Adobe completes the $600 million acquisition of conversational marketing firm Neolane

Adobe has confirmed that it has completed a $600 million deal to buy conversational marketing company Neolane, in a move that boosts its digital marketing offering with new cross-channel services.

A deal to buy Paris-headquartered Neolane — which has a presence in Europe, North America and Asia — was announced less than four weeks ago and significantly bolsters Adobe’s Marketing Cloud by adding a complementary set of marketing solutions to the mix. Neolane’s products include cross-channel management, real-time messaging, lead-generation and marketing resource management solutions.

Adobe offers a number of tools for marketers including Adobe Social — which enables social media tracking and analysis — and its Marketing Cloud series which covers analytics, target, social, experience manager and media optimizer services. Adobe says Neolane’s services will be added as a sixth pillar for Marketing Cloud.

Brad Rencher, senior VP and GM of Adobe’s Digital Marketing business, said in a statement that the deal will strengthen the value of Adobe’s products for the marketing industry:

With the completion of the Neolane acquisition, Adobe’s lead in digital marketing is extended further, bringing critical cross-channel campaign management capabilities to the Adobe Marketing Cloud. What’s most exciting is the enthusiasm we’ve heard from marketers who have been asking for a comprehensive solution that makes their day-to-day work easier and more effective.

Neolane raised a $27 million investment round last year, and the company recorded annual revenue of close to $60 million.

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