ExactTarget Acquires Pardot and iGoDigital
Online marketing giant ExactTarget acquires Pardot and iGoDigital, announced their CEO Scott Dorsey yesterday on their corporate blog.
The acquisition of Pardot, a marketing automation provider, and iGoDigital, a web personalization provider, is meant to have ExactTarget offer an even more complete suite of services to their clients.
Specifically, new services include predictive analytics and specialized B2B marketing automation – the last one offered by Pardot in a way beyond other vendors, which is why ExactTarget acquired that company.
Pardot was acquired for $95 million, while the cost of the iGodigital acquisition was $25 million. The Pardot company is located in Atlanta, while iGoDigital is located in ExactTarget’s home town Indianapolis. In total, the company has now grown with over 150 employees in one go.