Over the past two years, Salesforce.com has embraced social media marketing as a key part of its long-term growth strategy. Today, as the company consolidates its acquisitions of Buddy Media and Radian6, some industry-watchers are asking whether a marketing automation vendor might be the next item on its shopping list.
The speculation has focused on Salesforce.com's recent embrace of the term "marketing cloud," and whether the company aims to extend the concept beyond its current focus on social media marketing.
"I am really excited about the Marketing Cloud," Benioff said during the company's Q1 earnings call. "I really think it is a multibillion-dollar opportunity just as we've seen the Sales Cloud is and the Service Cloud is and the platform is . . . By the time we get to Dreamforce [in September 2012], I think now we'll have a lot to talk about in regards to the marketing cloud."