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Marketo Announces IPO Plans

marketo LogoMarketo confirmed today that it plans to conduct an initial public offering. Industry sources expect the IPO to take place during Q3 of 2013, following a standard SEC review and other preparatory actions.

Experts say the Marketo IPO is designed to capitalize on the company’s strong Q4 and Q1 financial performance, as well as the buzz following Eloqua’s acquisition by Oracle, which was finalized this month.

Raab Report: B2B Marketing Automation To Reach $750 Million In 2013

David RaabRevenues of B2B marketing automation vendors will grow 50% to reach $750 million in 2013, according to Raab Associates’ just-released B2B Marketing Automation Vendor Selection Tool (VEST). While the growth rate is slightly lower than the 2012 rate of 54%, the dollar increase – $250 million vs. $175 million – is substantial.

“B2B marketing automation continues to grow at a very healthy pace,” said VEST author David M. Raab. “But some of the larger firms are reporting a lower growth rate, and, unlike previous years, we haven’t seen enough growth by industry challengers to raise the industry total.”

Future Proof Your Marketing Automation: 7 Considerations to Select a System That Won’t Turn Obsolete

David_03_06By David M. Raab, Principal, Raab Associates

It’s almost a cliché that today’s buyers can gather product information for themselves. No one has taken this to heart more than marketing automation vendors, which publish mountains of information on their own web sites and subsidize distribution of still more by third parties. But even the most complete information and insightful analysis can’t accurately predict the future. Since the future is when you’ll use any marketing automation system you buy today, that’s a problem.

Speed Bump For Marketing Automation? New Analyst Report Projects Category Will Reach $325 Million in 2011


The marketing automation has been growing at an explosive rate for the past few years, but a new report from a leading analyst firm indicates the category’s growth may have hit a speed bump. New research from Raab Associates projects the BtoB marketing automation industry will reach $325 million revenue in 2011.

While this represents more than a 50% increase over 2010, it is still somewhat of a dip in the curve after revenue in the category had doubled in the previous year.  

“Industry growth is strong, even though the percentage increase is lower because it comes on a higher base,” said Raab Associates Principal David Raab. “We’re a bit concerned because the net number of new installations seems to have dropped compared with the previous six months. There’s a risk that growth will stall if vendors cannot sell outside of the high tech industry and business services industries, which still compromise the bulk of BtoB marketing automation clients.”

Left Brain DGA Acquires Marketing Technology Practice of Raab Associates, Appoints David Raab VP Program Optimization


Left Brain DGA
, a Silicon Valley-based demand generation agency, has acquired the marketing technology practice of Raab Associates for an undisclosed equity stake. As part of the acquisition, Raab Associate principal David Raab will take on the new title of VP Program Optimization at Left Brain DGA. In this role, Raab will assist in client relations and help maximize program effectiveness.

The acquisition of Raab Associates’ marketing technology practice is the latest step in an aggressive expansion of high profile market experts in the marketing automation space for Left Brain. Last year, Left Brain added three experienced executives to its leadership team from Rubicon Marketing Group, including former CEO April Brown, as well as Kevin Provost and David Ward.

Left Brain DGA Acquires Marketing Technology Practice of Raab Associates, Appoints David Raab VP Program Optimization


Left Brain DGA
, a Silicon Valley-based demand generation agency, has acquired the marketing technology practice of Raab Associates for an undisclosed equity stake. As part of the acquisition, Raab Associate principal David Raab will take on the new title of VP Program Optimization at Left Brain DGA. In this role, Raab will assist in client relations and help maximize program effectiveness.

The acquisition of Raab Associates’ marketing technology practice is the latest step in an aggressive expansion of high profile market experts in the marketing automation space for Left Brain. Last year, Left Brain added three experienced executives to its leadership team from Rubicon Marketing Group, including former CEO April Brown, as well as Kevin Provost and David Ward.

Falling Prices At Low End Of Marketing Automation Sector Bring Pain, Pressure For Emerging Category

Raab_VEST_PricesAs interest in the marketing automation sector continues to increase, so do the competitive pressures for vendors to grab market share. Despite being a young, emerging category, there is already heated competition and pricing pressure, particularly at the lower end of the market.

Where most vendors had seen average deal sizes of approximately $1,500 per month, price points for marketing automation are now dipping below $500 per month in many cases. Some vendors are already feeling pressure on profits and there is a growing concern the value perception of the still emerging market could suffer from discounting.

Speed Bump For Marketing Automation? New Analyst Report Projects Category Will Reach $325 Million in 2011


The marketing automation has been growing at an explosive rate for the past few years, but a new report from a leading analyst firm indicates the category’s growth may have hit a speed bump. New research from Raab Associates projects the BtoB marketing automation industry will reach $325 million revenue in 2011.

While this represents more than a 50% increase over 2010, it is still somewhat of a dip in the curve after revenue in the category had doubled in the previous year.  

“Industry growth is strong, even though the percentage increase is lower because it comes on a higher base,” said Raab Associates Principal David Raab. “We’re a bit concerned because the net number of new installations seems to have dropped compared with the previous six months. There’s a risk that growth will stall if vendors cannot sell outside of the high tech industry and business services industries, which still compromise the bulk of BtoB marketing automation clients.”

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