Home  › Marketing › Strategies
Handshake

Salesforce Acquires ExactTarget for $2.5B

  |  June 5, 2013   |  Comments

Salesforce made its largest acquisition to date with a $2.5 billion deal to purchase ExactTarget.

Salesforce made its largest acquisition to date with a $2.5 billion deal to purchase ExactTarget.

The cross-channel interactive marketing platform began as an email-marketing provider in 2000 and went public for $161 million in late March last year. But ExactTarget only lasted as a publicly traded company for about 15 months before Salesforce came along with an offer that values the company more than 50 percent above its market cap on Monday's close.

Salesforce says it will combine ExactTarget's digital marketing capabilities with its existing strengths in sales, CRM and social marketing to expand its cloud marketing platform and allow brands to manage campaigns across email, social, mobile and online. The company also highlighted recent data from Gartner that concludes at least one-third of consumer technology companies’ marketing budgets will be moved to digital by 2015.

“The chief marketing officer is expected to spend more on technology than the chief information officer by 2017,” notes Marc Benioff, chairman and chief executive at Salesforce. “The addition of ExactTarget makes Salesforce the starting place for every company and puts Salesforce in the pole position to capture this opportunity.”

The 10-figure acquisition of ExactTarget is the latest in a series of major deals aimed at positioning Salesforce as a comprehensive sales, CRM and marketing solution for brands across all digital channels. Salesforce acquired the social media monitoring firm Radian6 for $326 million in March 2011 and followed up last year with its $689 million acquisition of Buddy Media. The social-listening technology and real-time bidding platforms are being integrated into social.com, Salesforce's new social marketing platform that enables marketers to “buy into the moment.”

“ExactTarget’s mission is to revolutionize how businesses connect with their consumers using data-driven digital marketing across all channels,” Scott Dorsey, chairman, chief executive and co-founder of ExactTarget, says in a prepared statement. “Salesforce’s tremendous strength in social marketing, along with its leadership position in sales and service, not only will accelerate this vision, but also provide our customers with a powerful, integrated CRM platform to transform their end-to-end customer experience.”

More than 6,000 companies are using ExactTarget’s cloud marketing platform today. The all-cash transaction is expected to close by the end of July.

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • E-Commerce Marketing Associate
      E-Commerce Marketing Associate (OmniVista Health) - BaltimoreOmniVista Health is looking to add an E-Commerce Marketing Associate to our expanding...
    • Front End Web Developer
      Front End Web Developer (Agora Financial) - BaltimoreAgora Financial, an independent financial publisher, has an immediate opening for a Front-End...
    • Senior Outside Sales
      Senior Outside Sales (RioSeo) - San Diego~~RioSEO is the leading provider of Local Search technology to multi-store retailers and brands. Our software...