Adobe confirmed on Thursday that it is acquiring Marketo, a cloud platform for B2B marketers, for $4.75 billion. This deal will combine Adobe’s expertise of analytics, content, personalization and commerce capabilities with Marketo’s lead management and account-based marketing technology. With both firms belief in “the power of content and data to drive business results,” the overall goal of this merger is to extend Adobe’s B2C capacities to include B2B.
The sale is expected to close in Adobe’s fourth quarter, subject to regulatory approval. Until then, both firms will continue to operate independently.