NetSuite’s acquisition of Bronto Software Inc., a privately held cloud-based commerce marketing company, in a cash and equity transaction valued at approximately $200 million brings together leaders in cloud-based omnichannel commerce solutions. Bronto will enhance NetSuite’s platform and accelerates their SuiteCommerce vision as it has created several components that are squarely focused on commerce marketing.
Bronto is the leading email-marketing provider to the Internet Retailer 1000. With a large and vibrant customer base of over 1400 customers and almost 250 employees, it provides a cloud-based marketing platform for organizations to drive revenue through their email, mobile and social campaigns. While they primarily focus on B2C manufacturers and retailers, they also have many B2B customers.
More than 3,000 brands leverage NetSuite’s SuiteCommerce to drive their commerce strategies across point-of-sale, ecommerce and call center. The leading unified cloud omnichannel B2B and B2C commerce platform alone brings together all the operational capabilities required to deliver a complete omnichannel commerce solution from order and inventory management to global multi-currency and multi-country tax compliance.
Bronto’s functionality checklist includes messaging tools that allow customers to deliver personalized email, SMS , and social campaigns, automation in the form of drag-and-drop tools to create multi-step automated campaigns and cover the lifecycle of customer interactions such as cart recovery, product ratings and reviews follow-up, post-purchase and welcome series, sales tools with omnichannel capabilities including e-receipts and coupon management, marketing CRM in the form of list management and segmentation tools to assess engagement across all messaging channels.
Customers will now enjoy compelling commerce experiences and they can better engage their users on an on going basis between site visits and drive repeat purchases. Integrating Bronto’s industry leading commerce marketing capabilities with NetSuite will also help customers deliver relevant content and offers that can be leveraged across every transactional channel.
The Bronto team will continue to support the Bronto product and services, and remain as the main point of contact. Approximately 40 joint customers, primarily in the retail industry, will continue to have two separate account managers though unifying those accounts under a single account manager is the long-term plan.
Currently, Bronto does not have any reseller partners, but they have implementation, agency and application partners. As Bronto’s products are a natural extension to SuiteCommerce, NetSuite plans to add the Bronto solution to the list of products that can be promoted by their channel partners in the months ahead. While unifying Bronto’s software with SuiteCommerce spells the convergence of ecommerce, content management and digital marketing and is a part of NetSuite’s focus on Customer Experience Management (CXM), NetSuite will only be selling the Bronto product through the Bronto direct sales team for now.