IBJNews

ExactTarget buys interactive marketing firms for $116M

Back to TopCommentsE-mailPrintBookmark and Share

Newly public e-mail marketing firm ExactTarget Inc. is putting its riches to work, making $116.5 million in acquisitions to expand its interactive marketing portfolio.

Indianapolis-based ExactTarget said Thursday it paid $95.5 million for marketing automation firm Pardot LLC and $21 million for iGoDigital, which provides “predictive analytics” for retail websites.

Pardot is based in Atlanta, and iGoDigital is based in Indianapolis.

Founded in 2007, Pardot ranked 172 on Inc. magazine’s August list of America’s 500 fastest-growing private companies. It sells software that helps marketers create and manage online lead-nurturing campaigns. Clients include Restaurant.com, comScore and twilio.

iGoDigital was launched in 2004 by Eric Tobias, the chief technology officer at Carmel-based online battery supplier Technuity Inc. Tobias will lead ExactTarget’s expanded Web product line, the company said in a news release.

Retailers use iGoDigital's software-as-a-service platform to analyze customers’ online behavior and make personal recommendations. Staples, Walmart and Proctor & Gamble are among its users.

“With the addition of iGoDigital’s advanced Web capabilities and predictive analytics to the ExactTarget platform, we will continue to revolutionize marketing with a powerful suite of new applications to transform data into highly personalized, seamless experiences across e-mail, mobile, social media and the Web," ExactTarget CEO Scott Dorsey said in a statement.

ExactTarget went public in March, raising $161.5 million.

Pardot's purchase price included $85.5 million in cash and $10 million in ExactTarget common stock. iGoDigital drew $14.7 million in cash and $6.3 million in stock.

ExactTarget had 1,100 employees before the acquisitions. Dorsey and his brother-in-law Chris Baggott founded the company in 2000.

The company reported sales of $207.5 million in 2011, up 55 percent from the prior year. Its clients include Microsoft Corp. and Groupon Inc.
 

ADVERTISEMENT

  • ROLLING
    If they can parlay this acquistion stream intelligently, they should end up being extremely big. The hard part is not being suckered into junk. Hope they make it. Indy needs another beheamouth.

Post a comment to this story

COMMENTS POLICY
We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
 
You are legally responsible for what you post and your anonymity is not guaranteed.
 
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
 
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
 
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.
 

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by
ADVERTISEMENT

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
 
Subscribe to IBJ
ADVERTISEMENT