NetSuite to acquire Bronto's digital marketing platform for US$200m

CRM and ERP vendor says Bronto's marketing automation capabilities for commerce marketers will help improve its omni-channel offering to retailers

ERP and commerce platform vendor, NetSuite, has acquired fellow US-based retail marketing platform player, Bronto Software, for US$200 million.

The deal unites NetSuite’s cloud-based omni-channel ecommerce platform with Bronto’s commerce-oriented digital marketing offering, and is a step forward in shoring up NetSuite’s position in the retail market.

It also brings NetSuite into competition with marketing automation and email management software vendors such as Marketo. And while NetSuite's sweet spot is mid-market, the acquisition does see it building a more comprehensive digital platform for retail organisations, bringing it into contact with SDL, Oracle, Sitecore, SAP, Adobe and others.

“The capabilities this solution will deliver are transformational,” claimed NetSuite CEO, Zach Nelson. “Just as customers demand seamless cross-channel shopping experiences, they increasingly expect companies to communicate consistently through all of their digital experiences – onsite, at stores, in email or through social or mobile.

“By combining the two companies’ offerings and technology, we can help merchants deliver relevant and consistent digital commerce experiences throughout the customer journey.”

Bronto has been around since 2002 and has focused specifically on delivering a marketing automation platform for commerce-driven marketers. According to its 2014 financials, the company saw 40 per cent year-on-year growth with one-third of new revenue coming from Europe and Australia, where it launched a new office.

Bronto’s customer base of more than 1400 brands includes Armani Exchange, Timex and Trek Bikes.

Read more: How Virgin Wines is using Bronto’s platform to build sales
Elan Media Partners shares how it’s using customer data to minimise unsubscribes

Capabilities within the platform including email, SMS and social campaign messaging, automation, list management and segmentation tools, and omni-channel customer features such as coupon management.

Bronto CEO, Joe Colopy, said consumers expect brands to know them across every channel and marketing touchpoint.

“Providing that type of experience demands a unified approach to digital engagement, whether driving transactions online or offline, or engaging with them through website, email, mobile or mobile,” he said.

“We’re thrilled to bring Bronto’s industry-leading commerce marketing capabilities to NetSuite’s commerce solutions. This will help merchants to better engage with their customers, drive repeat purchases and build lifelong loyalty.”

The purchase includes a mixture of cash and equity and is expected to close in Q2, subject to closing conditions and regulatory clearance.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in