Responsys, a specialist in orchestrating cross-channel marketing, will become part of Oracle’s growing marketing automation effort. The deal is slated to close in the first half of next year.
Enterprise software companies, eager to soak up more of their customers’ IT budget are building out sales and marketing suites to do just that.
With IT giants including IBM now actively targeting CMOs as primary buyers of IT solutions, you have to wonder if this is really a great idea.
Marc Benioff says SaaS leader will continue to buy companies and technologies — and also build internally — to bolster its marketing and services businesses.
Marketing automation SaaS vendors remain hot properties. Oracle bought Eloqua for $871 million, Hubspot nabbed a $35 million mezzanine round, and now Infusionsoft has $54M in fresh cash from Goldman Sachs and others to attack the small business audience.
For its $871 million buyout of Eloqua, Oracle will get more marketing automation expertise and access to more than 1,000 customers. The deal is expected to close in the first half of 2013 and continues Oracle’s fourth quarter buying spree.