Sep 20, 2018 - Technology

Adobe to buy Marketo for $4.75 billion

Adobe logo on an exterior wall

Photo: Lisa Werner/Getty Images

Adobe on Thursday said it will buy marketing software company Marketo from private equity firm Vista Equity Partners for $4.75 billion.

The bottom line: While Adobe is best known for its creative tools like Photoshop, much of its business has come from software for other types of workers, including sales and marketing professionals. For example, in 2009 it bought Omniture for $1.8 billion (which is the same amount Vista paid for Marketo two years ago).

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