Big Data Analytics Specialist Tableau Software Raises $254M In IPO, Shares Close 64% Up; Marketo’s First Day Up 78% To $23.10

One year to the day of the troubled Facebook IPO, the climate for tech IPOs in the public markets is significantly less stormy, especially for companies in the enterprise space. Today, not one but two, Tableau Software and Marketo, are debuting on New York stock exchanges. Business intelligence provider Tableau Software, trading as “DATA”, is one of the more highly anticipated tech IPOs of the year, and so far it has not disappointed. It priced its IPO at $31 per share, and it , popped 58% in early trading, and closed at 64% above opening price, or $50.75/share.

Meanwhile, Marketo, a cloud-based marketing services company, priced its IPO at $13 per share. It will be trading as MKTO on the NASDAQ exchange, but has yet to trade at the time of writing. It went up by more than 50% in early activity and then continued to creep up: it closed at 68% nearly 78% above the IPO pricing and trading at $21.48$23.10. (We have been updating these numbers throughout the day.)

Taken together, the two are strong endorsements for the market for enterprise services and some of the still-emerging trends within it.

Tableau Software, as its stock ticker unsubtly hints, is aimed more at a big-data play, offering visualization and analytics that it says are easy enough for non-technical people to use. Up to now, it still offers the majority of its services as downloadable, on-premises software rather than as cloud-based apps.

Marketo is positioned as a software-as-a-service, and like a Salesforce for the marketing department, offers its various services — inbound marketing, lead management, social marketing, event management, instant CRM integration, sales dashboards, and marketing ROI reporting and analytics — all in a one-stop-in-the-cloud-shop.

Tableau Software raised some $254.2 million at the $31/share price, after raising that IPO from an initial range of $23-26; this gives it a valuation of $2 billion. Marketo, meanwhile, is raising just under $85 million at a $550 million valuation.

(Incidentally, Facebook’s shares have lost some 30% of their value in the last year, and are at around $26.25/share at the moment.)

How does Tableau’s IPO compare to other high-profile enterprise listings? The money raised is just shy of the $260 million that enterprise security company Palo Alto Networks raised in July 2012. It is still a ways behind HR specialist Workday’s IPO in October 2012, which raised $637 million.

Tableau Software’s 10-figure IPO sets the stage for other $1 billion+ tech IPOs from the likes of Box and Twitter. Tableau had raised around $45 million prior to this from investors including NEA and Meritech (Crunchbase puts the total at only $15 million, but Geekwire says that NEA’s total investment in the company has been $29 million, and its SEC documents tell another story).

In contrast, Marketo has raised $108 million in six rounds, from investors that include Institutional Venture Partners, InterWest Partners, Mayfield Fund, Storm Ventures and Battery Ventures.