NetSuite just announced that it plans to acquire the email marketing company Bronto Software for approximately $200 million.
The cloud-based ERP and CRM provider says it plans to use utilize Bronto to expand its omnichannel ecommerce portfolio. Bronto is known for its cloud-based commerce marketing automation platform, which is used by brands such as Armani Exchange, Timex and Trek Bikes.
NetSuite will likely incorporate Bronto's marketing automation system with the SuiteCommerce platform, which provides cloud-based operational capabilities ranging from order and inventory management to global multi-currency and multi-country tax compliance.
NetSuite has focused heavily on building out SuiteCommerce, particularly through acquisitions. Last summer, NetSuite bought the cloud-based digital commerce provider Venda and eventually folded it into SuiteCommerce.
"This combination, for the first time ever, ties a rich marketing automation system with a cloud-based omnichannel commerce platform. The capabilities this solution will deliver are transformational," Zach Nelson, NetSuite CEO, said in a statement.
NetSuite didn't disclose whether any of Bronto's current executive team or employees will survive the acquisition. Bronto is headquartered in Durham, North Carolina, with additional offices in London, Sydney, New York and Los Angeles.
The acquisition announcement comes on the same day NetSuite reports its first quarter earnings for 2015. The company said it plans to discuss the deal in more detail during a post-earnings conference call later today.