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ExactTarget confirms Atlanta expansion

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Indianapolis-based digital marketer ExactTarget Inc. has confirmed plans to expand in Atlanta, where it recently acquired a marketing automation firm.

The 1,800-employee company will add 225 jobs over the next five years in Georgia.

The total investment in the expansion will be about $1.25 millon, it said Thursday. IBJ reported April 19 that the company was mulling the expansion.

ExactTarget decided to build its presence in Atlanta after it acquired Pardot LLC for $95.5 million in October 2012. Around the same time, ExactTarget also purchased iGoDigital in Indianapolis for $21 million.

The expansion will mostly focus on building Pardot’s existing services, an ExactTarget spokeswoman said.

Wall Street analysts believe the two purchases make ExactTarget, which specializes in email marketing, attractive to potential buyers.

Profit continues to elude the company even as its revenue grows because the technology firm continues to invest heavily in getting bigger.

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  • Buy me, please
    Cats out of the bag. The object of the game is to get acquired. That means the company has no idea how to grow beyond a certain point. Email is a 1990s technology. I have laughed at this company since day one. Such a small bit player. If it was anywhere but here, it wouldn't be newsworthy.
  • The begining of the end
    This is the begining of the end of ExactTarget in Indy...

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