Oracle Buys Responsys, Creating the World’s Largest Modern Marketing Cloud

Written on
Dec 20, 2013 
Mike Daly  |

ADOTAS — Oracle has acquired marketing cloud leader Responsys for $27 a share, around $1.5 billion, according to a press release issued today.

Responsys will be integrated into 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 press release stated.

The Board of Directors of Responsys has unanimously approved the transaction, which is expected to close in the first half of 2014, according to the release.

“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 (pictured), 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.”

“Responsys has always been focused on helping marketers realize their largest opportunity – coordinating their marketing touch points across channels, across the customer lifecycle, and across industries, and as a part of Oracle, we will only accelerate our efforts,” said Dan Springer, CEO, Responsys. “Oracle not only shares our vision, but is the proven leader in bringing together best-in-class technologies and companies to realize the largest enterprise opportunities. We couldn’t be more excited about what this means for our customers and employees.”

“Following Salesforce’s acquisition of ExactTarget earlier this year, large enterprise software companies are increasingly looking to round out their portfolio with solution offerings that mediate one-to-one interactions between brands and consumers,” said Lyris CMO Alex Lustberg. “This acquisition – and price paid – validates the strength of our market and the strategic nature of customer-centric messaging technologies.”

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Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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