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.
More information about the acquisition can be found here about Pardot, and here about iGoDigital.