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ExactTarget acquires Pardot, iGoDigital to 'redefine marketing automation'

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Indianapolis—Interactive marketing services provider ExactTarget Inc. has acquired marketing automation company Pardot and website solutions and predictive analytics company iGoDigital, dramatically expanding beyond its email marketing roots.

ExactTarget paid $95.5 million in cash and stock for Pardot, and $21.0 million in cash and stock for iGoDigital.

"We will redefine marketing automation and deliver the most scalable, comprehensive 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," ExactTarget CEO Scott Dorsey said in a statement.

The iGoDigital acquisition is expected to augment Pardot's marketing automation suite with deeper behavioral and marketing forecasting capabilities.

ExactTarget, founded by Dorsey in 2000 as an email service provider, now has more than 1,000 employees in the U.S., South America, Europe and Australia, and has been extending its capabilities beyond email, including the 2010 purchase of the Twitter campaign management platform CoTweet.

ExactTarget went public in March, raising $161 million.

Founded in 2007, Atlanta-based Pardot's software-as-a-service platform enables marketers to create and manage online lead-nurturing marketing campaigns. The Pardot solution, geared to the small-to-midsize company market, integrates with a number of customer relationship management platforms, including Salesforce.com and Microsoft Dynamics CRM.

In August, Inc. magazine ranked Pardot No. 172 on its list of America's 500 fastest-growing privately held companies. Its more than 1,000 customers include comScore Inc. and restaurant.com.

IGoDigital was founded in 2004 and is based in Indianapolis. Its clients include Procter & Gamble Co., Staples Inc. and Wal-Mart Stores.

Last year ExactTarget integrated into its platform lead-management solutions from marketing automation company Marketo Inc. No mention was made Thursday of the future of that relationship.

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