unsuccessful

Marketing Automation product implementation and facing

extremely limited resources, Egencia turned to Marketo. Following a

thorough evaluation of products on the market, Marketo stood out

with its unique ability to generate, nurture, qualify and close more

high quality sales leads with less effort. Working closely with

Marketo’s implementation team, Egencia was able to deploy the

Marketo solution within weeks.

Results

Dramatic improvement in marketing productivity and customer

engagement

Measurable, higher marketing ROI

Strategic alignment of sales and marketing

Unmatched lead visibility to drive higher revenues & wallet share

10 © 2014 Demand Metric Research Corporation. All Rights Reserved.

“Before we got Marketo, when we sent out an email, it was like throwing a dart in the dark. We knew we hit something, but we

didn’t know what we hit. Since using Marketo, we’ve observed a tremendous

number of benefits. We have measurable ROI, which is something we weren’t able to offer with other tools. As a sales manager, Marketo has made my life easier. It has given me insights into the actions, and quite often, inactions of the team that I

didn’t have visibility into before. It allows us to focus in on the leads that have a high

probability of closing now.”

- Jennifer O’Brien, Director of Marketing, Egencia


ANALYST PERSPECTIVE

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Based on independent research and case studies conducted with Marketo customers, Demand Metric believes that Marketo

provides a comprehensive Email Marketing and Marketing Automation platform with advanced features that enable customer

engagement with customized, digital experiences.

Marketo’s experience and commitment to functionality enhancements has earned them a place as a leader in the market. As of April 2014,

Marketo continues to add products, services and features (i.e. Real-Time Personalization and Marketing Management tools) that can improve

the digital experience for customers. From these new additions, it is clear that Marketo’s focus is currently on all of the activities

surrounding how customers interact with businesses and how businesses can, in turn, improve their interactions with customers.

As technologies continue to advance functionality to improve the overall customer experience in this space, it will be interesting to see how

Marketo integrates all of their new products and features for each organization’s needs and how they maintain support for all of this new

functionality for their large client base. With so much growth in the Marketo platform over the last few years, Demand Metric is eager

to see how Marketo will advance in the future.

Given the above criteria, Demand Metric would encourage companies seeking a comprehensive Email Marketing and Marketing Automation

solution that focuses on customer engagement to consider the Marketo platform during their vendor selection process.



Clare Price, VP Research – Demand Metric

Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing,

content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped build

their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells

Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development,

content and digital marketing strategy, sales enablement and social media marketing.

ABOUT THE RESEARCH ANALYSTS


Kristen Maida, Research Analyst – Demand Metric

Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the

organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth.

Her specialties include: social media marketing, digital marketing, content marketing & management and business process

development.

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https://www.demandmetric.com/users/clare

https://www.demandmetric.com/users/kristen

OUR VENDOR PROFILE METHODOLOGY

Demand Metric Vendor Profiles combine analyst insight, customer perspective and vital statistics about vendors that are the subjects of these

profiles. They provide the hype-free, need-to-know information about vendors at a glance, enabling more objective consideration of vendors

and their offerings.

Each vendor profile is the product of hours of analyst research, which typically includes interviews with vendor executives and established

vendor clients. Demand Metric analysts use their experience and insight to ask the penetrating questions to fully expose vendor strengths and

weaknesses. The resulting vendor profile is formatted in a consistent and accessible way, making it easy for readers to quickly grasp each vendors

value proposition.

14 © 2014 Demand Metric Research Corporation. All Rights Reserved.


ABOUT DEMAND METRIC

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