In May 2016, Vista Equity purchased Marketo for $1.8 billion, reports Forbes. Within three years, Marketo’s revenue grew over $100 million under Smith’s leadership.
Adobe, a leading provider of graphics and video software and services, will incorporate Marketo into its Adobe Experience Cloud platform. According to a press release, the acquisition will enable Adobe to “offer an unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes.”
“The imperative for marketers across all industries is a laser focus on providing relevant, personalized and engaging experiences,” said Brad Rencher, executive vice president and general manager, Digital Experience, Adobe, in a released statement. “The acquisition of Marketo widens Adobe’s lead in customer experience across B2C and B2B and puts Adobe Experience Cloud at the heart of all marketing.”