Selligent Marketing Cloud will join CM Group, a portfolio of marketing, email, and customer experience software. Selligent serves enterprise and mid-sized marketing teams in the financial services, travel, retail, entertainment, and media verticals with cross-channel tools. The platform offers email, mobile, and website personalization that is driven by artificial intelligence (AI) and machine learning (ML) tools. These tools are particularly useful as marketers seek to better personalize experiences and deliver right-time-right-place content to audiences.
CM Group stated in a blog post announcing the acquisition that it plans to invest in Selligent’s mobile app messaging, analytics, real-time personalization features to round out the brand’s offerings.
What CM Group gets out of the deal
CM Group owns Campaign Monitor, Emma, Sailthru, Delivra, Vuture, Liveclicker, and acquired Selligent from HGGC, a Palo Alto-based investment firm. Selligent brings omnichannel marketing and personalized insights through AI and ML. Access to these tools and the developers that build them open up distinct possibilities for the other brands in the CM Group portfolio, as stated by CM Group CEO Wellford Dillard:
“Through Selligent, we will quickly augment mobile app messaging, analytics, and real-time personalization capabilities through our expertise in these areas, while CM Group brands benefit from Selligent’s AI capabilities”Wellford Dillard, CEO CM Group
The addition of the Selligent brand expands CM Group’s reach. It’s now able to serve customers as they grow from small businesses to enterprise companies.
CM Group follows the buying trend
CM Group is no stranger to acquisitions: in 2019 it acquired Vuture, Conversio, Liveclicker, and Sailthru. The year before, Campaign Monitor acquired Emma and Delivra. All of this growth is based on solid technology foundations. And CM Group’s strategy is to bring the properties in, but let the brands persist. This gives them the ability to acquire not only the customer base but also the technology that can improve other brands in the portfolio.
And from the look of things, it’s easier to buy than to build AI capabilities. In 2020 alone, Amazon, Apple, Accenture, and Cisco (to name just a few) have all acquired companies with strong AI tools. By adding Selligent to its portfolio and technology arsenal, CM Group can bring stronger AI and ML capabilities to all of its brands.