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Adobe acquired Marketo for $4.75b

Adobe will acquire B2B marketing automation software company Marketo for  $US4.75 billion.

Marketo is owned by private equity firm Vista Equity Partners who bought the company for $US1.8 billion in 2016.

Adobe is entering into Dalesforce’s marketplace 

Salesforce and Marketo have partnered together for years, though that relationship was complicated in 2013, when Salesforce acquired Marketo competitor ExactTarget for $US2.5 billion. ExactTarget eventually became the Salesforce Marketing Cloud.

Adobe has made several strategic acquisitions in recent months, including the acquisition of the e-commerce platform Magento Commerce for $US1.68 billion in May. 

In April, Abode acquired the computer vision software company Uru, as well as Sayspring, a platform for creating voice-enabled apps.

Interesting times for Software Automation companies – good time to exit?

Posted on September 24, 2018

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