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Adobe Buys Marketo for $4.75bn
Veteran graphics and marketing software firm Adobe has agreed to acquire cloud-based b2b marketing engagement specialist Marketo for $4.75bn.
 Marketo CEO Steve 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 EVP and General Manager Brad Rencher (pictured).
Marketo was taken private two years ago when Vista Equity Partners reportedly outbid Adobe and Microsoft, paying $1.8 bn. Since then Marketo has made a number of acquisitions of its own, including B2B performance measurement specialist Bizible in the Spring of this year. The company boasts nearly 5,000 customers, and brings together planning, engagement and measurement capabilities into an integrated b2b marketing platform. Combined with the analytics, content, personalization, advertising and commerce capabilities of Adobe Experience Cloud, this will offer clients end-to-end solutions for delivering personalised, real-time customer experiences, say the firms.
Rencher says the buy 'widens Adobe's lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing'. Lucas comments: 'Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results. 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 deal, Adobe's largest, is subject to regulatory approval, customary purchase price adjustments and closing conditions and is expected to close during the fourth quarter of the company's 2018 fiscal year.
Marketo is headquartered in San Mateo, CA, with offices around the world and is online at www.marketo.com . Its new owner can be found at www.adobe.com .
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