If you were a fly on the wall in all the conversations I’ve had with our customers throughout the past year, you would hear first-hand the topic that’s on all of their minds: Digital Transformation. Digital Transformation has become the mandate for CEOs in every boardroom across the globe.

To compete and win today, businesses in every category must place a laser focus on providing world-class, end-to-end customer experiences across every digital and physical touchpoint. Adobe Experience Cloud has enabled B2C companies across the globe to reach the high bar that consumers have set while helping to drive significant business impact.

As consumer expectations continue to escalate, reimagining end-to-end customer experience is critical for businesses that sell directly to consumers (B2C) as well as businesses that sell to other businesses (B2B). Simply put, every business must become an Experience Business. With that, I’m excited to announce that today, Adobe has entered into a definitive agreement to acquire Marketo, the leading B2B marketing engagement platform.

The addition of Marketo widens Adobe’s leadership in customer experience. The combination of Marketo’s leading B2B marketing engagement solution with Adobe’s Advertising, Analytics, Commerce and Marketing Clouds, puts Adobe squarely at the heart of all marketing. Specifically, the combination will enable businesses to:

• Acquire more customers through targeted, account-based advertising
• Improve campaign creation and execution velocity with access to an intelligent repository of content assets
• Use a data-driven approach to focus sales and marketing activities on the most valuable prospects and customers
• Deliver cross-channel experiences including web, mobile, email, in-store and in-person that are personalized and consistent

Marketo has nearly 5,000 customers, representing enterprises of all sizes across industries that rely on its marketing applications to drive engagement and customer loyalty. We’re excited to welcome Marketo’s ecosystem of over 500 partners and engaged marketing community with over 65,000 members.

In May, we announced that Adobe was acquiring Magento — the market-leading platform for open commerce innovation. The addition of Marketo and Magento to the Adobe family demonstrates our commitment to enhancing our industry-leading platform and solutions, and will further strengthen our ability to deliver significant business results for all our customers—from large enterprises to mid-market and small businesses.

2018 has proven to be an exciting new chapter for Adobe. We’re excited for what the future holds as we work to tackle digital transformation and enable every brand across the globe to deliver world-class customer experiences.