Neolane

The firm's core business was providing a software platform for cross-channel campaign management. This technology empowered organizations to integrate both online and offline marketing data, enabling them to segment audiences and manage marketing campaigns across a wide array of channels. These channels included the web, email, social media, mobile, call centers, direct mail, and point-of-sale systems. Neolane's platform was designed to unify customer data into a single profile, allowing for more personalized and consistent customer experiences. The business operated on a software-as-a-service (SaaS) and on-premises deployment model, serving over 400 clients worldwide, including notable names like Barnes & Noble, Sears Canada, and Sephora.

The acquisition was a strategic move for Adobe, filling a critical gap in its Marketing Cloud by adding robust campaign management capabilities. Following the acquisition, Neolane was integrated into the Adobe Marketing Cloud and rebranded as Adobe Campaign. The deal allowed Adobe to better compete with other major players in the marketing technology space like Salesforce and Oracle. For Neolane, which had raised over $35 million in funding from investors including Battery Ventures and Auriga Partners, the acquisition represented a successful exit and a validation of its technology and market position.