Acquires ExactTarget will acquire the cloud marketing platform ExactTarget. The transaction was valued at approximately $2.5 billion. Salesforce plans to add ExactTarget's digital marketing capabilities to its Marketing Cloud functionality and to expand its customer base with ExactTarget's more than 6,000 customers (including Coca-Cola, Gap, and Nike).

To date, the Salesforce Marketing Cloud has been thriving on its previous acquisitions—Radian6 and Buddy Media—which focus on social marketing. With the new acquisition, Salesforce will be introducing digital marketing to its marketing offering.

ExactTarget's suite of products offers the following benefits:

  • Email marketing allows organizations of all sizes to send small or large volumes of e-mail to targeted individuals.

  • Mobile marketing gives users the flexibility to reach customers using short message service (SMS) and mobile push capabilities.

  • Social media marketing provides companies with the ability to manage social conversations as well as publish content to Facebook fan pages.

  • Web tools facilitate the set-up of microsites or landing pages and in addition offer personalized product recommendations.

  • B2B and B2C Marketing Automation offers support for message automation, complex lead-nurturing campaigns, and reporting

  • Data and Analytics has been handled through integration with customer relationship management (CRM) and Web analytics providers that are able to shed light on the success of marketing actions and campaigns

  • Fuel is a cross-channel marketing automation platform; it also allows users to take advantage of REST application programming interfaces (APIs) to build upon, extend, and integrate with their existing software applications.

  • Interactive Marketing Hub is based on the Fuel platform, and it includes common calendaring, reporting, and campaign management, as well as all of ExactTarget's free-standing products to support cross-channel marketing.

By integrating ExactTarget's set of digital marketing capabilities, Salesforce will be offering an advanced set of marketing tools alongside its already strong sales and customer service and support applications.
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