We believe there are three sources of long-term value for Adobe:Yes, Adobe now gets to participate in the B2B marketing automation market. Although Adobe does have B2B customers, it was definitely a company at the periphery of B2B marketing automation. To participate in the market for B2B marketing automation, Adobe needed the functionality that Marketo brings. But, now, it will be able to compete in the B2B marketing cloud business against Salesforce, Oracle, and SAP. But, that really masks the reality that marketing automation platforms are folding into integrated enterprise marketing software suites, which themselves are consolidating.

Source: Forbes September 21, 2018 20:03 UTC