Salesforce.com Gets Social, Adding ExactTarget’s Social Media Power Through $2.5 Billion Deal

Meg Rayford

Salesforce.com and ExactTarget today announced that they have entered into an agreement under which Salesforce.com will acquire ExactTarget in a transaction valued at $2.5 billion.

This acquisition will further Salesforce.com's mission to be a world-leading CRM platform by combining ExactTarget's digital marketing capabilities with Salesforce.com's sales, service, and social marketing solutions.

Under the terms of the agreement, Salesforce.com will commence a tender offer for all outstanding shares of ExactTarget for $33.75 per share, in cash.

This acquisition marks the biggest ever for Salesforce.com and its eighth in the past year. It also marks an emphasis on social media, as it is the second biggest social purchase, following Salesforce.com's acquisition of Buddy Media last August.

Indianapolis-based ExactTarget develops online marketing software, used by businesses such as Coca-Cola Co., Gap Inc., and Nike Inc., to personalize email and to run social media ad campaigns.

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Meg Rayford is a communications consultant based in Northern Virginia. She previously spent two years as the Director of Public Relations for a nonprofit startup, where she learned a lot about providing clean water for impoverished countries, even within the confines of a bootstrapped startup. She is the editor of Tech Cocktail, and she develops media strategies for companies in Washington, DC and Virginia. You can read her most recent work in the marketing chapter of the upcoming book, "Social Innovation and Impact in Nonprofit Leadership," which will be published in Spring 2014 by Springer Publishing. Follow her @megkrayford.