ExactTarget stock finishes year in positive territory

January 12, 2013

ExactTarget Inc. stock finished 2012 up 5 percent from its $19 initial public offering price on March 23.

It hit a high near $30 last March.

Barrington Research analyst Jeff Houston, who follows the Indianapolis-based maker of marketing software, said in a recent report that pressure on the stock is likely related to underperformance of competitor Responsys, which saw a 33-percent stock price decline. He also cited concerns around acquisition-related investments in 2013.

The research firm has an outperform rating on the stock.

On the other hand, Houston said ExactTarget’s “significantly higher investments in R&D and sales over the past several years have meaningfully differentiated it from others in the market.”

Last year, ExactTarget acquired for $95.5 million the marketing automation firm Pardot, which expands its reach in business-to-business marketing.

ExactTarget also paid $21 million in cash and stock for Carmel-based iGoDigital, which provides personalized e-commerce data.


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