{"id":229,"date":"2018-09-20T20:54:12","date_gmt":"2018-09-20T20:54:12","guid":{"rendered":"https:\/\/solutionsreview.com\/marketing-automation\/?p=229"},"modified":"2019-08-06T18:21:17","modified_gmt":"2019-08-06T18:21:17","slug":"adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion","status":"publish","type":"post","link":"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/","title":{"rendered":"Adobe to Buy Marketing Automation Provider Marketo for $4.75 Billion"},"content":{"rendered":"

\"Adobe<\/a><\/p>\n

This afternoon, Adobe confirmed<\/a> its purchase of marketing automation vendor Marketo. The sale, which was rumored<\/a> for a week, holds a value of $4.75 billion. <\/span>The news emerged Thursday afternoon that Adobe was looking to buy out Marketo, <\/span>which is set to be the largest acquisition<\/a> the company has ever made.\u00a0This sale even dwarfs the Photoshop creator’s $3.4 billion purchase of Macromedia Inc. back in 2005.<\/span><\/p>\n

\t\t\t

<\/a><\/p>\n<\/div>\n\t\t<\/div><\/div><\/p>\n

“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 said upon the announcement<\/a> of the sale earlier today.<\/p>\n

The statement also highlighted Adobe’s desire to utilize Marketo’s B2B marketing capabilities.\u00a0\u201cThe acquisition of Marketo widens Adobe\u2019s lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing.\u201d<\/p>\n

This deal would place Adobe at the forefront of the marketing automation space, as Marketo currently competes with other industry mainstays like Salesforce and Oracle. Marketo’s current parent company, Vista Equity Partners, purchased the then growing vendor back in 2016 for $1.8 billion under competition from Microsoft and Adobe. The current sale stands to make Vista Equity a dramatic profit, validating the earlier purchase.<\/p>\n

Adobe will be holding a conference call to discuss the deal with investors at 5:00 p.m. Eastern Standard time.<\/p>\n

This news comes just a few months after Adobe retired its own marketing automation software back in 2017, after slowly phasing it out<\/a> for a year.\u00a0Marketo offers an abundance of marketing tools that integrate with their marketing hub. Users can pick which tools they find the most value in and build their hub on their own. Adobe brings vast resources and tooling options for organizations of any size. They encourage creativity with their site design and email template solutions. These are matched by the depth of their data collection.<\/p>\n

