Salesforce.com’s Acquisition: Why ExactTarget?
Contrary to what many industry insiders have said, Salesforce.com did not purchase ExactTarget just to get into the marketing automation platform (MAP) market. If Salesforce.com had sought simply to enter the MAP market, it would not have waited for Pardot to be acquired by ExactTarget. Remember ExactTarget purchased Pardot last October for $95.5 million; Salesforce.com had plenty of opportunity to acquire Pardot directly for much less than the $2.5 billion it paid for ExactTarget. What does ExactTarget bring to the table, then? A B-to-C entry point. ExactTarget holds a significant roster of b-to-c customers, ranging from Expedia and Universal Music