The term Martech is the blending of marketing and technology and applies especially to major initiatives, efforts and tools that use technology to achieve marketing goals and objectives.This technology is present in the business world and it is quite common to see investments in companies that are experts in marketing automation.

Sale of companies in Marketing Tech

Using our experience en Corporate Finance, we have analysed the most relevant sales of companies in the Marketing Tech sector. We talk about operations of both Spanish and international companies.

1. Dynamize

Dinamizea company based in Brazil that specialises in marketing automationhas recently acquired the company's franchise in Portugal and opened its first operation outside Brazil. The deal took place on 7 February 2019 and involved the purchase of 100% from the franchise, although the value of the deal has not been disclosed.

Dinamize develops software for the management of email, SMS and social media marketing campaigns, and has been making a major effort to internationalise the brand since 2015.

With the acquisition, Dinamize will be able to more direct investments in the new branch in Lisbon, through which it intends to increasing its presence in Europe. The company has other international franchises located in London and Toronto.

Walmeric

Based in Madrid, Walmeric is dedicated to creating technology for assisted sales channelsproviding a software platform for to qualify your customer leads in this way.

The company's recent turnover is estimated at EUR 4 million, achieving an EBITDA of EUR 1.46 million.

On 23 January 2019, Segtech Ventures, a Spanish venture capital firm owned by Prosegur, made the acquisition of a minority shareholding of Walmeric. The transaction took place through a capital increase and the acquired percentage of the company was 10%. The amount of the transaction amounted to 2 million euros.

3. Sailthru

With more than 1.6 billion global consumer profiles under its belt, Sailthru is a marketing automation firm. Its services include high-performance email, on-site personalisation, mobile marketing automation and unique integrations that drive new customer acquisition, increased revenue, improved customer lifetime value and reduced churn.

Campaign Monitor Groupthe organisation behind email-focused services such as Campaign Monitor and Emma, announced on 15 January 2019 the acquisition of Sailthru. The group did not disclose the price of the purchase, but noted that the acquisition would generate around USD 60 million in additional revenues and 540 new customers.including Bloomberg and Samsung.

4. Marketo

Marketo provides a complete marketing automation software solution for both small, fast-growing businesses and global enterprises. The solution offers everything a marketer needs in one place: lead management, social marketing, event management, instant CRM integration, sales dashboards and reports, and marketing ROI analysis.

Its impact on the market was so positive that on September 20, 2018, the sale of the company to Adobe Systems. The amount of the sale, 4.75 million.

The agreement has given Adobe a strong position in corporate marketingIt competes with Salesforce, Microsoft, Oracle and SAP (almost nothing).

"The acquisition of Marketo extends Adobe's leadership in B2C and B2B customer experience and puts Adobe Experience Cloud at the heart of all marketing," said Brad Rencher, executive vice president and managing director of Digital Experience at Adobe.

5. UBM

UBM is a global communications and targeted marketing for events. It helps organisations make connections, communicate their proposals and do business effectively in more than 20 countries around the world. They do this through a variety of means: live events, through digital media or in publications.

On 1 January 2018 we met the intention to sell of the company to Informaa business intelligence, academic publishing and events expert. The transaction was later confirmed on 17 April following approval by the shareholders of both parties. The total amount of the purchase was 3.9 million GBP.

The merger resulted in Informa shareholders owning 65.5% of the enlarged company, while UBM shareholders own the remainder.