Cloud-based digital media solutions provider
Adobe is to acquire marketing software company Marketo, Inc. (Marketo). Adobe is a globally recognized brand with headquarters in San Jose, California, United States. Established in 1982, it is known for providing the ‘Adobe Creative Cloud’ - a suite of software solutions that includes the ubiquitous Photoshop image editor and Illustrator desktop publishing tools. News of its acquisition of Marketo comes on the heels of its acquisition of Open Source ecommerce Content Management System (CMS) Magento for $1.68 billion earlier this year.
Marketo has headquarters in San Mateo, California, United States and provides an ‘Engagement Platform’ designed to allow marketers to “create lasting relationships and grow revenue”. Established in 2006, the company has a presence around the world and specializes in areas like lead management, marketing automation, demand generation, and social marketing. Adobe’s acquisition of the company will reportedly cost $4.75 billion. Adobe will add Marketo’s B2B marketing capabilities to its cloud-based platform to offer lead management and account-based marketing options to its customers.
“Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results,” explained Marketo’s CEO on Adobe’s website. “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.”
“The imperative for marketers across all industries is a laser focus on providing relevant, personalized and engaging experiences,” added Adobe’s executive vice president and general manager, Digital Experience, Brad Rencher. “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.”
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