Microsoft acquires marketing automation software firm MarketingPilot

US marketing automation software specialist MarketingPilot Software LLC has been acquired by technology major Microsoft Corporation (NASDAQ:MSFT), the target company said without unveiling the purchase price.

MarketingPilot will now operate as a wholly owned subsidiary of Microsoft. The former’s chief executive, Ken Kornbluh, commented that through the deal the firm will be able to boost its operations and provide further innovation to marketers.

In its official blog, Microsoft said that the agreement will enhance its abilities to meet the demands of CMO’s through rich business expertise. The company will also be better positioned to help marketers plan, execute, monitor and optimise client interactions across digital, social and traditional channels, and measure return on investment (ROI).

As part of the deal, all of MarketingPilot’s staff will join Microsoft Business Solutions Division. The company will continue to provide its products, services and support and will in the future seek to broaden its business. For the time being, the firm’s solutions will continue to be offered under the MarketingPilot brand.

The target company offers integrated marketing management solutions that allow organisations to improve their understanding of their clients, manage and streamline marketing operations and establish automated and measurable multi-channel marketing initiatives.