What Radian6 Purchase by Salesforce.com means for Marketing Automation

This week Salesforce.com announced a $326 million acquisition of social media monitoring company Radian6 which is yet another example that Salesforce.com is flying deeper into the marketing cloud.

Radian6 has technology that “captures hundreds of millions of conversations every day across Facebook, Twitter, YouTube, LinkedIn, blogs and online communities, and provides actionable insights in real-time.”  Radian6 has a “monitoring platform” to allow companies track discussions on social media sites, as as as an “engagement platform” to connect with individuals and communities online.

Salesforce.com said on a recent conference call about the acquisition that Radian6 customers aren’t the salesforce or service organizations, but the marketing organizations.

“We like this acquisition because it immediately expands the addressable market for Salesforce.com to include social media monitoring and because it may mark the beginning of Salesforce.com’s expansion into the marketing area — an area it had previously left primarily to partners,” Pat Walravens, senior software analyst and head of technology research at JMP Securities wrote in a recent note.

Walravens says future acquisitions could be geared toward further building out its marketing cloud, and that other possible targets include companies like Eloqua, Marketo and Webtrends.  Salesforce purchasing a marketing automation vendor would provide a much more complete marketing suite to their existing and future customers.  It could also allow for the company to increase price of on higher editions of Salesforce.com.

In addition to the Radian6 acquisition, Salesforce announce a partnership with QuickBooks by Intuit.  Intuit will resell Salesforce.com software along with an integration that moves information between the software and QuickBooks and QuickBooks Online.


  1. says

    Thank you for sharing our news! You are correct, this move and others indicate exciting opportunities and we are eager to see what the future will deliver.

    Lauren Vargas
    Director of Community at Radian6


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