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ExactTarget buys interactive marketing firms for $116M

 IBJ Staff
October 12, 2012
Keywords
Communications, Deals, ExactTarget, Manufacturing & Technology, Marketing, Media & Marketing, Mergers & Acquisitions, Public Companies, Technology
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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.
 

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  • ROLLING
    fkgazaOctober 12, 2012 10:20 AM
    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.
    Reply to CommentFlag Comment

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  1. liek the rest of America

  2. These quaint,obsessed musings by the stalkers are certainly entertaining, but I'm trying to figure out what, if anything, all the yelping below has to do with Zak Brown.

  3. It's evident that Moffett was pushing the right buttons and corporate America is now trying to squash him. He just wanted to withdraw the free pilot services provided to the company by the pilots to try and put some pressure on a company that has not been interested in negotiating a contract in over 5 years. The company does not provide a contract because not having one has saved them a bundle of money. Shame on any Republic pilots not standing behind their union leader just because things are getting tough, can you not see such strategic moves by the company as putting the last union president in a corporate position and into THEIR pocket. Do you really believe the last union president is so appalled at the attempts by Moffett, do you not remember his oppositions to the company? We stood behind him. It has been proven over and over again for thousands of years without fail, a man cannot serve two masters. Anyone that believes people vote contrary to their paycheck and livelihood deserve to be taken advantage of, the recent statements by the former union president are laughable as he denounces the current union president from his new corporate position. Have you ever seen a drafted sports player score points for his previous team, it cannot be done, he is not on the pilots side anymore, he gets his money a different way now than you and I do, and he should not be allowed to remain on the seniority list. A drafted player brings strength, credibility, tactical knowledge, and a strategic advantage to his NEW team, he would not be drafted or paid were it otherwise. We are all forced to choose only one side to play for and support, not doing so has many references in life such as insider trading and shaving points, all illegal for good reason. This basic fact is why corporate moguls, scientist, and engineers all sign non-discloser agreements and non-compete clauses, as protection in case they are lured into switching sides as our former union president has done. No NFL coach ever drafted a player so that both teams could benefit and better understand each other, they are recruited to win the game against that former team, period. Likewise the company does not recruit the former union president by accident or mutual understanding, its strategy. Don't confuse playing the game with good sportsman-like conduct in support of common business and prosperity goals, with the requirement to only play for one side. Good men we all love and favor fall subject to this manipulation, often without their knowledge, and it is not a betrayal of their friendship to oppose them when they switch sides. If we did not love and trust them, they would not have been chosen and lured to the other side in the first place. The deception by the drafted player is not made at a conscious level, it's just human nature and it's all about money and power which corrupts our ability to be objective and loyal to two masters. This is why our court system created the defense attorney, and why our military created counter intelligence. Its strategy and its propaganda, and it works, and that's why the "powers to be" manipulate the chess pieces by sometimes changing their colors. Some players know they are being manipulated when their color is changed, but it brings them more money and power so they do not care. The rest have good intentions but do not even realize they are being manipulated. This tactic is also known by another name, Divide and Conquer. In battle sending an imperfect message with an imperfect team is obviously not ideal, but it's still being sent by YOUR team, your union leader, a leader that has common goals and common rewards with you, they are the best, because we have elected them to do a job for us. If you are not backing Moffett but believing the spin by those that have recently switched sides, you are taking food out of your own mouth. Showing unity and backing an imperfect situation still results in taking just as much ground, it's about unity and bargaining power. It's not necessary to wait around for that perfect attack because it will never come, the company will spin and attempt to destroy anyone that gets in their way. Ultimately it's not about any specific attack anyway, ASAP or whatever it makes no difference, it is and always has been only about power. If this company cared about safety it would not build pairings with 8 hour overnights, come on, are you that naive? Besides, do you really think Hoffa cares, no, he got a call from corporate America and was squeezed into denouncing Moffett. If he didn't they would spin the safety card against him and the Teamsters National with implication for truckers, future contracts, insurance rates etc...saying something like the Teamsters use safety as a bargaining chip, blah blah blah... Do you really think any pilot is going to do something unsafe for the contract, absolutely not, the only ones threatening safety here is the company with reduced rest, fatigue, and poverty. Do you not find it odd that Hoffa and the Teamsters are opposing a Teamster president publicly? Would the Teamsters National not normally support and work with one of their own? Why did they not sit down and help him strategize, correct any mistakes, and charge ahead? Would the Teamsters National not normally support and leverage a contract for all those pilots that have been paying Teamster dues, isn't that why we have all been paying Teamster dues in the first place? I sure haven't been paying dues so that the Teamsters National could come along and write this kind of an article undercutting our union leader and our unity. Whose side is the Teamsters National really on, it's obviously not the Republic pilots side.

  4. No matter what Moffatt does the company is going to spin it like he is the terrorist and brainwash people like you into believing it, wake up, back your players that are trying to change things for you and your livelihood. Where has Hoffa been for the last 6 years, except collecting our dues. Seriously, do you really think an FO going for upgrade, signed off by a checkairman ready for the upgrade, who then fails, is not even capable of returning as a First Officer.

  5. whoa!

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