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Adobe to Acquire Neolane

June 28, 2013 | By Jonathan Block

Adobe announced on June 27 that it will acquire privately held Neolane. Adobe will integrate Neolane’s capabilities into the Adobe Marketing Cloud.

Just a few weeks after Salesforce.com announced its acquisition of ExactTarget

on June 4, another key marketing automation platform (MAP) consolidation has landed on our doorstep.

Adobe announced on June 27 that it will acquire privately held Neolane for approximately $600 million in cash. This acquisition pretty much leaves Microsoft and SAP as the only significant enterprise vendors that offer some type of marketing solution and haven’t acquired a marketing automation platform provider.

Adobe will integrate Neolane’s capabilities into the Adobe Marketing Cloud. When Adobe purchased Omniture in 2009, it became increasingly evident that it was a question of when and how – rather than if – Adobe would add a marketing automation platform as part of its solution set. Now, almost four years later, we have our answer.

Adobe Marketing Cloud will gain Neolane’s campaign analytics, segmentation and profiling capabilities, ability to integrate with multiple SFA systems, and built-in marketing resource management features. Compared to the $2.5 billion that Salesforce paid for ExactTarget, you could argue that Adobe got a bargain.

Who are the winners in all of this (besides Adobe)? The still-independent marketing automation platform providers, particularly Marketo and Silverpop, which can take advantage of the uncertainty that market consolidation often causes for customers and prospective buyers. But perhaps SAP or Microsoft will be calling these companies soon?

Jonathan Block

Jonathan Block is Vice President and Practice Director, Technology, at SiriusDecisions. He has developed key models and frameworks that enable b-to-b organizations to understand, evaluate and implement appropriate marketing and sales technologies, as well as advised executive clients on the role of technology to help drive sales and marketing integration and enterprise alignment. Follow Jonathan on Twitter @jblock.