ExactTarget buys iGoDigital and Pardot for $113 million

Infotech Lead America: Interactive marketing provider ExactTarget has acquired iGoDigital for $27.3 million and Pardot for $95.5 million.

Scott Dorsey, ExactTarget co-founder and chief executive officer.

Pardot will assist ExactTarget to enhance its ability to serve both business-to-business and business-to-consumer marketers worldwide.

With the addition of Pardot to the ExactTarget suite, the company will redefine marketing automation and deliver scalable 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.

“As a part of the ExactTarget family, we can provide our clients with even greater capabilities, as we 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,” said Adam Blitzer, Pardot co-founder and chief operating officer.

The acquisition of Indianapolis-based iGoDigital will enable ExactTarget to bring in advanced Website solutions and predictive analytics to its cross-channel interactive marketing platform.

“As a part of ExactTarget, we can provide our clients even greater levels of innovation by bringing together the best of our Web and predictive analytics capabilities with ExactTarget’s cross-channel interactive marketing platform,” said Eric Tobias, president, iGoDigital.

Featuring certified integrations with salesforce.com, NetSuite, Microsoft Dynamics CRM and SugarCRM, Pardot works with more than 1,000 organizations, ranging from small and mid-sized businesses to divisions of large enterprise organizations. Pardot’s clients include Restaurant.com, comScore and twilio.

“Consumers expect a seamless experience across every interaction with a brand,” said Scott Dorsey, ExactTarget co-founder and chief executive officer. “With the addition of iGoDigital’s advanced Web capabilities and predictive analytics to the ExactTarget platform, we will continue to revolutionize marketing with a powerful suite of new applications to transform data into highly personalized, seamless experiences across email, mobile, social media and the Web.”

iGoDigital’s software-as-a-service platform provides clients a complete solution to observe and analyze online behavior and ask explicit questions through its guided selling application to develop accurate customer profiles that can power cross-channel personalization and optimization. Eight of the top 10 online retailers and top brands use iGoDigital’s solutions, including Staples, Wal-Mart, P&G, Lids and Scholastic.

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