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ExactTarget And Pardot: A Marketing Automation Veteran Shares His Thoughts


Yesterday's acquisition of Pardot
by email marketing vendor ExactTarget raises some interesting questions – both in terms of what the deal means for other email marketing firms, as well as its implications for ExactTarget in particular.

Earlier today, Demand Gen Report had the chance to speak with Act-On Software CMO Atri Chatterjee, who provided an interesting take on both questions.

ExactTarget Acquires Pardot And iGoDigital


Pardot_iGoDigitalExactTarget
yesterday announced plans to acquire marketing automation solution provider Pardot and e-commerce personalization solution provider iGoDigital.

ExactTarget paid $95.5 million in total consideration for Pardot, including $85.5 million in cash and $10.0 million in ExactTarget common stock, and $21.0 million in total consideration for iGoDigital, consisting of $14.7 million in cash and $6.3 million in ExactTarget common stock.

ExactTarget Closes $30M In Financing; Posts 52% Growth in Q1


ExactTarget
, a provider of interactive marketing solutions, announced today it closed $30 million in venture financing to fund key acquisitions, enter new global markets, expand its operations across North America, Europe and Asia Pacific and further accelerate its technology. The round of financing was led by Technology Crossover Ventures (TCV) with participation from existing investors, including Battery Ventures, Scale Venture Partners and Greenspring Associates. The company also it continued record performance in the first quarter, increasing revenue 52% year over year.

“The continued commitment of our investors validates our strategy of aggressive growth and innovation to provide marketers with powerful, intuitive technology to connect with their customers in real time across email, mobile, social media and the web,” said Scott Dorsey, Chairman and CEO, ExactTarget. “ExactTarget is the fastest growing marketing software as a service company, and this new capital allows us to further accelerate our momentum and scale our operations to serve clients around the globe."

Marketo & ExactTarget Announce Strategic Partnership to Integrate Marketing Technologies

marketo_logo
In an interesting pairing of interactive marketing brands, ExactTarget and Marketo today announced a strategic partnership to integrate Marketo’s Revenue Performance Management solution with ExactTarget’s Interactive Marketing Hub.

News of the partnership follows record-setting annual performance for both Exact-Target_0154658companies. ExactTarget announced annual revenue growth of 41% in 2010, finishing the year with more than $134 million in GAAP revenue. Marketo posted 315% year-over-year revenue growth in 2010. The company also recently signed its 1,000th customer.

ExactTarget Adds New Cross-Channel Applications To Interactive Marketing Product Suite


ExactTarget, provider of email and interactive marketing solutions, recently announced the expansion of its product suite, designed to provide marketers with new cloud-based solutions to plan, create, automate and measure interactive marketing campaigns in real time.

Built on the ExactTarget Interactive Marketing Hub, the new solutions extend the capabilities of the company's cross-channel marketing platform with drag and drop automation across email, mobile, Facebook and Twitter and a framework for third-party application development.

"We are in a new era of marketing — one of an incredibly empowered cross-channel consumer who is interacting with brands via email, Twitter, Facebook, mobile and the Web, all from the phone they carry in their purse or pocket," said Scott Dorsey, Co-Founder and CEO, ExactTarget. "Marketers must move quickly and embrace the real-time reality of this new era or risk finding themselves and their brands irrelevant."

Optify Adds Email Marketing And Closed-Loop Response Tracking To Inbound Marketing Suite


Optify
, a provider of inbound marketing software B2B marketers, recently announced the expansion of its inbound marketing solution, adding closed-loop email marketing to its suite. Email marketing is the first in a series of "middle-of-the-funnel" lead nurturing features part of the Optify platform. The integrated enhancements are focused on enabling users to view, track and analyze online marketing and email campaign results in a centralized location.

The platform is designed to provide a closed-loop expansion of the sales pipeline for maximized measurement and email campaign follow up. For example, using Optify marketing can provide sales with a list of the contacts that showed the most research activity on a company's web site after receiving the email, rather than just those who filled out a form.

ExactTarget IPO Draws More Attention To Marketing Automation Vendors


Marketing software vendor ExactTarget went public March 22, raising approximately $161 million. The company says it will use the cash to expand its sales and marketing efforts, and to extend its overseas business operations.

After opening at an initial price of $19 a share, the company's stock is currently trading in the $27 range, or more than 40% above its initial price.

ExactTarget Adds New Cross-Channel Applications To Interactive Marketing Product Suite


ExactTarget, provider of email and interactive marketing solutions, recently announced the expansion of its product suite, designed to provide marketers with new cloud-based solutions to plan, create, automate and measure interactive marketing campaigns in real time.

Built on the ExactTarget Interactive Marketing Hub, the new solutions extend the capabilities of the company's cross-channel marketing platform with drag and drop automation across email, mobile, Facebook and Twitter and a framework for third-party application development.

"We are in a new era of marketing — one of an incredibly empowered cross-channel consumer who is interacting with brands via email, Twitter, Facebook, mobile and the Web, all from the phone they carry in their purse or pocket," said Scott Dorsey, Co-Founder and CEO, ExactTarget. "Marketers must move quickly and embrace the real-time reality of this new era or risk finding themselves and their brands irrelevant."

Marketo & ExactTarget Announce Strategic Partnership to Integrate Marketing Technologies

marketo_logo
In an interesting pairing of interactive marketing brands, ExactTarget and Marketo today announced a strategic partnership to integrate Marketo’s Revenue Performance Management solution with ExactTarget’s Interactive Marketing Hub.

News of the partnership follows record-setting annual performance for both Exact-Target_0154658companies. ExactTarget announced annual revenue growth of 41% in 2010, finishing the year with more than $134 million in GAAP revenue. Marketo posted 315% year-over-year revenue growth in 2010. The company also recently signed its 1,000th customer.

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