December 12, 2013
By Maria Minsker, contributing writer

Marketo Acquires Insightera, Puts Israel 'on the Digital Marketing Map'

Marketing software provider Marketo has acquired Israel-based Insightera, a real-time Web and mobile personalization platform. On its own, Insightera's personalization technology allows account-based marketing to reach specific accounts with targeted messages across a number of channels. The company's predictive analytics tool also ensures that customers are engaging with the most relevant content on a regular basis.

Following the acquisition, Insightera users will gain access to more in-depth information on customer behaviors through Marketo's smart targeting capabilties, thereby deepening the level of personalization it delivers. The addition of Insightera's personalization engine to Marketo's digital marketing platform will also enable companies to create individual customer conversations that engage customers with the right message, regardless of whether they go to the customer or the customer comes to them.

"We're very excited to deepen our integration with Marketo and put Israel on the digital marketing map," Mike Telem, vice president of business development at Insightera, says. "We're looking forward to working on research and development together, and cooperatively excelling in the digital marketing space."

Insightera first began working with Marketo back in January, when the company joined Marketo's Launchpoint Ecosystem. Because the two already have a deep partnership and integration, the transition following the acquisition will be seamless one, according to Jon Miller, vice president of product marketing at Marketo.

"In the short term, there will be nothing different pertaining to customer experience. However, in the upcoming months, additional new products will be introduced that will take advantage of Insightera's capabilities, including multichannel relationship conversations and inbound and outbound and predictive analytics," Miller says.

News of the acquisition comes just a few weeks after Insightera announced an update to its platform. The company integrated its offering with a Google Analytics reporting platform, allowing users to build and evaluate personalized targeting campaigns with a familiar tool. "With a Google Analytics integration, we're really giving our users the best of both worlds," Mickey Alon, CEO and cofounder of Insightera told CRM in November. "We're delivering these sophisticated predictive analytics and targeting capabilities, but we've made them very easy to use. And now, they're not only easy to use, but they also come equipped with Google Analytics, which is so familiar to many people. It's a very valuable addition to our platform," he said.

Another key benefit of Insightera's Google Analytics integration is that the company can enrich the information delivered by Google Analytics with B2B data. "Effectively, we can turn Google Analytics into a B2B analytics engine," Alon explained.

Though the acquisition isn't finalized, Marketo has signed a definitive agreement to acquire the company for $20 million, of which $6 million is in cash and the rest is in shares, Globes reports.