ExactTarget’s acquisition of Pardot is incredibly exciting news for the industry. It’s a step that we at Silverpop wholeheartedly understand and applaud.
When we acquired Vtrenz back in 2007, we believed that marketing automation was far more than a niche B2B solution. We believed that the only way for companies to create real relationships with customers was to do it one at a time — to treat them as individuals and not as audiences. There was really only one way to do this successfully. Marketers were going to have to become more automated, without losing sight of the fact that email would remain a vital component of a digital marketing strategy. The solution was to combine the two disciplines. Although incredibly difficult, the benefits of bringing email marketing and marketing automation together five years ago have been profound and truly game changing for our customers.
While excited about this announcement and the renewed interest it brings to the need for truly integrated digital marketing platforms like ours, I’m even more excited about the future. We’re already seeing the next massive shift for our industry — putting the buyer front and center, delivering dynamically evolving campaigns to each person based on their individual behaviors across the Web, email, social, mobile and more. This is what Silverpop has been laser focused on for some time now, and our customers are embracing it in ways they couldn’t have imagined even just one year ago.
I know the heads of ExactTarget and Pardot and respect them both. While we know from experience that it won’t be easy, this merger was the right decision. Silverpop’s tremendous growth and the countless success stories from our own customers confirm this.