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ExactTarget revenue climbs, beats expectations

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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.

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  • 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

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