Overview

1. © 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.

3. 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: info@marketo.com
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
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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.

4. MANAGEMENT TEAM – FOUNDER & KEY EXECUTIVES
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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
Professional Background:
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
Professional Background:
CTO, Epiphany, Inc.
Chief Architect, Red Brick Systems
Senior Staff Scientist, XSoft (division of Xerox)
Vendor Profile: Marketo

5. Fred Ball
Chief Financial Officer
Education:
Virginia Tech
Professional Background:
CFO, Webroot Software
CFO, BigBand Networks
CFO, Borland Software Corp.
MANAGEMENT TEAM – KEY EXECUTIVES
© 2014 Demand Metric Research Corporation. All Rights Reserved. 5
Vendor Profile: Marketo
Jason Holmes
Chief Customer Officer
Education:
Arizona State University
Northern Illinois University (graduate)
Professional Background:
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)
Professional Background:
Head of Product Management, Amazon
Director of Product Management, Microsoft
Sales & BD Manager, Reactivity, Inc.

6. 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.
Vendor Profile: Marketo
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7.  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
© 2014 Demand Metric Research Corporation. All Rights Reserved. 7
Vendor Profile: Marketo
 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.

8. INDUSTRY & MARKET
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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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Vendor Profile: Marketo

9. CUSTOMER CASE STUDY
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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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Vendor Profile: Marketo

10. 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
Vendor Profile: Marketo

11. 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.
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Vendor Profile: Marketo

12. 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
© 2014 Demand Metric Research Corporation. All Rights Reserved.
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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Vendor Profile: Marketo

13. 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.
Vendor Profile: Marketo

14. ABOUT DEMAND METRIC
Demand Metric is a global marketing research & advisory firm serving a membership community of over 38,000 marketing professionals, CEOs,
and business owners with advisory services, custom research & benchmarking reports, solution studies, consulting methodologies, training, and a
library of 500+ premium tools and templates.
Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and
making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000.
TO LEARN MORE ABOUT DEMAND METRIC
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Vendor Profile
© 2014 Demand Metric Research Corporation. All Rights Reserved. 15