[ad_1]
Adobe
Systems Inc. has agreed to acquire Marketo Marketing Automation for $ 4.75 billion, its largest acquisition and the latest sign of its ambition to become a one-stop shop for marketers.
Marketo, based in San Mateo, Calif., Helps brands track the actions of their customers online, from sending an e-mail to buying a product, providing them with useful information for more personalized promotions.
The agreement is expected to expand Adobe's marketing capabilities. It will also strengthen the company's weight with enterprise-to-business brands, which make up the bulk of Marketo's customer base. Reuters previously reported that Adobe and Marketo were in talks.
Adobe has focused on creating and purchasing capabilities for enterprise-to-consumer brands and wants to expand relationships with existing customers in categories such as telecommunications and financial services that have business-to-business divisions. consumers. The leader Shantanu Narayen said in an interview.
"We thought we had a unique opportunity to leverage everything we had done with content management, advertising and analytics to serve a wider range of customers," he said.
Marketo was acquired by private equity firm Vista Equity Partners in 2016 for $ 1.79 billion. Marketo generated revenue of approximately $ 321 million in 2017, according to Moody's Investors Service Inc.
Steve Lucas, CEO of Marketo, will continue to lead the Marketo team, reporting to Brad Rencher, executive vice president of Adobe and general manager of the digital experience.
The transaction is expected to close in the fourth quarter of Adobe's 2018 fiscal year.
Adobe is known for products such as Photoshop and Adobe Reader, but the company's Experience Cloud solution, which hosts its marketing technology and data and analytics products, is growing rapidly, the company said. The Experience Cloud reported annual revenue of $ 2.03 billion in 2017, according to a financial ranking.
Adobe has acquired several marketing automation companies in recent years. The company made its first big bet on digital marketing services in 2009 with the acquisition of the $ 1.8 billion Omniture data analytics company. In 2010, he bought for $ 240 million Day Software, which allows customers to create websites and applications. In 2016, he acquired TubeMogul, a company that helps brands plan
This year, he acquired the Magento trading technology company for $ 1.68 billion.
Write to Alexandra Bruell at [email protected]
Source link
