Adobe Acquires Conversational Marketing Platform Neolane For $600M In Cash To Bolster Its Marketing Cloud

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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.”