Marketo plots new platform, analytics, IoT touch points

The company, one of the few pure play cloud marketing providers, is planning to scale its services across the enterprise and link better to sales.
Written by Larry Dignan, Contributor

Marketo, a pure play customer experience and marketing cloud provider, plans to roll out a next-generation platform that can tap into multiple parts of an enterprises.

The news was outlined by Marketo CEO Phil Fernandez at its Marketing Nation Summit.

Like Salesforce, Marketo is seeing an future where marketing, sales, personalization and technologies like the Internet of things will result in multiple customer touch points.

Marketo's new platform is code-named Orion and aims to combine analytics and interaction data and integrate it across a business.

Meanwhile, Marketo is adding new account-based marketing tools to tighten links with sales. The company also plans to update its Predictive Content application to include email. Marketers can include predictive content recommendations in outbound email based on machine learning algorithms and patterns.

In addition, Marketo is adding Email Insights with a new analytics interface designed to analyze performance.

On April 26, Marketo reported a first quarter net loss of $18.4 million, or 42 cents a share, on revenue of $62.2 million, up 35 percent from a year ago. Non-GAAP loss was 17 cents a share, which was in-line estimates.

As for the outlook, Marketo said second quarter revenue will be $65 million to $66 million with a non-GAAP loss of 12 cents a share to 14 cents a share. For 2016, Marketo projected revenue of $269 million to $275 million with a non-GAAP net loss of 46 cents a share to 50 cents a share.

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