Ad Tech

Adobe's $4.75 Billion Purchase of Marketo Will Boost Its Ability to Compete With Salesforce

Mar-tech giant bolsters B2B footprint with its largest-ever purchase

Marketo gives Adobe another tool in its escalating battle with Salesforce.

Adobe has ended over a week of speculation with the confirmation of a $4.75 billion purchase of California-based business-to-business software marketing specialist Marketo, a transaction that brings Adobe increasingly in competition with Salesforce Marketing Cloud.

At $4.75 billion, the purchase from Vista Equity Partners is the biggest in Adobe’s history and comes just months after its $1.7 billion purchase of ecommerce specialist Magento. Both additions will soon be integrated to the Adobe Experience Cloud.

Reports of negotiations between the two companies first emerged over a week ago, with the purchase now subject to regulatory approval.