Here’s why Adobe just dished out $4.75B for Marketo


Adobe has fired a shot across several bows with its $4.75 billion deal to buy Marketo, which will help it compete in marketing services against Microsoft, Oracle, SAP and even the great powers of digital advertising, Google and Facebook.

Perhaps more than anyone else, however, Adobe sent a message to Salesforce, widely considered the market leader in business-to-business and sales marketing services. The Marketo deal was announced just days ahead of Salesforce Dreamforce, an annual mega-conference in San Francisco that attacts roughly 170,000. This year’s installment starts Monday.

“Adobe clearly stated their intention to expand their Marketing Cloud to compete more effectively with the leading players in marketing automation and customer relationship management space, and this is a first major step down that path,” says Ryan Duguid, chief evangelist at Nintex, a workflow automation platform.

Continue reading at AdAge.com

Via AdAge

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