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SALESFORCE - FEATURED ARTICLES

August 27, 2012

Salesforce Acquires Buddy Media

By Ray Deck, TMCnet Contributing Writer

CRM software provider Salesforce, has become a well-known name in the industry thanks to a rock-solid combination of intuitive user interfaces and shrewd partnerships. Salesforce is compatible with virtually every major telecommunications system, database and networking engine and has been implemented by customers in virtually every identifiable industry.


The unstoppable force that is Salesforce just gained even more momentum which the acquisition of Buddy Media to enhance its flagship Radian (News - Alert) 6 marketing platform to the tune of $689 million dollars. Buddy Media has long specialized in social listening, a key component of any marketing tool. Salesforce has yet to master this particular feature in Radian 6. 

"Salesforce.com (News - Alert) now has the No. 1 players in social listening and marketing -- Radian6 and Buddy Media," Salesforce.com CEO Marc Benioff said in a statement. "With the rapid growth in technology spending by [chief marketing officers] projected over the next five years, our Marketing Cloud leadership will allow us to capitalize on this massive opportunity."

At more than 100,000 current customers, Salesforce will probably not see an immediate boom in sales, but its customers are sure to be pleased when their existing products are upgraded and new features are added. Happy customers are retained customers, and companies as large as Salesforce live to keep their existing customer base.

"Buddy Media's mission is to eliminate the current state of anarchy in social marketing," Buddy Media CEO Michael Lazerow (News - Alert) said in a statement. "With the Salesforce Marketing Cloud, marketers will be able to unify their efforts to better organize their teams, optimize their social programs and deliver real business results."




Edited by Stefania Viscusi



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