<\/div>\n
\t\t\t

<\/a><\/p>\n<\/div>\n\t\t<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

This afternoon, Adobe confirmed its purchase of marketing automation vendor Marketo. The sale, which was rumored for a week, holds a value of $4.75 billion. The news emerged Thursday afternoon that Adobe was looking to buy out Marketo, which is set to be the largest acquisition the company has ever made.\u00a0This sale even dwarfs the […]<\/p>\n","protected":false},"author":44,"featured_media":231,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[4],"tags":[48,10,17],"acf":[],"yoast_head":"\nAdobe to Buy Marketing Automation Provider Marketo for $4.75 Billion<\/title>\n<meta name=\"description\" content=\"This afternoon, Adobe confirmed it's rumored purchase of marketing automation vendor Marketo. The sale is valued at $4.75 billion.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/\",\"url\":\"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/\",\"name\":\"Adobe to Buy Marketing Automation Provider Marketo for $4.75 Billion\",\"isPartOf\":{\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2018\/09\/conclusion-of-the-contract-3100563_960_720-e1537475279922.jpg\",\"datePublished\":\"2018-09-20T20:54:12+00:00\",\"dateModified\":\"2019-08-06T18:21:17+00:00\",\"author\":{\"@id\":\"\"},\"description\":\"This afternoon, Adobe confirmed it's rumored purchase of marketing automation vendor Marketo. The sale is valued at $4.75 billion.\",\"breadcrumb\":{\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#primaryimage\",\"url\":\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2018\/09\/conclusion-of-the-contract-3100563_960_720-e1537475279922.jpg\",\"contentUrl\":\"https:\/\/solutionsreview.com\/marketing-automation\/files\/2018\/09\/conclusion-of-the-contract-3100563_960_720-e1537475279922.jpg\",\"width\":799,\"height\":400,\"caption\":\"Adobe to Buy Marketing Automation Provider Marketo for $4.75 Billion\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/solutionsreview.com\/marketing-automation\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Adobe to Buy Marketing Automation Provider Marketo for $4.75 Billion\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/solutionsreview.com\/marketing-automation\/#website\",\"url\":\"https:\/\/solutionsreview.com\/marketing-automation\/\",\"name\":\"Marketing Automation Platforms | Solutions Review\",\"description\":\"Evaluating Enterprise MarTech, CRM Software, Email Tools & B2B Nurture Platforms.\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/solutionsreview.com\/marketing-automation\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"\",\"url\":\"https:\/\/solutionsreview.com\/marketing-automation\/author\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Adobe to Buy Marketing Automation Provider Marketo for $4.75 Billion","description":"This afternoon, Adobe confirmed it's rumored purchase of marketing automation vendor Marketo. The sale is valued at $4.75 billion.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/","twitter_misc":{"Written by":"","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/","url":"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/","name":"Adobe to Buy Marketing Automation Provider Marketo for $4.75 Billion","isPartOf":{"@id":"https:\/\/solutionsreview.com\/marketing-automation\/#website"},"primaryImageOfPage":{"@id":"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#primaryimage"},"image":{"@id":"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#primaryimage"},"thumbnailUrl":"https:\/\/solutionsreview.com\/marketing-automation\/files\/2018\/09\/conclusion-of-the-contract-3100563_960_720-e1537475279922.jpg","datePublished":"2018-09-20T20:54:12+00:00","dateModified":"2019-08-06T18:21:17+00:00","author":{"@id":""},"description":"This afternoon, Adobe confirmed it's rumored purchase of marketing automation vendor Marketo. The sale is valued at $4.75 billion.","breadcrumb":{"@id":"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#primaryimage","url":"https:\/\/solutionsreview.com\/marketing-automation\/files\/2018\/09\/conclusion-of-the-contract-3100563_960_720-e1537475279922.jpg","contentUrl":"https:\/\/solutionsreview.com\/marketing-automation\/files\/2018\/09\/conclusion-of-the-contract-3100563_960_720-e1537475279922.jpg","width":799,"height":400,"caption":"Adobe to Buy Marketing Automation Provider Marketo for $4.75 Billion"},{"@type":"BreadcrumbList","@id":"https:\/\/solutionsreview.com\/marketing-automation\/adobe-to-buy-marketing-automation-provider-marketo-for-4-75-billion\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/solutionsreview.com\/marketing-automation\/"},{"@type":"ListItem","position":2,"name":"Adobe to Buy Marketing Automation Provider Marketo for $4.75 Billion"}]},{"@type":"WebSite","@id":"https:\/\/solutionsreview.com\/marketing-automation\/#website","url":"https:\/\/solutionsreview.com\/marketing-automation\/","name":"Marketing Automation Platforms | Solutions Review","description":"Evaluating Enterprise MarTech, CRM Software, Email Tools & B2B Nurture Platforms.","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/solutionsreview.com\/marketing-automation\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"","url":"https:\/\/solutionsreview.com\/marketing-automation\/author\/"}]}},"_links":{"self":[{"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/posts\/229"}],"collection":[{"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/users\/44"}],"replies":[{"embeddable":true,"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/comments?post=229"}],"version-history":[{"count":0,"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/posts\/229\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/media\/231"}],"wp:attachment":[{"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/media?parent=229"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/categories?post=229"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/solutionsreview.com\/marketing-automation\/wp-json\/wp\/v2\/tags?post=229"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}