Oracle has acquired the intellectual property assets of Market2Lead, a provider of demand generation and marketing automation software. Oracle plans to integrate Market2Lead's technology into Oracle CRM applications. The financial details of the transaction were not disclosed.
Industry experts say the acquisition is a major game-changer for the industry. “Companies around the world tell us that marketing automation is the most important sales and marketing investment they’ve made,” said Joe Payne, CEO, Eloqua, in a blog post. “I expect Oracle’s entry to make a major difference in the attention paid to this sector. It’s going to open marketers’ eyes, and, as a result, expand the market. This is exactly the type of movement this industry needs.”
