Adobe (Nasdaq: ADBE) today announced it has entered into a definitive agreement to acquire Marketo, the market-leading cloud platform for B2B marketing engagement, for $4.75 billion, subject to customary purchase price adjustments.
Adobe to acquire Marketo in $4.75 billion deal “Adding Marketo’s engagement platform to Adobe Experience Cloud will enable Adobe to offer an unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes,” Adobe said in a statement.
SAN JOSE, Calif.– (BUSINESS WIRE)–Adobe (Nasdaq: ADBE) today announced it has entered into a definitive agreement to acquire Marketo, the market-leading cloud platform for B2B marketing engagement, for $4.75 billion, subject to customary purchase price adjustments.
When I was reading we ran into the question “Why did adobe just buy Marketo for $4 billion?”.
Adobe just announced that it is buying marketing automation firm Marketo for $4.75 billion. The deal is Adobe’s largest ever and puts the company in more direct competition with Oracle and Salesforce.
Adobe is leading the charge to reimagine customer experience management (CXM) with Adobe Experience Cloud. With Marketo Engage, Adobe is the market leader for marketing orchestration, engagement, and measurement across both B2B and B2C industries.
Another thing we asked ourselves was what does Adobe’s Marketo deal mean for Salesforce and Oracle?
The deal is Adobe’s largest ever and puts the company in more direct competition with Oracle and Salesforce. Natalie Gagliordi is a senior writer for Red Ventures based in Louisville, Kentucky, covering business technology for ZDNet. Adobe just announced that it is buying marketing automation firm Marketo for $4.75 billion.
Why add Marketo engagement to Adobe Experience Cloud?
Adding Marketo’s engagement platform to Adobe Experience Cloud will enable Adobe to offer an unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes.
When did Marketo go public?
Marketo went public in 2011 but was acquired by Vista Equity Partners in May 2016 for about $1.79 billion.
With nearly 5,000 customers, Marketo brings together planning, engagement and measurement capabilities into an integrated B2B marketing platform.
With the acquisition now closed, Marketo CEO Steve Lucas will continue to lead the Marketo team as part of Adobe’s Digital Experience business, reporting to Brad Rencher. Adobe offers the industry’s only end-to-end solution for content creation, marketing, advertising, analytics and commerce.