Adobe announced that it would buy marketing software company Marketo, from Vista Equity Partners, in a move that could spur a spree of acquisitions among competitors like Oracle and Salesforce.

Following reports earlier on Thursday that Adobe was close to a deal, the Photoshop maker would now buy Marketo, which was taken private in 2016 by Vista Equity Partners, for $4.75 billion.

Marketo’s business-to-business (B2B) marketing software would consolidate Adobe’s marketing business, including cloud-based tools for creating, managing and analysing advertising and marketing campaigns.

"Adding Marketo's engagement platform to Adobe Experience Cloud will enable Adobe to offer an unrivaled set of solutions for delivering transformative customer experiences across industries and companies of all sizes," the California-headquartered company said in a statement.

Marketo’s CEO Steve Lucas would join Adobe's senior leadership team and continue to head the Marketo team.

The deal is expected to close in the fourth quarter of Adobe’s fiscal year of 2018.

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