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Another day and another gigantic purchase to the value of $4,5 billion. Adobe is set to acquire Marketo as part of its ongoing strategy to dominate the enterprise marketing space. We have included a few snippets from articles that have been spreading like wild fire since their official announcement. The first snippet is ‘straight from the horse’s mouth’.
Adobe Acquires Marketo
With nearly 5,000 customers, Marketo brings together planning, engagement and measurement capabilities into an integrated B2B marketing platform. 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.
Today, consumers have a very high bar for what constitutes a great customer experience and Adobe Experience Cloud has enabled B2C companies to successfully drive business impact by harnessing massive volumes of customer data and content in order to deliver real-time, cross-channel experiences that are personalized and consistent. When businesses buy from other businesses, they now have the same high expectations as consumers.
Marketo’s platform is feature-rich and cloud-native with significant opportunities for integration across Adobe Experience Cloud. Enterprises of all sizes across industries rely on Marketo’s marketing applications to drive engagement and customer loyalty. Marketo’s ecosystem includes over 500 partners and an engaged marketing community with over 65,000 members.
This acquisition brings together the richness of 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 imperative for marketers across all industries is a laser focus on providing relevant, personalized and engaging experiences,” said Brad Rencher, executive vice president and general manager, Digital Experience, Adobe. “The acquisition of Marketo widens Adobe’s lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing.”
“Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results,” said Steve Lucas, CEO, Marketo. “Marketo delivers the leading B2B marketing engagement platform for the modern marketer, and there is no better home for Marketo to continue to rapidly innovate than Adobe.”
The transaction, which is expected to close during the fourth quarter of Adobe’s 2018 fiscal year, is subject to regulatory approval and customary closing conditions. Until the transaction closes, each company will continue to operate independently.
Full Article: https://news.adobe.com/press-release/corporate/adobe-acquire-marketo
Adobe snaps up Marketo for $4.75bn to bolster Experience Cloud
The acquisition has been on the cards for a while as the software-as-a-service business takes aim at its competitors in the enterprise marketing space, such as SAP, Salesforce and Microsoft. Last year, Adobe bought e-commerce platform Magento and together, these two new purchases will allow Adobe to really boost its presence in the retail marketing space.
“The imperative for marketers across all industries is a laser focus on providing relevant, personalised and engaging experiences,” said Brad Rencher, executive vice president and general manager, of Adobe’s digital experience division. “The acquisition of Marketo widens Adobe’s lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing.”
As well as bringing Marketo’s tech into the Adobe business, the SaaS leader will also gain access to Marketo’s network of 500 partners and an engaged marketing community with over 65,000 members.
Full Article here: CloudPro.
Adobe confirms it’s buying Marketo for $4.75 billion
Vista Equity Partners bought Marketo for $1.8 billion in 2016, taking it off the Nasdaq after an initial public offering three years earlier.
Marketo’s customers include Eventbrite, GE and Kaiser Permanente.
Adobe on Thursday announced that it is acquiring Marketo, a company that sells marketing software, from Vista Equity Partners for $4.75 billion. The move could have implications for other competitors like HubSpot, Oracle, SAP and Salesforce.
Earlier on Thursday CNBC reported that Adobe was close to announcing the deal.
“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 in a statement.
Marketo was founded in 2006, went public in 2013 and was acquired by Vista for $1.8 billion in 2016. Marketo’s customer list includes Canon, Charles Schwab, Eventbrite, GE, Microsoft and Hyundai. Marketo’s CEO, Steve Lucas, will continue to lead the company inside Adobe’s Digital Experience group and will join Adobe’s senior leadership team, the statement said.
Adobe stock is up 78 percent in the past year. The majority of Adobe’s revenue comes from its Digital Media business, which includes the Creative Cloud software. Marketing software is included in the Digital Experience business, which generated $614 million in revenue in the most recent quarter, with 21 percent growth year over year.
Adobe’s software has proven useful for marketing directly to consumers, while Thursday’s statement emphasized that Marketo offers marketing tools to people working inside of businesses.
Both companies have many customers in common, Adobe CEO Shantanu Narayen said on a conference call with analysts following the announcement of the deal. “It was clear [that] joint customers were looking for this integration,” he said.
