Adobe buys marketing engagement platform (Updated)

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SYDNEY, Thursday: Adobe has completed its acquisition of global B2B marketing engagement agency Marketo, which has bases in Australia and NZ.

San Francisco-based Adobe vice-president Brad Rencher said (in a statement released in NZ by Aussie PR firm Edelman): “With Adobe’s acquisition of Marketo, customers will benefit from the combination of Adobe Experience Cloud’s analytics, personalisation and content capabilities with Marketo’s lead management, account-based marketing and revenue attribution technology, helping companies further connect marketing engagement to revenue growth.

“Marketo Engagement Platform will become part of Adobe Marketing Cloud, a leader in managing, optimising and orchestrating cross-channel experiences and campaigns across B2B and B2C use cases in all industries.

“Digital transformation has become the mandate for executives in every boardroom across the globe. To compete and win today, businesses need to provide a world-class, end-to-end customer experience across every touchpoint. Adobe is leading the charge to reimagine customer experience management (CXM) with Adobe Experience Cloud, the industry’s only end-to-end solution for marketing, advertising, analytics and commerce.

“Adobe reimagines customer experience management, and with Marketo, we’re further delivering on this vision.”

“The Marketo Engagement Platform drives business growth by personalising complex buyer journeys and uniquely aligning marketing and sales teams across every channel.

“Marketo’s platform is feature-rich and cloud-native with significant opportunities for integration across Adobe Experience Cloud. Marketo’s ecosystem includes over 500 partners and an engaged marketing community with over 65,000 members.

“The combination of Adobe Experience Cloud and Marketo’s Engagement Platform provides an unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes—making every business an experience business.

“Adobe is leading the charge to reimagine customer experience management, and with Marketo, we’re further delivering on this vision.”

With the acquisition now closed, Marketo’s San Francisco-based ceo Steve Lucas will continue to lead the Marketo team as part of Adobe’s Digital Experience business, reporting to Brad Rencher.

About Adobe Experience Cloud
Adobe offers the industry’s only end-to-end solution for content creation, marketing, advertising, analytics and commerce. Unlike legacy enterprise platforms with static, siloed customer profiles, Adobe Experience Cloud helps companies deliver consistent, continuous and compelling experiences in real-time across customer touchpoints and channels—all while accelerating business growth.

About Marketo
Marketo offers a leading engagement platform that empowers marketers to create lasting relationships and grow revenue. Consistently recognised as the industry’s innovation pioneer, Marketo is a trusted platform for thousands of CMOs thanks to its scalability, reliability and openness. Marketo is headquartered in San Mateo, CA, with offices around the world, and serves as a strategic partner to large enterprises and fast-growing organisations across a wide variety of industries.

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