Adobe today announced that it has acquired Neolane, a conversational marketing company with an annual revenue of just under $60 million, in a transaction that's worth $600 million in cash. Neolane was founded in 2001 and is currently headquartered in Paris, France, with offices around Europe, North America and Asia. The company's customers include the likes of Accor Hotels, Alcatel-Lucent, IKEA, Samsung, Sony and Dior.
For Adobe, which is putting quite a few resources into its Marketing Cloud, this acquisition adds a new piece to its feature lineup. Adobe does offer Adobe Social, which provides a number of social media-tracking and analysis tools. Neolane's feature lineup, however, is far larger and includes tools like handling leads, marketing resource management, high-volume email marketing campaigns and a real-time offer recommendation engine for personalized, one-to-one messages. Neolane, Adobe says, will become the sixth solution in the Marketing Cloud, joining its existing Analytics, Target, Social, Experience Manager and Media Optimizer offerings.
Last year, Neolane raised a $27 million funding round led by Battery Ventures with participation by Auriga Partners and XAnge Private Equity.
"The acquisition of Neolane brings critical cross-channel campaign managementcapabilities to the Adobe Marketing Cloud," said Brad Rencher, senior vice presidentand general manager of Adobe's Digital Marketing business in a canned statement today. "Adobe has long been the trusted partner to creative professionals and we are now extending our lead in the digital marketing space with the addition of Neolane. From campaign creation through planning, execution and optimization, Adobe technology is driving the entire marketing process."
Neolane, Inc. is a conversational marketing technology provider, which develops marketing automation and cross-channel campaign management software and services for business-to-business and business-to-consumer marketers. In 2012, Neolane recorded $58 million in revenue representing 40% year-over-year growth. In 2013, Neolane was named #64 on the Forbes list of America's Most Promising companies. Neolane provides the only conversational marketing technology that empowers organizations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Neolane has a track record of...
Adobe Systems Incorporated is a diversified software company. The Company offers a line of business and mobile software and services used by professionals, designers, knowledge workers, high-end consumers, original equipment manufacturer (OEM) partners, developers and enterprises for creating, managing, delivering and engaging with compelling content and experiences across multiple operating systems, devices and media. Adobe distributes its products through a network of distributors and dealers, value-added resellers (VARs), systems integrators, independent software vendors (ISVs) and OEMs, direct to end...
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