So now it’s official: Adobe is to acquire Marketo for a whopping fee of $4.75 billion, demonstrating the enduring appeal of marketing automation as a central pillar of the marketing cloud proposition.
In terms of Marketo, the marketing software player went public in 2013, before being acquired by Vista Equity Partners for $1.79 billion in 2016. Vista’s playbook is to acquire high-growth, ...
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