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Salesforce’s 2016 acquisitions near US$5bn with Krux purchase

Technology & Data

Salesforce’s 2016 acquisitions near US$5bn with Krux purchase


Salesforce has acquired Krux for US$340 million in cash plus stock.

In another acquisition for the company, Salesforce has increased its marketing and adtech footprint with the purchase of Krux, a company which tracks traffic across multiple devices and channels.

The total estimated value of the sale plus stocks is currently between US$650 and US$750 million.

“Krux is a leading data management platform that unifies, segments and activates audiences to increase engagement with users, prospects and customers. Following the acquisition, Krux will be a wholly owned subsidiary of the company,” said the company in a statement.

Krux had raised US$50million in its time as a startup, and had already been working as a close partner with Salesforce.

“With this agreement, we are bringing together Salesforce’s number one CRM platform with Krux’s category-leading data management platform, the Intelligent Marketing Hub,” says Krux co-founder Tom Chavez.

“As part of the Salesforce ecosystem, we’ve had the opportunity to work closely with the Salesforce team to create integrations that make our customers even more successful. Beyond the strategic and technology fit, we believe our companies’ core values, which include innovation, trust, transparency and most importantly customer success, are in perfect alignment and offer an exciting foundation upon which we can continue building the industry’s smartest marketing cloud.”

Krux expects to continue work supporting its partner ecosystems and integrating with a variety of platforms. “Both companies share a long-standing commitment to interoperability and broad, diverse partner networks,” says Chavez.

The transition is set to finalise in early 2017 and sees Salesforce’s acquisitions spend over the past 12 months to almost US$5 billion.

Its other acquisitions this year include ecommerce business Demandware for US$2.8 billion, cloud-based word processing app Quip for US$750 million, and US$110 million for enterprise analytics business BeyondCore, as well as other smaller acquisitions.


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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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