ExactTarget Acquires Pardot and iGoDigital

Global interactive marketing provider ExactTarget has acquired privately-held marketing automation provider Pardot and web personalization solutions provider iGoDigital, in an attempt to broaden the company’s market of B2B and B2C clients.

Scott Dorsey, co-founder and CEO of ExactTarget, said:

With the addition of Pardot to the ExactTarget suite, we will redefine marketing automation and deliver the most scalable, comprehensive automation solution that helps both B-to-B and B-to-C marketers leverage the power of data to connect with customers across email, mobile, social media and the Web.

Founded in 2007, Pardot is a software-as-a-service Marketing Automation platform to create, deploy and manage online lead nurturing marketing campaigns. Featuring certified integrations with salesforce.com, NetSuite, Microsoft Dynamics CRM and SugarCRM, Pardot has a client list of more than 1,000 organizations, ranging from small and mid-sized businesses to divisions of large enterprise organizations.

Adam Blitzer, Pardot co-founder and chief operating officer, commented:

Pardot has emerged as the leading provider of Marketing Automation for clients in the small business and mid-market. Now we can leverage ExactTarget’s substantial resources and industry leading cross-channel messaging platform. Our goal remains the same – to redefine marketing automation and help marketers around the globe achieve even greater results.

About the acquisition of iGoDigital, ExactTarget commented:

By acquiring iGoDigital, we deepen our strength in the Web and gain new capabilities to help clients seamlessly integrate data-driven Web experiences and predictive analytics into cross-channel marketing campaigns.

ExactTarget hopes to harness the experience and expertise iGoDigital has acquired with their software-as-a-service platform. iGoDigital can observe and analyze online shopper behavior and develop highly accurate customer profiles that can power cross-channel personalization and optimization.


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