Marketo to Buy Web Personalization Firm Insightera

Marketing automation specialist Marketo has agreed to acquire web site personalization start-up Insightera, for an undisclosed sum.

Insightera was founded just last year by Mickey Alon and Mike Telem, and has offices in San Mateo, CA, and Israel. The firm's proprietary platform identifies visitors based on company, industry, location and visit history, then customizes content for them online and on mobile. Its platform also includes capabilities for account-based marketing to target accounts with specific messages, and predictive analytics to auto-engage customers with the most relevant content.

The acquisition adds real-time personalization capabilities to Marketo's behavioral targeting offer and multi-channel engagement engine, allowing it to create individual customer conversations designed to engage customers with the right message.

Phil Fernandez (pictured), Marketo's co-founder, President and CEO, comments: 'By augmenting our marketing automation with Insightera's real-time personalization capabilities, we are delivering on our vision to unify disparate channels and create timely, individualized relationships. Marketo has repeatedly redefined the standard for a digital marketing platform, and we're thrilled to raise the bar again with this exciting acquisition.'

Web sites: www.marketo.com and www.insightera.com .