We tend to think of fragmentation as a major hurdle, but it means opportunities as well — to leverage content, data, and analytics to create an efficient, effective lead pipeline. Investors are turning their attention to this opportunity, pouring money into and acquiring companies that facilitate sales and marketing automation. What distinguishes the companies receiving investment dollars this year is that they uniquely embrace the concept of “growth hacking.”
Endurance International Group, which operates a stable of small business-oriented services, has acquired email marketing giant Constant Contact, in a transaction valued at $1.1. billion. Constant Contact will become the largest brand under the Endurance umbrella. “It’s taking our mission further by getting broader distribution. That’s the number-one rationale for the acquisition,” said Constant Contact CEO Gail Goodman.