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Marketing Automation Consolidation—Why Now?

By Jun 06, 2013

Lisa Arthur (Forbes)

The ink is barely dry on the headlines, and already the opinions are streaming in about marketing automation consolidation amid this week’s announcement that Salesforce.com is acquiring ExactTarget. Another major acquisition made headlines in December—Oracle’s plan to acquire Eloqua. So why is consolidation around marketing automation suddenly so popular? Here are three top reasons: