Who’s Buying the World?
It’s been a busy (and expensive) first half of 2016 in the MarTech space. Software companies and Web-based applications are being snatched up left and right — almost three quarters of U.S. executives report data analytics and the cloud will be the two biggest driving forces behind M&A in the tech sector this year, according to a KPMG study. Here’s a look at the most important MarTech M&As of 2016.
1. Vista Equity Partners Purchases Marketo
The marketing automation software giant Marketo was acquired by private equity firm Vista Equity Partners in a $1.79 billion all-cash deal in May. This deal, which valued Marketo at $35.25 per share, is Vista’s latest acquisition in the tech world. This may be part of a larger plan to combine software to create a better analytical view of the customer.
2. Microsoft Acquires LinkedIn
Microsoft surprised the world in June by buying professional social media network LinkedIn for more than $26 billion. By coming together, these two companies are stepping up their game in enterprise, social and mobile. Microsoft now has the ability to enhance LinkedIn’s values and create a database of social and economic behaviors — something that can change marketing in the future.
3. Salesforce Buys Demandware
In an effort to extend CRM leadership, Salesforce acquired Demandware, a leading enterprise cloud commerce platform specializing in personalization, for $2.8 billion back in June. Customers of Salesforce and Demandware will now have access to both platforms as a result of this transaction. This also puts Salesforce in a better position to compete with major players like Amazon, eBay and Magento. Demandware will be Salesforce’s fourth acquisition of 2016.
We also can’t forget:
- Oracle’s acquisition of AddThis — a provider of publisher personalization and audience insight — for $175 million.
- The sale of customer analytics company Nexidia to NICE Systems for $135 million.
- IBM’s acquisition of end-to-end video streaming platform Ustream for $130 million in Q1 of 2016.