"But," he said, "if Adobe were to acquire Marketo it would put them directly in the crosshairs of Salesforce. Get to know Marketo Engage. 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. UPDATED as of 5 p.m. SAN JOSE, Calif. — Adobe (Nasdaq:ADBE) announced the completion of its acquisition of Marketo, the market leader for B2B marketing engagement. DW Experience Conference Adobe has confirmed its acquisition of Marketo, paying US$4.75 billion to acquire the B2B marketing automation player. Marketo Engage provides lead management, account-based marketing, cross-channel engagement, integrated sales applications, and more. However, I foresee Salesforce feeling the largest impact of Adobe’s Marketo acquisition. Marketo Engage makes the complex buyer journey simple. UPDATED as of 5 p.m. 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.” Adobe has already assembled one of the broadest enterprise marketing software suites in the industry, and the Marketo acquisition further strengthens its position. This, officials s… Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results. This, officials said in the Adobe press release that went out Sept. 20, will provide B2B companies with the ability to create, manage and execute marketing engagement at scale. Vista Equity Partners, a private equity firm that specializes in software and technology, acquired Marketo for about $1.8 billion in 2016. 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. But despite its Adobe Experience Cloud rebranding, Adobe primarily focuses on the marketing buyer. The deal is Adobe's largest ever and puts the company … Robert F Smith, a leading B2B marketing engagement founder, purchased Marketo in 2016. Adobe just announced that it is buying marketing automation firm Marketo for $4.75 billion. Check out the announcement. Related Article: What is Marketo? Another analyst inside the MarTech space told CMSWire in 2016 that the private equity buyout of Marketo was surprising. 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. Currently, the Marketo Platform is exclusively cloud-native with too many extensive opportunities that are meant for serious integration across Adobe Experience Cloud. 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. Get to know Marketo Engage. Adobe has confirmed its acquisition of Marketo, paying US$4.75 billion to acquire the B2B marketing automation player. 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. Adobe on Thursday announced that it's acquiring Marketo, a company that sells marketing software, from Vista Equity Partners for $4.75 billion.. Marketo acquisition: Robert F Smith pulls off one of the biggest deals with Adobe. ... We think we have an unbeatable combination.". The deal, announced today, will see Marketo become part of the Adobe Experience Cloud, providing a strong B2B marketing automation … Adobe Completes Acquisition of Marketo. Adobe has entered into a definitive acquisition agreement with marketing engagement cloud platform Marketo for US$4.75 (AU$6.52) billion. 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. Plus, the acquisition helps accelerate Adobe’s “customer experience” street cred. 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More on the acquisition. 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 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. Marketo's primary competitors include: Prior to Adobe’s acquisition of Marketo, AMC was a great solution to use in a B2C environment. This week brought forth rumors of a potential landmark deal that would shake up the marketing technology space, Adobe acquiring Marketo. The deal is Adobe's largest ever and puts the company in more direct competition with Oracle and Salesforce. The Marketo acquisition will help Adobe better compete with Salesforce.com , which got into the marketing-automation business through its $2.5 billion acquisition of ExactTarget in 2013. Marketo is in the cloud. ... Adobe is a Leader in the 2020 Gartner Magic Quadrant for CRM Lead Management. Read the Press Release. "Marketo," Lieweher added, "has a healthy base of midmarket customers with tools that get up and running quickly to drive value." Marketo Engage provides lead management, account-based marketing, ... Adobe completes the acquisition of Workfront. Marketo. Adobe has agreed to acquire Marketo for USD 4.75 billion. ", Tags With that, I’m excited to announce that today, Adobe has completed the 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. 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. 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. 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. Vista Equity Partners Completes Acquisition of Marketo. Adobe and Salesforce haven’t really been super competitive because they weren’t really head-to-head given each other’s gaps, according to Liewehr. Marketo has its enterprise customers, Liewehr added, but they "tick a lot of boxes for midmarket.". Adobe and … If Adobe acquires it, it could serve as a "better pairing for their Magento purchase," Liewehr said. 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 … The same goes for Marketo. DX Summit Conference 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. "In order to fully participate in that market, Adobe would need to build or buy new functionality," Wizdo said. 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." ", 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. The Adobe-Marketo deal would likely be the largest in the space featuring these kind of digital experience software providers. The combination of Adobe and Marketo provides an unrivaled set of solutions for delivering transformative customer experiences. SAN JOSE, Calif.-- ( BUSINESS WIRE )--Adobe (Nasdaq:ADBE) today announced the completion of its acquisition of Marketo, the market leader for … It includes components of analytics, audience profiles, content management, campaign execution, advertising, personalization and commerce. The company is on the short list in just about every B2B marketing automation platform selection. "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. ... Adobe completes the acquisition of Workfront. Our editorial team produces 150+ authoritative articles per month for our 3 million+ community members. Marketo’s ecosystem includes nearly 5,000 customers, 500 partners and a marketing community of more than 65,000 members. I don't see why the acquisition would change that - I think that was Adobe's strategy from the get-go, to have more penetration in the B2B marketing world. 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. With more than 5000 employees, Marketo … Marketo competes mostly in the B2B marketing automation/campaign management segment (although it also showed its ability to scale the Marketo platform and compete in the crowded B2C marketing segment a couple of years ago). The Marketo acquisition by Adobe went from rumor to fact earlier today. That's how it's been historically. "That action, along with others the company has taken," Wizdo said, "has made it a non-viable vendor for the majority of B2B marketing use cases." 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. Get measurable results from acquisition to advocacy with experiences that keep customers engaged and coming back. 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. Read more about us or learn how to advertise here. Two years later, McKnight would be right on after all should Adobe and Marketo pull the trigger on a mega deal. 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. I don't see why the acquisition would change that - I think that was Adobe's strategy from the get-go, to have more penetration in the B2B marketing world. The addition of Marketo widens Adobe’s leadership in customer experience. Editorial team produces 150+ authoritative articles per month for our 3 million+ community members million+ community members Marketo both an! Adobe primarily focuses on the short list in just about every B2B marketing automation marketo adobe acquisition move into B2B. 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