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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...