Enterprise software giant, Oracle, has acquired the intellectual property assets of marketing automation provider Market2Lead for an undisclosed sum. What makes the purchase interesting is that Market2Lead has never been considered a leader in the marketing automation space.
Which begs the question, why would Oracle want to roll Market2Lead’s technology into Oracle’s CRM software? This is a question that we will try to answer in a later post.
This announcement comes on the heels of news that CDC Software is making a major investment in on-demand marketing automation company Marketbright. Once again, no details for the investment were released.
I have posted several times that CRM rival Salesforce.com may buy a marketing automation company. The only thing I see stopping them is the backlash that it would get from current marketing automation partners.