• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Marketing

Who’s who in B2B Marketing Automation: The vendor landscape

Here's an overview of the recent funding and M&A activity among B2B marketing automation vendors.

Pamela Parker on July 14, 2020 at 10:32 am
  • More

The enterprise B2B marketing automation market is concentrated among a few cloud vendors, including Salesforce, Oracle and Adobe. In 2018, there were a number of acquisitions by Adobe and Salesforce in particular as they sought to consolidate their positions at the top of the market and broaden their offerings for B2B firms.

Adobe’s biggest deal of 2018 was its purchase of rival marketing automation platform Marketo in September for $4.75 billion; the firm also bought Magneto Commerce for $1.68 billion in May. Meanwhile, Salesforce acquired integration platform Mulesoft in May for $6.5 billion, analytics provider Datorama in July for $800 million, as well as interactive email outfit Rebel in October and CloudCraze in May for undisclosed sums (see chart below).

More recently, we’ve seen the acquisition of Mautic by open source cloud platform Acquia for an undisclosed sum in May of 2019, only to have the parent purchased by Vista Partners in September for $1B. Also in May, SugarCRM picked up Salesfusion and re-branded it Sugar Market, in a deal in which terms were not publicly disclosed.

Select Marketing Automation Financial Transactions

DateTransactions
May 2019• Acquia acquires Mautic (terms not disclosed). Vista Equity Partners later (Sept 2019) buys Acquia for $1B
• SugarCRM buys Salesfusion (for undisclosed amount); rebrands it to Sugar Market. The acquisition followed the company’s buy of Collabspot and preceded its purchase of Corvana. These units are now called Sugar Connect and Sugar Discover, respectively.
February 2019• Mailchimp acquires Sawa (undisclosed sum)
January 2019• Infusionsoft rebrands as Keap; launches CRM
• j2Global acquires iContact for $49M
October 2018• Salesforce acquires Rebel (undisclosed sum)
• Infusionsoft (now known as Keap) secures $20M in Series E funding led by ORIX USA Corp.
September 2018• Adobe acquires Marketo for $4.75B
July 2018• Salesforce acquires Datorama for $800M
May 2018• Adobe acquires Magneto Commerce for $1.68B
• Salesforce acquires Mulesoft $6.5B and CloudCraze (undisclosed sum)
Source: Third Door Media, Crunchbase

There was less deal-making activity among vendors serving the small and mid- sized business (SMB) market in 2018, although Infusionsoft, which targets small and rapidly growing firms, raised $20 million in Series E funding in October before undergoing a rebrand (to Keap) in January 2019 and launching a new CRM tool.

More about Marketing Automation

  • Download our buyer's guide to marketing automation platforms now!
  • How Bacardi served up a new digital experience for consumers
  • How marketers should plan for implementing automation
  • Who's who in B2B Marketing Automation: The vendor landscape

In January 2019, Cision sold iContact to j2Global for $49 million. Mailchimp bought graphic design startup Sawa in February for an undisclosed sum to enable users to more easily create on-brand campaign graphics.

There will likely be more acquisitions to come in 2020, as a number of smaller martech companies mature out of the venture-funded stage.

Get the in-depth scoop on B2B Marketing Automation in our buyer’s guide. Download it now!



About The Author

Pamela Parker
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces Martech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land, Marketing Land, MarTech Today and Digital Marketing Depot. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

Related Topics

Channel: Martech: MarketingEmail Marketing & MartechMarketing AutomationMarketing StacksMarketing ToolsMartech Intelligence Reports

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • A Beginner’s Guide to Omnichannel Marketing using Marketing Automation
  • The Top Five Objections That Hold Companies Back From Doing SEO
  • How To Optimize SEO With UGC
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
See More Whitepapers

Webinars

  • The Secret Behind SEO Success: Predict Rank with the Power of Data Science
  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok