Adobe to acquire Marketo in USD4.75bn deal

Adobe (Nasdaq: ADBE) is to acquire Marketo, a specialist cloud platform for B2B marketing engagement, in a USD4.75 billion deal, subject to customary purchase price adjustments.

With nearly 5,000 customers, Marketo brings together planning, engagement and measurement capabilities into an integrated B2B marketing platform. Adding Marketo’s engagement platform to Adobe Experience Cloud will enable Adobe to offer an enhanced set of solutions to companies of all sizes.
 
Adobe Experience Cloud enables B2C companies to drive business impact by harnessing massive volumes of customer data and content in order to deliver real-time, cross-channel experiences that are personalised and consistent. Adobe says that when businesses now buy from businesses, they can have the same high expectations that consumers have.
 
Marketo’s platform is cloud-native and provides opportunities for integration across Adobe Experience Cloud. Enterprises of all sizes across industries rely on Marketo’s marketing applications to drive engagement and customer loyalty. Marketo’s ecosystem includes over 500 partners and an engaged marketing community with over 65,000 members.
 
This acquisition brings together the richness of Adobe Experience Cloud analytics, content, personalisation, advertising and commerce capabilities with Marketo’s lead management and account-based marketing technology to provide B2B companies with the ability to create, manage and execute marketing engagement at scale.
 
“The imperative for marketers across all industries is a laser focus on providing relevant, personalised and engaging experiences,” says Brad Rencher (pictured), executive vice president and general manager, Digital Experience, Adobe. “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.”
 
“Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results,” says Steve Lucas, CEO, Marketo. “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.”
 
Upon close, which is expected in Q4 of Adobe’s 2018 fiscal year, 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.