Adobe snaps up Marketo for $4.75bn to bolster Experience Cloud

The acquisition will help Adobe become a leader in customer experience management

Adobe buys Marketo

Adobe has snapped up marketing automation business Marketo in a deal worth $4.75billion. The company plans to add Marketo's services to its Adobe Experience Cloud that the company said will deliver "transformative customer experiences across industries and companies of all sizes". 

The acquisition has been on the cards for a while as the software-as-a-service business takes aim at its competitors in the enterprise marketing space, such as SAP, Salesforce and Microsoft. Last year, Adobe bought e-commerce platform Magento and together, these two new purchases will allow Adobe to really boost its presence in the retail marketing space.

"The imperative for marketers across all industries is a laser focus on providing relevant, personalised and engaging experiences," said Brad Rencher, executive vice president and general manager, of Adobe's digital experience division. "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."

Advertisement - Article continues below

As well as bringing Marketo's tech into the Adobe business, the SaaS leader will also gain access to Marketo's network of 500 partners and an engaged marketing community with over 65,000 members.

As a result of the acquisition, Marketo's CEO Steve Lucas will join Adobe and report into Rencher when the deal closes in the fourth quarter. It's not clear who else will be joining Adobe's head office as yet.

Advertisement - Article continues below

"Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results," Lucas added. "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.

Featured Resources

The case for a marketing content hub

Transform your digital marketing to deliver customer expectations

Download now

Fast, flexible and compliant e-signatures for global businesses

Be at the forefront of digital transformation with electronic signatures

Download now

Why CEOS should care about the move to SAP S/4HANA

And how they can accelerate business value

Download now

IT faces new security challenges in the wake of COVID-19

Beat the crisis by learning how to secure your network

Download now



Finding the right cloud solution for your database

21 Apr 2020
cloud computing

Canonical launches Managed Apps to simplify cloud operations

1 Apr 2020
high-performance computing (HPC)

IBM dedicates supercomputing power to coronavirus research

24 Mar 2020

Microsoft prioritises extra Azure capacity for 'key customers'

23 Mar 2020

Most Popular

Microsoft Windows

Microsoft warns users not to install Windows 10's May update

28 May 2020
data breaches

EasyJet faces class-action lawsuit over data breach

26 May 2020
cyber security

Microsoft bans Trend Micro driver from Windows 10 for "cheating" hardware tests

27 May 2020