CallidusCloud acquired LeadRocket, Inc., a social engagement and digital marketing platform provider. The acquisition will equip sales professionals with social media tools and enable access to marketing data from any device, according to officials for both companies.
"The new LeadRocket technology is unique in the way it delivers marketing capabilities to sales professionals," said Rory Cameron, SVP, Learning and Marketing Platforms, CallidusCloud. "With this acquisition, we are putting marketing automation in the pocket of every sales professional. Using LeadRocket, sales will be able to listen to and engage prospects on social media as well as initiate campaigns, all on a mobile device, anywhere, anytime."
Ian Michiels, Principal and Managing Director of Gleanster, an information technology research firm, added: "Enabling sales with tools that tap into the power of marketing automation is a red-hot opportunity. The next generation of marketing and sales automation platforms need to empower sales at an individual level and foster stronger relationships within social channels."
The acquisition includes three patents. CallidusCloud expects no significant contribution to revenues from the new technology until the later part of 2014, and does not anticipate the acquisition to be dilutive to earnings in Q1.