With the SaaS solution from Workfront, which was developed for the management of workflows and projects, Adobe is gaining a partner with whom synergies have already been developed and who has more than 1,000 customers in common. The acquisition will enrich the Experience Cloud platform for marketing, data and customer loyalty management.
After acquiring Marketo and Magento two years ago, Adobe is further strengthening the power of its Experience Cloud platform, this time with the acquisition of Workfront, a SaaS solution that already helps more than 3,000 customer companies organize their collaboration. Digital. Marketing teams use it to manage their content, plan and monitor their campaigns, and run complex workflows, describes Adobe, which is spending $ 1.5 billion on acquisition. The two publishers, which have been partners for several years, have already developed synergies and have more than 1,000 customers together, including Deloitte, T-Mobile and Home Depot. Workfront’s APIs allow seamless connection with Adobe’s Experience Cloud as well as Creative Cloud, the creativity suite used by many professionals (designers, photographers, directors …) and companies of all sizes, but also by students and influencers in social networks.
So in two years, between Marketo, Magento and Workfront, Adobe has spent nearly $ 8 billion adding recognized external capabilities to its Experience Cloud, which provides tools for managing digital content and assets. , personalized customer journey, customer loyalty and data, campaigns, advertising, audience, e-commerce, predictive analytics, etc.
Essential integration functions to cover the digital life cycle
To meet the needs of B2B and B2C multichannel interactions, companies today must manage huge amounts of content and personalized marketing campaigns that are delivered at a very fast pace and on a large scale, Adobe said in a statement. All of this with teams that are not only geographically dispersed, but also increasingly work remotely. By purchasing Workfront and its ability to manage complex marketing workflows, the San Jose-based publisher is leveraging the efficiency and productivity gains it can bring to marketing teams that generally have to work with isolated applications. Workfront offers extensive integration functions that can be easily configured for a wide variety of requirements. For Anil Chakravarthy, Executive Vice President and General Manager of Adobe’s Digital Experience business, the combination of the two offers “a game-changing solution that covers the entire digital experience lifecycle from idea to activation.”
Workfront will continue to operate independently, with Alex Shootman maintaining his role as CEO at the helm of the company of 960 employees in Lehi, Utah. Adobe and Workfront will continue to operate independently, with Alex Shootman maintaining his role as CEO at the helm of the 960-strong company in Lehi, Utah. Once the acquisition is complete, it will be the responsibility of Anil Chakravarthy. Alex Shootman, quoted by Bloomberg, is pleased that his company is joining the California group. For a publisher like Workfront, “having the opportunity to work with him [l’éditeur] The fact that marketing directors rely on Adobe to run their business brings us several years forward, which we could have done on our own, ”he told the news agency. In the first nine months of 2020, Adobe had sales of $ 9.44 billion, compared to $ 8.18 billion in the first nine months of 2019. Last year, sales were $ 11.17 billion -Dollar.
Very active competition in marketing
Given Adobe, key competitors are also very active in the marketing solutions market and are not hesitating to make major acquisitions, as Oracle did to develop its customer experience suite, in which the company is heavily investing. . The same strategy at Salesforce with its Marketing Cloud and at SAP, which have just completed the acquisition of Emarsys for their customer experience offering.