Adobe is Buying Marketo for $4.75 Billion

Adobe confirmed on Thursday that it is acquiring marketing software company Marketo, from Vista Equity Partners for $4.75 billion.

Vista Equity Partners had purchased Marketo back in 2016 for just $1.8 billion.

“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 stated.

Marketo’s customers include 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.

Lucsa said in a blog post, “The combination of Marketo and Adobe’s Experience Cloud will form the definitive system of engagement for B2C and B2B enterprise marketers. Marketo’s exceptional lead management, account-level data, and multi-channel marketing capabilities will combine with Adobe’s rich behavioral dataset to create the most advanced, unified view of the customer at both an individual and account level. The result will be an unprecedented level of marketing engagement, automation, and attribution power, all with a goal of delivering end-to-end, exceptional experiences for our customers, where and when they want them.”

Adobe CEO Shantanu Narayen said on a conference call with analysts, “It was clear [that] joint customers were looking for this integration.”

Disclaimer: We have no position in Adobe Systems Incorporated (NASDAQ: ADBE) and have not been compensated for this article.