Enterprise cloud computing solutions provider,
), has introduced Salesforce ExactTarget Marketing Cloud
platform, which enables marketers to target and provide relevant
information to their customers through email, mobile, social
network and the web. The new cloud platform is part of the
Salesforce1 Customer Platform.
Leveraging ExactTarget's digital marketing apps and platform
and Salesforce's social marketing tools (Buddy Media, Radian6 and
Social.com.), marketers can acquire customer data from various
sources, connect with them and provide personalized and relevant
Leading brands such as CareerBuilder,
The Gap Inc.
) are using the latest platform from Salesforce to better reach
Notably, Salesforce completed the ExactTarget acquisition in
Jul 2013 for $2.5 billion. The acquisition has enhanced
Salesforce's digital marketing capabilities across email, social
networking and the web.
According to Gartner, the marketing segment within CRM grew
21% in 2012 and is expected to grow 21% through 2017. Thus, the
ExactTarget acquisition will be beneficial for Salesforce in the
long term. More so, as the acquisition has also positively
impacted the company's top line in the last reported quarter.
Buoyed by robust contribution from ExactTarget, Salesforce
reported 36.5% year-over-year revenue growth.
Additionally, the company has recently announced a strategic
alliance with Hewlett-Packard to offer customer relationship
management services on HP's Converged Infrastructure. This new
offering -Salesforce Superpod - is ideal for companies that have
an extensive IT infrastructure, which requires a certain level of
compliance and enterprise integration.
Therefore, the company's diverse cloud offerings and the
stronger spending projection by Gartner are positives, going
forward. Salesforce's strategic acquisitions and related
synergies are expected to remain long-term positives.
While the company's growth has not been too bad, its prospects
have been rationalized somewhat by the renewed efforts of other
tech giants, such as International Business Machines.
However, continued weakness in Europe, currency headwinds and
increase in investments could pose challenges, going forward.
Salesforce has a Zacks Rank #3 (Hold).
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