Salesforce.com Finalizes ExactTarget Acquisition

Salesforce.com has announced that it has completed its acquisition of ExactTarget, a cloud marketing platform used by more than 6,000 companies.

The acquisition will allow companies to transform how they connect with their customers across sales, service, and marketing. By combining ExactTarget's digital marketing capabilities with Salesforce.com's sales, service, and social marketing solutions, Salesforce.com seeks to "create a world-class marketing platform across email, social, mobile, and the Web," according to a company statement.

The combination of ExactTarget and Salesforce.com will increase the value proposition for customers of both companies. Salesforce.com customers will be able to extend their investments in sales, service, and social marketing with access to the industry's most comprehensive marketing automation solution, while ExactTarget users will gain access to new social marketing capabilities and be able to leverage Salesforce.com's sales, service, and platform solutions to improve their end-to-end customer experience.

"By bringing together ExactTarget's industry-leading marketing automation and campaign management capabilities with Salesforce.com's leading social marketing solutions—listening with Radian 6, publishing with Buddy Media, and advertising with Social.com—we will deliver the marketing platform of choice for CMOs," ExactTarget CEO Scott Dorsey, says. "Together, we will enable companies to transform how they connect with their customers across sales, service, and marketing."

"The CMO is expected to spend more on technology than the CIO by 2017," Salesforce.com chairman and CEO Marc Benioff said in a statement. "The addition of ExactTarget makes Salesforce the starting place for every company and puts Salesforce.com in the pole position to capture this opportunity."


CRM Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues

Related Articles

Salesforce.com to Acquire ExactTarget, Round Out Marketing Cloud

The $2.5 billion deal will power cross-channel marketing attribution.

Salesforce.com "Doubles Down" on Marketing

Omnicom Media Group taps cloud vendor for agency network.

Oracle and Salesforce Enter a Strategic Partnership

Both companies agree to integrate Salesforce.com and Oracle clouds.

ExactTarget Launches HubExchange App Marketplace

Platform brings marketing technologies and data together.

Oracle's Mark Hurd Talks Integration at Official Marketing Cloud Unveiling

The new platform promises to tie together all of Oracle's recent acquisitions.

Salesforce Brings MarketShare into ExactTarget Marketing Cloud

The move brings MarketShare's planning and attribution solutions to Marketing Cloud customers.

Salesforce Bolsters its Marketing Cloud with Predictive Decisions

Additions will allow companies to tailor more personalized marketing campaigns based on data gleaned from online user activity.