Zeta Global announced Tuesday it entered right into a definitive agreement to accumulate Marigold’s enterprise software business, including Marigold Loyalty, Cheetah Digital, Selligent, Sailthru, Liveclicker and Grow.
Marigold’s SMB businesses, Campaign Monitor, Emma and Vuture, should not included within the transaction. The transaction is anticipated to shut by the top of 2025 and is subject to customary closing conditions.
The enterprise tools being acquired by Zeta focus heavily on relationship marketing.
- Marigold Loyalty is a cloud-based loyalty program engine that tracks member behavior, rewards, tiers and integrates with POS/e-commerce systems in real time.
- Cheetah Digital is a cross-channel campaign and messaging platform that unifies data, loyalty and analytics to deliver personalized engagement at scale.
- Selligent is an omnichannel marketing automation solution enabling personalized campaigns via email, mobile, web and SMS with real-time segmentation
- Sailthru is a relationship-marketing platform focused on AI-driven personalization, email marketing and behaviorally informed campaigns across channels.
- Liveclicker is a real-time “moment of open” tool that embeds dynamic content (e.g., countdowns, polls, live images) inside emails based on context.
- Grow is an answer for customer acquisition and data capture, designed to feed latest leads and richer profiles into the broader Marigold stack.
Marigold’s enterprise software business serves greater than 100 global enterprise brands, including 20 of the highest 100 advertisers and greater than 40 Fortune 500 corporations. The acquisition also expands Zeta’s EMEA footprint and creates an entry point into APAC.
Zeta said in a press release it is going to have the ability to use its established playbook post-acquisition, as Marigold’s enterprise customer base predominantly leverages Retain use cases, and may profit from Zeta’s Acquire and Grow use cases. In addition, Zeta will have the ability to supply a brand new product in Marigold’s loyalty offering to its customers.
Zeta will purchase Marigold’s enterprise software business for total consideration of as much as $325, which can consist of $100 million in money and $100 million of shares of Zeta’s Class A standard stock delivered at closing and a seller note that’s payable inside three months of closing for an amount equal to as much as $125 million in money and stock.
Dig deeper: Breaking playbooks: AI and the brand new marketing era with Ed See, chief growth officer at Zeta Global
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