Marketo, Led by Former Epiphany Executives, Looks To Shake Up Marketing Automation


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On-Demand Marketing Solution Aims to Bridge Gap Between Generating Pay-Per-Click Traffic and Converting Traffic Into Leads

SAN MATEO, Calif. – May 21, 2007 – Marketo, which provides affordable, easy-to-use marketing automation software that helps B2B marketing professionals drive revenue and improve accountability, announced today the general availability of its first solution, Marketo Search Marketing. More than 25 companies and agencies are already using the product as part of Marketo’s beta program.

Marketo was founded by former Epiphany executives Phil Fernandez (former president and COO), David Morandi (former chief technology officer), and Jon Miller (former vice president of marketing applications). Epiphany was acquired by SSA Global, now part of Infor, in 2005.

Marketo Search Marketing comes in two modules: Marketo Pay-Per-Click and Marketo Landing Pages. Both are certified on’s AppExchange and are also available as standalone products (free trial at Each is delivered as an on-demand service pre-integrated with Google AdWords and requires no IT support.

Together the modules are designed to allow B2B marketers to bridge the gap between generating pay-per-click traffic and converting traffic into leads:

Marketo Pay-Per-Click
Marketo’s pay-per-click management software drives traffic to Web sites by improving the performance of pay-per-click (PPC) campaigns. The solution uses a portfolio-based bid optimization algorithm to maximize business results for a target budget. It also enables marketers to make “what if” forecasts for leads and opportunities generated from search, to discover new, relevant keywords, and to continuously improve pay-per-click advertisements through rigorous A/B testing.

Marketo Landing Pages
Marketo’s landing page optimization software converts traffic into leads by letting users create, publish and test branded landing pages in minutes using an intuitive PowerPoint-like interface. Custom landing pages improve PPC campaign performance, because relevant landing pages get better ranking and dramatically higher conversion rates.

For companies using, new leads are uploaded directly into Salesforce, allowing users to track and report which clicks turn into leads, opportunities and revenue. Marketo automatically applies this closed-loop learning to optimize bids.

“Only by driving more revenue and demonstrating accountability will marketing stop being treated as a cost center and become a valuable part of a company’s revenue pipeline,” said Phil Fernandez, Marketo’s president and CEO. “Marketing automation software can play an important role in helping marketers earn a seat at the revenue table, but other marketing automation solutions have gone after the problem in the wrong way. They are simply too expensive and too hard to buy. Marketo is using software-as-a-service to provide a different kind of solution. Our mission is to provide the tools marketers need to drive revenue, improve marketing accountability and earn respect, but without requiring up-front investment, annual contracts or heavy IT support.”

“Closer alignment between sales and marketing to drive revenue has been ranked as a top objective of chief sales officers the past couple years,” said Barry Trailer of CSO Insights, a research firm that specializes in measuring the effectiveness of today’s sales and marketing organizations. “Marketo has an exciting vision of building sales-marketing alignment through a single revenue pipeline, sophisticated lead management capabilities, and analytics that tie marketing investments to pipeline and revenue. That vision also recognizes that marketing automation software needs to be easy to buy and easy to use. I think these guys are on to something.”

“Marketo brings us the day-to-day control and flexibility to get more results from pay-per-click campaign management,” said Angela Tucci, vice president of marketing at Indicative, a software company that helps large corporations manage their IT environments for optimal service delivery. “Its solution automates things like PPC bid management and reporting, which saves us time and money, and lets us easily create new landing pages ourselves. This frees up our search engine marketing agency to focus on more sophisticated optimizations that are beyond our in-house expertise.”

Pricing and availability
Marketo’s marketing automation software is available immediately for as little as $50/month. More information is available at

About Marketo
Marketo ( provides affordable, easy-to use-marketing automation software that helps B2B marketing professionals drive revenue and improve accountability. Marketo’s solutions automate the lead generation and lead nurturing processes, allowing marketing to generate more sales-ready opportunities, while integrated analytics bring accountability and respect to the CMO and help turn marketing from a cost center into a revenue-generating part of the company. Marketo’s products are easy to use and easy to buy from existing budgets because they don’t require annual contracts or up-front fees. Delivered as an on-demand service, customers can be running Marketo in less than five minutes, with no IT support. The company’s blog, Modern B2B Marketing, explores best practices in business marketing, ranging from pay-per-click management to lead nurturing to marketing accountability. Marketo is headquartered at 1710 S. Amphlett Blvd., San Mateo, Calif., 94402.

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