Oracle has agreed to acquire Responsys, a cloud-based marketing software and services provider, for approximately $1.5 billion. The purchase is expected to be finalized by Q2 2014.
The move broadens Oracle’s reach into online marketing automation.
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The new solution will combine Responsys and Oracle Eloqua in the Marketing Cloud, and allow B2C and B2B companies to manage marketing interactions at any point of the customer lifecycle from a single platform.
“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 of Oracle, in a statement.
Dan Sprinter, CEO of Responsys, added: “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.”
