Adobe invests in B2B marketing buying Marketo for $4.75 billion

Adobe is buying Marketo for $4.75 billion. With nearly 5,000 customers, Marketo is one of the market-leading cloud platforms for B2B marketing. Marketo’s ecosystem includes over 500 partners and an engaged marketing community with over 65,000 members. Marketo is headquartered in San Mateo, United States, with offices in Japan, Ireland, United Kingdom, Australia, Israel, France, and Germany.

Adobe says Marketo will be integrated into Adobe Experience Cloud and that will enable Adobe to offer an “unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes.”

According to Adobe, Marketo’s platform is feature-rich and cloud-native with significant opportunities for integration across Adobe Experience Cloud.

“The imperative for marketers across all industries is a laser focus on providing relevant, personalized and engaging experiences. 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.”

Brad Rencher, executive vice president and general manager, Digital Experience, Adobe

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.


“Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results. 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.”

Steve Lucas, CEO, Marketo

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.