Marketo Dives Into Account-Based Marketing

Marketo is diving into account-based marketing (ABM) with a new solution that's built natively within its marketing automation platform. Less than a month after becoming a private company owned by Vista Equity Partners, San Mateo, Calif.-based Marketo is capitalizing on what is quickly becoming a primary go-to-market strategy for leading B2B companies. Companies including Demandbase, Engagio, Act-On Software and Oracle have already embraced ABM, which Demandbase defines as a platform that "helps B2B marketers drive more revenue by focusing their marketing and communications efforts on the accounts (companies) that have the most potential to become customers."