Adobe Systems announced that it is acquiring
software maker Marketo for $4.75 Bn in a move widely seen as one of that will strengthen
its position in the fiercely competitive cloud computing and marketing tech
sector.
The maker of image-editing tool
Photoshop said in a statement that the deal would bring
together Marketo’s B2B-focused platform with the capabilities of Adobe
Experience Cloud that include analytics, content, personalization and
advertising.
It also comes just months after
Adobe acquired e-commerce specialist Magento for $1.68bn,
indicating that the company is highly focused on expanding its presence in the
fast-growing cloud sector, which is currently dominated by Microsoft, Oracle
and Salesforce.
Adobe
and Marketo tools will enable businesses to use a data-driven approach to focus
sales and marketing activities on the most valuable prospects and customers,
deliver cross-channel experiences and acquire more customers through targeted,
account-based advertising.
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