Adobe To Acquire Marketo For $5 Billion

Adobe To Acquire Marketo For $5 Billion

Computer software behemoth Adobe has announced it has entered into a definitive agreement to acquire B2B cloud marketing platform Marketo for $5.14 billion.

Marketo’s ecosystem includes nearly 5,000 customers, 500 partners and a marketing community of over 65,000 members.

The acquisition, which is expected to close during the fourth quarter of Adobe’s 2018 fiscal year, is subject to regulatory approval and customary closing conditions. Until the transaction closes, each company will continue to operate independently.

Upon close, Marketo CEO Steve Lucas will join Adobe’s senior leadership team and continue to lead the Marketo team as part of Adobe’s digital experience business, reporting to executive vice president and general manager Brad Rencher.

Rencher said the acquisition widens Adobe’s lead in customer experience across B2C and B2B, and puts Adobe Experience Cloud “at the heart of all marketing”.

Lucas said: “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.”

Marketo is not the first company Adobe has chosen to acquire this year, having agreed to take over e-commerce platform Magento for US$1.68 billion in May.




Please login with linkedin to comment

Adobe marketo

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]