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It’s Official: Adobe Finalizes Marketo Acquisition

Adobe has completed its acquisition of B2B marketing automation platform Marketo, the software company announced Wednesday. Adobe confirmed plans of acquisition in September, to the tune of $4.75 billion.

According to a release, Marketo Engagement Platform will become a part of the Adobe Marketing Cloud, further expanding Adobe’s marketing automation capabilities. This is the latest addition to the Adobe Experience Cloud portfolio. 

“Marketo’s exceptional lead management, account-level data, and multi-channel marketing capabilities will combine with Adobe’s rich behavioral dataset to create the most advanced, unified view of the customer at both an individual and account level,” Marketo CEO Steve Lucas wrote in a blog post following the initial announcement of the acquisition. Lucas will remain at Marketo’s helm following the deal, as part of Adobe’s Digital Experience team.

The Adobe acquisition swept headlines largely due to the size of the deal, as well as the rumors circulating in the days up to the confirmation. An exclusive report from Reuters further fueled the fire, with confirmation coming to light roughly a week later. 

As DMN Editor-In-Chief reported, “Microsoft was identified, along with SAP, as a possible purchaser of Marketo, once whispers began to circulate that Vista Equity were looking to sell the 12-year-old veteran of the marketing automation space.”

Marketo was founded in 2006, and was privately held before being acquired by Vista Equity Partners for $1.79 billion in 2016. 

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