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Salesforce Buys Analytics Firm EdgeSpring

SalesforceEdgeSpringJust a week after spending $2.5 billion on ExactTarget, Salesforce has acquired business intelligence and analytics startup EdgeSpring. The details of the deal were not disclosed.

"Business intelligence and analytics in the enterprise is massively painful and IMHO still largely an unsolved problem today," Vijay Chakravarthy, EdgeSpring CEO, posted on the company's web site. “Being a part of Salesforce.com will give us a tremendous opportunity to take our technology to the next level and deliver truly amazing innovation to solve this high value problem.”

The Salesforce.com-ExactTarget Mega-Deal: The End Of The Road For Stand-Alone Marketing Automation?

SalesforceExactTargetWill Salesforce.com’s acquisition of ExactTarget fuel interest in marketing automation, or does it mean that the marketing automation function is going to get gobbled up by CRMs, the way Oracle swallowed Eloqua? While it is still early in the game, most experts who spoke with Demand Gen Report said the ExactTarget deal was a positive move for the marketing automation space. However, independent vendors will have to address other marketing functions such as budgeting, content planning and financial applications to remain viable in the long term.

“It is a brilliant move for [Salesforce.com] that gives entry into B2C markets, addresses a critical functional weakness in their own system, and gives them Pardot marketing automation for free,” said David M. Raab, Principal, Raab Associates. “Marketing automation sits right between email and CRM, so once you control those two, then marketing automation pretty much comes along for the ride. But I don’t think SFDC will shut out competitors, so it’s not an immediate death sentence for independent marketing automation vendors.”

Salesforce To Buy ExactTarget For $2.5B

SalesforceExactTargetSalesforce.com — long thought to be in the market to acquire a marketing automation vendor since Oracle bought Eloqua — announced plans to purchase ExactTarget for about $2.5 billion. The move comes as a bit of a surprise to industry observers, who noted that Marketo’s recent successful IPO positioned the company as an appealing acquisition target for Salesforce.com.

The transaction, which has been unanimously approved by the Boards of Directors of both companies, is expected to close late in Salesforce.com's fiscal second quarter, ending July 31. The acquisition is expected to increase total revenue by $120 to $125 million in fiscal year 2014.

Pardot Expands Lead Capture Capabilities To Facebook

Exact-Target 0154658ExactTarget announced that its marketing automation platform Pardot is now integrated with Facebook, enabling marketers to acquire new prospects through the social media channel.

The new capability integrates Pardot’s technology into Facebook tabs built on ExactTarget’s SocialPages, enabling marketers to capture leads by providing prospects an opportunity to register for contests or special offers on Facebook.

Marketo Files $75M IPO, Reveals Financial Details

marketo LogoMarketo has followed through on its plans to file an initial public offering (IPO), a move which also pulled back the curtain on the company’s finances, including a high growth rate and big losses. The company plans to trade as “MKTO” on the Nasdaq. Goldman, Sachs & Co. and Credit Suisse are listed as leading the offering.

The S-1 registration statement provides a wealth of new information about Marketo’s business. Revenue for 2012 is reported at $58.4 million, an impressive 80% growth rate vs. 2011 although not quite the doubling that the company had forecast earlier, according to David M. Raab, Principal of Raab Associates.

Considering A Marketing Automation Solution? 5 Simple Tips for Implementation

Adam BlitzerBy Adam Blitzer, Vice President of B2B Marketing Automation, ExactTarget

I’ve seen marketing automation come a long way in the last few years. A rapid shift in marketers’ desire to show both brand impact and business results have fueled a transformation. With more marketers shifting to a revenue-oriented marketing model, this will be the year that even more companies get started with marketing automation.

Marketers Discuss Cross-Channel Limitations, Top Technology Tools


There’s no need to build the case for cross-channel marketing because it’s already top of mind for a majority of marketers. But cross-channel initiatives still face challenges, including budget constraints, lack of technical expertise and staffing.

A commissioned study, “The Key To Successful Cross-Channel Marketing,” conducted by Forrester Consulting on behalf of ExactTarget, highlights how marketers are preparing for cross-channel marketing. The greatest challenges, according to the report, are understanding customer behavior and managing multichannel execution.

News Briefs: Lean Startup Expert Joins HubSpot Advisory Board


'Lean Startup' Expert Eric Ries Joins HubSpot Advisory Board

On Wednesday, marketing automation vendor HubSpot announced that Eric Ries has joined the company's advisory board. Ries is a key proponent of the "lean startup" methodology, which emphasizes iterative development, short product-release cycles and aggressive experimentation as part of the startup process.

Ries has also served as a venture advisor at Kleiner Perkins, is the author of The Lean Startup, and writes the Startup Lessons Learned blog.

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