Adobe completes acquisition of Marketo


Adobe said it has completed the acquisition of Marketo, a B2B marketing engagement platform.

The company said in a statement that it plans for its customers to 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.

Marketo Engagement Platform will become part of Adobe Marketing Cloud, the leader in managing, optimizing and orchestrating cross-channel experiences and campaigns across B2B and B2C use cases in all industries.

Digital transformation has become the mandate for executives in every boardroom across the globe. To compete and win today, businesses need to provide a world-class, end-to-end customer experience across every touchpoint. Adobe is leading the charge to reimagine customer experience management (CXM) with Adobe Experience Cloud, the industry’s only end-to-end solution for marketing, advertising, analytics and commerce.

The Marketo Engagement Platform drives business growth by personalizing complex buyer journeys and uniquely aligning marketing and sales teams across every channel. Marketo’s platform is feature-rich and cloud-native with significant opportunities for integration across Adobe Experience Cloud. Marketo’s ecosystem includes over 500 partners and an engaged marketing community with over 65,000 members.

“The combination of Adobe Experience Cloud and Marketo’s Engagement Platform provides an unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes—making every business an experience business,” said Brad Rencher, executive vice president and general manager, Digital Experience, Adobe. “Adobe is leading the charge to reimagine customer experience management, and with Marketo, we’re further delivering on this vision.”

“Marketo is the long-standing leader in B2B marketing,” said Steve Lucas, CEO, Marketo. “As a part of Adobe, we see an extraordinary opportunity to further accelerate Marketo’s momentum and deliver combined value to marketers around the world.”

With the acquisition now closed, Marketo CEO Steve Lucas will continue to lead the Marketo team as part of Adobe’s Digital Experience business, reporting to Brad Rencher.

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