ExactTarget

Rebranded

Indianapolis, Indiana, United States · Founded 2000

1001-5000 employees · ET

Sourced & current · updated May 29, 2026

Cloud-based digital marketing automation platform acquired by Salesforce in July 2013 for $2.5B and rebranded as the foundation of Salesforce Marketing Cloud. Pre-acquisition, ExactTarget was a publicly traded SaaS company (NYSE: ET) leading email + cross-channel marketing. Brand retired post-acquisition.

Where they sit

Stack tier: Ecosystem Services (A)

Email MarketingMarketing Automation

Leading independent cloud-based email and cross-channel marketing automation platform prior to acquisition; one of the top two or three enterprise marketing SaaS providers globally at time of acquisition

Ownership

Parent: Salesforce

Recent moves

Salesforce acquires ExactTarget for $2.5BVerified · 4✓Jul 12, 2013 · $2.5B