For Adobe the acquisition makes sense since Marketo’s expertise lies in its business-to-business marketing applications which would compliment its own.

According to sources familiar with the matter at hand, Adobe Systems Inc is in negotiations to acquire privately held cloud-based marketing software company Marketo Inc.

The deal will boost Adobe’s cloud offerings and improve its position among its larger peers which include Oracle Corp and Microsoft Corp.

In 2016, Vista Equity Partners Management LLC, a private equity firm took Marketo private for $1.8 billion. In most probability Adobe will have to pay significantly more than that to arrive at a deal, said sources. The exact amount being considered could not, as yet, be established.

There is also no no certainty that the negotiations between the two will fruition and result in a deal, cautioned sources. Sources preferred the cover of anonymity since the matter is confidential.

With a market capitalization of $130 billion Adobe has been a hot favorite of analysts’ profit and revenue estimates for the past eight quarters. Its revenue engine is its digital media business, which houses its flagship product Creative Cloud.