Marketo Acquisition Talks Heat Up With Reports Of Adobe Deal Close
- Written by Elise Schoening
- Published in Financial News
Adobe, a creative, marketing and document management company, is in negotiations to purchase Marketo, a marketing automation software provider, according to Reuters.
Marketo, which was founded in 2006, generated approximately $321 million in revenue last year, according to Moody’s Investors Service Inc. The company filed for a $75 million IPO in April 2013. Since it went public, rumors have surfaced about SAP or Microsoft being likely bidders.
There is no certainty that a deal will be reached, and no amount has been disclosed.
Industry leaders, including Jeff Pedowitz, President and CEO of The Pedowitz Group, and Jon Russo, Founder and CMO of B2B Fusion, said the acquisition would be well suited for Adobe and could greatly strengthen user offerings.
"A Marketo/Adobe combination could be an incredible combination from an end-user perspective. If the two companies were able to combine technologies, end users would benefit from receiving personalized, targeted content via multiple digital channels that each of the technologies today independently supports," said Russo in a statement to Demand Gen Report. "Customers that use one of the vendors currently may see more advantages of having fewer relationships to manage. We've seen this consolidation before — Eloqua//Oracle, Pardot/ExactTarget/Salesforce and Adobe/Neolane — and we'll continue to see more consolidation."
Yet others such as David Raab, Founder of the CDP Institute, disagree and think Marketo may not be the right fit for either Adobe or SAP.
“We’ve occasionally heard such rumors before. It’s not impossible, but we might as well just wait to see what happens," said Raab in a statement to Demand Gen Report. "Marketo has a broad set of capabilities that actually makes it less attractive to a large company like Adobe or SAP, which will already have other products that overlap with many Marketo features. Marketo could help those firms serve mid-size clients, but it’s not clear that would be profitable enough to be worth the Adobe or SAP’s investment.”