Adobe confirms its buying Marketo for $4.75 billion
Summary
Adobe on Thursday announced that its acquiring Marketo, a company that sells marketing software, from Vista Equity Partners for $4.75 billion.Marketos customer list includes Canon, Charles Schwab, Eventbrite, GE, Microsoft and Hyundai.The combination of Marketo and Adobes Experience Cloud will form the definitive system of engagement for B2C and B2B enterprise marketers.Marketos exceptional lead management, account-level data, and multi-channel marketing capabilities will combine with Adobes 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.