Marketo

Marketo — the American software maker founded in 2006 for marketing automation. Cloud solutions which are developed by the company help brands to monitor actions of clients on the Internet — from obtaining electronic messages before purchase to products. Afterwards this information is applied to creation of advertizing campaigns which algorithms considered the most suitable under certain users. Canon, General Electric, Microsoft and Hyundai use the products Marketo, for example. SAP and   Salesforce.com are among competitors of vendor Oracle.

Performance Indicators

2017

In 2017 revenue of Marketo made $321 million.

History

2018: Adobe purchased Marketo for $4.75 billion

On September 20, 2018 Adobe officially announced acquisition of Marketo at private investment fund Vista Equity Partners for which the transaction was profitable. Vista purchased Marketo in 2016 for $1.8 billion, and now sells for $4.75 billion. It is going execute all formalities concerning Marketo sale in the fourth quarter 2018 financial year of Adobe.

The CEO of Marketo Steve Lucas will continue to direct the company, but already as a part of Adobe, and will submit to the executive vice president of Adobe and head Digital Experience Brad Rencher.

Office of Marketo company

Commenting on merger of Marketo, the head of Adobe Shantana Narayen noted that his company is focused on building and acquisition of opportunities for B2C-brands and aims to expand the relations with the acting clients in such areas as telecommunications and financial services which have both B2C-, and B2B-division.

Acquisition of Marketo strengthens leadership of Adobe in a reach of clients within B2C and B2B channels and also puts Adobe Experience Cloud in the center of all marketing — Brad Rensher noted.[1]

Notes