Adobe acquires Marketo, Inc.

Adobe acquired Marketo, Inc. for $4.75 billion (disclosed as approximately $4.74 billion in Adobe's fiscal 2018 10-K), a transaction completed in October 2018, structured as all cash.

Marketo, Inc. operates in B2B Marketing / Digital Experience. Marketo was the market-leading cloud platform for B2B marketing engagement, with nearly 5,000 customers, acquired for $4.75 billion subject to customary purchase price adjustments. It brought planning, engagement, and measurement into an integrated B2B marketing platform.

Adobe framed the deal as adding Marketo's engagement platform to Adobe Experience Cloud to offer an unrivaled set of solutions for delivering transformative customer experiences, widening Adobe's lead in customer experience across B2C and B2B and putting Adobe Experience Cloud at the heart of all marketing.

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

Advisory firms were not disclosed for this transaction.

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