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.
Carlton Draught has delivered on its promise to launch limited-edition “#Baggers22” Carlton Draught cans in time for the club’s most important home-and-away game in at least a decade. In a last-ditch effort to rally the Blues faithful ahead of what could be the club’s first AFL Finals series since 2013, fans are expected to rush […]
B&T's Women in Media breakfast was a spectacular success. And that's despite us sleeping in & missing the opening bit.
LiSTNR has congratulated its podcast teams for securing eight finalist nominations in the 2022 Podcast Awards, including Podcast Company of the Year and two finalists in Podcast of the Year. The awards, managed by Radio Today, celebrate podcasting excellence across a number of categories, with a panel of expert judges drawn from the industry. LiSTNR […]
Australia’s Own has launched a re-branding, celebrating its longstanding time in Australian shops and bringing the brand into 2022 and beyond with the help of Jam&Co. The rebranding features a distinctive new look with an ‘Aussie’ character and green tone, and covers the brand’s full range from cow’s milk to the various plant-based options offered. […]
Pop sensation BTS and Samsung Electronics have continued their collaboration, releasing a campaign for the new Flip4 phone as part of the biannual Galaxy Unpacked event. As part of its global activation, Samsung launched an hour-long takeover of the world’s iconic screens in popular districts including 15 digital billboards across New York’s Times Square, one […]
Global digital merchandising technology company Coates Group has been named a global partner to quick service restaurant, McDonald’s. The relationship between Coates and McDonald’s, which currently spans 50 years, is set to continue thanks to the recent announcement which is the largest global agreement between the two companies to date. Coates was recently named McDonald’s […]
Reddit has today announced a new Developer Platform a unified space for developers to create and launch programs and apps to run specifically on the platform that will make it simpler and more engaging for users. The Reddit Developer Platform will focus on improving support, flexibility and performance for Reddit’s third party developers, and will […]
Michael Cassel Group today announced the appointment of journalist Nathanael Cooper as director, publicity to spearhead the company’s Australian and global communication campaigns and strategy. Cooper was previously the executive producer, audio at The Sydney Morning Herald and The Age, responsible for the audio strategy and distribution at both publications. He also hosted the daily […]
Programmatic marketing group Crimtan today announced the appointment of Jeff Purser (pictured) as its new ANZ sales director. In his new role, Purser will be responsible for driving revenue and results for Crimtan’s broad customer base across Australia and New Zealand. He will be working closely with JAPAC commercial director, Joshua Wilson, to build on […]