Marketo adds native ABM capabilities to its platform
Summary
The San Mateo, California-based company announced back in May that it intended to integrate ABM more tightly into its platform within the next few months. Initial members include AdRoll, Bluewolf, Digital Pi, Dun & Bradstreet, Elixiter, EverString, Fathom, InsideView, LeadMD, Owler, Perkuto and PFL. Telem noted that, previously, Marketo offered its Web ABM, built on its acquisition in 2013 of Insightera. Treating an account as an object, he said, is typically in ABM-oriented point solutions but not in Marketo’s major marketing platform competitors. Among major competitors, Telem noted that Oracle’s Eloqua offers ABM capabilities largely through an integration with Demandbase, and Salesforce’s Pardot “doesn’t have that much ABM.” “Demandbase plus Eloqua is a decent comparison to what we’re doing,” he said, except Marketo’s is offered natively.