Adobe Adds B2B Chops with Marketo Acquisition

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Adobe Adds B2B Chops with Marketo Acquisition


Adobe has entered into an agreement to acquire Marketo for $4.75 billion.

Marketo's cloud-based business-to-business marketing platform provides integrated planning, engagement and measurement capabilities for almost 5,000 customers. Adding the engagement platform to its own Adobe Experience Cloud will help Adobe expand its offerings with a set of solutions designed to deliver transformative customer experiences.

Consumers are continually raising the bar for what constitutes a great customer experience. Adobe Experience Cloud has enabled business-to-consumer companies to drive business impact by harnessing massive volumes of consumer data and content to deliver real-time, cross-channel experiences that are personalized and consistent. Now, B2B customers have the same high expectations as consumers.

“The imperative for marketers across all industries is a laser focus on providing relevant, personalized and engaging experiences,” said Brad Rencher, Adobe's executive vice president and general manager of digital experience. “The acquisition of Marketo widens Adobe’s lead in customer experience across B2C and B2B.”

The acquisition brings together Adobe's analytics, content, personalization, advertising and commerce capabilities with Marketo’s lead management and account-based marketing technology to provide B2B companies with the ability to create, manage and execute marketing engagement at scale.

“Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results,” said Steve Lucas, Marketo's chief executive officer. There is no better home for Marketo to continue to rapidly innovate than Adobe.”

The transaction is set to close during the fourth quarter. When it does, Marketo CEO Steve Lucas will join Adobe's senior leadership team and continue to lead Marketo as part of Adobe’s digital experience business, reporting to executive vice president and general manager Brad Rencher.

Adobe was named a top 10 provider of Customer Experience Management solutions in CGT's 2018 Readers' Choice Survey. Marketo was recognized as a top provider of Digital Marketing on the 2017 list.