Turbotodd

Ruminations on tech, the digital media, and some golf thrown in for good measure.

Archive for September 21st, 2018

Adobe To Buy Marketo

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TechCrunch reported late yesterday that Adobe is buying marketing automation company Marketo for $4.75 billion:

“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,” Brad Rencher, executive vice president and general manager, Digital Experience at Adobe said in a statement.

Adobe’s press release had this to say about the deal:

Adobe (Nasdaq:ADBE) today announced it has entered into a definitive agreement to acquire Marketo, the market-leading cloud platform for B2B marketing engagement, for $4.75 billion, 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 unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes.

Marketo’s platform is feature-rich and cloud-native with significant 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, personalization, 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.

And why marketeers should care, according to Marketing Land:

Adobe’s Creative Cloud services has long been part of the marketing industry standard for creating and managing media-rich assets. Now with the addition of Marketo’s B2B marketing automation platform, Adobe will be able to deliver a full-scale marketing solution, allowing marketers — and their marketing technology teams — to unify costs within a single layer of their martech stack.

Written by turbotodd

September 21, 2018 at 11:20 am

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