Oracle To Buy Responsys Cloud-Based B2C Marketing Automation Platform

oracle-logoIn an effort to dominate the cloud-based marketing technology market, Oracle announced today that it will acquire Responsys Inc., a provider of enterprise-scale cloud-based B2C marketing software.

Responsys helps brands manage and execute email, mobile, social, display and retargeting campaigns. MetLife, jetBlue, City Sports and Lenovo are among the company’s enterprise clients according to the website.

The deal creates what Oracle says will be the world’s largest marketing cloud by extending Oracle’s existing Customer Experience Cloud, which includes Commerce, Sales, Service, Social and the Oracle Marketing Cloud. Oracle’s solutions also include marketing automation solution Eloqua, which competes head-to-head with Salesforce, which acquired ExactTarget in June 2013, and Marketo,which went public in March of this year.

“Recognizing the unique needs of the CMO in B2B and B2C industries, the Oracle Marketing Cloud is now the only platform to unite enterprise-class leaders in these historically distinct marketing-automation fields,” said Mark Hurd, President, Oracle.  “Our strategy of combining the leaders across complementary technologies signifies Oracle’s overwhelming commitment to winning and serving the CMO better than any other software company in the world.”

Oracle’s board voted unanimously to acquire Responsys for $27.00 per share in cash or roughly $1.5 billion. The deal is expected to close in the first half of 2014.

Related Topics: Channel: Industry | Internet Marketing | Internet Marketing Industry | Internet Marketing Industry: Acquisitions | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Sandhya Ramesh

    Marketo’s definitely next. It’s the one big value player that can change the market; SAP must definitely have its sights set on this one. This latest acquisition for Oracle could spell some hardships for it. Oracle buys all these players that it must now integrate with each other. However, the joint ownership of Eloqua and Responsys could give it a bit of an authority over the enterprise CRM/marketing cloud. At Agile CRM, we foresaw the need to integrate a marketing automation system into applications in the cloud and built it that way from the start. It’s good to see these large players reinforcing that thought for us, even if we’re for small businesses.

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