Adobe acquires Marketo

In September 2018, Adobe announced the acquisition of Marketo for $4.75 billion dollars. The deal is expected to close in Q4 2018. Adobe plans to incorporate Marketo technology into its Customer Experience Cloud to enable business-to-business marketing along with the existing business-to-consumer applications that Adobe specializes in. Marketo will still be sold as a standalone product and the company will continue to innovate in product upgrades as well as offer technical support to existing customers. Adobe hopes that the acquisition will allow it to compete with major enterprise cloud vendors like Salesforce and Oracle, as well as leading digital marketers such as Google and Facebook. Nucleus believes that Adobe lacks the underlying infrastructure to deliver differentiated marketing functionality to customers that is on par with market leaders.