Lead generation company Marketo raises $8M

Marketo, a company that helps automate the process of turning web users into customers, has gained more than 60 customers since it launched in March, including Thomson Reuters, Trimble, and Acteva. While the company isn’t disclosing revenue, it has raised a second round of $8 million from Storm Ventures, with InterWest Partners participating.

The company provides a sequence of services intended to take online traffic from a product site, an ad or other methods where user interest can be collected, and turn it into sales. Features include the ability to create landing pages, where a user can provide information to the company about the product they’re interested in. Marketo’s software also analyzes potential customers, based on information provided by the customers themselves, and other sources. It connects to other software within a company, like Salesforce (see screenshot below). Once sales have processed, or not, Marketo’s software shows which methods of marketing have proved most successful.

Competitors include Eloqua, Vtrenz and Market2Lead.