Wednesday, 29 February 2012 20:22

Marketo's European Expansion Accelerates

By Liz Hartney

Demand for Marketing Automation Drives EMEA Growth

Marketo, the fastest-growing provider of Revenue Performance Management (RPM) solutions, today announced that it has increased its EMEA customer base by over 200%. The acceleration of Marketo's EMEA business follows a record-breaking year for the company's global performance - the company grew global revenues over 130% year over year, expanded to over 1,600 customers to date, and nearly doubled its employee head count, solidifying Marketo's position as one of the fastest-growing SaaS companies in history.


European marketers are tapping into new, unique and powerful technologies to garner greater returns from their marketing investments to drive revenue in a tough economy. In particular, lead management, lead nurturing, and lead scoring are driving customer productivity and efficiencies, and enabling marketing departments to track and measure demonstrable impact on revenues. Marketo is seeing a step change in the way many European organisations are approaching their marketing campaigns by integrating marketing automation and revenue performance management with existing sales force automation systems.


'Boom times allow for flexibility. Bad times demand a laser focus on revenue performance, which is driving customer demand for us across Europe,' said Fergus Gloster, Managing Director, EMEA for Marketo. 'Our customers understand the need to completely transform the types of interactions they are having with buyers across the entire revenue cycle. They are using our technology to drive predictable revenue growth and create larger pipelines and better sales leads. We are selling to a much smarter, informed calibre of customer that is empowered to speak the same quantitative language as the CEO and CFO.'


Marketo customer, Billy Boyle, Co-founder of Owlstone Nanotech Ltd, commented, 'We sell to a wide range of customers and industries - from security and defense to automotive and healthcare. We've seen tremendous results with Marketo in terms of driving our revenues and pipeline. After deploying Marketo's lead nurturing solution, we saw a 10 fold increase in leads, 150% increase in sales, and a 25% reduction in marketing resource, time and effort. We are currently using Marketo's solutions to successfully track and nurture early stage leads and campaigns across the business.'


Earlier this month, Marketo relocated to its new European headquarters in Dublin. As part of its ongoing European expansion, the company is currently recruiting engineering, support and marketing positions, and plans to create up to 125 jobs over the next three years in an initiative supported by the Irish Development Agency.


Revenue Performance Management Defined

Revenue Performance Management (RPM) extends beyond traditional marketing automation and lead nurturing technologies to optimise interactions with buyers across the revenue cycle and accelerate predictable revenue growth. It includes the full range of online and offline customer interaction channels, including web, mobile, social and events. Marketo's vision is to provide the tools, thought leadership, and best practices to change how marketing and sales work '” and work together '” to help companies of all sizes accelerate predictable revenue growth.


About Marketo

Marketo is the fastest growing provider in Revenue Performance Management. Marketo's powerful yet easy-to-use marketing automation and sales effectiveness solutions transform how marketing and sales teams of all sizes work '” and work together '” to drive dramatically increased revenue performance and fuel business growth. The company's proven technology, comprehensive services and expert guidance are helping more than 1,600 enterprise and mid-market companies around the world to turn marketing from a cost centre to a business-building revenue driver. Marketo also offers Spark by Marketoâ„¢, a new brand of marketing automation tailored specifically for small businesses - the fastest-growing and largest segment of today's economy.

Marketo was recently named one of 'America's Most Promising Companies' by Forbes Magazine, the fastest-growing private company of 2011 by the Silicon Valley Business Journal, and the '2011 CRM Market Leaders Awards Winner for Marketing Solutions' by CRM Magazine.

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