Adobe Expands Customer Experience Leadership with Addition of Marketo

by Brad Rencher

Posted on 09-21-2018

If you were a fly on the wall in all the con­ver­sa­tions I’ve had with our cus­tomers through­out the past year, you would hear first-hand the top­ic that’s on all of their minds: **dig­i­tal trans­for­ma­tion. **Dig­i­tal Trans­for­ma­tion has become the man­date for CEOs in every board­room across the globe.

To com­pete and win today, busi­ness­es in every cat­e­go­ry must place a laser focus on pro­vid­ing world-class, end-to-end cus­tomer expe­ri­ences across every dig­i­tal and phys­i­cal touch­point. Adobe Expe­ri­ence Cloud has enabled B2C com­pa­nies across the globe to reach the high bar that con­sumers have set while help­ing to dri­ve sig­nif­i­cant busi­ness impact.

As con­sumer expec­ta­tions con­tin­ue to esca­late, reimag­in­ing end-to-end cus­tomer expe­ri­ence is crit­i­cal for busi­ness­es that sell direct­ly to con­sumers (B2C) as well as busi­ness­es that sell to oth­er busi­ness­es (B2B). Sim­ply put, every busi­ness must become an Expe­ri­ence Busi­ness. With that, I’m excit­ed to announce that today, Adobe has entered into a defin­i­tive agree­ment to acquire Mar­ke­to, the lead­ing B2B mar­ket­ing engage­ment platform.

The addi­tion of Mar­ke­to widens Adobe’s lead­er­ship in cus­tomer expe­ri­ence. The com­bi­na­tion of Marketo’s lead­ing B2B mar­ket­ing engage­ment solu­tion with Adobe’s Adver­tis­ing, Ana­lyt­ics, Com­merce and Mar­ket­ing Clouds, puts Adobe square­ly at the heart of all mar­ket­ing. Specif­i­cal­ly, the com­bi­na­tion will enable busi­ness­es to:

Mar­ke­to has near­ly 5,000 cus­tomers, rep­re­sent­ing enter­pris­es of all sizes across indus­tries that rely on its mar­ket­ing appli­ca­tions to dri­ve engage­ment and cus­tomer loy­al­ty. We’re excit­ed to wel­come Marketo’s ecosys­tem of over 500 part­ners and engaged mar­ket­ing com­mu­ni­ty with over 65,000 members.

In May, we announced that Adobe was acquir­ing Magen­to — the mar­ket-lead­ing plat­form for open com­merce inno­va­tion. The addi­tion of Mar­ke­to and Magen­to to the Adobe fam­i­ly demon­strates our com­mit­ment to enhanc­ing our indus­try-lead­ing plat­form and solu­tions, and will fur­ther strength­en our abil­i­ty to deliv­er sig­nif­i­cant busi­ness results for all our customers—from large enter­pris­es to mid-mar­ket and small businesses.

2018 has proven to be an excit­ing new chap­ter for Adobe. We’re excit­ed for what the future holds as we work to tack­le dig­i­tal trans­for­ma­tion and enable every brand across the globe to deliv­er world-class cus­tomer experiences

Topics: Digital Transformation, analytics, Audience targeting, customer experience, magento, Marketo, UK, UK Exclusive, Digital EMEA