Adobe to Acquire Marketo, for $4.75 Billion

adobeAdobe (Nasdaq:ADBE) entered into a definitive agreement to acquire Marketo, a San Mateo, CA-based provider of a cloud platform for B2B marketing engagement, for $4.75 billion.

Led by Steve Lucas, CEO, Marketo brings together planning, engagement and measurement capabilities into an integrated B2B marketing platform used by nearly 5,000 enterprises of all sizes across industries. Its ecosystem includes over 500 partners and an engaged marketing community with over 65,000 members.

The acquisition brings together Adobe Experience Cloud analytics, content, personalization, advertising and commerce capabilities with Marketo’s lead management and account-based marketing technology to provide B2B companies with the ability to create, manage and execute marketing engagement at scale.

The deal is subject to customary purchase price adjustments. Until the transaction closes, each company will continue to operate independently. Upon close, 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 executive vice president and general manager Brad Rencher.



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