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Salesforce.com's acquisition of ExactTarget “validates the importance of cloud marketing” says Emailvision CEO Brad Wilson


By Jennifer Faull, Deputy Editor

June 5, 2013 | 2 min read

Salesforce.com, the maker of online sales software, recently paid $2.5bn for marketing software maker ExactTarget.

The ExactTarget acquisition is the biggest ever for Salesforce.com and its eighth in the past year, and according to Reuters, is chief executive Marc Benioff's most significant bet to date on the social marketing business.

Brad Wilson, CEO of competitor Emailvision and former general manager of Microsoft Dynamics, commented on the deal.

He said: “The acquisition validates the importance of cloud marketing platforms to businesses today. Getting the right message at the right time to customers across every channel – email, social, web, and more – has become a core requirement for marketers today.

“The net effect for us is that, in addition to our own direct sales efforts across Europe, America, and Asia, Emailvision will continue to partner with large players like Microsoft and SAP to help them deliver these capabilities at scale to their customer as well.”

ExactTarget provides Internet-based marketing software used by businesses to personalise email and text messages and to run ad campaigns that use social media platforms, counting Coca-Cola, Gap and Nike among its clients.

However, Wall Street has been divided on Salesforce’s rapid acquisition strategy with Benioff now suggesting that he will slow the pace of dealmaking.

The ExactTarget acquisition is expected to close by July 31.

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