Adobe recently announced their multi-billion pound acquisition of marketing automation company Marketo. Whilst this has some clear benefits for Adobe, what does this mean for existing users of the platform? Will they see any drastic changes to their capabilities?
Adobe has some great opportunities for integrating Marketo into its product stack, and products that would greatly bolster some of their current offerings
What won’t change
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Marketo’s product vision
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Continued investment into the product suite
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Adobe’s primary cash driver for the digital experience segment (Adobe Advertising Cloud)
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Adobe Marketing Cloud product functionality and focus on B2C
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Marketo and Adobe Marketing Cloud will remain separate products within the portfolio
What will change
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Marketo gaining a market leader position integrating with eCommerce (Magento)
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The expansion into B2C segment with a product power play
- Dual Marketo/Adobe power play in Artificial Intelligence (AI) for marketers
- New nifty features (for both Marketo and Adobe products):
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Strong traction in providing deep insights and building more personalized campaigns
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Boost to video capabilities in marketing
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Improved journey builder delivering a massive amount of content
Whilst it’s still early days for the acquisition, there are definitely a few things that are liable to change for Marketo’s users. In either instance – whether the changes are good or bad – it will definitely be interesting to see how competitors, customers and the industry responds.
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