Another day and another gigantic purchase to the value of $4,5 billion. Adobe is set to acquire Marketo as part of its ongoing strategy to dominate the enterprise marketing space. We have included a few snippets from articles that have been spreading like wild fire since their official announcement. The first snippet is ‘straight from the horse’s mouth’.
Adobe Acquires Marketo
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.
Today, consumers have a very high bar for what constitutes a great customer experience and Adobe Experience Cloud has enabled B2C companies to successfully drive business impact by harnessing massive volumes of customer data and content in order to deliver real-time, cross-channel experiences that are personalized and consistent. When businesses buy from other businesses, they now have the same high expectations as consumers.
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.
“The imperative for marketers across all industries is a laser focus on providing relevant, personalized and engaging experiences,” said Brad Rencher, 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,” said 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.”
The transaction, which is expected to close during the fourth quarter of Adobe’s 2018 fiscal year, is subject to regulatory approval and customary closing conditions. Until the transaction closes, each company will continue to operate independently.
Adobe snaps up Marketo for $4.75bn to bolster Experience Cloud
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.”
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.
Full Article here: CloudPro.
Adobe confirms it’s buying Marketo for $4.75 billion
Vista Equity Partners bought Marketo for $1.8 billion in 2016, taking it off the Nasdaq after an initial public offering three years earlier.
Marketo’s customers include Eventbrite, GE and Kaiser Permanente.
Adobe on Thursday announced that it is acquiring Marketo, a company that sells marketing software, from Vista Equity Partners for $4.75 billion. The move could have implications for other competitors like HubSpot, Oracle, SAP and Salesforce.
Earlier on Thursday CNBC reported that Adobe was close to announcing the deal.
“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,” Adobe said in a statement.
Marketo was founded in 2006, went public in 2013 and was acquired by Vista for $1.8 billion in 2016. Marketo’s customer list includes Canon, Charles Schwab, Eventbrite, GE, Microsoft and Hyundai. Marketo’s CEO, Steve Lucas, will continue to lead the company inside Adobe’s Digital Experience group and will join Adobe’s senior leadership team, the statement said.
Adobe stock is up 78 percent in the past year. The majority of Adobe’s revenue comes from its Digital Media business, which includes the Creative Cloud software. Marketing software is included in the Digital Experience business, which generated $614 million in revenue in the most recent quarter, with 21 percent growth year over year.
Adobe’s software has proven useful for marketing directly to consumers, while Thursday’s statement emphasized that Marketo offers marketing tools to people working inside of businesses.
Both companies have many customers in common, Adobe CEO Shantanu Narayen said on a conference call with analysts following the announcement of the deal. “It was clear [that] joint customers were looking for this integration,” he said.
Marketo improved its go-to-market approach during its time as a private company, Narayen said.
This next snippet is taken from a very lengthy article, but well worth the read if you are business-minded and enjoy market speculation.
3 thoughts on Adobe acquiring Marketo for $4.75 billion and what it means for
As TechCrunch noted in their coverage of the news, “[This acquisition] was a pretty nice return for Vista Equity partners, which purchased Marketo in May 2016 for $1.8 billion in cash. They held onto it for two years and hauled in a hefty $2.95 billion in profit.”
Here are my initial thoughts on the deal:
Full article: chiefmartec.com