Microsoft has acquired marketing automation firm MarketingPilot for an undisclosed sum.
The US-based firm provides solutions to help organisations manage and streamline marketing operations and create automated multi-channel marketing campaigns.
Microsoft said in a blogpost that the acquisition will “accelerate our ability to better meet the needs of CMO's (chief marketing officers) through rich business intelligence, and better enable marketers to successfully plan, execute, monitor, and optimize customer interactions across digital, social and traditional channels, and measure ROI.”
Analyst Angela Eager from TechMarketView said of the deal: “[MarketingPilot] will no doubt be integrated with Dynamics CRM, and it is built on Microsoft technologies. It can be deployed on-premise and in the cloud, which aligns with Dynamics CRM. Microsoft is not known for its CRM acquisitions and given its approach of running the same code for on and off premise CRM there are few potential targets.
“There could be a lot of overlap as the MarketingPilot portfolio includes an integrated marketing-management system, lead management, ad-buying management, and its own CRM system. It is aimed at marketing and advertising agencies however, so this will bring a new dimension to the Microsoft CRM product.”
She added: “Unlike something like Yammer, this is not a major purchase for Microsoft and falls into the ‘tuck-in’ category of acquisitions.”