Why ExactTarget Shares Skyrocketed

Although we don't believe in timing the market or panicking over market movements, we do like to keep an eye on big changes -- just in case they're material to our investing thesis.

What: Shares of ExactTarget soared 52% today after cloud technologist salesforce.com agreed to acquire the marketing software company for $2.5 billion.

So what: The all-cash deal values ExactTarget at $33.75 per share and represents a whopping 53% to its closing price on Monday. Salesforce is making the move to expand in the fast-growing online marketing space, but judging by its own stock's 3% drop today, Wall Street isn't thrilled with the price management is paying to do it.

Now what: Salesforce expects the acquisition to lower its 2014 adjusted EPS by $0.16 and boost revenue by $120 million-$125 million. "The [Chief Marketing Officer] is expected to spend more on technology than the CIO by 2017," said Salesforce Chairman and CEO Marc Benioff. "The addition of ExactTarget makes Salesforce the starting place for every company and puts salesforce.com in the pole position to capture this opportunity." So while ExactTarget is likely all popped out that this point, another cloud marketing play like Responsys -- which is up 6% on today's news -- might be a possible buyout target worth looking into.

Interested in more info on ExactTarget? Add it to your watchlist.

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The article Why ExactTarget Shares Skyrocketed originally appeared on Fool.com.

Fool contributor Brian Pacampara has no position in any stocks mentioned. The Motley Fool recommends Salesforce. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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