They want to get more agility and speed into their digital marketing efforts. “They want to get more efficiency out of digital marketing efforts. “Every customer that we talk to is investing more and more in digital marketing,” he said. Chakravarthy said in an interview that Adobe and Workfront have more than 1,000 mutual clients. The purchase marks the first major action by Anil Chakravarthy, an executive vice president, who joined Adobe in January after serving as chief executive officer of Informatica LLC.

Workfront will be Adobe's fifth-biggest acquisition, according to data compiled by Bloomberg.

Marketers are also major clients for Adobe, which already integrates several of its products with Workfront's offering.ĪLSO READ: Adobe Max 2020: Here's everything Adobe announced and Atlassian Inc., which owns Trello, Workfront is focused on marketers, who use the software every day to “manage content, plan and track marketing campaigns and execute complex workflows across teams,” Adobe said in the statement. Unlike other makers of work productivity tools, including Asana Inc. Adobe has curtailed some of its advertising services that had a low profit margin and said it had a new strategy of catering to customers that use multiple Experience Cloud tools.

During the Covid-19 pandemic, businesses have found it essential to have better communication among colleagues working remotely. The company has sought to make its creative and business applications more collaborative, so that teams can more easily work together on projects.

After recent stumbles, the acquisition is Adobe's biggest effort to reorient its Experience Cloud division, which includes marketing, advertising and analytics software, toward areas that are growing.

Adobe to acquire workfront