Yesterday, Adobe Systems confirmed their plans to acquire Marketo Inc for $4.75 billion from Vista Equity Partners Management. This deal is expected to close in the fourth quarter of Adobe’s Fiscal Year 2018 in December. Adobe, with this acquisition, aims to combine Adobe Experience Cloud and Marketo Commerce Cloud to provide a unified platform for all marketers.
Marketo is a US-based software company, which develops marketing software that provides inbound marketing, social marketing, CRM, and other related services. The industries it serves include healthcare, technology, financial services, manufacturing, and media, among others.
What acquiring Marketo means to Adobe?
A single platform to serve both B2B and B2C customers
The integration of Marketo Commerce Cloud into the Adobe Experience Cloud will help Adobe deliver a single platform that serves both B2B and B2C customers globally.
This acquisition will bring together Marketo’s lead account-based marketing technology and Adobe’s Experience Cloud analytics, advertising, and commerce capabilities. This will enable B2B companies to create, manage, and execute marketing engagements at scale.
Access to Marketo’s huge customer base
Enterprises from various industries are using Marketo’s marketing applications to drive engagement and customer loyalty. Marketo will bring its huge ecosystem, which consists of nearly 5000 customers and over 500 partners to Adobe.
Brad Rencher, Executive Vice President and General Manager, Digital Experience at Adobe said:
“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.”
What’s in it for Marketo?
Signaling the next phase of Marketo’s growth, its acquisition by Adobe will further accelerate its product roadmap and go-to-market execution. With Adobe, Marketo’s products will get a new level of global operational scale and the ability to penetrate new verticals and geographies.
The CEO of Marketo, Steve Lucas, believes that with Adobe they will be able to rapidly innovate and provide their customers a definitive system of engagement:
“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.”
To know more about Adobe acquiring Marketo, read their official announcement on Adobe’s website.