/// Oracle Acquires Cloud Marketing Player Responsys for $1.5 Billion

December 20, 2013  |  All Things Digital


Marketing software in the cloud is still pretty hot. Software giant Oracle proved it today by saying it will spend $1.5 billion to acquire email marketing company Responsys for $27 a share. The deal works out to a 38 percent premium over Responsys’ closing price on Thursday. The company went public in 2011 at $12 a share. Responsys has been mentioned often as a likely acquisition target since Salesforce.com acquired ExactTarget in June for $2.5 billion. That leaves Constant Contact, another email marketing company, available — its shares rose by more than four percent today in the wake of this deal. And while we’re at it, it’s worth mentioning that shares of Marketo, another cloud-based marketing company, are up by more than nine percent this morning. Oracle said it will combine Responsys with another recent acquisition, Eloqua, which it bought a year ago today for $871 million . The result will be a marketing cloud product that serves both the business-to-business and business-to-consumer ends of the spectrum. The deal will close early in the new year. Here’s Oracle’s original announcement: Oracle Buys Responsys Creates the World’s Largest Modern Marketing Cloud by Adding Leading B2C Marketing Orchestration Platform Redwood Shores, Calif. — December 20, 2013 Oracle today announced that it has entered into an agreement to acquire Responsys, Inc. (NASDAQ: MKTG), the leading provider of enterprise-scale cloud-based B2C marketing software, for $27.00 per share in cash or approximately $1.5 billion, net of Responsys’ cash. Responsys is used by the most respected B2C brands across the globe to orchestrate marketing interactions across email, mobile, social, display and the web, at massive scale. The addition of Responsys extends Oracle’s Customer Experience Cloud, which includes Commerce, Sales, Service, Social and the Oracle Marketing Cloud. By bringing together Responsys and Oracle Eloqua in the Marketing Cloud, for the first time CMOs that support industries with B2C or B2B business models will be equipped to drive exceptional customer experiences across marketing interactions and throughout the customer lifecycle from a single platform. The Board of Directors of Responsys has unanimously approved the transaction.

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Oracle Acquires Cloud Marketing Player Responsys for $1.5 Billion


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