Oracle continued it’s push to ‘own the CMO’ by saying it will acquire email marketing provider Responsys for $1.5 billion. The company went public in 2011 at $12 a share and the deal works out to a 38 percent premium over Responsys’ closing price on Thursday. Responsys clients include JetBlue Airways, Vodafone, Lenovo, and Epson.
“Our strategy of combining the leaders across complementary technologies signifies Oracle’s overwhelming commitment to winning and serving the C.M.O. better than any other software company in the world,” said Oracle’s president, Mark Hurd.
One year ago Oracle purchased Eloqua for $871 million and in yet a growing trend for larger CRM and database companies to add marketing automation functionality to their product offering.
Responsys has been mentioned often as a likely acquisition target since Salesforce.com acquired ExactTarget in June 2012 for $2.5 billion. Remaining players on the email service provider space include Constant Contact and Vertical Repsonse. Marketo is the largest remaining player in the marketing automation space and has been rumored to be snapped up by Microsoft, SAP or even Adobe who purchased Neolane earlier this year.
While Eloqua is targeted at enterprise customers, Responsys caters to consumer focused brands and is similar to Salesforce.com’s ExactTarget (B2C) /Pardot (B2B) combination. Our sources indicate that Salesforce intends to make Pardot marketing automation functionality available in the ‘Sales Cloud’ offering while leveraging ExactTarget to help customers execute marketing campaigns across all key digital channels.