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.

@ronan_shields ronan.shields@adweek.com Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.