2011 was a big year for marketing technology


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The Jordan, Edmiston Group, Inc. (JEGI), a leading investment bank in the marketing space, issued a report yesterday of 2011 M&A activity across media, information, marketing services and technology sectors.

JEGI reports that those sectors “saw nearly 900 transactions in 2011 totaling $47 billion, a 9% rise over 2010.”

From a marketing technology perspective, the marketing and interactive services sector is the most interesting, which had “291 transactions announced at a total value of $15.1 billion in 2011, up 17% and 33%, respectively, over 2010.”

Some of the notable Q4 transactions in marketing technology included:

I’d also add that 2011 was a particularly big year for investment — or planned public investment — in marketing automation. In August, Eloqua filed to go public. In November, ExactTarget filed to go public, and Marketo raised an additional $50 million (a grand total of $107 million raised so far). Back in March, HubSpot raised an additional $32 million (a grand total of $65 million raised).

What does 2012 have in store?

According to JEGI, “The media and technology markets continue to evolve at a torrid pace, and companies are increasingly seeking assets to drive growth and provide new revenue streams. JEGI expects that a diverse and active pool of buyers, including both strategic companies and private equity firms, both of which have access to capital and will benefit from a steadily improving debt financing market, will drive vigorous M&A activity in the year ahead.”

Add in the Eloqua and ExactTarget public offerings early in 2012, and I think it’s safe to say that 2012 is going to be an exciting year for the marketing technology ecosystem.

Looks like I’m going to have to update my Marketing Technology Landscape Infographic soon.

Republished with author's permission from original post.

Scott Brinker
Scott Brinker is the president & CTO of ion interactive, a leading provider of post-click marketing software and services. He writes the Conversion Science column on Search Engine Land and frequently speaks at industry events such as SMX, Pubcon and Search Insider Summit. He chairs the marketing track at the Semantic Technology Conference. He also writes a blog on marketing technology, Chief Marketing Technologist.


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