Today, Marketo announced the acquisition of Insightera, a dynamic-content-based personalization platform vendor based in San Mateo, CA. Insightera will bring the following features to Marketo’s platform:
Marketo’s acquisition of Insightera continues to enhance the vendor’s value proposition. By 2015 we expect to see 71 percent of B2B organizations’ new inquiries coming via the corporate Web site. With the addition of Insightera, Marketo will now have the potential to extend conversations to the corporate Web site. A large majority of marketing automation vendors do not have this capability today.
This acquisition also may have potential long-term industry impacts on other vendors. Many Marketo clients perform Web site personalization by partnering with companies such as Demandbase and Get Smart Content. The question is, will clients continue to employ them or discontinue their use and standardize on Marketo for this capability? Another consideration may affect vendors such as Lattice Engines and Infer. Both of these companies perform predictive lead scoring. Now that Marketo has acquired a predictive content engine, will it offer predictive lead scoring capabilities in the future?