Pattern at bottom
Pattern on top
Categories: Marketing,

It’s been a few weeks since the announcement of the Marketo acquisition by Vista Equity Partners. Since then, we’ve learned Salesforce is acquiring Demandware. Customers, investors and members of the marketing automation ecosystem are waiting to see what happens next and, inevitably, speculating on what this means for the B2B marketing world.

The Market Values the Marketing Stack

Primarily, in my opinion, the acquisitions reiterate both the strong valuations and business potential for good marketing software plays. The marketing stack is continually evolving. There will always be growth and change, and the opportunities they create.

For Marketo, the acquisition reflects that the underlying value of the platform had been discounted by the market, given the 60%-plus premium Vista paid over the price even a month ago. In early May, Marketo shares were trading at around $21. Shareholders will get $35.25 per share in the deal.

I’ve never discounted the value of Marketo. Nor have our many mutual customers adopting Marketo, including demand-gen leaders like Microsoft and RingCentral.

Is Vista Building Their Own Marketing Stack?

This could spell a renaissance for the standalone marketing play growing into a full platform as marketing automation continues to grow and mature (which is how I would bet), as opposed to a tactical, financial play.

The strong message for Marketo customers is to invest in the platform, given Vista’s modus operandi. For example, Ping Identity CEO Andre Durand said their acquisition by Vista would allow Ping to build a “complete identity platform.” Announcements of other Vista acquisitions, such as Cvent and Solera, have been couched in terms of growth, expansion and bringing together companies with complementary technology.

It will be interesting to see if Vista is themselves looking to assemble a marketing stack in an integrated way, considering some of their other acquisitions, including Ping. There are many players looking to build a more comprehensive offering.

Marketo’s Future Remains Bright

Marketo has always been a great company – a standout (like HubSpot), exerting its independence in a market consolidating around platforms. Time will tell, of course, but I see no reason for this acquisition to change the long-term picture.

In the short term, Marketo has the potential to become a star that burns even more brightly.

Even if, most likely, it will burn more cost-efficiently.

share
FEATURED POSTS
Woman standing next to a screen displaying charts and graphs.
Leadspace Team
Leadspace Team

Top 3 Challenges of the Marketing Ops Director

The role of a marketing ops director may be relatively ...

Marketing
Technology
Leadspace Team
Leadspace Team

Top 3 Challenges for the Director of Strategic Marketing

What makes a company successful has just as much to ...

Marketing

Schedule a personalized demo today

THANKS FOR REACHING OUT!

One of our team will be in touch with you shortly.
We look forward to speaking with you!


Notice: Undefined variable: iframe_title_casestudies in /var/www/html/wp-content/themes/leadspace/footer.php on line 154


Notice: Undefined variable: iframe_code_casestudies in /var/www/html/wp-content/themes/leadspace/footer.php on line 175

THANKS FOR REACHING OUT!

One of our team will be in touch with you shortly.
We look forward to speaking with you!

Fill in your info below to get access to the webinar.

Thank you for submitting your info.
Enter the valid value
Enter the valid value
Enter the valid value
Enter the valid value
Enter the valid value

THANKS FOR REACHING OUT!

One of our team will be in touch with you shortly.
We look forward to speaking with you!

Fill out the form below to get access to this e-book.

Thank you for submitting your info.
Enter the valid value
Enter the valid value
Enter the valid value
Enter the valid value

THANKS FOR REACHING OUT!

One of our team will be in touch with you shortly.
We look forward to speaking with you!


Notice: Undefined variable: iframe_title_productsheets in /var/www/html/wp-content/themes/leadspace/footer.php on line 286


Notice: Undefined variable: iframe_code_productsheets in /var/www/html/wp-content/themes/leadspace/footer.php on line 307

THANKS FOR REACHING OUT!

One of our team will be in touch with you shortly.
We look forward to speaking with you!


Notice: Undefined variable: iframe_title_videos in /var/www/html/wp-content/themes/leadspace/footer.php on line 331


Notice: Undefined variable: iframe_code_videos in /var/www/html/wp-content/themes/leadspace/footer.php on line 352

THANKS FOR REACHING OUT!

One of our team will be in touch with you shortly.
We look forward to speaking with you!


Notice: Undefined variable: iframe_title_guides in /var/www/html/wp-content/themes/leadspace/footer.php on line 374


Notice: Undefined variable: iframe_code_guides in /var/www/html/wp-content/themes/leadspace/footer.php on line 395

THANKS FOR REACHING OUT!

One of our team will be in touch with you shortly.
We look forward to speaking with you!

Send us a file and we’ll show you all the magical things our CDP can do

THANKS FOR REACHING OUT!

One of our team will be in touch with you shortly.
We look forward to speaking with you!

We’d love to hear from you! Fill in the form below and we’ll get back to you as soon as possible - usually within one working day

kkkk

Do Not Sell My Personal Information