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$CRM To Buy Software Marketing Firm ExactTarget for $2.5B

“(Reuters) – Web-based software maker Salesforce.com Inc said it would buy marketing software provider ExactTarget for $2.5 billion as it looks to build a marketing platform that will tap increasing use of mobile devices and social networks.

The offer price of $33.75 for each ExactTarget share represents a 53 percent premium to the stock’s closing on Monday on the New York Stock Exchange.

ExactTarget shares rose 53 percent in premarket trading on Tuesday, while Salesforce.com’s shares fell 3 percent to $39.85.

ExactTarget, Salesforce.com’s eighth acquisition in the past year, has 6,000 customers including Coca-Cola Co, Gap Inc and Nike Inc….”

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