As Landscape Shifts, CRM Agencies Partner With Marketing Tech Firms

By Ad Age Staff Published on .

Marketo, a company that specializes in software that can use existing customer data to track a customer's actions from the time they get a promotion such as an email offer to a point of sale, is being acquired by Vista Equity Partners.

Once the deal is complete, Marketo will join a portfolio of software businesses also owned by Vista that span advertising, IT and fleet management, among other specialist industries, including MediaOcean, Tibco, EagleView and Omnitracs, according to Vista's website.

Earlier this year, WPP CRM giant Wunderman formed a partnership with Marketo. The marketing automation company is meant to help Wunderman build richer profiles of what clients' customers are doing, so it can send more customized and targeted messages. Wunderman's role is to facilitate a direct relationship between the client and Marketo, while plugging in its own customer contact data.

Marketo has also joined the swaths of marketing tech giants such as Salesforce that are getting into the business of automated ad buying, or ad tech. The company a couple years ago integrated with data provider Acxiom and automated ad-buying platform Turn, giving Marketo clients the ability to serve ads to people resembling the customers already in their marketing databases.

As the landscape shifts and marketing needs change, turn to LookBook to find the right partner that can help you accomplish what you want.

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