Adobe Buys Marketo for $4.75 Billion
It’s hard to imagine that anyone who reads this newsletter hasn’t already heard, but Adobe announced an agreement yesterday to purchase B2B marketing automation vendor Marketo for $4.75 billion. Seller was Vista Equity Partners, which bought Marketo in May 2016 for $1.8 billion. Adobe gets 5,000 customers in B2B marketing, where it has had little presence. Adobe comments suggest Marketo will stay separate from Campaign, Adobe’s B2C marketing automation system.