Salesforce Buys ExactTarget for $2.5 Billion
CEO says acquisition is 'most important ever'
Salesforce.com has agreed to purchase digital marketing services firm ExactTarget for $2.5 billion, the companies revealed today.
ExactTarget launched in 2000 before growing into one of the premiere email service providers. But in recent years, it seemingly has stretched its expertise into social media promotions and other digital advertising realms, attracting clients like Gannett, Home Depot, Papa John's, Expedia and other big brands. The Indianapolis-based company is traded on the New York Stock Exchange.
For seven years, Salesforce CEO Marc Benioff has acquired both blue-chip companies and startups in an effort to bolster his San Francisco-based firm's significant digital prowess.
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