Marketo Real-Time Personalization

Insightera emerged in 2009 as a platform focused on real-time B2B website personalization, founded by Mickey Alon and Mike Telem in Israel. Alon, a serial entrepreneur with a background in software engineering, led the company as CEO, applying his experience from roles at companies like Ness Technologies and Gigaspaces. The firm operated on a B2B model, providing cloud-based software that enabled marketers to customize their website experience for visitors without IT intervention.

The core of Insightera's service was its ability to identify website visitors, including anonymous ones, by analyzing IP addresses and browsing history to gather firmographic data such as industry, company size, and location. This allowed clients to dynamically alter website content, tailoring it to specific visitor segments. The platform utilized predictive analytics and machine-learning algorithms to recommend the most relevant content, thereby optimizing the conversion funnel and improving engagement. This technology was designed to integrate seamlessly with any Content Management System (CMS), making it a versatile tool for marketers.

The company's growth was supported by $8 million in venture capital over two Series A funding rounds. The initial round in September 2012 brought in $1.5 million from Glilot Capital Partners, followed by a $6.5 million round in June 2013 led by Lightspeed Venture Partners and Opus Capital. This investment fueled its product development and market expansion.

In December 2013, Marketo, a prominent marketing automation software provider, acquired Insightera for approximately $20 million in a cash and stock deal. The acquisition was a strategic move for Marketo to integrate sophisticated, real-time personalization capabilities into its existing suite of marketing tools. Following the acquisition, Insightera's technology was rebranded as Marketo Real-Time Personalization, and its Israeli office became a key innovation center for Marketo, focusing on big data and predictive analytics. Mickey Alon transitioned to a role as Global VP of Product Development at Marketo before co-founding subsequent ventures.

Keywords: real-time personalization, B2B marketing, predictive analytics, website customization, content recommendation, lead generation, marketing automation, account-based marketing, visitor identification, dynamic content, conversion rate optimization, Marketo acquisition, Insightera, Mickey Alon, Mike Telem, behavioral targeting, customer engagement, SaaS, martech, CMS integration