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. Marketo’s software-as-a ... was acquired by a private equity firm in 2016 for $1.8 billion before turning into what CNBC believes is the largest acquisition in Adobe’s 36-year history. SAN JOSE, Calif. — Adobe (Nasdaq:ADBE) announced the completion of its acquisition of Marketo, the market leader for B2B marketing engagement. Adobe could still sell into B2B marketing companies or B2B2C marketing companies where marketing practice is closer to B2C use cases: more email, less account-based marketing, less complex contextual nurturing, etc., according to Wizdo. Marketo acquisition: Robert F Smith pulls off one of the biggest deals with Adobe. Marketo is a system vendor that automates lead management including email, mobile, … Marketo Engagement Platform will become part of Adobe Marketing Cloud, a suite of software products designed to help marketers manage, optimise and activate their campaigns across multiple channels. The deal, announced today, will see Marketo become part of the Adobe Experience Cloud, providing a strong B2B marketing automation … "In order to fully participate in that market, Adobe would need to build or buy new functionality," Wizdo said. Our editorial team produces 150+ authoritative articles per month for our 3 million+ community members. Check out the announcement. Marketo Engage provides lead management, account-based marketing, cross-channel engagement, integrated sales applications, and more. Adobe has a lot riding on this Marketo acquisition. Adobe has entered into a definitive acquisition agreement with marketing engagement cloud platform Marketo for US$4.75 (AU$6.52) billion. © 2020 Simpler Media Group, Inc. All rights reserved. Adobe ADBE 1.67% Systems Inc. agreed to acquire marketing-automation firm Marketo for $4.75 billion, its largest acquisition ever and the latest sign of its ambition to become a … Bloomberg the Company & Its Products The Company & its Products Bloomberg Terminal Demo Request Bloomberg Anywhere Remote Login Bloomberg Anywhere Login Bloomberg Customer Support Customer Support Plus, the acquisition helps accelerate Adobe’s “customer experience” street cred. This, officials s… Marketo's primary competitors include: Press Releases. Adobe has already assembled one of the broadest enterprise marketing software suites in the industry, and the Marketo acquisition further strengthens its position. "Someone leaked this," Liewehr told CMSWire. San Jose, CA: Adobe (Nasdaq: ADBE) today announced the completion of its acquisition of Marketo, the B2B marketing engagement company. Adobe has confirmed its acquisition of Marketo, paying US$4.75 billion to acquire the B2B marketing automation player. Adobe has confirmed its acquisition of Marketo, paying US$4.75 billion to acquire the B2B marketing automation player. Vista Equity Partners Completes Acquisition of Marketo. Check out the announcement. Now Adobe would be coming into the sales space." "And Marketo is a good potential source for that. SMG/CMSWire is a leading, native digital publication produced by Simpler Media Group, Inc. Our CMSWire and Reworked publications provide articles, research and events for sophisticated digital professionals. Adobe just announced that it is buying marketing automation firm Marketo for $4.75 billion. This acquisition will provide benefits to customers with combination of Adobe Experience Cloud’s analytics, personalization and content capabilities with Marketo’s lead management, account-based marketing and revenue attribution technology, helping companies further connect marketing engagement to revenue growth. The acquisition would also satisfy Adobe's efforts to figure out how to reach down into midmarket, something they've looked at for a long time "without just lowering the price of their complex, enterprise products." Marketo has its enterprise customers, Liewehr added, but they "tick a lot of boxes for midmarket.". Marketo Engage provides lead management, account-based marketing, ... Adobe completes the acquisition of Workfront. This brings Marketo’s engagement platform to the Adobe Experience Cloud, according to officials. Interactive product tour. "Marketo," Lieweher added, "has a healthy base of midmarket customers with tools that get up and running quickly to drive value." With Adobe’s acquisition of Marketo, customers will benefit from the combination of Adobe Experience Cloud’s analytics, personalization and content capabilities with Marketo’s lead management, account-based marketing and revenue … Vista Equity Partners Completes Acquisition of Marketo. Adobe is entering CRM, at least the marketing segment of CRM, with its Marketo acquisition. And even though you could leverage AMC for B2B marketing, it wasn’t the best solution for everyone in the B2B arena. SAN JOSE, Calif.-- ( BUSINESS WIRE )--Adobe (Nasdaq:ADBE) today announced the completion of its acquisition of Marketo, the market leader for … We also have a Reader Advisory Board. ET Sept. 20: Adobe made it official by announcing in a press release it has entered into a definitive agreement to acquired Marketo for $4.75 billion. While no deal is final, Reuters reported that the San Jose, Calif.