With roughly 21% of the $1.62bn industry revenue, Marketo is the only enterprise technology not to be owned by a tech giant. It is therefore no surprise it would make a good acquisition for several organisations. 

Google, Microsoft and SAP come to mind in terms of technology giants since they do not have a marketing automation tool within their armoury. 

I would expect any acquisition to be more than just about a new product but also a diverse portfolio of clients such as Hyundai, Panasonic or Xero.

With Marketo lacking a native CRM there is an opportunity for the company to start competing as an entire stack against Salesforce, Oracle or Adobe.