ExactTarget revenue climbs, beats expectations

Back to TopCommentsE-mailPrintBookmark and Share

ExactTarget Inc’s revenue increased 14 percent in the fourth quarter to $96 million, parent company Salesforce.com reported Thursday evening.

The Indianapolis-based digital-marketing software developer beat its new executives’ expectations for the quarter, which ended Jan. 31, Graham Smith, Salesforce’s chief financial officer, said during a conference call with investors and analysts.

ExactTarget has produced $194 million in sales since San francisco-based Salesforce closed on its acquisition in July.

Salesforce did not break down ExactTarget’s finances beyond its revenue.

Smith and Salesforce CEO Marc Benioff boasted of their $2.5 billion acquisition’s successes as the company tries to take a hold of an aggressively competitive marketing-technology market.

Salesforce placed ExactTarget in charge of its entire marketing cloud after the acquisition, a move the investment community has generally praised.

“The ExactTarget Marketing Cloud is the world’s most powerful customer platform for one-to-one marketing, probably one of the really great accomplishments of the year,” Benioff said. He noted projections that digital marketing will represent 30 percent of all marketing expenses by 2017.

Corporate-wide, Salesforce.com reported a $116.6 million net loss for the quarter and $232.2 million net loss for the year.

Revenue, which now includes ExactTarget and a smattering of other recent acquisitions, was up to $1.15 billion for the quarter and $4.1 billion for the year, from $835 million and $3.05 billion a year earlier, respectively.


  • Explaining it
    A coworker of mine asked about the company (he hadn't really heard about it before) and after explaining that they do direct email marketing, he said "ah, spam". Fine line. Very fine. The difference would come from effectiveness of the "opt-out" link/button, I would hope.
  • @Nigerian Prince
    Spam and directed e-mail advertising are very different things.
    • great!
      Bring on that new tower!
    • Spam
      Spam email is big business! Another business that Indy can be proud of

      Post a comment to this story

      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

      facebook - twitter on Facebook & Twitter

      Follow on TwitterFollow IBJ on Facebook:
      Follow on TwitterFollow IBJ's Tweets on these topics:
      Subscribe to IBJ
      1. How much you wanna bet, that 70% of the jobs created there (after construction) are minimum wage? And Harvey is correct, the vast majority of residents in this project will drive to their jobs, and to think otherwise, is like Harvey says, a pipe dream. Someone working at a restaurant or retail store will not be able to afford living there. What ever happened to people who wanted to build buildings, paying for it themselves? Not a fan of these tax deals.

      2. Uh, no GeorgeP. The project is supposed to bring on 1,000 jobs and those people along with the people that will be living in the new residential will be driving to their jobs. The walkable stuff is a pipe dream. Besides, walkable is defined as having all daily necessities within 1/2 mile. That's not the case here. Never will be.

      3. Brad is on to something there. The merger of the Formula E and IndyCar Series would give IndyCar access to International markets and Formula E access the Indianapolis 500, not to mention some other events in the USA. Maybe after 2016 but before the new Dallara is rolled out for 2018. This give IndyCar two more seasons to run the DW12 and Formula E to get charged up, pun intended. Then shock the racing world, pun intended, but making the 101st Indianapolis 500 a stellar, groundbreaking event: The first all-electric Indy 500, and use that platform to promote the future of the sport.

      4. No, HarveyF, the exact opposite. Greater density and closeness to retail and everyday necessities reduces traffic. When one has to drive miles for necessities, all those cars are on the roads for many miles. When reasonable density is built, low rise in this case, in the middle of a thriving retail area, one has to drive far less, actually reducing the number of cars on the road.

      5. The Indy Star announced today the appointment of a new Beverage Reporter! So instead of insightful reports on Indy pro sports and Indiana college teams, you now get to read stories about the 432nd new brewery open or some obscure Hoosier winery winning a county fair blue ribbon. Yep, that's the coverage we Star readers crave. Not.