Kemana is excited about news that Adobe has finalized its $4.75 billion acquisition of Marketo. The companies announced the marketing technology mega deal in September and made the deal official over Halloween.
The deal may spook competitors in the digital marketing space because it brings together two heavy hitters: Adobe and its strength in content management, commerce, analytics and creative capabilities and Marketo with its B2B marketing automation. Officials stated in the Halloween release that it combines Adobe Experience Cloud’s analytics, personalization and content capabilities with Marketo’s lead management, account-based marketing and revenue attribution technology.
The Marketo Engagement Platform will become part of Adobe Marketing Cloud. The Adobe Experience Cloud includes software that is designed to help organizations with customer experience management via marketing, advertising, analytics and commerce. The Marketo Engagement Platform is cloud-native and has opportunities for integration across Adobe Experience Cloud, according to company officials.
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