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

Tapping behavioural science for consumer influence

We know full well the business we’re in as marketers is really the business of choice. But recent discoveries from behavioural science are leading to a psychological revolution that challenges many of the accepted models of how communication, creativity and advertising influence a consumer’s preferences.

Kyle Ross

Account director, TRP

10 ways of changing your culture through self-awareness

Did you hear about the manager who always shot the messenger whenever they brought bad news? He eventually stopped hearing bad news. Unfortunately for him, this wasn’t because there was none to report.

Steve Glaveski

Co-founder, Collective Campus

How to create a compelling customer experience vision

Organisations are seeking new ways to engage customers, drive new sales and increase customer satisfaction by providing engaging customer experiences. A customer experience initiative that lacks a strong, clear vision often fails to achieve its intended result.

Olive Huang

Research director, Gartner

Agreed. I see the opposite problem quite often where people are tasked in an organisation just with "be creative" - thus offering no boun...

Dr Fiona Kerr

The great debate: Is data killing creativity?

Read more

By far, this is the best article I've come across so far that has a relevant information regarding the future of marketing. Although the ...

Jayden Chu

​Six ways to prepare for the future of digital marketing

Read more

These are some good ideas. You didn't touch on the overarching goals and results of brand loyalty. This article does a good job at provid...

hgsupport

Four ways to use social media to boost customer loyalty

Read more

This read like a PR PLUG for the agency. Very flowery language for the agency and very little details about the deal or the project.

Digital_Marketer

Why Tourism Victoria decided to go agile

Read more

This is a rather useful article! This prediction made in the digital marketing trend is very important to improve the service that the ag...

Adam Way

Digital marketing predictions – Part 2: Getting the strategy right

Read more

Latest Podcast

More podcasts

Sign in