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This article was published on July 23, 2013

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

Adobe completes the $600 million acquisition of conversational marketing firm Neolane Image by: Getty Images
Jon Russell
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Jon Russell

Jon Russell was Asia Editor for The Next Web from 2011 to 2014. Originally from the UK, he lives in Bangkok, Thailand. You can find him on T Jon Russell was Asia Editor for The Next Web from 2011 to 2014. Originally from the UK, he lives in Bangkok, Thailand. You can find him on Twitter, Angel List, LinkedIn.

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.

Headline image via Thinkstock