September 21, 2018

Cloud provider Adobe to acquire Marketo for USD 4.75 billion

The acquisition aims to add Marketo’s B2B marketing capabilities to Adobe’s ‘Experience Cloud’ platform in a bid to better customer experiences.

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Cloud provider Adobe will be acquiring B2B platform facilitator Marketo for USD 4.75 billion. As per the terms of the deal, Adobe will be adding Marketo’s marketing engagement prowess to create, execute and manage activities over the cloud in a bid to better customer interactions for their Experience Cloud users.

Adobe claim that their customer’s expectations from cloud applications are high ever since they have been providing massive volumes of customer data and content to deliver real-time and personalised experiences. They believe that Adobe’s analytics, advertising and commercial capabilities have allowed B2C customers to make the most out of their Experience Cloud platform providing scale at large.

By acquiring Marketo, Adobe aim to integrate the former’s B2B marketing platform in a bid to provide lead management and account-based marketing technology on their cloud-based platform. They say that this acquisition will expand Adobe’s market share and position them as a facilitator of B2B as well as B2C cloud experiences.

Speaking about the acquisition, Brad Rencher, Executive Vice President and General Manager, Digital Experience, Adobe, commented:

The imperative for marketers across all industries is a laser focus on providing relevant, personalized and engaging experiences.

The acquisition of Marketo widens Adobe’s lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing.

With this move, Marketo’s CEO, Steve Lucas will be joining Adobe’s team and continue to lead the Marketo business unit. Talking about the acquisition, he explained:

Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results.

Marketo delivers the leading B2B marketing engagement platform for the modern marketer, and there is no better home for Marketo to continue to rapidly innovate than Adobe.

The acquisition is set to close in the final quarter of 2018 and is subject to mandatory regulations. It will be interesting to see how Adobe makes the most out of this deal after their acquisition of Magento earlier this year.

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