Kristin Hambelton[Posted by , Vice Pres­i­dent Mar­ket­ing, Neolane, Inc.]

Marketo’s IPO opened Fri­day at $20 per share and closed the trad­ing ses­sion at $23.10, nearly 78% above the list­ing price.  This “pop” is great for the company’s employ­ees and investors, and we con­grat­u­late them.  On a macro level, it’s the lat­est proof point that mar­ket­ing tech­nol­ogy is a blis­ter­ingly hot mar­ket with tremen­dous growth and poten­tial.   Why?  More and more brands are real­iz­ing that deliv­er­ing great cus­tomer expe­ri­ences is the only true dif­fer­en­tia­tor in today’s dig­i­tal era.  They’re turn­ing to strate­gic mar­ket­ing plat­forms that address the explo­sion of chan­nels (web, email, mobile, social, etc.) and cor­re­spond­ing increase of big data.

With cus­tomer demand for mar­ket­ing tech­nol­ogy surging—Neolane expe­ri­enced 40% global con­sol­i­dated growth and $58 mil­lion in rev­enue in 2012—big bets are being made by both the pri­vate and pub­lic mar­kets.  Within the last three years alone, the num­ber of trans­ac­tions and the amount invested in our indus­try is stag­ger­ing.  To put it into per­spec­tive, we cre­ated this Monopoloy-inspired info­graphic to illus­trate the race under­way to dom­i­nate the mar­ket­ing tech­nol­ogy indus­try.  Who will suc­ceed?  Only time will tell.  As VP of Mar­ket­ing for one of the last inde­pen­dent and agile ven­dors, I’m con­fi­dent that Neolane is well posi­tioned to con­tinue inno­vat­ing and deliv­er­ing on its mis­sion of help­ing brands to rede­fine how they engage with their customers.

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  1. […] deal, we had no choice but to update our Mar­ket­ing Tech­nop­oly infographic—even though it was pub­lished just two weeks ago on the heels of Marketo’s IPO.  That’s a sign of just how fast our indus­try is mov­ing today.  […]