ExactTarget and Marketo announce strategic partnership

ExactTarget and Marketo, two previously considered (somewhat) competitors in the Email Marketing market, announced a strategic partnership. ExactTarget is to integrate Marketo’s Revenue Performance Management solution with their Interactive Marketing Hub™.

Use of the lead management functionality

ExactTarget users will be able to use Marketo’s lead management functionality directly from the ET Interactive Marketing Hub. Marketers can use the Marketo revenue performance management campaigns alongside ExactTarget-powered email, mobile, social media and Web campaigns.

“Consumers are interacting with brands in real time across email, mobile, social media and the Web, and marketers must make the most of the opportunity to effectively engage,” said Scott Dorsey, ExactTarget co-founder and chief executive officer.

North America, Europe and Asia-Pacific

According to ExactTarget, their team across North America, Europe and Asia-Pacific will begin selling and supporting the integrated Marketo partner application later this year, expanding Marketo’s reach into those markets. The companies also announced that Marketo will power the global revenue performance management efforts of ExactTarget, so they will be using Marketo’s technology with their own global sales and marketing teams.

Impact on the email marketing ecosystem

Of course the speculations about how this is going to impact the email market has already begun. Will this be the first step to an acquisition? Will others follow the example and also partner up? Remembering that back in april, Emailvision acquired SmartFocus.,,

More information about the Marketo application for the ExactTarget Interactive Marketing Hub, was found on their own site: www.ExactTarget.com/Marketo. But not any longer as Exact Target now acquired Pardot and the Marketo story seems to fade.

Jordie van Rijn

About Jordie van Rijn

Jordie van Rijn is an independent email marketing consultant and Analyst. He is the Founder of Email Vendor Selection and specializes in smart email marketing, optimisation and RFP / vendor selection. Named one of "50 Online Marketing Influencers to Watch " by Entrepreneur magazine.

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