In its first acquisition, Marketo, Inc. has bought Crowd Factory, Inc., producer of a social campaign management platform. Terms of the deal were not disclosed. Marketo will be putting out a new unified product family that combines its platform for marketing automation, sales effectiveness, and analytical reporting with Crowd Factory's platform for creating and deploying social campaigns.
Crowd Factory's goal is to help marketers accelerate social and word-of-mouth marketing, grow their marketing databases with social profiles, and attract new customers. The platform allows marketers to add social applications and messages to various channels, from Facebook to banner ads and more.
Crowd Factory tracks the reach and impact of social sharing initiatives and provides direct feedback on the return on investment (ROI) of social marketing. Marketo will continue to support and invest in all current products and customers of both companies, the company said in a statement.