Adobe To Buy Marketo For $4.75 Bln

(RTTNews) - Adobe (ADBE) Thursday said it has agreed to buy Marketo, a cloud platform for B2B marketing engagement, for $4.75 billion.

Marketo, which has nearly 5,000 customers, brings together planning, engagement and measurement capabilities into an integrated B2B marketing platform, Adobe says. Marketo's ecosystem includes over 500 partners and an engaged marketing community with over 65,000 members.

"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 is expected to close during the fourth quarter and is subject to regulatory approval and customary closing conditions.

Marketo CEO Steve Lucas will join Adobe's senior leadership team and continue to lead the Marketo team as part of Adobe's Digital Experience business, reporting to executive vice president and general manager Brad Rencher.