When did salesforce acquire exacttarget



How much did Salesforce pay for ExactTarget?

Salesforce is paying $33.75 for each share of ExactTarget, a 50% premium above yesterday’s close of $22. Shares of ExactTarget moved up to the bid price in pre-market trading. Shares of Salesforce are up slightly.

What is ExactTarget?

ExactTarget is a leading global provider of cross-channel digital marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media, web and marketing automation.

How long has ExactTarget been running?

ExactTarget had been running 13 years, pre-acquisition, and a 2000-strong organization when they joined the Salesforce family. ExactTarget was the robust foundation Salesforce was seeking as the backbone for their enterprise Marketing suite.

What is Salesforce’s acquisition strategy?

Since Salesforce was founded in 1999, constant innovation, mixed with predictive powers, has driven dominance in the product categories Salesforce operates within. A core part of Salesforce’s mission has been its acquisitions strategy – a major driver of their impressive, world-renowned growth.


1. Slack

One-line Pitch: “Make work life simpler, more pleasant and more productive. Slack is the collaboration hub that brings the right people, information and tools together to get work done.”

2. Tableau

One-line Pitch: “ [Tableau] make breakthrough products that change the way people use data.”

3. Mulesoft

One-line Pitch: “MuleSoft provides a software platform that enables organizations to easily build application networks using APIs…the digital glue that allows applications to talk to each other and exchange data.”

4. Demandware

One-line Pitch: “Demandware provides enterprise cloud commerce solutions that empower the world’s leading retailers to continuously innovate.”

5. ExactTarget

One-line Pitch: “ExactTarget provides on-demand one-to-one email marketing software applications.”

6. ClickSoftware

One-line Pitch: “ClickSoftware improves the efficiency and effectiveness of field service organizations and mobile workforces. Real-time operational intelligence delivers real business value.”

7. Vlocity

One-line Pitch: “Vlocity is built natively on the Salesforce Platform and it is a leading provider of industry-specific solutions”


After building a diversified suite of social media marketing tools, Salesforce.com recently expanded their Marketing Cloud with the $2.5 B acquisition of ExactTarget, and with it, marketing automation provider Pardot.

Buddy Media

In 2012, Salesforce.com acquired leading social media marketing platform Buddy Media.


Prior to officially launching its Marketing Cloud, Salesforce.com acquired social media listening platform Radian6 for $276 million in cash and $50 million in stocks.

Salesforce for Google Adwords

Before the Marketing Cloud was even a glint in Marc Benioff’s eye, Salesforce.com displayed an interest in acquiring powerful marketing tools. In 2006, Salesforce acquired Kieden, which became known post-acquisition as Salesforce for Google Adwords (SFGA).


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