Marketo improved its go-to-market approach during its time as a private company, Narayen said.
Full Article: https://www.cnbc.com/2018/09/20/adobe-confirms-its-buying-marketo-for-4point75-billion.html
This next snippet is taken from a very lengthy article, but well worth the read if you are business-minded and enjoy market speculation.
3 thoughts on Adobe acquiring Marketo for $4.75 billion and what it means for
martech
As TechCrunch noted in their coverage of the news, “[This acquisition] was a pretty nice return for Vista Equity partners, which purchased Marketo in May 2016 for $1.8 billion in cash. They held onto it for two years and hauled in a hefty $2.95 billion in profit.”
Here are my initial thoughts on the deal:
Full article: chiefmartec.com
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“I’m always seeking the next big thrill”
Me in a word: Exploratory
The first 21 years of my life were a mix of travel, sports and chasing academic excellence. As a child, I enjoyed jet skiing, bungee jumping and a few venomous pets. I’m still always seeking the next big thrill, like rock climbing and cave exploration.
Since leaving university and surviving the COVID years, I’ve developed my skills across different fields, from education to private healthcare, with a keen interest in human biology and education.
To relax, I watch old war movies or series, and shows like Sons of Anarchy and The Wire. Cooking was a big part of my childhood and I’d always help my parents prepare meals. I’ll bake anything with chocolate!
My wilderness survival buddy would be my dad. He’s a DIY expert, with basic wilderness survival skills. I once had a narrow escape outdoors: Venturing off the path on a solo hike, roasting in midday sun, suffering from dehydration, leg cramps and an encounter with a juvenile cobra. (I survived.)
Some everyday things that really annoy me are the morning traffic rush – and people being indecisive at the drive-thru window.
My bucket list destinations? Thailand, for rock climbing and base jumping, and Burma, for Lethwei (Burmese bare-knuckle boxing).
I think the human race needs a greater focus on work-life balance. Spending more time enjoying the little things, whether sport, art or music would help everyone live better, more fulfilling lives.
If I could change the law, I’d ban farm-raised lion hunting, and I’d allow a years’ paid parental leave for all new parents.
Outside of work, I juggle sports, cooking and taking my dogs out for regular walks.
My work family is supportive and engaging, always available to bounce ideas or chat. Learning Curve is the best work family ever, with an unparalleled culture. I like the freedom and flexibility to explore new and creative avenues – and the endless coffee (Yay!)
Medical Education Solutions Specialist
“Every day is different.”
Me in a word: Outgoing
I grew up in KZN, often barefoot in the bush, or soaking up the Durban sunshine. Our home was loud, with four daughters and weird and wonderful pets, and my love for performing means I have a large, bubbly, personality.
I wanted to be a singer and actress, then a vet. I moved to Cape Town to study Anatomy and completed an M.Sc at Stellenbosch University, then joined Learning Curve, where I work with 3D Anatomy software, Primal Pictures.
In my free time I like hiking, running, and yoga – and I’ve taught myself to play the ukulele. I recently started busking and people did tip me. (Was that their way of begging me to stop?)
Home entertainment? OK, this is embarrassing but I love the kind of reality shows which I fondly refer to as ‘trash TV’. I’m a vegetarian and love veggies, but also a classic mac and cheese with a parmesan crust.
I’m a cat person – my cat is my baby. I like the feline independence, and contrary to popular belief, they can be very friendly and loving.
Australia’s top of my bucket list; I was a huge Steve Irwin fan as a child and I’d love to visit the family’s zoo. I’d also love to spend more time exploring the spectacular nature that South Africa has to offer, and learn more musical instruments.
If I was in charge, there’d be a law against chewing with your mouth open, and one act of kindness every day would be compulsory. Kindness and compassion are what the world needs now.
I’m very lucky to be part of the wonderful Learning Curve education team. We’re passionate about our work and we’re loud and energetic, always having lots of fun with our clients around the country. This is a family that I love being a part of. Every day is different, which keeps things fun and exciting. Our team is full of knowledgeable people – I’m constantly learning new things from my colleagues.
My favourite office snack? Peanuts.
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