Adobe has agreed to buy Marketo for about $4.75 billion. Adobe had originally sought to purchase the marketing software company, whose clients include Canon, Charles Schwab, Eventbrite, GE, Microsoft and Hyundai, two years ago when Vista Equity Partners bought it for $1.8 billion. CNBC says the purchase will help Adobe better compete with rivals like Salesforce, and Oracle. Today, consumers have a very high bar for what constitutes a great customer experience and Adobe Experience Cloud has enabled B2C companies to successfully drive business impact by harnessing massive volumes of customer data and content in order to deliver real-time, cross-channel experiences that are personalized and consistent.

“Adobe and Marketo both share an unwavering belief in the power of content and data to drive business results,” said Steve Lucas, CEO, Marketo. “Marketo delivers the leading B2B marketing engagement platform for the modern marketer, and there is no better home for Marketo to continue to rapidly innovate than Adobe.” said Brad Rencher, executive vice president and general manager, Digital Experience, Adobe.