At ExactTarget’s Connection ’13 conference, the company unveiled a revamped Salesforce ExactTarget Marketing Cloud. Salesforce acquired ExactTarget in June for $2.5 billion dollars to beef up its marketing cloud offerings with ExactTarget’s technology. The deal is starting to bear fruit.
The suite of tools unites ExactTarget’s email, mobile, web, marketing automation, analytics and platform capabilities with Salesforce’s social publishing platform Buddy Media, social listening platform Radian6 and Social.com, a tool to help marketers manage social campaigns.
The company said the new suite of tools enables marketers to map out their customer journey through digital channels; provides advanced predictive analytics to give marketers the ability to leverage customer preference, behavior and engagement; supports mobile messaging that delivers location-based push messages, multimedia SMS and rich push featuring video, audio and images; and offers email tools to optimize for mobile, automate data-driven campaigns and improve workflow across the enterprise with collaborations, approvals, cloud editor and content tracking.
Salesforce has spent a lot of money in the past couple of years making acquisitions. While ExactTarget is the company’s biggest one ever, Salesforce plunked down a cool $1 billion on Buddy Media last year and Radian6 in 2011. The company has taken a lot of heat in the media about its acquisitions, specifically for Buddy Media, which reportedly lost at least $20 million last year.