Thursday, September 20, 2018

Bizible Becomes Part Of Adobe, As Adobe Buys Marketo

Seattle-based B2B marketing attribution software developer Bizible--which was just acquired in May by San Francisco-based Marketo, is about to become part of Adobe, after Adobe said Thursday it is buying Marketo. Adobe announced on Thursday afternoon that it has acquired San Mateo-based Marketo, which develops marketing software, in a deal worth $4.75 billion. In a move that is reminiscent of a small fish being eaten by a larger fish, and finally being swallowed by a very big fish, Bizible will go from a startup led by Aaron Bird, Andy Turman, and Peter Thompson, to being digested by Marketo, to now being part of Adobe, all in the span of less than a year. Adobe did not say how the acquisition will affect Marketo's various produc tlines, only saying it will add Marketo to its "Adobe Experience Cloud" offerings. Marketo was owned by private equity investor Vista Equity Partners, which acquired Marketo in August of 2016. Vista Equity paid $1.79 billion for Marketo.