-based marketing cloud and customer experience software provider is in talks to scoop up Marketo, a marketing automation software company based in San Mateo, Calif., some 30 minutes north of their potential acquirer. The addition of Marketo widens Adobe’s leadership in customer experience. That move took Marketo off the public payrolls three years after its $80 million IPO. Shantanu Narayen, CEO of Adobe, said in a Sept. 20 conference call, said he feels Adobe is now in a "unique position to be able to serve all marketers. Marketo's powerful marketing automation software helps marketers master the art & science of digital marketing to engage customers and prospects. With Adobe’s acquisition of Marketo, customers will benefit from the combination of Adobe Experience Cloud’s analytics, personalization and content capabilities with Marketo’s lead management, account- based marketing and revenue attribution technology , helping companies further connect market ing engagement to revenue growth . 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. Reuters reported this week that Adobe is ready to pay significantly more than that $1.79 billion price tag; one would think Vista is in the business of turning a profit, so that makes sense. That's how it's been historically. As banks and credit unions pour gasoline on their direct outreach, Adobe’s announced acquisition of Marketo shows us just how hot digital marketing automation is right now. More on the acquisition. "Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results,” Steve Lucas, CEO of Marketo, said in the release. Competitor Sitecore had its own commerce, bringing Adobe on par in the transactional arena. Check out the announcement. Experience the Marketo Marketing Nation, as a customer, … SAN JOSE, Calif. — Adobe (Nasdaq:ADBE) announced the completion of its acquisition of Marketo, the market leader for B2B marketing engagement. That's how it's been historically. This is a really good thing for the Adobe Target community.. I’ve integrated Adobe Target and Marketo together many times over the years and the two solutions complement each other incredibly well. The Marketo acquisition by Adobe went from rumor to fact earlier today. It 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. The company is on the short list in just about every B2B marketing automation platform selection. Adobe has its Marketing Cloud system, and both vendors offer basic martech features, like lead scoring, lead segmentation, web tracking, SMS marketing, personalized web content and predictive analytics. UPDATED as of 5 p.m. ET Sept. 20: Adobe made it official by announcing in a press release it has entered into a definitive agreement to acquired Marketo for $4.75 billion. ÒËÄ7ÞD Ûð w:Հ=ó!¨Ê‚$Û¼Ë#àØç͑iÌoÆ¢›è¯¾ô‚Ç[ÂñªGII×êeUsª'íE oÑb”°_ªfâ2]ðpÜ÷ën}÷4p؜â0]{ý­àÓ¹KšýÊ7^¡¢lðëŽê&8ûF&ýf’$JÐKg}IĽ° ÿî_LSS‡âbÂËú96U»3˜8›çe)C@;÷Zډõ2Z2]?èöžw@G,«ë}Šº?Ô³ ÍN¸?%d#]Œìš’þ¼ù#µYd4;ø°¢8¬§eŽ>mí_Žˆ£\H'éh€çiÚ¼0³eµ. Article Submission Guidelines Through better content management, online personalization, audience profiling and ecommerce (Adobe’s recent $1.68 billion acquisition of Magento) Marketo … The leak of the potential Adobe-Marketo deal this week could be nothing more than an attempt at creating a "bidding war with Salesforce," according to Scott Liewehr, CEO of Digital Clarity Group. The deal, announced today, will see Marketo become part of the Adobe Experience Cloud, providing a strong B2B marketing automation platform to join the enterprise martech stack. Check out the announcement. ... Adobe is a Leader in the 2020 Gartner Magic Quadrant for CRM Lead Management. With Adobe’s acquisition of Marketo, customers will benefit from the combination of Adobe Experience Cloud’s analytics, personalization and content capabilities with Marketo’s lead management, account- based marketing and revenue attribution technology , helping companies further connect market ing engagement to revenue growth . With that, I’m excited to announce that today, Adobe has completed the acquisition of Marketo, the market leader for B2B marketing engagement. ... Adobe is a Leader in the 2020 Gartner Magic Quadrant for … More on the acquisition. With more than 5000 employees, Marketo … Marketo has had a strong focus on B2B whereas Adobe has focused on B2C. The deal is Adobe's largest ever and puts the company … Marketo. On the one hand, I find myself proud to be a B2B marketer — to think that helping folks like me be more successful is worth USD 4.75 billion. With Adobe’s acquisition of Marketo, customers will benefit from the combination of Adobe Experience Cloud’s analytics, personalization and content capabilities with Marketo’s lead management, account-based marketing and revenue attribution technology, helping companies further connect marketing engagement to revenue growth. SAN MATEO, Calif., Aug. 16, 2016-- Marketo, Inc. (NASDAQ:MKTO), the leading provider of engagement marketing software and solutions, today announced that it has been acquired by Vista Equity Partners ("Vista"), a leading private equity firm focused on investments in software, data, and technology-enabled businesses. Get to know Marketo Engage. As Adobe CEO Shantanu Narayen , said in a conference call , “We believe the combination of Adobe Experience Cloud’s analytics, personalization and content solutions with Marketo’s lead management, account-based marketing and attribution technology will make us the leading platform for all marketers.” Upon close of the deal, Marketo CEO Steve Lucas will continue to lead the Marketo team as part of Adobe’s Digital Experience business. ", Forrester calls the more core B2B marketing practice Lead-to-Revenue Marketing (L2RM), Wizdo noted, and forecasts the global L2RM platform market to grow at a 19.4 percent CAGR over the 2017-to-2023 period from a base of $1.3 billion in 2017. It includes components of analytics, audience profiles, content management, campaign execution, advertising, personalization and commerce. Adobe has confirmed its acquisition of Marketo, paying US$4.75 billion to acquire the B2B marketing automation player. 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