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Salesforce buys marketing data management platform Krux

Digital giant Salesforce has splashed a reported US$700m to acquire data management platform Krux as it looks to bolster its marketing firepower.

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According to The Wall Street Journal the deal is a split cash and shares option, with Krux’s founders Tom Chavez and Vivek Vaidya remaining as CEO and CTO, respectively.

The deal, announced this morning, will see Krux’s systems integrated into Salesforce Marketing Cloud; Krux’s CEO Tom Chavez has written in a note to customers “we’re trading gas for rocket fuel”.

In the note he wrote: “Looking ahead, Krux will extend the Salesforce Marketing Cloud’s audience segmentation and targeting capabilities to power consumer marketing with even more precision, at scale.

“In addition, Krux will feed Salesforce Einstein with billions of new signals, enabling companies to be even smarter about their customers.”

US-based Salesforce provides cloud based systems for sales, service and marketing, whilst Krux counts the likes of L’Oreal and Ticketmaster amongst its international clients.

Krux founder Tom Chavez’s note in full: 

Greetings,

I’m excited to announce that Krux has entered into a definitive agreement to be acquired by Salesforce. We’re thrilled to join the Salesforce family upon the close of the transaction and inspired by the possibilities ahead.

We’re bringing together Salesforce’s #1 CRM platform with Krux’s category-leading data management platform (DMP), the Intelligent Marketing Hub™. As a 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.

We are better together. Looking ahead, Krux will extend the Salesforce Marketing Cloud’s audience segmentation and targeting capabilities to power consumer marketing with even more precision, at scale. In addition, Krux will feed Salesforce Einstein with billions of new signals, enabling companies to be even smarter about their customers. Krux and Salesforce together will empower every company to deliver more relevant and valuable consumer experiences across every touchpoint.

Of course, our commitment to our employees, our customers, and our partners is unchanged. Our co-founders, Tom Chavez and Vivek Vaidya, will remain as CEO and CTO, respectively. We’re going to keep on building and delivering world-class technology and helping our customers achieve massive value from its adoption.

We’re trading gas for rocket fuel. Becoming part of Salesforce is great news for our current and future clients, our partner network and our employees. Being a part of Salesforce gives us the opportunity to pursue our mission of driving more relevant and valuable consumer experiences by putting people data to work, with greater reach and impact than ever before. We will continue to deliver world-class enterprise data infrastructure and breakthrough business results for our clients. We’ll now be able to do so faster by leveraging the global reach and resources of Salesforce.

Openness remains a guiding principal. We expect to continue supporting our thriving partner ecosystem and integrate with a wide variety of platforms. Both companies share a long-standing commitment to interoperability and broad, diverse partner networks.

We remain committed to delivering world-class data infrastructure to help marketers, media companies, and enterprises of all kinds deepen consumer engagement and drive business results. For our clients and partners, your primary Krux contacts will remain unchanged for the foreseeable future, and you can expect regular updates from the team on our integration plans and progress in the weeks and months to come.

Regards,
Tom

Tom Chavez
Co-Founder & CEO
Krux

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