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

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]