Salesforce adds social marketing power with $2.5 billion ExactTarget deal
(Reuters) – Salesforce.com Inc, the biggest maker of online sales management tools, said it would pay $2.5 billion for marketing software maker ExactTarget, which helps companies reach customers on social networks through mobile devices. The …
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Consumer Marketing Veteran Brad Simmons Joins FuzeBox as Vice President of …
FuzeBox, the global leader in real-time visual collaboration solutions, today announces a key executive hire, with Brad Simmons joining the company as vice president of marketing. Mr. Simmons brings over 15 years of experience in the consumer direct, …
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The law's dilemma
The US' Federal Trade Commission (FTC), the appropriate regulatory authority in that country, recently filed a lawsuit against Fortune Hi-Tech Marketing, a network marketing company. This is the first such suit the FTC has filed since 2006, and since …
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Popular Questions
Why did Salesforce add social marketing power through its $2.5 billion ExactTarget deal?
Salesforce acquired ExactTarget to strengthen its marketing capabilities beyond sales and customer relationship management. ExactTarget brought email marketing, automation, campaign management, and digital customer-engagement tools that complemented Salesforce’s social media products. The deal was intended to help businesses manage more personalized marketing campaigns across email, social networks, mobile devices, and other digital channels.
What did the $2.5 billion ExactTarget acquisition add to Salesforce’s social marketing strategy?
The acquisition added ExactTarget’s marketing automation and cross-channel campaign technology to Salesforce’s existing social marketing offerings. This combination gave marketers a way to coordinate social posts, email messages, mobile communications, and customer data within a broader marketing platform. Companies could use the expanded tools to segment audiences, automate follow-up campaigns, and measure engagement more consistently.
How did the Salesforce and ExactTarget deal affect businesses using social marketing?
The Salesforce-ExactTarget deal gave businesses a more unified system for connecting social interactions with broader customer campaigns. Marketers could respond to audience activity on social networks while also using email and automated workflows to continue the conversation. To take advantage of the integration, companies needed to connect customer data, define audience segments, and track results across every active channel.
What was Salesforce hoping to achieve with its $2.5 billion ExactTarget deal?
Salesforce aimed to become a stronger provider of digital marketing technology by combining its customer-data platform with ExactTarget’s campaign tools. The acquisition supported Salesforce’s push into marketing software at a time when companies were investing more heavily in social, mobile, and personalized communications. Its practical goal was to give marketers one connected environment for planning campaigns, engaging customers, and evaluating performance.