Adobe Acquired Marketo: The Digital Transformation to Expand Customer Experience Leadership on Gigantic Scale

After acquiring Magento, now Adobe acquired Marketo. It opens revolutionary marketing solutions for B2B and B2C segments.


Adobe acquired Marketo

Apart from Media and Entertainment, Adobe is leading brand in numerous verticals including Architecture, Automobile, Animation, Visual Effects, Creative design, AR and many more. Initially started with image editing and manipulation software Photoshop, gradually Adobe has expanded its reach in various segments of image, video and audio. Many of its softwares have become de facto industry standard tools.

Believing in the policy of being market leader by continuous upgrades and improvements, Adobe keeps looking new business avenues. On the same lines, in September 2018, Adobe acquired Marketo, in the whooping amount of around $4.75 billion. Marketo is the leading B2B marketing engagement platform. This latest acquisition will strong hold Adobe’s share in marketing arena of large enterprises to mid-market and small businesses.

The businesses will get following benefits from this strategical acquisition.

  • Acquire more customers through targeted, account-based advertising
  • Improve campaign creation and execution velocity with access to an intelligent repository of content assets
  • Use a data-driven approach to focus sales and marketing activities on the most valuable prospects and customers
  • Deliver cross-channel experiences including web, mobile, email, in-store and in-person that are personalized and consistent

With introduction of SaaS (Software as a service) based Creative Cloud aka CC, Adobe had catered a huge number of people, novice to professional. Now, with this latest addition, Adobe completely revamped practices of B2B (Business-To-Business) and B2C (Business-To-Consumer) automation segments.

Adobe had acquired Magento in $1.7 billion in May 2018. Now, after acquiring Marketo, Adobe is expanding customer experience leadership on a massive level. Adobe will have access to Marketo’s user base of over 500 partners which consists over 65,000 members. All these will use Adobe tools for various eCommerce businesses, content creation, analytics and digital marketing solutions. To crunch more numbers, Marketo was acquired earlier by Vista Equity Partners (Vista) in May 2016 for $1.8 billion and now with this business transaction, they pocketed profit of $2.95 billion in just two years.


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